marketing midterm study guide

marketing midterm study guide - Reasons to engage in...

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Course Intro The Big Picture     1.  Identify  – be able to fill in the big picture 2.  Prioritize  – only when something is wrong with the strategy   choose the  earliest/maximum impediment in the big picture (impediment = obstacle which a firm  faces in achieving its goal) 3.  Express The Big Picture and Marketing     1. Situation analysis 2. Marketing strategy 3. Execution Business Objective  Marketing Objective  Source of Volume  STP   4P’s   evaluate Strategy : Business Objective, marketing objective, source of volume, STP Execution : STP, 4 P’s, evaluate
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Module 1 - Ethics 14/02/2009 15:31:00 Ethical practice  – we try on an ongoing basis to improve the quality and consistency of  our decisions from an ethical standpoint; want to improve strategic, executional, and  ethical implications of our decisions!
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Unformatted text preview: Reasons to engage in ethical practice: 1. do the right thing 2. long-term profitability must understand personal beliefs about right/wrong firm needs a clear ethical code Big Picture and Ethics 1. Business Objective firms responsibility to shareholders vs. customers (depends on time frame); inappropriate goal setting 2. Marketing objective retention is more ethical than acquisition 3. Source of volume steal share strategies 4. STP harmed the targeted segment 5. Product failure of products 6. Price interpreting regulation laws, price gouging 7. Promotion false/misleading ads 8. Market research - methodologies 14/02/2009 15:31:00 14/02/2009 15:31:00 14/02/2009 15:31:00...
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This note was uploaded on 02/10/2011 for the course MARKETING 300 taught by Professor Fiet during the Winter '08 term at University of Michigan.

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marketing midterm study guide - Reasons to engage in...

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