Reading # Concepts

PT 1 Marketing Strategy

1 Pull Strategy a marketing strategy that sees companies take its products to its
consumers
2 Push Strategy a marketing strategy that sees companies take its products to its
consumers
3 Coolhunting make observations and predictions in changes of new or existing
"cool" cultural fads and trends. Coolhunting is also referred to as
"trend spotting," and is a subset of trend analysis.

4 Upstream Collaborators The upstream supply chain includes all activities related to the
organization’s suppliers: those parties that source raw material
inputs to send to the manufacturer.
5 Price Sensitivity Price sensitivity is the degree to which demand changes when the
cost of a product or service changes.
6 Product Line Breadth The breadth of the product line refers to the different categories
of products in which the brand or company offers products
7 Communication Vehicles Communication channels, vehicles, and media can be broadly
defined as the means through which a message is to be delivered
or transmitted to the target audience, recipients and interactors.
8 Continuity Program A continuity program is a company's sales offer where a
buyer/consumer is agreeing to receive merchandise or services
automatically at regular intervals (often monthly), without
advance notice, until they cancel.
9 Core Competency A core competency refers to a company's set of skills or
experience in some activity, rather than physical or financial
assets. An organizational core competency is an organization's
strategic strength.
PT 2 Segmentation, Targeting, Positioning
A product delivery approach utilizing flexible, computer-aided manufacturing systems. Each
customer can select and customize the product’s final features to his or her individual
10 Mass Customization vs. Mass Production preferences vs designing the same product for everyone.

11 Behavioral Variables the division of a market into groups according to their knowledge
of, and behaviour towards, a particular product.
12 STP In STP marketing, marketers segment their audience, assess which
segment to target, and then position their messaging to appeal to
this segment.
13 Customer Value Proposition It refers to a simple statement that communicates, in a few words,
why a customer would want to choose your product or service
over your competitors.
PT 3 Brand Positioning

14 Gender-bending Strategy Marketeers are looking at how their brands could target the
opposite sex. its called gender bending.
15 Irrelevant Attributes Attributes that are not valuable but are distinguishable.
16 Perceptual Map A perceptual map is a chart used by market researchers and
businesses to depict and understand how target customers view
and feel about a given brand or product.
17 Brand Positioning Brand positioning can be defined as the space a company owns in
the mind of a customer and how it differentiates itself from
 competitors.
Value Claims --> Features, Benefits, Values
18

19 Consumer Hyperchoice
"There is no such thing as a commodity
20 product."

21 Points of Parity vs Points of Difference

PT 4 Product Policy

22 Brand Equity

23 Cannibalization

24 Product Line Extension

25 Expected vs Augmented Product

26 Conformance vs Performance Quality

27 Share of Customer (Share of Wallet)

28 PLC Curve for Fashion, Fad and Classic

29 Co-Branding

PT5 Pricing Strategy

30 Markup vs Margin

31 Perceived Value vs. Product Price

Market Skimming vs Market Penetration
32 Pricing

33 Captive Product Pricing

34 Psychological Pricing

35 Price Ceiling vs Price Floor

36 Customer Lifetime Value/Customer Equity

37 Cost Based vs Value Based Pricing

38 Price Elasticity of Demand

Pure Competition vs Monopolistic
39 Competition

40 Pricing Thermometer

41 Product Bundle Pricing

42 By-Product Pricing

PT 6 Marketing Communications

43 Customer Engagement

44 Impressions vs Reach

45 Brand Communities

46 Corporate Social Responsibility

47 Brand Activation

48 Influencer Marketing

49 PR vs Advertising

50 ATL vs BTL

51 Integrated Marketing Communications

52 Product Placement

PT 7 Channels of Distribution
 Integrated vs Arm’s Length Distribution
53 Network

54 Channel Conflict
Retailer sells directly to consumers while wholesaler sells in bulk to an intermediary, usually a
55 Retailer vs Wholesaler retailer.

56 Hard Power of Channels

57 Intensive vs. Exclusive Channel Coverage

58 Direct vs Indirect Channels

PT 8 Digital Marketing

59 Search Engine Marketing

60 Paid vs. Owned Media

61 Native Advertising

62 Retargeting Ads

63 ROI

64 Extrinsic Motivation

65 Social Media Listening

66 Viral Marketing

67 Micro-Moments

68 Search Engine Optimization

69 Click Through Rate vs Conversion Rate

70 Reach vs Impressions