Marketing Review

Marketing Review - ETS Senior Exam Review Marketing Test...

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ETS Senior Exam Review Marketing Test Content Slides based on Marketing textbook by Kerin et al. (2009)
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A. Identifying Attractive Markets 1. Strategic Marketing Planning 2. Strategic Marketing Environment 3. Marketing Research 4. Consumer & Organizational Buyer Behavior
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1. Strategic Marketing Planning Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organization’s Goals and Capabilities and Its Changing Marketing Opportunities.
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Business Strategic-Planning Process Business mission Goal formulation Strategy formulation Strategic Marketing Process Implementation Feedback and control
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The strategic marketing process
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Boston Consulting Group growth-share matrix for a strong, diversified firm
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Ben & Jerry’s: a “SWOT” to get it growing again
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Four market-product strategies: Alternative ways to expand sales revenues for Ben and Jerry’s
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2. SCANNING THE MARKETING ENVIROMENT
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An environmental scan of the United States
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Social Forces Demographic Population trends and shifts Generational cohorts (baby boomers, etc.) The American household (blended families, etc.) Racial and ethnic diversity Cultural Changing values Subcultures
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Economic Forces Consumer income Gross, disposable, discretionary Economic indicators CPI (consumer price index), GNI (gross national income), etc.
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Competitive Forces Forms of competition Monopoly Oligopoly Monopolistic competition Pure (perfect) competition Components of competition Existing competitors and substitutes Barriers to entry Power of buyers and suppliers
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3. Marketing Research Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization’s marketing activities.
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Five-step marketing research approach leading to marketing Five-step marketing research approach leading to marketing actions actions
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Types of marketing information Types of marketing information
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Sampling Probability sampling Nonprobability sampling Statistical inference
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4. Consumer & Organizational Buyer Behavior
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Buyer Decision Process Need Recognition Purchase Decision Information Search Postpurchase behavior Evaluate Alternatives
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This note was uploaded on 02/20/2012 for the course H/A 121 taught by Professor Alamo during the Spring '12 term at Morgan.

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Marketing Review - ETS Senior Exam Review Marketing Test...

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