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
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
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
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
To: Sale Staff
Subject: Addressing profanity in workplace
It ha been brought to the managements attention that some sales people
throughout the company have been using foul language during the course of normal
conversation with the customers.
Rules for Differentiation
I. Fundamental Rules
I. Derivative of a Constant
y = f(x) = c
= f (x) = 0
This is the slope of a horizontal line.
2. Derivative of a Linear Term
y = f(x) = x
= f (x) = 1
This is the
Functions, Limits, and the Derivative
A. Functional Notation
y = f(x)
x is known as the independent variable
o The domain is the set of values the independent variable (x) can
y is known as the dependent variable
One of the major uses of calculus in business applications is to find
optima. Optima, maximums and minimums, are useful in giving
insight to managers about the best operating values for critical
Student Registration Instructions
Course Name: MBA 203W A Calculus
Start Date: 5/19/2012
Instructor: John F. Affisco
Workshop SSI 2013
hofstra 3910 3153
You can begin working on your homework as soon as you register!
In this course, you will u
The Nucon Group
Entrepreneur Gilbert C. Morrell Jr. didnt need work-team communication for the first nine years of his
company existence because he was the company. Today Nucon, his temporary staffing and training
company, has more than 500 employees, wit
1. Face to Face More than any other body part, our faces reveal our emotions,
opinions, and moods. For each of the following facial parts, provide as many
examples as you can of the expression and the emotion or mood it can express,
either voluntarily or
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
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. 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. 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
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
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
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
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
EU salesperson Motivation and Turnover
The company had been experiencing two decades of success by selling a range of wellbranded alcoholic drinks in the southern European Union. The sales force consisted of
thirty-five salespeople. Everyday, each salespe
Fiona Liu 702195586
1. Uncover the degree of the problem by projecting profitability for the next five
years if no new brand is introduced. Use the assumptions mentioned in the case.
The profitability would be declined at a compound annual rate of 4%.
Name: Fiona Liu/ Yibao Liu
Hofstra ID: 702195586
1. Sentence Completion: Buying Clearskin makes me feel myself _
- To find out how they feel by purchasing Clearskin.
2. Word Association: Giving boys the words Clearskin, Acne & Price, see
ROBERT B. CIALDINI PH.D.
This book is dedicated to Chris,
who glows in his fathers eye
Weapons of Influence
Reciprocation: The Old Give and Takeand Take
Commitment and Consistency:
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
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
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
With Love and Quiches by Susan Axelrod
Just as Susan read trade magazines and cookbooks, what industry publications or
books could you learn from in your profession?
Just as Susan st