Unit 2 AOS 2 Marketing and Public Relations Checklist

Vocabulary practice flashcards based on the Unit 2 AOS 2 checklist covering marketing, the 7Ps, branding, product life cycle, public relations, crisis management, and CSR.

Customer Profile

A detailed description of the customer base used to help establish and measure the success of marketing efforts.

Primary Data

Original data gathered firsthand during market research, assessed by its specific types, benefits, and limitations.

Secondary Data

Pre-existing data utilized in market research, analyzed for its specific types, benefits, and limitations.

Mass Market

A broad market dimension analyzed in contrast to a specialized niche market.

Niche Market

A narrowly targeted, specialized segment of the market contrasted with a mass market.

Market Segmentation

The division of a market into distinct categories: demographic, geographic, psychographic, and behavioural.

Demographic Segmentation

A market segmentation category based on population characteristics, evaluated alongside geographic, psychographic, and behavioural factors.

Geographic Segmentation

A market segmentation approach based on location, considered alongside demographic, psychographic, and behavioural segments.

Psychographic Segmentation

A market segmentation category based on psychological traits and lifestyles, studied alongside demographic, geographic, and behavioural factors.

Behavioural Segmentation

A market segmentation approach based on consumer behaviours, evaluated alongside demographic, geographic, and psychographic factors.

Primary Market

The main target market selected by a business, contrasted with a secondary market.

Secondary Market

An additional target market segment selected alongside a business's primary market.

Sociocultural Influences

Social and cultural factors that influence consumer behaviour, studied alongside psychological, economic, and government influences.

Psychological Influences

Internal psychological factors affecting consumer behaviour, categorized alongside sociocultural, economic, and government influences.

Economic Influences

Economic conditions and financial factors that influence consumer behaviour, evaluated alongside sociocultural, psychological, and government influences.

Government Influences

Government policies and regulations that impact consumer behaviour, analyzed alongside sociocultural, psychological, and economic factors.

Marketing Mix

The fundamental framework of marketing strategies comprising Product, Price, Place, and Promotion.

Positioning

The strategic placement and perception of a product or brand within the market relative to competitors.

Promotion Mix

The specific combination of promotional methods and strategies used by a business within the Promotion component of the marketing mix.

The 7Ps

An extended marketing mix framework that incorporates Physical Evidence, Processes, and People alongside the original 4Ps.

Physical Evidence

One of the three additional 'Ps' in the 7Ps marketing mix that provides tangible cues regarding a service or business.

Processes

One of the three additional 'Ps' in the 7Ps marketing mix encompassing the systems and procedures through which products or services are delivered.

People

One of the three additional 'Ps' in the 7Ps marketing mix referring to the staff and personnel involved in delivering the service or product.

Name Brand

A distinctive brand type associated with a established maker, categorized alongside home brands and generic brands.

Home Brand

A retailer-owned brand category, distinguished from name brands and generic brands.

Generic Brand

A plain or unbranded product category, contrasted with name brands and home brands.

Product Differentiation

The methods businesses use to distinguish their products or brands from competitors in the market.

Product Life Cycle

The progression of stages a product passes through, each characterized by distinct features and requiring specific strategies.

Product Extension

A strategy implemented within the product life cycle to prolong a product's life and relevance.

Diversification

A product life cycle strategy involving entry into new markets or offering new products, studied alongside product extension and export.

Export

A strategic option within the product life cycle involving the sale of products to overseas markets.

Public Relations (PR)

The business function dedicated to managing communications, reaching the 6 publics, and assisting in achieving business objectives.

The 6 Publics

The six distinct target stakeholder groups identified in public relations that businesses engage using targeted PR strategies.

Crisis Communication Plan

A structured plan containing key elements and priorities to manage communication, costs, and risks during crisis situations.

CSR (Corporate Social Responsibility)

Ethical and socially responsible conduct within marketing, evaluated through its benefits, risks, positive examples, and common criticisms.