mkc1 exam Contemporary Marketing: Chapter 11, 13, 15, 19

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Created Dec 17, 2009
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velveteenbunny0

 

 
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1

the differences between the 3 categories in the Consumer Product Classification System

 

Convenience products are purchased frequently with little thought going into the process....

2

Total Quality Management

 

The effort to create and market high-quality goods and services, with constant monitoring...

3

purpose of the ISO system?

 

To ensure consistent quality among products manufactured and sold.

4

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...

5

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...

6

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...

7

examples of each of the 4 product life extension strategies

 

Increasing Frequency of Use – UGGS Boots; Increasing the Number of Users – bicycles;...

8

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...

9

difference in the 3 levels of distribution intensity

 

Intensive Distribution distributes the product through all available channels. Selective...

10

examples of products in each of the levels of distribution intensity

 

Intensive Distribution – M&Ms; Selective Distribution – Computers; Exclusive Distribution...

11

difference between horizontal and vertical channel conflict

 

Horizontal channel conflict is between channel members at the same level. Vertical channel...

12

describe the supply chain

 

Everyone who is involved in the manufacture, sale, and delivery of goods and services.

13

describe each of the 6 components of physical distribution

 

Customer service – how the distribution activities should be supported; Transportation...

14

difference in the 5 primary objectives of Promotion

 

Provide Information to Consumers and Others – provide product information to potential...

15

Comparison of the Six Promotional Mix Elements

 

Personal Selling:

Advertising:

Sales Promotion: .

Direct Marketing:

Public...

16

Personal Selling: Advantages,Disadvantages

 

 

Advantages -- Permits measurement of effectiveness, elicits an immediate response, tailors...

17

Advertising: Advantages ; Disadvantages

 

Reaches a large group of potential consumers for a relatively low price per exposure,...

18

Sales Promotion: Advantages Disadvantages

 

Advantages – Produces an immediate consumer response, attracts attention and creates...

19

Direct Marketing: Advantages , Disadvantages

 

Advantages – Generates an immediate response, covers a wide audience with targeted...

20

Public Relations: Advantages ,  Disadvantages

 

Advantages – Creates a positive attitude toward a product or company, enhances credibility...

21

Guerrilla Marketing: Advantages ; Disadvantages

 

Advantages – Is low cost, attracts attention because it is innovative, is less cluttered...

22

differences between a skimming pricing strategies,

, penetration pricing strategies,...

 

Skimming pricing strategies (market-plus pricing) involve intentionally setting a high...

23

examples of each of the different pricing strategies

 

Skimming – IPOD; Penetration – Emachines computers; Competitive – cell phone sales

24

differences between the three global pricing strategies

 

Standard worldwide price is possible if foreign marketing costs are low and do not affect...

25

describe cannibalization

 

Companies create competition within their own products by allowing sales on the internet...

26

describe bundle pricing

 

Offering products bundled together for one price, even if the consumer does not desire...

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