MKTG 380 EXAM 1 STUDY TOPICS - MKTG 380 Exam 1 Study Topics...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG 380 Exam 1 Study Topics Chapter 1: The value of marketing- marketing defined. The marketing concept. Needs, wants, benefits. What is a market. Marketing creates utilities. The exchange process. The different eras of business development - production, sales, consumer, the new era. Customer relationship management. What can be marketed - various types of businesses, goods, services, ideas, people, places. The concept of value and the value proposition - competitive advantage, distinctive competency, differential benefit. Marketing planning - market segmentation, target marketing, positioning and the development of the marketing mix. Chapter 2: The business plan and its 3 levels - strategic, functional, and operational planning. The strategic planning process. SWOT analysis. Strategic Business Unit (sbu's) planning and the business portfolio - question marks, stars, cash cows, and dogs, and how to manage them and what they provide. Marketing growth strategies - market penetration, market development, product development, and
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.
Ask a homework question - tutors are online