BUSI 107 2009 Fall Study Outline I

BUSI 107 2009 Fall Study Outline I - BUSI107 StudyOutlineI...

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BUSI 107 Study Outline I Fall 2009 Chapter 1: Overview of Marketing Marketing definition Needs vs. wants Concept of exchange Basic definition of the “4 Ps:” product, price, place, promotion Who performs marketing; what can be marketed Concept of value and how marketing creates it Eras of marketing development (production, sales, market, value) How an organization becomes value-driven Why marketing is important Chapter 2: Developing Marketing Strategies and a Marketing Plan Key elements of a marketing strategy Sustainable competitive advantage o Customer excellence o Locational excellence o Product excellence o Operational excellence Purpose of a marketing plan and its five main sections Sequence of planning, implementation and control (evaluation) Mission statement
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S/W/O/T (conclusions from situation analysis) Basic meaning of segmentation, targeting and positioning Portfolio analysis (concept behind it and the example of the BCG matrix) Growth strategies o Market penetration o Market development o Product development o Diversification Concept of scenario planning Chapter 11: The Product Life Cycle (pp. 357-362)
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BUSI 107 2009 Fall Study Outline I - BUSI107 StudyOutlineI...

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