Comparing and acting
Identify best practices and seek ways to improve the efficiency and effectiveness of one's own organization is the...
Benchmarking objective
Focuses on gaining a deep understanding of consumer attitudes, motivations, and behaviors.
Qualitative analysis.
Quantitative research focuses on measuring variables and quantifying these three elements.
Behavoirs
Attitudes
Opinions
Is the process of dividing a broad market into smaller, more homogeneous groups
Segmentation.
Name de P´s in the marketing mix.
Producto
Price
Placement
Promotion
Internal, competitive, funcional and generic are...
Bench marking types
Give tow examples of qualitative analysis
In-depth interviews / Focus groups / Ethnographic studies / Content analysis
Which are the elements in the MAG objective
Measure
Analyze
Generalize
People, companies, or organizations with needs and desires.
Market.
What does the acronym IMC stands for...
Integrated Marketing Communication.
A manufacturing company that compares its logistics process with a distribution company is conducting a...
Functional benchmarking
Is a visual tool to represent how consumers perceive products or brands in relation to other products or brands in the market.
Perceptual map
Allows the identification of unknown factors that influence consumer decisions.
Exploratory research.
Focus on a single segment, aiming to dominate it.
Concentrated targeting.
Name three objectives a company can achieve with advertising.
Brand awarness
Acquisition
Retention
Introduction
Differentation
Anual reports, industry publications, qualitative and quantitative studies are part of this step in the benchmarking analysis.
Data collection.
They represent different attributes or dimensions that are relevant to consumers and to the company.
Perceptual map reference axes.
Is the structure that defines how the research will be conducted to answer the research questions and achieve the proposed objectives.
Research design.
Atributes, benefits, in relation to competitors, application, quality/price are...
Positioning strategies.
Personality, voice of the brand, values and visual style are for components of a...
Creative message.
Which are the 10 steps in the bench marking industry analysis?
1. Definition of benchmarking objectives. 2. Selection of competitors and companies for benchmarking. 3. Data collection.4. Comparative analysis.5. Identification of best practices. 6. Industry context analysis.7. Gap analysis. 8. Development of action plans. 9. Implementation. 10. Monitoring.
This is another name for Perceptual Map
Positioning map.
Definition of the problem / Definition of objectives / Research design / Sampling.
It is the set of reasons that give consumers the motivation to choose your product or service over others.
Value proposition.
Name the 5 elements that a promotional plan should contain
Situational analysis
STP
Objective
Message
Media, budget, control and evaluation