Mkc1 Exam Contemporary Marketing: Chapter 11, 13, 15, 19

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Created Dec 17, 2009
by velveteenbunny0
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Side ASide B
the differences between the 3 categories in the Consumer Product Classification System
Convenience products are purchased frequently with little thought going into the process....
Total Quality Management
The effort to create and market high-quality goods and services, with constant monitoring...
purpose of the ISO system?
To ensure consistent quality among products manufactured and sold.
difference between the 4 stages of the Product Life Cycle
The Introductory Stage is where a product is new and unknown to consumers. The Growth Stage...
examples of products in each of the 4 stages of the Product Life Cycle
Introductory – FIOS (fiber optic satellite systems); Growth – IPOD Touch/IPhone; Maturity...
difference between the 4 different product life extension strategies
Increasing Frequency of Use is where total sales will rise even though no new buyers enter...
examples of each of the 4 product life extension strategies
Increasing Frequency of Use – UGGS Boots; Increasing the Number of Users – bicycles;...
difference between direct selling, channels using intermediaries, dual distribution, and...
Direct selling is where there is direct sales contact with the final user. Channels using...
difference in the 3 levels of distribution intensity
Intensive Distribution distributes the product through all available channels. Selective...
examples of products in each of the levels of distribution intensity
Intensive Distribution – M&Ms; Selective Distribution – Computers; Exclusive Distribution...
difference between horizontal and vertical channel conflict
Horizontal channel conflict is between channel members at the same level. Vertical channel...
describe the supply chain
Everyone who is involved in the manufacture, sale, and delivery of goods and services.
describe each of the 6 components of physical distribution
Customer service – how the distribution activities should be supported; Transportation...
difference in the 5 primary objectives of Promotion
Provide Information to Consumers and Others – provide product information to potential...
Comparison of the Six Promotional Mix Elements
Personal Selling: Advertising: Sales Promotion: . Direct Marketing: Public Relations: Guerrilla...
Personal Selling: Advantages,Disadvantages  
Advantages -- Permits measurement of effectiveness, elicits an immediate response, tailors...
Advertising: Advantages ; Disadvantages
Reaches a large group of potential consumers for a relatively low price per exposure, allows...
Sales Promotion: Advantages Disadvantages
Advantages – Produces an immediate consumer response, attracts attention and creates...
Direct Marketing: Advantages , Disadvantages
Advantages – Generates an immediate response, covers a wide audience with targeted advertising,...
Public Relations: Advantages ,  Disadvantages
Advantages – Creates a positive attitude toward a product or company, enhances credibility...
Guerrilla Marketing: Advantages ; Disadvantages
Advantages – Is low cost, attracts attention because it is innovative, is less cluttered...
differences between a skimming pricing strategies, , penetration pricing strategies, and...
Skimming pricing strategies (market-plus pricing) involve intentionally setting a high initial...
examples of each of the different pricing strategies
Skimming – IPOD; Penetration – Emachines computers; Competitive – cell phone sales
differences between the three global pricing strategies
Standard worldwide price is possible if foreign marketing costs are low and do not affect...
describe cannibalization
Companies create competition within their own products by allowing sales on the internet...
describe bundle pricing
Offering products bundled together for one price, even if the consumer does not desire all...


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