Podcast
Questions and Answers
What is the primary focus of a market orientation in marketing management?
What is the primary focus of a market orientation in marketing management?
Which of the following best describes perceived value?
Which of the following best describes perceived value?
What philosophy is characterized by a focus on what the company does best, regardless of market demand?
What philosophy is characterized by a focus on what the company does best, regardless of market demand?
In an exchange of offerings, which condition is essential for both parties?
In an exchange of offerings, which condition is essential for both parties?
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Which orientation suggests that aggressive promotional strategies are the key to sales success?
Which orientation suggests that aggressive promotional strategies are the key to sales success?
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Which of the following is an example of a social value rather than a physiological need?
Which of the following is an example of a social value rather than a physiological need?
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Which factor is least likely to influence social values according to reference groups?
Which factor is least likely to influence social values according to reference groups?
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What is a common judgment criterion for females in social contexts?
What is a common judgment criterion for females in social contexts?
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Which of the following demographic factors is not typically considered part of an individual's life cycle?
Which of the following demographic factors is not typically considered part of an individual's life cycle?
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In social values, which group is most likely to be influenced by opinion leaders?
In social values, which group is most likely to be influenced by opinion leaders?
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What does the Evoked Consideration Set refer to in consumer behavior?
What does the Evoked Consideration Set refer to in consumer behavior?
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Which of the following describes cognitive dissonance in the post-purchase phase?
Which of the following describes cognitive dissonance in the post-purchase phase?
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What type of purchase behavior involves routine and automatic buying, often for low-cost items?
What type of purchase behavior involves routine and automatic buying, often for low-cost items?
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Which factor contributes to customer heterogeneity in consumer behavior?
Which factor contributes to customer heterogeneity in consumer behavior?
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What distinguishes extensive decision making from limited decision making?
What distinguishes extensive decision making from limited decision making?
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Which of the following best describes social visibility in the context of purchasing?
Which of the following best describes social visibility in the context of purchasing?
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What is a key characteristic of external information search in consumer behavior?
What is a key characteristic of external information search in consumer behavior?
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What role does risk propensity play in consumer purchase decisions?
What role does risk propensity play in consumer purchase decisions?
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Which product category represents a business that should be divested because it does not generate profit?
Which product category represents a business that should be divested because it does not generate profit?
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What is the key characteristic of 'Stars' in the portfolio matrix?
What is the key characteristic of 'Stars' in the portfolio matrix?
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Which of the following strategies is appropriate for maintaining the status of Cash Cows?
Which of the following strategies is appropriate for maintaining the status of Cash Cows?
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In marketing strategy, which of the 4 C's focuses on understanding the market's needs and problems?
In marketing strategy, which of the 4 C's focuses on understanding the market's needs and problems?
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Which of the following describes 'Problem Children' in the portfolio matrix?
Which of the following describes 'Problem Children' in the portfolio matrix?
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What should be considered when implementing a marketing strategy regarding 'Context'?
What should be considered when implementing a marketing strategy regarding 'Context'?
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Which aspect of consumer decision making pertains to recognizing the difference between the current state and the desired state?
Which aspect of consumer decision making pertains to recognizing the difference between the current state and the desired state?
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In the context of product development, what is the primary objective when introducing new products to existing customers?
In the context of product development, what is the primary objective when introducing new products to existing customers?
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Which factor is NOT a characteristic of effective market segmentation?
Which factor is NOT a characteristic of effective market segmentation?
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What does Customer Lifetime Value (CLV) primarily indicate?
What does Customer Lifetime Value (CLV) primarily indicate?
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Which demographic factor is least likely to be used for market segmentation?
Which demographic factor is least likely to be used for market segmentation?
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What type of marketing strategy focuses on the entire target market rather than individual segments?
What type of marketing strategy focuses on the entire target market rather than individual segments?
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In market segmentation, what does the term 'responsiveness' refer to?
In market segmentation, what does the term 'responsiveness' refer to?
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Which of the following is an example of a psychographic factor?
Which of the following is an example of a psychographic factor?
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What best describes a market segment?
What best describes a market segment?
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What is the primary focus of psychographics in market segmentation?
What is the primary focus of psychographics in market segmentation?
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Which of the following is an example of a 'one to one' marketing strategy?
Which of the following is an example of a 'one to one' marketing strategy?
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What is the 80/20 rule in market segmentation?
What is the 80/20 rule in market segmentation?
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Study Notes
Marketing Overview
- Marketing involves processes for creating value, communicating, delivering, and exchanging offerings among organizations, customers, and society.
- Key components: Communication (e.g., advertising), Delivery (e.g., supply chain), and Exchange of Offerings (involves two or more entities with mutual value).
- Effective marketing considers the perception of value, which varies among individuals based on benefits received versus costs incurred.
Perceived Value
- Higher perceived value arises when benefits exceed costs; differing perceptions necessitate targeted product tailoring rather than a one-size-fits-all approach.
- Example: Individuals uninterested in video games perceive little to no value in gaming products.
Marketing Management Philosophies
- Production Orientation: Focus on exceptional skills or products.
- Sales Orientation: Aggressive sales tactics presumed to drive success (e.g., BOGO offers).
- Market Orientation: Prioritize customer needs and preferences (e.g., offering trendy food options).
- Societal Orientation: Aligns marketing efforts with societal benefits and sustainability.
- Product Development: Introduces new products for existing customers.
- Market and Product Development: Targets new customer segments with new products.
Portfolio Matrix
- Evaluates products based on market growth rate and market share dominance.
- Categories:
- Dogs: Non-profitable products suggested for divestiture.
- Problem Child: Low market share with potential growth; requires strategic scrutiny.
- Cash Cows: Generate highest cash flow; maintain status.
- Stars: Possess high potential for becoming cash cows in fast-growing industries.
Marketing Strategy: The 4 C’s
- Customer needs: Focus on solving specific problems.
- Company resources/skills: Assess internal capabilities to meet needs.
- Competition: Leverage strengths to differentiate offerings.
- Context: Consider external factors such as seasonality and target audience's lifestyle.
Consumer Decision Making Process
- Identify/Recognize Needs: Arises from gaps in Maslow's hierarchy of needs.
- Information Search: Includes internal recollections and external sources (friends, marketing).
- Evaluate Alternatives: Involves personal ranking of product attributes based on specific criteria.
- Purchase and Post-Purchase: Addressing cognitive dissonance where consumers question their purchasing decisions.
Buying Contexts
- Consequential purchases may consider price disparities, risks, and social visibility (private vs. public consumption).
- Routine Purchase Behavior: Involves frequent, low-cost items with low effort.
- Limited Decision Making: Requires moderate thought/consideration for purchases.
- Extensive Decision Making: Involves high-stakes purchases necessitating considerable deliberation.
Customer Heterogeneity Influences
- Cultural factors shape shared values, traditions, and regional influences.
- Social influences include individuals' interactions and relationships with reference groups and family.
- Individual characteristics like gender, age, and lifestyle impact purchasing decisions.
- Psychological factors such as personality, emotional reactions, and cognitive perceptions drive varied consumer responses.
Customer Lifetime Value (CLV)
- Represents the potential future earnings from a customer based on past and current spending behaviors.
Segmentation, Targeting, and Positioning
- Market Segmentation identifies subgroups with similar needs and characteristics, enhancing targeting efficiency.
- Criteria for effective segmentation: substantial, identifiable, measurable, accessible, and responsive segments.
- Segmentation methods include demographics (age, income), psychographics (lifestyle, personality), benefits sought, and usage rate.
- Targeting strategies range from undifferentiated approaches to multi-segment strategies and one-to-one marketing.
Segmentation Example
- Proctor & Gamble (P&G) demonstrates effective segmentation in their detergent product range, offering distinct products based on consumer needs such as cleanliness, color protection, and sensitivity.
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Description
Prepare for your Marketing Exam on February 13 with this comprehensive overview. This quiz covers the essential activities involved in marketing, including creating value, communication strategies, and distribution processes. Assess your understanding of advertising, supply chain distribution, and the overall exchange of offerings.
