Note on Topics below: Chp 1 follows the lecture slides; remaining chapters follow text; ID = identify
“the marketing concept means... Purpose of the marketing concept is…
“Thus, effective marketing starts... organizations should focus on….
“As time passes…” - impact on a mission statement “When completed…” - mission statement focus…
Organization objectives “must be….” stated Environmental forces (name and identify)
Examples of objectives - Figure 1-3 Figure 1-4; definitions and ID examples
Org strategies based on competitive advt; define/examples Org Strategies based on value; define /examples
Three basic steps of controlling
Chp 2) It cannot be overstated… marketing managers should recognize that…
The first step in the research process… Qualitative versus Quantitative research; when used
A “cardinal rule” of data collection Reasons a test markets may be invalidated
Ch 3) Culture / Subcultures (define; why decreasing) Situational Influences (define, identify, p.45)
Stages of buying process (overview of each stage) Sources during alternative search (I.d.\examples)
Purchase decisions; attempting to minimize? Disconfirmation paradigm
Chp 4) Who does \ What is Organizational Buying Purchase Type Influences (when used)
Structural Influences – I.D. Purchasing Roles (page 56) Sole sourcing (what it is – why/why not?)
Behavioral Influences – define & ID Vendor analysis – why done
Ch 5) Logic of marketing segmentation / why done Benefit Segmentation – define / belief underlying
What does psychographic segmentation focus on How lifestyles measured
Product positioning – why done / strategies Segmentation decisions – and why taken
3 M’s of segmentation Fig 5-2: Segmentation bases (focus on consumer)
KEY ARTICLES to Review; Key points below from articles to review:
HBR article on Continental & Chapter 1: review issues related to goal setting and... [continues]
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(2012, 10). Marketing Study Guide. StudyMode.com. Retrieved 10, 2012, from http://www.studymode.com/course-notes/Marketing-Study-Guide-1117044.html
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