MKTG 380 EXAM 1 STUDY TOPICS

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

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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
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