StudyChecklist--Midterm--Sp12l - University of Southern...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 CLASSROOM AND TEXTBOOK MATERIAL FOR MIDTERM (March 5, 2012) Please see separate study guide for Socialnomics, chapters 1-5 Note: Shaded material may only have been covered in the text. (Please see the blue handout on “Expected Textbook Preparation for Class Sessions” distributed during the first week of classes.) Marketing Overview Marketing and delivering value Types of organizations that use marketing Scope of marketing Customer value The “Scarf of the Tiger” Value; value co-creation Strategy Strategy—purpose Counterintuitive realities Strategic objectives SWOT analysis Market balance Sustainable competitive advantage Macro strategies for customer value Marketing plan and its phases Portfolio analysis and strategic business units (SBUs) Boston Consulting Group model
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StudyChecklist--Midterm--Sp12l - University of Southern...

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