BU352 Study Guide - Final Guide: Baby Boomers, Market Trend, Marketing Mix
Document Summary
Current financial position, revenue, costs, profits, b/e. Current marketing strategy (positioning & target market) What is special about this case? i. e service business, b2b, international marketing, ethical issues. Listing case facts under analysis is not an analysis ask so what? . Identify decision criteria to evaluate alternatives, assumptions, and constraints; management preferences alternatives: quantitative and qualitative analysis & evaluation. Each alternative must be a soln to the problem/opportunity. Marketing strategy: overall strategy, target market, positioning marketing. Product: product classification, lines, mix & plc. Place: strategy, levels of channel, distribution intensity. Promotion: strategy, objectives, advertising, promotion, personal selling, Expected results: be analysis, results under diff scenarios; Seniors: before 1946/ 63+, complain, need attention, travel, $ Generation x: 1965-1976/32-43, debt, cynical, spending power. Gen y: 1977-1995/13-31, celebrate diversity, too hard , techie. Tweens: 1996-2000/8-12, buying power, food + drinks + games. Technology: makes org efficient; spot tech trends quickly. Political: false ads, harmful materials, fair pricing, etc.
