quizlet (4).pdf - MKT 327 Study online at quizlet.com_olhfa...

Info icon This preview shows pages 1–2. Sign up to view the full content.

1. Alternatives to General Marketing Strategy (Impacting Primary Demand) -increase # of users by increasing willingness to buy -increase # of users by increasing ability to buy -increase sales buy increasing purchase rates of existing buyers 2. Alternatives to General Marketing Strategy (Selective Demand for a Market) -retain customers by increasing satisfaction -retain customers by simplifying buying process -retain customers by outcompeting 3. Alternatives to General Marketing Strategy (Selective Demand for Market Challenger) -acquire customers through segmentation and positioning -acquire customers though outcompeting 4. Alternatives to Price Strategy skimming penetration competitive administered 5. Alternatives to Retailers independent retailer corporate chain internet self service 6. Basic Advertising management decision ad. objectives ad. budget ad. message media selection measure results 7. Basic Price Management Decisions Price Objectives Price Orientation Price Strategy Price Tactics 8. Basic Sales Promotion Decisions est. objectives select target develop budget select methods and implement measure results 9. Category Management Maximize firm's profits by: -widening or narrowing product mix -lengthen/shorten product line -increase consistency with positioning -extending product life cycle 10. Channel Criteria 5 C's cost conflict coverage control connectivity (impact on value) 11. Channel Decisions OSIMM organization structure intensity management member selections 12. Channel Organizations CVCAC -Conventional: made of independents -Vertical: same legal relationship or corporate -Corporate: all owned by one another -Administered: no legal relationship, but work together -Contractual: wholesale sponsored, franchise 13. Communication Mix advertising sales promotion personal selling public relations sponsorship 14. Communication process source encoding message media decoding receiver 15. Competitive Strategy Defines: perspective, strategic actions, and tactical approach 16.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern