MARK301 Study Guide - Comprehensive Final Exam Guide - Root Mean Square, Marketing Mix, Canada
20 Nov 2018
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Share of customers the share a company gets in the customer"s purchasing in their product category e. g. westjet wants all your travel purchases to be with them. Consumer/customer equity all the consumer or customer purchases, like lifetime value but all customers instead of one. Eras of marketing these management philosophies are still used today. Product concept similar to production with the difference that you are focusing on the quality, performance, and the innovation of the product not just affordable, but also a good quality product with longevity consumers like quality, performance, and innovation. Steps in strategic planning (new product) an iterative process - may need to go back and revise steps as you go on and learn more: background, objectives, and goals - mission statement, current environment, set objectives. The marketing mix (4 p"s) the set of controllable, tactical marketing tools that the rm blends to produce the response it wants in the target market.
