AQA A level Business unit 3

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46 Terms

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COMPETIVENESS
Measures a firms ability to offer a better combination of price and quality than its rivals
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MARKETING MIX
A combination of marketing variables that turns an idea into a practical reality. -product, place, price, promotion, people, physical environment, process
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USP
A point of genuine difference that makes one product stand out from the crowd
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MARKETING OBJECTIVES
Targets set for the marketing department to help meet the goals of the organization as a whole
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CORPORATE OBJECTIVES
The targets deciding for the company as a whole
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MARKET SHARE
the percentage of total sales in a market held by one brand or company
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REPOSITIONING
Positioning the products, branding, and image to shift the proposition to a different place in the market sector
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SHORT-TERMIST
Taking decisions on the basis of short-term need rather than long term benefit
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PREDATORY PRICING
When a large company sets prices low with the deliberate intention of driving a weaker rival out of business
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MARKET
Where buyers meet sellers
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LUXURY GOODS
Products that people buy much more of when they feel better off
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NORMAL GOODS
Products or services for which sales change broadly in line with the economy
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MARKET RESEARCH
Gathers information about consumers, competitors ad distributors within a firms target market
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PLACE
For products , place is how to get the products to the place where customers can be persuaded to buy
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PRICE
Having identified the right product to appeal to its target market, the business must set the right price
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PRODUCT
The business must identify the right product or service to make the product both appealing and distinctive
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PROMOTION
Marketing managers must identify the right way to create the right image for the product and present it to the right target audience
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PHYSICAL ENVIRONMENT

Customers pick up clues about a product or service from the physical environment by an good advertisement

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PROCESS
Includes every practical aspect of the customer experience.g. phoning or trying to use the website
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PEOPLE
Who comes into contact with customers that will make an impressions and that can have a profound effect- positive or negative- on customer satisfaction
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BIAS
A factor that causes research findings to be unrepresentative of the whole population
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PRIMARY RESEARCH
Finding out information first- hand e.g questionnaires, surveys
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SECONDARY RESEARCH
Finding out information that has already been gathered e.g internet, newspaper
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SAMPLE SIZE
The number of people interviewed
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SAMPLING METHOD
The approach chosen to select the right people to be part of the research sample
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STANDARD DEVIATION
Sample findings tend to form a bell-shaped curve when shown on a graph. within this curve, the standard deviation of the data reflects how wide or narrow is the likely variation from the mean average of the findings.
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MARKET DATA AND ANALYSIS
Breaking the market down statistically to assess the types of product, consumer and competitor
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PRODUCT POSTIONING
Deciding on the image and target market you want for your own product or brand
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TARGET MARKET
The type of customer your product or service is aimed at
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SEGMENTATION AND POSTIONING

Segmentation is the process of dividing a company's target market into groups of potential customers with similar needs and behaviours. Doing so helps the company sell to each customer group using distinct strategies tailored to their needs

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SEGMENT: DEMOGRAPHIC

Population subset e.g age, ethnic origin, gender

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SEGMENT: GEOGRAPHIC

Region or by country

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SEGMENT: BEHAVIOURAL

Identifying and reacting to the different ways in which people live and spend

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SEGMENT: INCOME

Segmenting markets in relation to household incomes

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MULTIPLE SEGMENTATION
Breaking a market down into many segments and then developing many different products to fill each segment
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MASS MARKETING
Devising products with mass appeal and promoting them to all types of customer
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NICHE MARKETING
Tailoring a product to a particular type of customer
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MARKETING MIX
Is the balance between seven elements involved in a successful marketing strategy
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MARKETING STRATEGY
The medium to long-term plan for meeting the firms marketing objectives
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MARKETING BUDGET
The sum of money provided for marketing a product or service during a period of time
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PRODUCT LIFE CYCLE
Is the theory that all products follow a similar pattern over time, of development, introduction, growth, maturity and decline
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PRICE ELASTICITY of DEMAND FORMULA
% change in quantity demanded/ % change in price
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PRICE ELASTICITY of DEMAND
The quantity demanded of a good or service to a change in its price when nothing but the price changes.
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INCOME ELASTICITY of DEMAND FORMULA
% change in demand/ % change in real incomes (incomes after inflation)
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INCOME ELASTICITY of DEMAND
The quantity demanded for a good or service to a change in the income of the people demanding the good
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BOSTON MATRIX
It helps businesses analyse their portfolio of businesses and brands, it includes four categories i.e. problem child/question mark, cash cow, stars and dogs.