MKT 3010- Final Exam Guide - Comprehensive Notes for the exam ( 31 pages long!)
30 Nov 2017
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Immediate environment: company capabilities/core competencies, tangible resources plants, property, equipment, etc. Intangible resources goodwill, company culture, etc: human resources human capital, global resources global labor/workforce, properties, and distribution, competitors. Identify competitors : direct similar product (ex: southwest and delta) Implications: dictates legal competitive practices, consumer protection, industry-specific regulations, p. 98 acts, 1890 sherman antitrust act no monopolies/trusts, 1914 clayton act fills loopholes in sherman antitrust. Act: 1914 federal trade commission act made to enforce the. Chapter 6 the consumer decision process: consumer buying behavior, buying behavior of ultimate consumers, understanding actions, types of problem solving, low limited problem solving. Impulse buying: habitual decision making, high extended problem solving, the consumer buying/decision process, step 1: need/problem recognition, functional vs. psychological needs, step 2: information search find options. Actual customers now not potential customers: customer satisfaction, post purchase cognitive dissonance/buyer"s remorse, customer loyalty, negative word-of-mouth and/or reviews, factors influencing the consumer decision process, 1.
