Show:
Marketing Strategies
Competitive Frame of Reference
Differentiation Strategies
Positioning the Product
Final Jeopardy!
100
What are all marketing strategies built on?
Segmentation, targeting, and positioning
100
What are associations designed to negate competitiors points-of-difference?
Competitive points-of-parity
100
What is a company's ability to perform in one or more ways that competitors cannot or will not match?
Competitive advantage
100
What are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent witha competitive brand?
Points-of-difference
200
What are the stages of a product life cycle?
Introduction, growth, maturity, and decline
200
What are two factors that make up sales volume?
Number of brand users and usage rate per user
200
What are the three dimensions that a company can use to differentiate its market offerings?
Personnel, channel, and image
200
What are associations consumers view as essential to a legitimate and credible offering within a certain product or service category?
Category point-of-parity
300
What are three special categories of the product life cycle?
Style, fashion, and fad
300
What are three product characteristic that can be improved to try to stimulate sales?
Quality, feature, and style
300
What is competitive advantage?
Company's ability to perform in one or more ways that competitors cannot match.
300
What are the three main ways to convey a brand's category membership?
Announcing category membership, comparing to exemplars, and relying on the product descriptor
400
What are marketing program modifications?
Price, distribution, advertising, sales promotion, personal selling, and services
400
What is category membership?
Product or sets of products which a brand competes.
400
What is a customer advantage?
Customers viewing of competitive advantages
400
What are the stages of a market life cycle?
Emergency, growth, maturity, and decline
500
What is the Growth stage?
Firm uses several strategies to sustain rapid market growth.
500
What is points-of-difference?
Brand must demonstrate clear superiority.
500
What is product and service?
Products are tangible items that the organization produces. “Services” refer to work done for clients or stakeholders that does not result in the creation of tangible deliverables.
500
What is the cycle-recycle pattern?
Often describes the sales of new drugs.
500
What company turned down the idea of product placement of their product in the movie E.T. the Extra-Terrestrial? What company accepted this offer?
Steven Spielberg originally approached Mars with the idea of product placement of M&M's in his upcoming movie, E.T. the Extra-Terrestial (1982). Mars declined the offer. Spielberg later approached the Hershey Chocolate Company, who turned down the idea of using their flagship product Hershey's Kisses but chose to use Reese's Pieces instead. Immediately after the movie was released, sales of Reese's Pieces increased by 65%.