Tanner Shared "Marketing Exam 1" - 14 Picmonics
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Marketing Exam 1
Intro to Marketing
- Marketing Strategy
- Consumer Behavior
- Environment
- Marketing Analytics
- Marketing Tactics
- Product
- Place
- Price
- Promotion
Evolution of the Marketing Concept
- Seller's Market
- Production Orientation
- Sales Orientation
- Buyer's Market
- Marketing Orientation
- Societal Orientation
Segmenting
- Bases of Segmentation
- Demographics
- Psychographics
- Behavioral
- Needs
Four Segmentation Strategies
- Undifferentiated
- Differentiated
- Niche Marketing
- Micro Marketing
Targeting
- Select a target market
- Do customers’ needs differ enough to warrant the use of market segmentation?
- In which market segment(s) should the firm participate?
- Does the firm have the resources and skills to compete effectively in the target market?
- What is the long-term growth potential of the market segment?
- Core competency characteristics
- Source of competitive advantage in that it makes a significant contribution to perceived customer benefits
- Has applications in a wide variety of markets
- Difficult for competitors to imitate
Positioning
- Value Proposition
- Perceptual Mapping
- Positioning Statement
- Repositioning
- Perception
Corporate Strategy
- determines scope of business
- guides resource deployment
- provides overall coordination of functional areas
- determines how to use resources to accomplish goals
- identifies competitive advantages
- aligns activities with company vision
Consumer Value Delivery Process
- Tactical Marketing
- Choose the Value
- Strategic Marketing
- Provide the Value
- Communicate the Value
Strategic Market Plan Elements
- Organizational Mission and Values
- Marketing Objectives
- SWOT Analysis
- BCG Matrix
- Marketing Strategy
- Implementation, Evaluation and Control
Competitive Advantage
- Sources of Cost Reduction
- Product/Service Differentiation
- Examples of Product/Service Differentiation
- Niche Advantage
- Operational Excellence
- Product Leadership
- Customer Intimacy
- Positional Strategies
Balanced Scorecard
- Customer
- Internal
- Innovation and learning
- Financial
The Marketing Environment
- Social Changes
- American Core Values
- Working Women
- Component Lifestyles
- Changing Trends in Household Structure
- Competition
- Levels of Competition
- Porters Five Forces
- Consumer Characteristics
- Generation X
- Generation Y
- Baby Boomers
- Millenials
Business Marketing
- Producer Markets
- Reseller Markets
- Government Markets
- Institutional Markets
Demand for Business Products
- Derived Demand
- Inelastic Demand
- Joint Demand
- Fluctuating Demand
