EGEL Plus Mercadotecnia flashcards
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32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Ansoff matrix
- A growth framework with four options: market penetration, market development, product development, and diversification; risk generally increases from penetration through diversification.
- BCG matrix
- A portfolio tool classifying business units as stars, cash cows, question marks, or dogs based on market growth rate and relative market share.
- Porter generic strategies
- Competitive approaches of cost leadership, differentiation, and focus; firms that fail to pursue one clearly risk becoming stuck in the middle.
- SWOT analysis
- A planning tool that pairs internal strengths and weaknesses with external opportunities and threats to generate matching strategies and priorities.
- SMART objectives
- Goals that are specific, measurable, achievable, relevant, and time-bound; they make marketing planning verifiable and easier to control.
- Market share formula
- Company sales divided by total market sales, multiplied by 100; relative share divides company share by the largest competitor's share.
- Primary data
- Information collected specifically for the current research problem through surveys, interviews, observation, or experiments; it is current but usually costlier than secondary data.
- Probability sampling
- A sampling method in which every population element has a known, nonzero chance of selection, allowing estimates of sampling error.
- Likert scale
- An ordinal rating scale asking respondents to agree or disagree with statements, often on a five- or seven-point range.
- Validity versus reliability
- Reliability is consistency of measurement across repetitions; validity is whether the instrument measures the construct it is intended to measure.
- Margin of error
- A confidence interval half-width around a sample estimate; for a proportion it is approximately z times the standard error.
- Consumer decision process
- Five stages: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior; stages may be skipped in routine purchases.
- Market segmentation
- Dividing a heterogeneous market into groups with similar needs, behaviors, or characteristics that can be served with tailored offers.
- Effective segmentation criteria
- Segments should be measurable, accessible, substantial, differentiable, and actionable; missing these criteria weakens targeting decisions.
- Positioning
- The distinctive place a brand occupies in the target customer's mind relative to competing brands, based on benefits and associations.
- Cognitive dissonance
- Post-purchase discomfort caused by conflicting beliefs or doubts about a choice; it increases with high price and irreversible decisions.
- Price elasticity
- Percentage change in quantity demanded divided by percentage change in price; absolute values above one indicate elastic demand.
- Break-even quantity
- Fixed costs divided by unit price minus unit variable cost; it is the sales volume at which total revenue equals total cost.
- Product life cycle
- Stages of introduction, growth, maturity, and decline; sales and profit patterns change by stage and shape marketing mix decisions.
- Price skimming
- Setting a high launch price to capture customers with high willingness to pay before lowering price as competition enters.
- Selective distribution
- Using a limited number of intermediaries in a territory to balance market coverage with channel control and service quality.
- AIDA model
- A promotional sequence of attention, interest, desire, and action that guides message design toward purchase behavior.
- Sales funnel
- A staged view of selling from prospecting and qualification through presentation, objection handling, closing, and follow-up.
- Sales quota
- A target assigned to a salesperson or unit for volume, revenue, margin, or activity during a defined period.
- Conversion rate
- The number of sales or desired actions divided by qualified leads or opportunities, multiplied by 100.
- Cost per sale
- Total selling cost divided by the number of sales; it should be compared with contribution margin per sale.
- CRM
- Customer relationship management software centralizes customer data, interactions, and pipeline activity to support targeting, service, and follow-up.
- SEO versus SEM
- SEO earns organic search visibility through content and site quality; SEM buys paid search placements, usually through keyword bidding.
- Click-through rate
- Clicks divided by impressions, multiplied by 100; it measures how often an ad or link is selected after being shown.
- Customer acquisition cost
- Total acquisition spending divided by new customers acquired; it should be evaluated alongside customer lifetime value.
- ROAS
- Revenue from advertising divided by advertising spend; it measures return before product and operating costs are subtracted.
- Multi-touch attribution
- Assigning conversion credit across several marketing touchpoints rather than only the last click, giving a fuller view of channel contribution.