MKTG 380 Exam 1 Study Topics
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.
The business plan and its 3 levels - strategic, functional, and operational planning.
The strategic planning process.
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