Download MARKETING

Cognome e Nome __________________________
MARKETING

Match the key words of some popular marketing definitions with their authors:
Customer satisfaction, profit
Exchange, advantages
Philip Kotler
C.I.M. Chartered Institute of
Marketing
Value, Customer relationships
A.M.A. American Marketing
Association

What are the two major businesses approach to marketing:
SWOT ANALYSIS
Strengths
Opportunities
Weaknesses
Threats
A competitor has a new, innovative product or service.
A developing market such as the Internet.
A new competitor in your home market.
A new international market.
Any other aspect of your business that adds value to your product
or service.
Competitors have superior access to channels of distribution.
Damaged reputation.
Lack of marketing expertise.
Location of your business.
Mergers, joint ventures or strategic alliances.
Moving into new market segments that offer improved profits.
Poor quality goods or services.
Price wars with competitors.
Quality processes and procedures.
Taxation is introduced on your product or service.
Undifferentiated products or services (i.e. in relation to your
competitors).
MARKETING RESEARCH

Fill in the gaps using the following words:
Collecting opportunities customer findings performance function
"Marketing research is the ________that links the consumer,____________ , and public to
the marketer through information - information used to identify and define marketing
_____________ and problems; generate, refine, and evaluate marketing actions; monitor
marketing___________; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the methods for
___________ information, manages and implements the data collection process, analyzes,
and communicates the ____________and their implications."
American Marketing association - Official Definition of Marketing Research

Put the following steps of marketing research in the right order
Collecting and analysing data
Formulate findings
Establishing the research design
Defining the research problem
Clil – Diritto ed Economia aziendale – Classe 4’ B erica – Final Test – 2006/07
MARKET SEGMENTATION AND TARGETING

Write the definition of MARKET SEGMENTATION:

After having segmented a market in different segments, how do companies usually target a
particular segment?
MARKETING MIX
How were the four P’s transformed considering the customer’s perspective?
THE FOUR P’s
Product
Price
Promotion
Place
THE FOUR C’s
PRODUCT
Write the 5 stages of the “Product Life Cycle” corresponding to the following diagram
PRICE
 Match the methods of pricing with their definitions:
Ways to price a product
Economy Pricing
Premium Pricing
Price Skimming
Penetration Pricing
Definition of pricing methods
The price charged for products and services is
set artificially low in order to gain market share
The cost of marketing and manufacture are kept
at a minimum
Use a high price where there is a uniqueness
about the product or service
Charge a high price because you have a
substantial competitive advantage
Clil – Diritto ed Economia aziendale – Classe 4’ B erica – Final Test – 2006/07