marketing mix

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21 Terms

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marketing mix
all the activities which go into marketing
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the four P’s
* price
* product
* place
* promotion
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branding
giving a product **a unique name and packaging** so that it stands out from similar ones produced by competitors
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product
the good or service itself- the business has to consider how the products compare to the similar ones on the market
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price
a comparison must be made with the prices of the competitors
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place
the channels of distribution that are selected- how the product is going to get to the customer
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promotion
how the product is advertised
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types of goods
* consumer goods
* consumer services
* producer goods
* producer services
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consumer goods
goods by consumers for their own use
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consumer service
%%**services that are bought by customers**%% for their own use
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producer goods
goods produced ^^**for other businesses to use**^^
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producer services
services to help other businesses
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what makes a product successful

1. satisfy existing needs and wants of consumers
2. design - performance, reliability, quality and it should be consistent with the brand image
3. capable of stimulating new wants from the consumer
4. reasonable prices
5. unique from competitors from competitors
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steps to developing a new product

1. generate ideas
2. select and idea to research further
3. decide if product will sell well
4. develop a prototype
5. test the market in one area
6. launch
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benefits of developing a new product
* unique selling point
* diversification
* allows expansion into new markets
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costs of developing a new product
* carrying out market research
* producing of prototypes
* lack of sales if the market research goes wrong
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importance of brand image
* gives product a USP
* leads to loyalty
* assurance of higher quality
* competitive advantage
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roles of packaging

1. protects product
2. easy to transport
3. easy to open and use
4. suitable for product to fit in
5. eye-catching
6. carries information about the product
7. promotes the brand image
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product life cycle
^^**the stages a product will pass through**^^ from its introduction through its growth until its mature and then finally its decline
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the cycle of a product

1. development
2. introduction
3. advertisment
4. growth
5. maturity
6. saturation
7. decline
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how to extend a product life cycle
* introduce new variations of the original product
* sell into new markets
* make small changes to the product design
* use new advertising campaign