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Machfoedy Marketing Midterm 2
Ambar Machfoedy's marketing midterm 2 cards
50
Marketing
Undergraduate 1
11/17/2010

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Term
Product
Definition
a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value.
Term
Product Line
Definition
a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same type of outlets, or fall within a given price range.
Term
Product Item
Definition
a specific product as noted by a unique brand, size or price.
Term
Product Mix
Definition
number of product lines offered by a company.
Classification of goods
Term
Convenience Good
Definition
items that the consumer purchases frequently, conveniently, and with a minimum of shopping effort. not really brand sensitive, the role of the marketer is to make sure that the product is widely distributed.
Term
First stage of the product life cycle
Definition
Introduction
Term
Second stage of the product life cycle
Definition
Growth
Term
Third Stage of the product life cycle
Definition
Maturity
Term
Final stage of the product life cycle
Definition
Decline
Term
Primary Demand
Definition
desire for the product class rather than for a specific brand
Term
selective demand
Definition
preference for a specific brand
Term
helps build unit volume, but forces a company to closely monitor costs
Definition
penetration pricing
Term
helps a company to recover costs of development as well as capitalize on the price insensitivity of early buyers
Definition
skimming pricing
Term
Product Class
Definition
Entire product category or industry, such as prerecorded music
Term
Product Form
Definition
variations within the product class. E.g. prerecorded music, product form exists in the technology used to provide the music, such as cassette tapes, cds, and digital music players.
Term
Diffusion of innovation
Definition
how products diffuse/spread through a population
Term
Brand
Definition
A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition
Term
Brand
Definition
A promise that a firm makes to its customers
Term
Shopping Good
Definition
items for which the consumer compares several alternatives on criteria, such as price, quality, or style. Something that people are willing to spend a little bit more effort on when looking for it and an item that people are more brand conscious towards.
Term
Specialty Goods
Definition
items, such as Rolex watches, that a consumer makes a special effort to search out and buy. The same product can be considered a shopping good by one person and a specialty good by another.
Term
Unsought goods
Definition
items that the consumer either does not know about or knows about but does not initially want. people don’t even think that they need until a certain event arises. (e.g. funeral needs, thesaurus, coffins).
Term
Production Goods
Definition
raw materials as well as component parts, which are used in the manufacturing process and become part of the final product. Marketers of these products tend to sell directly to industrial users.
Term
Support Goods
Definition
items used to assist in producing other goods and services.
Term
Durable Goods
Definition
a good that usually lasts over an extended number of uses, such as appliances, automobiles, and stereo equipment
Term
Non-durable goods
Definition
An item consumed in one or a few uses, such as food products and fuel
Term
Services
Definition
activities, benefits, or satisfactions offered for sale, such as marketing research, health care, and education
Term
Continuous Innovation
Definition
Requires no new learning by consumers is necessary. Typically is an improvement on a current product that consumers are already familiar with. Effective marketing focuses on generating awareness and not completely reeducating customers.
Term
Dynamically continuous innovation
Definition
minor changes in behavior is required. Marketing strategy is to educate prospective buyers on the product’s benefits, advantages, and proper use.
Term
Discontinuous Innovation
Definition
requires new learning and consumption patterns by consumer. Marketing focuses on gaining initial consumer awareness and educating consumers on benefits and proper use of the innovative product.
Term
1st Prod Dev Stage: New-product strategy development
Definition
1st stage of product development: Identify new product niches to reach in light of company objectives
Term
2nd Prod Dev Stage: Idea generation
Definition
Develop concepts for possible products
Term
3rd Prod Dev Stage: Screening and evaluation
Definition
Separate good product ideas from bad ones inexpensively
Term
4th Prod Dev Stage: Business Analysis
Definition
Identify the products features and its marketing strategy and make financial projections
Term
5th Prod Dev Stage: Development
Definition
Create the prototype product and test it in the laboratory and on consumers
Term
6th Prod Dev Stage: Market Testing
Definition
Test product and marketing strategy in the marketplace on a limited scale
Term
7th Prod Dev Stage: Commercialization
Definition
Position and offer the product in the marketplace
Term
Relative Advantage
Definition
Is the new product superior to existing products?
Term
Compatibility
Definition
Does the new product fit the values and experience the target market
Term
Complexity
Definition
Is the new product difficult to understand or use?
Term
Divisibility
Definition
Can the new product be used on a limited basis?
Term
Communicability
Definition
can results be easily observed or described to others?
Term
Innovators
Definition
Initial adopter: Venturesome, higher educated, use multiple information sources
Term
Early Adopter
Definition
2nd adopter: leaders in social setting, slightly above average education
Term
Early Majority
Definition
3rd adopter: deliberate, many informal social contacts
Term
Late Majority
Definition
4th Adopter: Skeptical, below average social status
Term
Laggards
Definition
Final Adopter: Fear of debt, neighbors and friends are information sources.
Term
Market Segmentation
Definition
Involves aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action
Term
Market Segments
Definition
relatively homogeneous groups of prospective buyers that result from the market segmentation process.
Term
Product Differentiation
Definition
involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products.
Term
Demographic
Definition
Age, gender, family size, income, occpation. The most popular bases for segmenting customer groups
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