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12 Cards in this Set
- Front
- Back
What are the two stages to developing first-mover advantages? |
1. Have the opportunity to be first at something. 2. The firm must be able to capture the benefits of being first.
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What are benefits of the first-mover strategy?
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1. Technology Leadership 2. Control of Resources 3. Buyer-switching costs
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What are benefits of the second-mover strategy?
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Informed Buyers,avoiding costly mistakes, and If first movers become complacent, later entrants may take advantage of changing customer needs.
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What is a Target market?
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A group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards.
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What is the first element to a marketing strategy?
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A well-defined target market.
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What are the four elements of a marketing mix strategy?
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Product, place (distribution), promotion and price.
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Target markets can be separated by the following aspects:
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Geographic segmentations, demographic/socioeconomic, psychographic segmentation, behavioral segmentation, and product-related segmentation.
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What is Geographic segmentations?
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location, climate, and region.
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What is demographic/socioeconomic segmentation?
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Gender, age, income, occupation, education, household size, and stage in the family life cycle.
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What is psychographic segmentation?
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Similar attitudes, values, and lifestyles.
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What is behavioral segmentation?
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Occasions, degree of loyalty.
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What is product-related segmentation?
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Relationship to a product. |