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business paper 1 > unit three marketing management > Flashcards

unit three marketing management Flashcards

1
Q

What is ‘marketing’?

A

Marketing is the process responsible for identifying, anticipating, and satisfying customers requirements profitably

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2
Q

What are the main 6 marketing objectives?

A

Sales volume
Sales value
Sales growth
Market share
Market size
Brand loyalty

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3
Q

what is sales volume

A

Targeting to achieve a specific number of units sold per customer

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4
Q

what is sales value

A

Targeting to achieve a specific revenue form sales

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5
Q

what is sales growth

A

Targeting to achieve an increase in overall sales

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6
Q

what is market share

A

Targeting an increase in the business’ own sales as a percentage of the total market

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7
Q

what is market size

A

Knowledge of the potential size of a market to better understand its potential

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8
Q

what is brant loyalty

A

Targeting an increase in repeat purchases: customers coming back time after time or consistently buying the brand

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9
Q

what is a corporate objective

A

specific, realistic and measurable goals which an organisation plans to achieve within a given period of time.

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10
Q

what is marketing objectives

A

Are targets set to the marketing function to achieve the overall business objective.

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11
Q

what is a marketing starategy

A

a long-term plan for achieving a company’s goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage

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12
Q

what is a marketing tactic

A

the actual strategic actions that direct the promotion of a product or service to influence specific marketing goals.

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13
Q

what is market size in value and how is it calculated

A

Explanation:
Give an indication of the potential market, this enables realistic targets to be set for sales.
How is it calculated?
(sales/market share) x 100

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14
Q

What is meant by ‘market growth’? and how is it calculated

A

Explanation:
Targeting an increase in overall sales order to improve or increase market share
How is it calculated?
Difference in size/ earliest year x100

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15
Q

What is meant by ‘market share’? and how is it calculated

A

Explanation:
This is the proportion of particular market that is controlled by a business
How is it calculated?
Sales of business/ total market sales x 100

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16
Q

what is primary research

A

involves gathering new data that has not been collected before

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17
Q

what is secondary research

A

involves gathering existing data that has already been produced.

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18
Q

4 examples of primary research

A

surveys
interviews
focus groups
observations

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19
Q

3 examples of secondary research

A

online research
literature research case study research

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20
Q

advantages of primary research

A

specific to the business
up to date

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21
Q

disadvantages of primary research

A

expensive and time consuming
sample size may be too small
poor validity

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22
Q

advantages of secondary research

A

can be cheaper
immediately available
looks at whole market

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23
Q

disadvantages of secondary research

A

not specific to the business
can be out of date
available to competitors

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24
Q

advantages of quantative research

A

based on large numbers of respondents so may be more accurate

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25
Q

disadvantages of quantative research

A

doesn’t explain the reason behind the data

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26
Q

advantages of qualitative research

A

provides a more in depth info about customer opinions

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27
Q

disadvantages of qualitative research

A

expensive and can be unreliable

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28
Q

what are the three types of sampling

A

random
stratified
quota

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29
Q

random sampling description, advantage and disadvantage

A

when each individual has equal chance of being elected for the sample

advantage= simple, easy to do, and unbiased results

disadvantages= may not guarantee representation of vital subjects of larger population

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30
Q

stratified sampling description, advantage and disadvantage

A

1) divide larger population into segments
2) samples are randomly selected

advantages= ensures representation, and able to analyse results from each segment

disadvantages= more time consuming, risk of overlooking key subjects.

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31
Q

quota sampling description, advantage and disadvantage

A

1) divide larger population into segments
2) samples are deliberately selected

advantages= ensures representation of key characteristics

disadvantages= prone to bias.

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32
Q

what is correlation

A

it is a stratified technique used to establish the extent of a relationship between two variable, such as the level of sales and advertising expenditures.

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33
Q

what is the confidence interval or margin of error

A

it is the plus or minus figure used to show the accuracy of results arising from sampling.

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34
Q

what is a confidence level

A

it is the probability that research findings are correct

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35
Q

what is extrapolation

A

it analyses the past performance of a variable such as sales and extends the trend into the future.

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36
Q

the value of technology in gathering and analysing data for marketing decisions.

A

developments in technology means that vast amounts of information can be stored, collected and analysed. it provides faster communication, makes forecasting easier however it relies on the business having the right data in the first place.

37
Q

what is elasticity

A

it is a measure of the responsiveness of demand to change in a variable eg price, income

38
Q

price/ income elasticity of demand=

A

percentage change in demand/percentage change in price/income

39
Q

when is the product or service elastic or inelastic

A

when above one or below one its elastic if between 1& -1 its inelestic

40
Q

what is market mapping

A

is a matrix or map that illustrates the range of positions that a product can take in a market based on two dimensions that are important to customers

41
Q

what is market segmentation

A

is dividing the market into identifiable sub-markets, each with its own customer characteristics.

42
Q

what is market targeting

A

is deciding which segment a business wants to operate in.

43
Q

what is market positioning

A

is where a particular brand stands in relation to other brands in the market.

44
Q

what is niche marketing

A

is when businesses identify and satisfy the demands of small segments of a larger market

45
Q

what is mass marketing

A

is when a business aims their products at the most available market.

46
Q

what is included in the stp process

A

segmentation, targeting and positioning

47
Q

what is demographic segmentation

A

identifies subgroups of the population based on social and economic profile or characteristics of individuals or households.
this includes age, gender, level of education, race, religion.

48
Q

what is geographic segmentation

A

identifies different subgroups on where they live,
people living in different areas may have different product needs.

49
Q

what is behavioural segmentation

A

identifies subgroups based on past buying patterns.

50
Q

what is income segmentation

A

subgroups on peoples incomes

51
Q

what are the four types of segmentations

A

demographics
geographic
behavioural
income

52
Q

benefits of market segmentation

A

helps understand the needs of a specific group of customer
helps design a tailored product or service
makes marketing more efficient

53
Q

drawbacks of market segmentation

A

segment size may be too small

54
Q

benefits of niche marketing

A

usp
charge premium prices

55
Q

drawbacks of niche marketing

A

may be too small that its not profitable
higher costs as it doesn’t benefit from economy of scales

56
Q

benefits of mass marketing

A

large target market
economy of scales

57
Q

drawbacks of mass marketing

A

generic products
economy of scales
higher costs

58
Q

Elasticity reveres to the

A

responsiveness to a change in variable such as price or income.

59
Q

Price and income elasticity equation

A

Price elasticity of demand= percentage change in-demand/percentage changing price
Income elasticity of demand=percentage change in-demand/percentage change in income.

60
Q

Market segmentation is the process of dividing a market into

A

distinct groups.the customers within the same segment will share common characteristics that can help a business to target them and market to them effectively.

61
Q

Market targeting is when a business

A

decides which market segment they want to operate in.

62
Q

Market positioning is where

A

a particular brand stands in relation to other brands in the market.

63
Q

The process of segmentation targeting and positioning.

A

Segmentation→targeting→positioning

64
Q

Benefits of this process:
Segmentation→targeting→positioning

A
  • Marketing will be more effective as it can be directed specifically at the target group and convoy a clear message.
    • Resources will be used more effectively
    • Sales and markets share may increase
65
Q

Drawbacks of this process

Segmentation→targeting→positioning

A
  • A business may overlook a potentially profitable segment.
    • Its possible that any changes in taste and fashion could be overlooked.
66
Q

Influences on choosing a target market and positioning.

A
  • The nature of the product
    • competition
      The consumer.
67
Q

Niche marketing is when businesses

A

identify and satisfy the demands of small segments of a larger market

68
Q

Advantages of niche marketing:

A
  • May benefit from price skimming
    • Can be highly profitable
    • Customer loyalty
69
Q

Disadvantages of niche marketing:

A
  • Is profitable, may attract competition
    • May be hard to get profit.
70
Q

Mass marketing occurs when

A

businesses aim their products at most of the available market many small and medium sized businesses sell in the mass market, businesses must be able to produce On a large scale if businesses are going to be in the mass market.

71
Q

What are the four types of segmentation

A

Demographic, geographic, behavioral income

72
Q

What are the 7 ps in The marketing mix

A

Product, price, place, promotion, people, process, physical, Environment

73
Q

What ave industrial products

A

Products bought for further processing or use in conducting a business

74
Q

What are consumer products

A

Bought for consumption by consumers.

75
Q

What is product development

A

Developing new products or improving existing ches

76
Q

What can product development also be called

A

Research and development

77
Q

What are the five phase of the product devagement process

A

Idea - development - prototype and testing - modification - launch

78
Q

Five internal factors that may influence whether abusiness
Will undertake the r and D process

A
  • availability of a budget
  • staff innovation
    -past success
  • need to increase sales
    -How ad current products.
79
Q

External factors that may influence whether a business is willing to undertake the rand D process

A

-New gap in the market
- customer expectations,
- new technology
- competitors actions
- government policies

80
Q

What is the product lifestyle

A

A graph that tracks sales of each individual product overtime

81
Q

What are product life extension strategies

A

Marketing actions taken roprolong the life oa product.

82
Q

What ave the five stages of the product life cycle.

A

R and D, introduction, growth, maturity, decline, and sometimes extension strategy.

83
Q

What is along the bottom and side of product life cycle graph

A

Time, sales volume.

84
Q

Benefits of using the product life cycle to make marketing decision

A
  • Helps forecast trends
  • can be applied across portfolio
  • very simple to use
85
Q

Drawbacks of using the product life cycle to make marketing decisions

A
  • Not all products fussow the life cycle
  • hard to predict how long a product will stay in stage
  • misreading will lead to mistakes.
86
Q

If a business has a productin every stage of the life cycle what does this mean

A

There will be a constant flow or cash

87
Q

What are the four categories in a Boston matrix and what do they mean

A

Dog: low market share and low market growth. Question mark: low market share, nigh market growth, stars: nigh market Shane, high market growth and cash cow: nigh market snare and low market growth..

88
Q

What should you do with each section of the Boston matrix

A

?= monitor, star =invest, dog= remove, cash cow= maintain,

business paper 1 (3 decks)

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