BNAD 303 Study Guide - Midterm Guide: Boston Consulting Group, Marketing Mix, Generation Z

• School: University of Arizona
• Department: Business Administration
• Course: BNAD 303
• Professor: Hardesty

Document Summary

Mis: be familiar with the major modes of conducting marketing research. What are the steps in the marketing research process: defining the problem and research objectives, developing the research plan for collecting information. Implementing the research plan- collecting and analyzing the data. Product/market expansion grid: be able to id the situations: market penetration: existing products, existing markets, market development: existing products, new markets, product development: new products, existing markets, diversification: new products, new markets. What is a firm"s collection of businesses called: business portfolio, steps, analyze the firm"s current business portfolio, develop strategies to shape the future portfolio. What is a narrow perspective of marketing: narrow perspective of marketing usually have one area of interest. Involves finding ways to capitalize on new opportunities within a certain group. Engels law: as income rises, the proportion of income spent on food falls, even if absolute expenditure on food rises.