33:630:301 Midterm: Marketing Midterm Study Guide
25 Oct 2017
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Understand the marketplace and customer needs and wants: analysis, the 5 cs, customers, company, competitors, collaborators, context, 2. Design a customer value-driven marketing strategy: 3. Construct an integrated marketing program that delivers superior value: decisions for 2 & 3, aspirational decisions, segmentation, targeting, positioning, marketing mix decisions (4 p"s, product, place, promotion, price, 4. Engage customers, build profitable relationships, and create customer dialect: 5. Capture value from customers to create profits and customer equity: outcomes for 4&5, relationship management, customers, partners, capture value, create satisfied loyal customers, capture customer ltv. Production concept: orientation highly available and affordable products, focus production and distribution efficiency, lean and focused , 2. Product concept: orientation best quality, performance features, focus continuous product improvements, build a better mousetrap , 3. Selling concept: orientation customers won"t buy unless pushed, focus large-scale selling and promotion, make and sell , 4.
