Marketing Strategy Flashcards

Which of the following best describes a 'pull' promotional strategy?

Answer: Using consumer-directed advertising to create demand that pulls products through the channel

A pull strategy directs marketing efforts at end consumers to build demand that 'pulls' the product through the distribution channel from retailers.

The 'stars' in the BCG matrix represent products that have:

Answer: High market share in a high-growth market

Stars have both high relative market share and operate in high-growth markets; they typically require significant investment to maintain their position.

A firm that focuses all resources on serving one very specific market segment is using which targeting strategy?

Answer: Concentrated (niche) marketing

Concentrated marketing dedicates all resources to one segment, allowing deep expertise and strong positioning in that niche despite limited breadth.

In the context of the customer journey, a 'touchpoint' refers to:

Answer: Any interaction between a customer and a brand at any stage

A touchpoint is any interaction—digital or physical—where a customer engages with a brand, from awareness through post-purchase.

Competitive advantage based on offering the lowest cost in an industry is called:

Answer: Cost leadership strategy

Cost leadership (Porter's Generic Strategies) means achieving the lowest cost of production and operations in the industry to compete on price.

Which metric measures the percentage of a target market that has tried a product at least once?

Answer: Trial rate

Trial rate measures how many target customers have tried a product at least once, an early indicator of new product success.

A company selling both to businesses and directly to consumers is using which channel strategy?

Answer: Dual distribution

Dual distribution involves reaching customers through two or more types of channels simultaneously, such as selling through wholesalers and a direct-to-consumer website.