Marketing is all about lying
Wrong
Marketing = sales
Wrong
1/158
Looks like no tags are added yet.
Name | Mastery | Learn | Test | Matching | Spaced |
---|
No study sessions yet.
Marketing is all about lying
Wrong
Marketing = sales
Wrong
Tell me the evolution of marketing
Explain to me the selling concept
\
Explain to me the marketing concept
Marketing is used by companies to sell products to consumers
Wrong
What is marketed ?
What is marketing?
Marketing is all about common sense
\
What is marketing management?
What is marketing? 3P
creating value : 3P
What are the core marketing concepts?
what is a need?
the basic human requirements such as air, food, water, clothing and shelter
what is a want?
specific objects that might staisfy a need
what is a demand?
wants for specific products backed by an ability to pay
what is the marketing process in an organization?
what are the major market forces?
What are the new consumer capabilities?
What are the new companies capabilities?
What are the new competitive environment?
What are the new marketing realities?
What is environmental scanning?
refers to possession and utilization of information about occasions, paterns and relationships within a company’s internal and external environment
What is the purpose of environmental scanning?
What is the macro environment?
consists of a number of brad forces that affect not only the company, but also the other actors in the micro environment
Does companies have control on the macro environment?
NO !!!!
What is a fad?
unpredictable, short-lived and without social, economic and political significance
What is a trend?
more predicticable and durable than a fad; trends reveal the shape of the future and can provide strategic direction
What is the PESTEL analysis?
What is the micro environment?
consists of actors in the firm’s immediate environment or business system that affect its capabilities to operate effectively in the chosen markets
\
HAVE CONTROL !!
What is the market (demand)?
refers to the group of consumers or organizations that is interested in the product, has the ressources to purchase the product, and is permitted by law and other regulations to acquire the product
How do you estimate futur demand?
What is consumer behavior?
the study of how individuals, groups and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy their need and wants
What influences consumer behavior?
What is hedonic?
= feelings involved
VS rational
not depend on product category
What determines age and life-cycle?
determines what consumer buys at each stage of life
What is personality?
set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environment stimuli
When a need becomes a motive?
whent it is aroused to a sufficient level of intensity to drive us to act
What is motivational strenght?
the degree to which a person is willing to expend energy to reach one goal as opposed to another reflects their underlying motivation to attain that goal
what is motivational direction?
they are goal oriented in that they drive us to satisfy specific needs
What are motivational conflicts?
What is Freud’s theory?
behavior is guided by subconscious motivations
What is Maslow’s Hierarchy of needs?
behavior is driven by lowest, unmet need
\
What is Herzberg’s two-factor theory?
behavior is guider by dissatisfiers and satisfiers
What is consumer product involvement?
the consumer’s level of interest in making a particular purchase, which can range from inertia t very high involvment
What is message-response involvement?
the consumer’s interest in processing marketing communications
What is perception?
the process by which we select, organize and interpret information inputs to create a meaningful picture of the world
What is a perceptual map?
tool which evaluates the relative standing of competing brands along relevant dimensions (scensory receptors)
What is selective attention?
the inclination for consumers to pay attention to messages that connect with their needs, beliefs, interests, and values
What is selective distortion?
how consumers interpret brand messaging in a way that fits with their preconceptions of that brand
what is selective retention?
how customers remember brand messaging based on their previously established needs, beliefs, interests, and values
what is sensory marketing?
stimulating 5 senses
How adding emotions to advertising helps?
more
what is experiential marketing?
samples
what are nostalgic brands?
used by consumers to retreive memories about past experiences and are often valued for their ability to do this
ex.: nutella, la laitière etc
What are the stages of the buying decision process?
what are beliefs?
descriptive thought that a consumer holds about something
what are attitudes?
person’s enduring favourable or unfavourable evaluations, emotional feelings and action tendencies toward some object or idea
What are the 3 types of attitude?
What are the bundle of attributes?
What is a product?
anything that can be offered to a market to satisfy a want or need
what is greenwashing?
exagerate “green” features and communicate on sustainability but they are not
\
ex.: TUI flights
what is packaging?
all the activities of designing and producing the container for a product
\
used as a marketing tool
what is a planogram?
plan made by retailers in collaboration with brands to make sure that everything is at the right spot
what are the objectives of packaging?
what is the customer journey?
what is adoption?
an indivdual’s decision to become a regular user of a product
what are the factors that influence the adoption process?
what defines market attractiveness?
what is the product lifecycle model? (market forces)
explain the introduction stage of the product lifecycle model
explain the growth stage of the product lifecycle model
to sustain rapid market share growth
explain to me the maturity stage of the lifecycle product model
explain to me the decline stage of the product lifecycle model
How can we measure competitive intensity?
Porter’s 5 forces
Give me the caracteristics of perfect competition
number of firms : very large
type of product : standardized
control over price : none
entry conditions : no barriers
Give me the caracteristics of monopolistic competition
number of firms : many
type of product : diffenrentiated
control over price : slight
entry conditions : no barriers
Give me the caracteristics of oligopoly
number of firms : few
type of product : standardized or diffenrentiated
control over price : considerable
entry conditions : large barriers
Give me the caracteristics of monopoly
number of firms : one
type of product : unique
control over price : considerable if not regulated
entry conditions : large barriers
what are the different types of competitors?
what are the Porter’s generic strategies?
What are the targeting strategies?
What is positioning?
What are points-of-difference? PODs
attributes/benefits that consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competitive brand
What are the PODs criteria?
What are points-of-parity? POPs
attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands
What are POPs criteria?
what are the growth strategies?
what is intensive growth?
corporate management should first review opportunities for improving existing businesses
what is integrative growth?
business can increase sales and profits through backward, forward or horizontal integration within its industry
what is diversification growth?
makes sense when good opportunities exist outside the present business
what is branding?
the process of endowing products and services with the power of a brand
what is a brand?
is a name, term, sign, design, symbol to identify the goods or services
what is the brands’ role for consumers?
what is the brands’ role for firms?
what are the types of brand name?
what are the caracteristic of a brand value proposition?
what is brand identity?
the set of messages sent by a unique brand
what is the brand identity prism
what is brand image?
the set of mental representations, both affective and cognitive, that an individual or a group of individuals associates with a company or a brand (= message received)
what is the difference between reflection and brand image
reflection : how people/consumers are supposed to be seen
brand image : how the message is perceived/ how they are effectively seen
what is brand equity?