MKT 100- Final Exam Guide - Comprehensive Notes for the exam ( 34 pages long!)

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Daryl D' Souza

Document Summary

It enabled: metrics and marketing decisions, fixed and variable costs, contribution, breakeven, marketing decision, analyzing the situation, 5 c"s, political, economic, socio-cultural, technological, climate and focuses, developing market strategy, segmentation. Identify meaningfully different groups of customers: targeting, choosing segment(s) of market focus, positioning. Share information, balance benefits and costs, and build customer relationships. Set low prices, put profit above service, and use effective marketing strategies. Make logistics a priority, expand globally, and always offer new goods and services. Avon has long supported breast cancer awareness and prevention and, through its distributor network, has been able to educate women about the importance of early detection. Identify and analyze direct and indirect competitors: know strength and weaknesses. Competitive measures: market share share of a total industry sales/unit, brand mind-share consumers first brand comes to mind, r & d spend vs. industry; indicator new product innovation.