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BUSI 520 Study Guide Test 1

marketing societal marketing concept; product, price, distribution & promotion. Selling concept/Marketing concept Marketing Actions in the long run Marketing feedback and control processes Market share/Customer share Concerns of global marketers Types of markets Types of demand Market Driven Organization, Market Oriented Orgs., Customer Centered Orgs. Customer value creating it, delivering it and supporting activities Holistic Marketing and the Holistic Marketing Framework Customer Relationship Management (CRM), customer databases (uses) Building customer loyalty Marketing planning Marketing research process, qualitative, quantitative, data gathering techniques, barriers Online market research International market research Marketing resarch and penetrated markets, available markets and forecasting Forces that marketers monitor Tactical Planning vs. Strategic Planning Porters Generic Strategies Mission statements/content Concepts in Strategic Planning core business processes, core competencies, distinctive capabilities, supply chain, barriers to competitor imitation Marketing environment(s) Green Marketing/Green Marketing Myopia Target Market Strategies concentric, conglomerate, intensive, integrative, product development Value Chain/Supply chain Gathering Market Intelligence concept, steps, marketing info systems, marketing intelligence Marketing Plan - shortcomings of marketing plans Competitive Analysis Plan and Competitive intelligence Styles Fads Trends Megatrends Fashions Customer Perceived Value Total Customer Value/Total Customer Cost, value analysis, value delivery system, Value Proposition and Total Quality Total Customer Satisfaction The 20-80 rule Mass Customization

BUSI 520 Study Guide Test 1

Competitive Advantage Trends that will impact marketing in the next 25 years Role of Culture, Subcultures, Cohorts, Social Class, Reference Groups, Lifestyle and Peer Groups in determining wants and behavior Examples of subcultures Consumer Decision Process Consumer Behavior complaints, cross-selling, customer defection, forming customer bonds, customer touchpoints, frequency programs Cost of customer acquisition Consumer involvement Consumer decisions and the role of heuristics, disassociative groups, opinion leaders, status, economic circumstances, perception, Maslows Hierarchy, and selective distortion. Characteristics of business markets and Types of Buyer/Seller relationships Demand for business goods Business Buying Situations purchasing decisions, systems buying/selling, buying roles Building trust between business buyers/sellers, eprocurement Buying alliances Market Segment Homogeneous customer preferences Segmentation definition, methods, VALS Typology Segment attractiveness Types of Markets differentiated, undifferentiated, mass, niche, micro, macro Segmentation strategies single segment, selective specialization, product specialization Market specialization, full market coverage Customerization Branding brand personality, brand choices, brand names, brand identity, brand knowledge and brand preference. Definition of brand, branding Brand Management Process Brand Equity definition, components, measuring brand equity Brand Asset Valuator Brand Valuation Brand Elements Customer Based Brand Equity Building a Strong Brand/Brand Strength Branding Strategies brand extensions, line extensions, family brands, blanket family names, corporate names combined with product names, licensed products Positioning - definition Brand Repositioning/Depositioning The Product Life Cycle (to include the stages) Economic models to include: industry, monopoly, pure competition Types of distribution channels Competitor Myopia Database marketing Points of Difference (PODs), Points of Parity(POPs)

BUSI 520 Study Guide Test 1

Strategic group Market Leader/Market Nicher/Market Follower Share of Market, Heart, Mind Porters Five Forces Model Impact of substitute products

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