MKT 100 Study Guide - Final Guide: Quality Function Deployment, Categorical Imperative, Longitudinal Study

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fernando Pardo

Document Summary

4 p"s price, product, place and promotion. Company - product line, image in the market, technology and experience, culture, Competition actual or potential, direct or indirect, products, positioning, market shares, strengths and weaknesses of competitors. ;buying process; e. g. impulse or careful comparison; frequency of purchase, seasonal factors; quantity purchased at a time; trends - how consumer needs and preferences change over time. Climate- political & regulatory environment, economic environment, social/cultural environment, technology environment (pest) Market share - % of a market (defined in terms of units/revenue) accounted for by a specific entity. Brand mind share first company that comes to mind (awareness/popularity) Brand voice share - brand"s or group of brands" advertising weight expressed as a % of a defined total market or market segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pages, poster sites etc.