Chapter 1: Defining Marketing for the New Realities
The value of marketing
Marketing decision making
o Marketing builds strong brands and customer base
The scope of marketing
What is marketing?
o Marketing is about identifying and meeting human and social
1. Discuss the pros and cons of being a market leader versus a market follower
a. Market Leader:
i. Expand primary demand
ii. Protect/expand market share
iii. Lower costs through bargaining power and the experience curve
1. Market penetrati
1. How can a marketer reduce cognitive dissonance?
a. Depends upon match between expectations and outcomes
b. How consumers balance expectations and outcomes
i. Change weights of criteria
ii. Complaining behavior
iii. Return or sell product
c. How to redu
1. How would you handle a tiger competitor? . a selective competitor?
a. What do you say to your boss asking about a tiger competitor?
i. What are my recourses long term?
ii. Short run Im getting beaten up, are you going to bandage me? Pick me
up? Are you
1. In what circumstances would you use the chain ratio method of forecasting? . test
a. Chain-Ratio Method: firm starts with general market information and then
computes a series of more specific information. Combined data yield a sales
BMW Marketing Plan
Yibao Liu / Fiona
1.0 Situation Analysis
BMW was a global competition. It had 15 sales
subsidiaries and sold its product in over 100 countries.
According to the 2015 first quart financial report, the
net profit have been grown 4% percen
Snapple Case Study
Problem & Issues:
The sale volume of Snapple decreased after its acquisition
by Quaker for the following reasons:
distribution systems of Snapple and Gatorade, which
means Snapples cold chan
Snapple Case Study
Problem & issues:
The sale volume of Snapple decreases after Quakers acquisition for the following reasons:
Quaker tried to combine distribution systems of Snapple and Gatorade, which
Pricing strategy: List price,
price elasticity (Price Elasticity): ,
, ShopUlous bring a great deal of value to both the business and the consumer taking part in each
deal. The consumer is more likely willing to pay for the clothes when they can do so at
Marketing 203 Midterm
1. What is the role of marketing in the production, sales, marketing and societal
a. Production: it holds that consumers prefer products that are widely available and
inexpensive. Marketers also use the production
1. What are the major of assumptions of the experience curve?
a. Selling more unit, lowers per unit costs. This enables a firm to lower the market
price, which in turn sells more units
i. Lower prices sell more units lower costs = lower prices again
1. What are the central differences between relationship and transactional marketing?
a. Relationship Marketing:
i. Objective: to create a customer (Sale is beginning and relationship)
customer integration (interactive value generation)
ii. Customer under
Chapter 2: Developing Marketing Strategies and Plans
Marketing and customer value
Task of any business to deliver customer value at a profit
The value delivery process
o Traditional view of marketing is that firm makes something and sells it, with marketi
Mis Exam 3:
1. Firms may discover that, rather than adapting ERP to the way they do
business, they have to adapt the way they do business to accommodate the
ERP software. T
2. The first step in reducing setup times is the separation of setup into
Exam 1 concept:
1. Key success factors are those activities that are key to achieving competitive
2. Operations management is the set of activities that creates value in the form
of goods and services by transforming inputs into outputs. T
Ch.5 corporate social responsibility: how products/services affect people and the environment |sustainability: meeting needs of the present w/o compromising ability of future generations.
Affects profit, employees, customers, community|common resource: in
SPSS Intro Homework
Answers Go Here:
Make a new variable called
Prf_AVG. This new variable
should be the average score of the
three Performance questions asked
of each survey respondent
Marketing 203 Midterm
1. Distinguish among latent demand, irregular demand; overfill demand, and
unwholesome demand. What is the role of marketing in each demand state?
a. Demand States:
i. Latent demand: strong need that is not being satisfied by an exis
1. Describe the notion of portfolio analysis?
a. What does BCG tell us? What does GE tell us? Do we have the right number of
strategic business units or products? What percent is safe? What percent is risky
or should be risky? Is our company healthy or un
5.What are the pros and cons of studying customer satisfaction via customer ratings surveys,
mystery shoppers, and through lost customer analysis?
a. Customer rating surveys
i. Subject to bias, often based on one or more experiences with a specific
MKT 203 Final Exam
1. a. Developing global product strategies requires knowing what types of products or services
are easily standardized and appropriate adaptation strategies.
PRODUCT STANDARDIZATION: Some products cross borders without adaptation better