marketing class midterm review

Or modified products to existing segment or

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
or modified products to existing segment), or diversification (brand new operation) 3) CHAPTER 3 – analyzing the market environment a. All the different environments (macro, micro, demographic, economic, natural, etc.) b. Marketing environment: all people and the forces that affect management’s ability to build successful relationships with customers c. Microenvironment : actors close to the company that affect its ability to serve its customers [us, business, gov’t, int’l], company [top management, finance, purchasing], suppliers [resources to produce g/s], marketing intermediaries [help company promote, sell and distribute products – resellers, marketing service agencies, financial intermediaries] competitors, publics [any group that has actual or potential interest] d. Macroenvironment : demographic (race, gender, etc.), economic, natural (resources), technological (impacting business), political (laws), cultural 4) CHAPTER 4 – managing marketing information to gain customer insight a. Customer insights are: fresh and deep to tend to customers wants and needs / difficult to obtain
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
b. Companies collect information: MIS (develop & assess info) c. Etc. 5) CHAPTER 5 – consumer markets and consumer buyer behavior a. Model of consumer behavior: you have a pattern tracked through cards b. The environment (marketing stimuli: 4P’s, other) buyer’s black box
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern