Marketing Environment Forces
Categories of Products
Promotion
Place
Price
100
Influences that arise through the actions of elected and appointed officials
What are political forces?
100
Products that are relatively inexpensive and bought frequently with minimal effort (candy bars, cigarettes)
What are convenience products?
100
The use of activities/materials as direct inducements to buy (such as sweepstakes, free samples, point-of-purchase displays, or coupons)
What is sales promotion?
100
Using all available outlets for a product (i.e., soft drinks)
What is intensive distribution?
100
The type of pricing in which the seller determines the total cost of producing the product and then adds profit (markup)
What is cost-based pricing?
200
Laws that protect consumers and competition and government regulations that affect marketing (such as restrictions on advertising, pricing, etc.)
What are legal/regulatory forces?
200
Buyers will spend considerable effort on planning and making the purchase of these products (appliances, cell phones)
What are shopping products?
200
The combination of advertising, personal selling, sales promotions and public relations
What is the promotion mix?
200
Using only a portion of available outlets for a product (i.e., furniture)
What is selective distribution?
200
Charging an initial high price before eventually lowering the price
What is price skimming?
300
Shifts in customer needs, values and behaviors
What are socio-cultural forces?
300
Consumers will put forth significant effort to search out and purchase these products (high-end jewelry or automobiles)
What are specialty products?
300
The promotion strategy in which the producer appeals directly to the end customer
What is pull promotion or strategy?
300
Using only one outlet for a product in a large geographic area (i.e., Jaguar dealerships)
What is exclusive distribution?
300
The point where revenue equals the cost of producing a product
What is the breakeven point?
400
Innovations such as online marketing and new product features
What are technological forces?
400
Items that the customer does not know about or does not initially want (life insurance, cemetery plots)
What are unsought products?
400
The type of promotional strategy in which the producer tries to persuade other organizations to carry products and promote those products to their customers
What is push promotion or strategy?
400
An organization that sells, rents or provides products and services to ultimate consumers for personal, family or household use
What is a retailer?
400
The type of pricing where the basic product is priced low (printers), but the price on items required to operate it is high (ink cartridges)
What is captive pricing?
500
What your competitors are doing and how it will affect what your company does
What are competitive forces?
500
Products purchased by organizations for resale to consumers or for use in making products to be sold to consumers
What are business products?
500
Communication activities designed to create and/or maintain favorable relationships between the organization and the public
What is public relations?
500
An arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product (i.e., an appliance manufacturer sells directly to home builders but also sells to end consumers at stores like Lowe's)
What is dual distribution?
500
Setting a low price for a new product to build market share quickly
What is penetration pricing?
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