Introduction to Key Marketing Terms and Concepts Marketing 1.
Marketing terms
Transcript of Marketing terms
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Marketing Terms
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Mission Statement
• State the purpose of the business.• Spells out the overall goals.• Provides a path• Is a guide to the decision making process
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Target Market
• A group of customers that the business has decided to aim its marketing efforts and its merchandise at
• Important to stay ahead in 4 areas– Responsiveness to customers– Innovation– Quality– Efficiency
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Competitive Advantage
• The ability of the business to produce goods and services more effectively than the competitors
• Important to stay ahead in 4 areas– Responsiveness to customers– Innovation– Quality– Efficiency
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Psychographic
• Study of personality, values, attitudes, interests, and lifestyles of individuals
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Demographics
• Characteristics of a population– Gender– Race– Age– Disabilities– Mobility– Home ownership– Employment status– Location
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Business Plan
• A written document • Prepared to guide in the– Development and operation of a new business
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Contingency Plan
• A back up plan in case something changes or goes wrong.
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Brand
• A unique name, symbol, or design• It identifies the
• Product• Service• Company
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Brand Advertising
• Build an image for a brand or company
• All that you can be– United States Army
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Franchising
• A business relationship in which the developer of a business idea – Sells to others the • Rights to the business idea • The use of the business name.
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Entrepreneur
• One in ten adults in the US today is an entrepreneur.
• Top three countries for having the most are:– Brazil– United States– Australia
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What is an Entrepreneur
• A person who is willing to help launch a new venture or enterprise.
• Must be willing to accept full responsibility for the outcome
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Ethics
• The study of principles relating to right and wrong behavior.
• Involves the standards that govern the conduct of a person.
• Comprises a person’s morality and values.
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Code of Ethics
• Set of guidelines– Designed to lay out acceptable behaviors
• Increase confidence in an organization• Shows outsiders that members are committed
to following basic ethical guidelines.
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Business Model
• Description of how entrepreneurs plan to make money
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Prototype
• A working model of the product
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Business Concept
• A clear and concise description of the business• Contains four elements– Product or Service– Customer– Benefit– Distribution
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Buying Behavior
• The decision processes and actions that consumers make as they buy services and products.
• Need to understand: – Why consumers make the purchases that they make? – What factors influence consumer purchases? – The changing factors in our society.
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Six Stages of Consumer Buying
• Problem Recognition– Hunger vs. food– Commercial vs. new pair of shoes
• Information Search– Memory– Friends and relatives (word of mouth)
• Evaluation of Alternatives– May decide if you want to eat Chinese (spicy vs.
bland.
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Six Stages of Consumer Buying
• Purchase decision– Choose buying alternative• Product• Package• Store• Method of purchase
• Purchase• Post Purchase Evaluation– Did you make the right decision
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Demand
• A relationship between the quantity of a product consumers are willing to purchase and the price.
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Market Analysis
• What you need to know about the market before starting your business– Identify prospective customers– Understand their buying habits– Assess your chances for success
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Buying Motives
• The reasons why people buy.
– Why do you buy what you do
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Just-In-Time
• A business’s inventory level is kept low.• Resupplied as needed.
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Lead Time
• The amount of time required to place an ad.
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Market Potential
• The total revenue that can be gotten from the market segment that was targeted.
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Market Price
• The points where supply and demand for a product are equal.
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Risk
• The possibility that a loss could occur as the result of a decision or activity.
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Risk Taking
• A willingness to risk the chance of failure in order to be successful.
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Test Markets
• A clearly defined segment of the market to which a business wants to appeal.