Study Guide 1_Web

Study Guide 1_Web - HRAD 4163 Study Guide for Exam 1...

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HRAD 4163 Study Guide for Exam 1 Chapter 1: Definition and essence of marketing Customer orientation approach Marketing mix Needs vs. wants Product Relationship marketing Marketing management philosophies (production, product, selling, marketing, societal) Chapter 2: Characteristics of service marketing (intangibility, inseparability, variability, perishability Service-profit chain Management strategies for service business (differentiation, consistency, tangibilizing product, perceived risk, ph. surroundings, ees as part of product, capacity and demand, CRM and service failure) Chapter 3: Competitive scopes (industry, product and applications, competencies, market-segment, vertical, geographic) BCG Matrix, assigning resources to SBU Growth strategies ( penetration, product/market development, diversification) SWOT analysis Chapter 4: Micro- and macroenvironments Chapter 5: Marketing intelligence and marketing research Exploratory, descriptive, and causal research
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This note was uploaded on 10/28/2008 for the course HRAD 4163 taught by Professor Slevitch during the Spring '08 term at Oklahoma State.

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Study Guide 1_Web - HRAD 4163 Study Guide for Exam 1...

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