Marketing Midterm Study Plan:
Chapters 1,2, 5 and 6
Chapter 1 what is marketing
Value: the benefits a customer receives from buying and using a good or service in relations to
the cost and sacrifices of buying or using it
Marketing principles are used to
CHAPTER 7: BRANDS
While a brand begins with the name a company uses to label a specific product, a good
brand goes well beyond that: Its a portfolio of qualities associated with that name.
Companies should forgo ego and choose brand names that convey inf
Marketing 2030 (MKTG 2030)
Chapter 1: What do winning organizations do well?
Marketing is not selling, advertising, or trying to get someone to buy something they dont want.
Advertising and selling are tools used by marketing strategist to accomplish goa
London Water is engaged in the Canadian utilities and wastewater management industry. Within
the Canadian water utilities and wastewater management industry, Canadian cities are seeing
Case Analysis Guidelines
Maximum 10 pages, exclusive of exhibits, appendix
Pick a company that failed completely or
Pick a company that is struggling
Analyze the causes of failure or struggle based on your knowledge o
1. Describe the general characterstics of business-to-business markets and business buying
B2B markets include business and organizational customers that buy goods and services
for purposes other than personal consumption. Business and organizati
Marketing Chapter 2 review
1. Explain how businesses develop plans at different levels within the organization.
Planning in most business organizations occurs mainly at two levels: strategic and
functional. Strategic plans are high-level plans that envisi
17 September 2012
CHAPTER 4: TARGETING
WHAT IS TARGETING, AND WHY DO MARKETERS DO IT?
Targeting is the selection of ideal customer segment(s). There are two perspectives in
assessing the attractiveness of each segment in terms of its potential for our tar