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Exam 2 Vocab (Ch. 9 & 10) Terms in this set (50) Situation Analysis the study of the internal and external factors that affect marketing strategies 5 C's of marketing customer, competitors, collaborators, context, company Company products, com$8.99
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CIMP - Certificate In Investment Performance Measurement
CIMP - Certificate in Investment Performance Measurement
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Exam 2 Vocab (Ch. 9 & 10) Terms in this set (50) Situation Analysis the study of the internal and external factors that affect marketing strategies 5 C's of marketing customer, competitors, collaborators, context, company Company products, com
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CIMP - Certificate in Investment Performance Measurement
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CIMP - Certificate In Investment Performance Measurement
Exam 2 Vocab (Ch. 9 & 10)
Terms in this set (50)
Situation Analysis the study of the internal and external factors that affect marketing strategies
5 C's of marketing customer, competitors, collaborators, context, company
Company products, competitive advantages, brands, objective...
an acronym describing an organization's appraisal of its internal Strengths and
SWOT Analysis
Weaknesses and its external Opportunities and Threats.
Market Research The activity of gathering information about consumers' needs and preferences.
Primary research research done firsthand for the first time
secondary research past research which has already been performed and often already published
a deep truth relevant to your brand & audience, that if solved has the power to move
insights
the customer to a desired future state
involves aggregating prospective buyers into groups, or segments, that 1) have
market segmentation
common needs 2) will respond similarly to a marketing action
Market Segments groups of customers within a large market who share common characteristics
a set of buyers sharing common needs or characteristics that the company decides to
target market
serve
a marketing strategy that involves a firm using different marketing mix actions to help
product differentiation
consumers perceive a product as being different and better than competing products
mass customization tailoring products to meet the needs of individual customers
build-to-order Mass customization is a step beyond this; involves manufacturing a product only when
Exam 2 Vocab (Ch. 9 & 10)
there is an order from a customer
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