E1 marketing
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1
what are the 4 P's in the traditional marketing mix?
2
What is stage 1 of the product life cycle
3
What is stage 2 of the product life cycle
4
What is stage 3 of the product life cycle
5
What is stage 4 of the product life cycle
6
What are the 5 stages of product / service development
1. Consider customers needs
2. Concept screening
3. Design process
4. Time to market
5. Product testing
2. Concept screening
3. Design process
4. Time to market
5. Product testing
7
What are Mintzbergs 5 main structural configurations
Simple
Machine bureaucracy (Unionised)
Professional bureaucracy (hospital)
Divisionalised
Adhocracy
Machine bureaucracy (Unionised)
Professional bureaucracy (hospital)
Divisionalised
Adhocracy
8
What are 4 possible bases of market segmentation
Demographic
Socio-economic
Psychological
Situational/Behavioural
Socio-economic
Psychological
Situational/Behavioural
9
what 3 criteria did Kotler suggest a marketing segment should meet
Measurable
Accessible
Substantial
Accessible
Substantial
10
what is SWOT analysis
Strengths. Weaknesses. Opportunities. Threats
11
In the traditional marketing mix what are the additional 3 P's for the service industry
12
What are the 4 key considerations (4 C's) when deciding on pricing
13
What are the 9 pricing tactics
Cost plus pricing.
Penetration pricing
Price discrimination
Going rate pricing
Dynamic pricing
Price skimming
Loss leaders
Captive product pricing
Perceived quality
Penetration pricing
Price discrimination
Going rate pricing
Dynamic pricing
Price skimming
Loss leaders
Captive product pricing
Perceived quality
14
What is cost plus pricing
cost per unit plus mark up
15
What is penetration pricing
Low price set to gain market share
16
What is perceived quality pricing
high price set to reflect good quality
17
What is price discrimination
Different prices are set for the same product in different markets
18
what is going rate pricing
prices set to match competitors
19
What is dynamic pricing
Prices altered in line with demand
20
What is price skimming
High price set at launch (early adopters pay more) price lowered later to increase demand
21
What is loss leader pricing
One product sold at a loss with the expectation that customer will then go on to buy more profitable products
22
What is captive product pricing
customers must buy 2 products first is cheap to attract customer, second is expensive, once they are captive
23
What is the AIDA sequence
The process someone goes through from being made aware of a product to buying.
Awareness
Interest
Desire
Action
Awareness
Interest
Desire
Action
24
What is guerrilla marketing
25
What is post modern marketing
26
27
What is PESTEL analysis
Analysisnof the macro environment (Outside the company)
28
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What is market research
31
What is market segmentation
32
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