Term
|
Definition
| grouping people together to address the fact that no prodcut or service appeals to everyone |
|
|
Term
|
Definition
| combining groups of people that are categorized based on the utility beyond your group |
|
|
Term
|
Definition
| loyal to certain brands and require least amount of advertising |
|
|
Term
|
Definition
| typically use brand A but have alternative if not available or alternative discounted |
|
|
Term
|
Definition
| semi-sole users of brand B |
|
|
Term
|
Definition
| use competitive products in the category but haven't taken a liking to Brand A |
|
|
Term
|
Definition
| bought Brand A advertising message but didn't like the product |
|
|
Term
|
Definition
| perceive two or more brands to have superior attributes and will buy at full price |
|
|
Term
|
Definition
| light, medium, or heavy users of a product |
|
|
Term
|
Definition
| buyers can also be distinguished by when they buy or use a product or service |
|
|
Term
| Benefit sought Segmentation |
|
Definition
| marketers may segment consumers on the benefits being sought |
|
|
Term
|
Definition
| categorizing people by regions, areas, etc |
|
|
Term
|
Definition
| categorizing based on sex, income, age, race, etc. |
|
|
Term
|
Definition
|
|
Term
| psychographic Segmentation |
|
Definition
| groups of people by values, personality, lifestyle, morals, etc. |
|
|
Term
Product Life-cylce
1. Introductory Stage
2. Sales Promotion
3. growth stage
4. maturity stage
5. Decline Stage |
|
Definition
1. educating customers, building widespread distribution, and encouraging demand.
2. efforts aimed at the retail trade
3. sales volume begins to rise rapidly
4. the market becomes saturated with competing products
5. changing consumer taste |
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
readily apparent to the consumer
i.e. Harley Motor, Shaving cream with heat |
|
|
Term
|
Definition
not readily apparent
i.e. Fat free yogurt |
|
|
Term
|
Definition
puts into mind, there is a difference
i.e. loreal 8$/bottle.... it really works or just advertisement |
|
|
Term
|
Definition
| "close-up toothpast" individual brand |
|
|
Term
|
Definition
| "heinz 57" 57 different things |
|
|
Term
|
Definition
| "buick" few differnt distributors |
|
|
Term
|
Definition
| "craftman tools" sold in certain stores only |
|
|
Term
|
Definition
"sunkist" also vitamin
Breyers ice cream with "heath bar" |
|
|
Term
|
Definition
sell directly from manufacture
vegies at county line |
|
|
Term
|
Definition
|
|
Term
indirect marketing
~intense
~selective
~exclusive |
|
Definition
not firectly to consumer
~soft drinks, candy, timex watches and other conveniece availabkle every possible location
~manufactors can cut their distribution and promotion cost
~ sell rights to certain products, i.e. Harley Davidson |
|
|
Term
|
Definition
information gathered about a particular market or market segment |
|
|
Term
|
Definition
| about a specific market or industry |
|
|
Term
|
Definition
| systematic...help mgmt. make advertising decisions |
|
|
Term
| advertising strategy research |
|
Definition
product concept (4 p's)
select target audience
select medias
select message element |
|
|
Term
|
Definition
~testing before spend $ ON IT, DO IT BEFORE unvail on masses
~campaign after it runs, provides the advertiser with useful guidelines for future advertising |
|
|
Term
media classes
sub classes
media vehicles
media unit |
|
Definition
1. print, digital, eklectronic
2. newspaper, internet, magazine
3. miami herald, times magazine
4. 30 sec ad or 1/2 page |
|
|
Term
|
Definition
| assembles all the pertinent facts about the organization |
|
|
Term
|
Definition
| terms of profit or return on investment, or net worth earnings, ratios, growth, or corporate reputation |
|
|
Term
|
Definition
| time and cost specific goals of company |
|
|
Term
|
Definition
| need of target markets as well as to specific sales goals |
|
|
Term
|
Definition
| s specific, quatitative realistic marketing goal to be achieved with in a specified period of time |
|
|
Term
|
Definition
| overall directional thrust, long-term |
|
|
Term
Rules of Thumb:
defensive
offensive
flanking
guerilla |
|
Definition
~above the frame, calm
~going after people on top, comparison
~ where the action is for many companies
~ tide of battle canges, flexibiliyt, change of rules |
|
|
