MKTG 2080- Final Exam Guide - Comprehensive Notes for the exam ( 23 pages long!)
Document Summary
Chapter 1: marketing creating and capturing customer value: marketing satisfying the needs/wants of the customer while meeting corporate goals, exchange, win/win. Usp: choose a marketing management orientation/concept (philosophy, marketing management orientation, production concept, selling products anyhow no matter what, ex. By gifts, hampers, buy 1 get 1 schemes: ex. Mc donald"s gifts/hampers with meals as well as dollar menu: ex. Chipotle or subway make your own food: ex. August 24, 17: sustainable marketing call for greater environmental social responsibility: (cid:498)do well by doing good(cid:499, do well by doing good. & relationships: steps in strategic planning process, define company mission, mission statement examples (short, save money. Increase awareness (taft/ cleanup cincy: change perception of organization, change attitude. Chapter 2: company & marketing strategy: partnering to build customer value. August 31, 17: develop marketing plans and strategy. Chapter 3: macro environment: macro-environment external forces (outside the company) that impact the company, uncontrollable, example: weather.
