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COVERAGE FOR MKT 301 FINAL EXAM, SEM 152 Ch1: Marketing: Managing Profitable Customer Relationships 1. Marketing definitions 2. (Expanded) model of marketing process: research-market selection and value proposition4/7ps-customer relationships building 3. Markets: B2C, B2B, B2g 4. STP CH2: Company and Marketing Strategy: Partnering to Build Customer Relationships 5. Portfolio Analysis: BCG, SWOT, Ansoff, STPD, Positioning Map 6. Mission, Vision, Values 7. 4Ps/4Cs 8. Marketing Plan structure CH3: The Marketing Environment 1. Micro environment 2. PESTLE 3. Demographics: generations baby boomers, X,Y,Z Ch5: Consumer and Business Buyer Behavior 1. Factors that affect consumer behavior: Cultural, Social, Personal, Psychological 2. Buying decision process 3. Product adoption lifecycle: categories of adopters CH6: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 1. Key markets 2. STPD, Market segmentation variables + PRIZM 3. Positioning & Maps CH7: Product, Services, and Branding Strategy 1. Classification of consumer products & promotional tactics 2. Brand, brands functions, characteristics of the strong brand 3. Calculating brand equity – premium pricing approach Ch8. New-Product Development and Product Life-Cycle Strategies 1. NPD process and Design Thinking 2. PLC of the market and PLC of the product Ch9. Pricing: Understanding and Capturing Customer Value 1. Pricing strategies and tactics Ch10.Marketing Channels 1. Channel Structure 2. Channel Design process Ch. 12, 13, 14 Advertising, PR, Personal Selling, Sales Promotion, Internet marketing and Social Media 1. Read about each promotion mix tools and its application Table format that we have followed through the course Company Strategy and Introduction to Marketing 1. Ch. 2 Marketing and Company Strategy 2. Ch. 1. Needs, wants, offer, value Ch1: Marketing: Managing Profitable Customer Relationships 1. 2. 3. 4. Marketing definitions (Expanded) model of marketing process: research-market selection and value proposition-4/7pscustomer relationships building Markets: B2C, B2B, B2g STP CH2: Company and Marketing Strategy: Partnering to Build Customer Relationships 5. 6. 7. Portfolio Analysis: BCG, SWOT, Ansoff, STPD, Positioning Map Mission, Vision, Values 4Ps/4Cs 8. Marketing Plan structure Segmentation 3. Ch. 6 STP CH6: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 1. 2. 3. Key markets STPD, Market segmentation variables + PRIZM Positioning & Maps 4Ps 4. Ch. 7. Product, Service, Brand 5. Ch. 9 Pricing 6. Ch. 10 Distribution 7. Ch. 12, 13, 14 Advertizing & IMC CH7: Product, Services, and Branding Strategy 1. 2. 3. Classification of consumer products & promotional tactics Brand, brands functions, characteristics of the strong brand Calculating brand equity – premium pricing approach Ch9. Pricing: Understanding and Capturing Customer Value 1. Pricing strategies and tactics Ch10.Marketing Channels 1. Channel Structure 2. Channel Design process Ch. 12, 13, 14 Advertising, PR, Personal Selling, Sales Promotion, Internet marketing and Social Media 1. Read about each promotion mix tools and its application KPIs and Controls 8. Ch. 8 NPD and PLC Ch8. New-Product Development and Product Life-Cycle Strategies 1. 2. NPD process and Design Thinking PLC of the market and PLC of the product External Factors 9. Ch. 3 Business Environment 10. Ch. 5 Consumer Behavior CH3: The Marketing Environment 4. 5. 6. Micro environment PESTLE Demographics: generations baby boomers, X,Y,Z Ch5: Consumer and Business Buyer Behavior 4. 5. 6. Factors that affect consumer behavior: Cultural, Social, Personal, Psychological Buying decision process Product adoption lifecycle: categories of adopters