3471515_40258534_Exam+1+Study+Guide+01

3471515_40258534_Exam+1+Study+Guide+01 - MKTG 412-01 Winter...

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MKTG 412-01 Winter 2017 Exam 1 Study Guide Chapter 2 (Elements of Marketing Strategy and Planning) Know what marketing planning is; be able to describe the benefits of marketing planning; Know what a mission statement is; its purpose. Understand and be able define value and the various forms of utility that contribute to it. Understand the value chain and be able to distinguish primary from support activities and for the same. Be able to differentiate a goal from an objective; know what the generic business strategies are. Understand what goes into a situation analysis; what its components are. Know SWOT and its relationship to the Situation Analysis. Know what the Implementation section of a marketing plan should address. Chapter 3 (Perspectives on Customer Relationship Management) Know what CRM is; what its major objectives are. Understand what customer loyalty is, customer satisfaction, ROCI, etc. Be able to identify what makes up the CRM process cycle and what occurs in each area.
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