Marketing – Opportunity Analysis (5 C’s) – Flashcards
Unlock all answers in this set
Unlock answersquestion
what do you look at for customer market opportunity analysis (2)
answer
1. value 2. satisfaction
question
competitor opportunity analysis (2)
answer
1. opporrutnities & Threats 2. current & prospective at different levels
question
company opportunity analysis(2)
answer
1. strengths & weaknesses 2 .objectives, resources & Skills
question
collaborator opportunity analysis (2)
answer
1. upstream and downstream 2. shared interests
question
context opportunity analysis (5)
answer
1. political/legal 2. economic 3. social 4. techincal 5. trends presenting opportunities
question
Customer value =
answer
total customer benefits - total customer costs
question
benefits a customer will consider (4)
answer
1. product benefits 2. services benefits 3. personnel benefits 4. image benefits
question
costs a customer wll consider (4)
answer
1. monetary 2. time 3. energy 4. psychological
question
customer satisfaction =
answer
acutal performance - original expectations
question
how does the customer satisfaction equation affect the marketing team
answer
need to produce high expectations so the consumer will purchase the product but not so high that they are dissapointed with the actual result
question
starting point for how customers might respond to different marketing stimuli
answer
response model
question
marketing stimuli are made up of
answer
the 4 p's- everything and anything you can change about offering 1. product 2. place 3. prmotion 4. price
question
decision making sets (5 steps)
answer
1. total set 2. awareness set 3. consideration set 4. choice 5. decision
question
the 4ps are _______ __________ while economics, technology, politics and culuture are _________ ________
answer
marketing stimuli other stimuli
question
marketing managers alter the marketing stimuli to influence wants using predicted responses of a target market based on buyer ________, _________, and _________ __________
answer
chracteristics processes decision alternatives
question
marketing corona in commericals with the beach making it appear as the best beach beer is an example of
answer
stimulating buyer behavior
question
cialdini's factors of influence include (6)
answer
1. consistency - what you already did 2. consensus - be same as others 3. authority - follow the expert 4. similarity- like similar others 5. reciprocity- give back 6. scarcity- want rare things
question
cognitive proceses buyers work through (3)
answer
1. cognitive (learn) 2. affective (Feel) 3. behavior (do)
question
a _______ analyssi is helpful when evaluating competitors
answer
SWAT
question
other companies offering a product similar to yours at similar prices EX: Toyota vs. Hond but not Mercedes
answer
Brand competition
question
other companies offereing the same product or class of product EX: Toyota vs. all other auto makers
answer
industry competition
question
other companies offereing products that satisfy the same service EX: Toyota vs. all other forms of transportation
answer
Form competition
question
other compaies offerieng products that compete for the same customer dollars EX: toyota vs. all manufacuturers of consumer durables
answer
Generic Competition
question
nearsighted focus on competition
answer
marketing myopia
question
farsighted focus on competition
answer
marketing hyperopia
question
to evaluate a competitor look at their (4)
answer
1. strategies (marketing mix) 2. objectives 3. strengths & weaknesses 4. reaction patterns
question
building brand equity startes with
answer
awareness
question
refers to the external marketing environment that is often beyond the marketers control
answer
context
question
context in in the direct marketing environment (2)
answer
1. company resources & objectives 2. competition
question
context in the external marketing environment (4)
answer
1. political 2. economics 3. social 4. technological
