What is marketing? Marketing involves promoting, advertising or selling a
product or service. Marketing a product or service requires utilizing the 4 Ps
of marketing (marketing mix), which is Product, Price, Place (distribution)
and Promotion. T
construction, manufacturing, transportation, finance, real estate, food
service. Often called original equipment manufacturers, this includes all
individuals and organizations that buys goods and incorporates them into the
products they produce for eventu
Usage rate segmentation: The amount of product bought or consumed.
Former users, potential users, first time users, light or irregular users,
medium users, and heavy users are all part of a usage rate category.
Strategies for selecting consumer target mar
as language. A social class group of people in society who are considered
nearly equal in status or community esteem, who socialize among each
other and also share behavioural norms. Usually measured in occupation,
income, education, wealth, etc.
2) Information Search: Internal (memories, thoughts) and external
Non marketing controlled info: NOT associated with marketing,
includes friends and family and personal experience
3) Evaluation of Alternatives: environment, internal
Dal Bahadur Gurung
Customer service plan
Patrick d charlton
2836 Sandalwood Drive
Ottawa, ON K1V 7P5
Customer Value Statement
1) Describe the specific type of consumer the Coca-Cola Company is targeting
with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus,
Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic
segmentation is e
1. What do you think the key motivation is behind the choice of a breakfast
restaurant? How does a promotion like free coffee affect this motivation?
I think brand loyalty is a big motivator. Tim Hortons has always been the
Canadian spot to go for breakfa
1. Create a list of approximately 10 products that you often purchase for personal use and/or
that are present in your home.
2. For each of the products that you listed, speculate whether the product was routed through the
marketing channel us
help them define customers needs and wants more precisely, as well as
helps decision makers define marketing objectives more accurately.
Performance can also be better evaluated when objectives are more precise.
They also segment because it enables market
Raw materials: Unprocessed extractive or agricultural products, such as
mineral ore, lumber, wheat, corn, fruits, vegetables.
Component parts: Finished items ready for assembly or products needing
very little processing before becoming part of some other
Study Guide for Midterm (Important Topics)
Conditions for Exchange
Consumer Decision Making Process
Study Guide: Important Topics for Final Exam
Types of consumer Products
Product Items, Lines, and Mixes
Functions of Packaging
Importance of Price
Distribution Quiz (Blank)
What distribution strategy does Camelbak use (selective/exclusive/intensive and direct/indirect)?
Draw Camelbaks distribution channel to the business market.
Draw Camelbaks distribution channel to the consumer.
Pricing Quiz (Answers on next page)
Which pricing objective do you recommend for Camelbak and why (profit oriented, sales
oriented, or status quo)?
As consumers become more health conscious and active, how might this impact the Camelbak
Product Quiz (Answers on next page)
What type of product is the Camelbak (convenience, shopping, and specialty, unsought)?
List a few Product Items and Product Lines from the case.
What is an example of a product extension for Camelbak?
What is Camelbaks
What type(s) of retail operation should Camelbak use (department store, specialty store,
drugstore, convenience store, discount store, restaurant)? Why?
Give an example of the type(s) of retailers in Ottawa that you mentione
Promotion Quiz (Answers on next page)
Recommend a promotional mix (advertising, PR, sales promotion, professional selling) for
Camelbak and explain your thinking.
Camelbak is entering a new market with their pack remote skiing and snowboarding. What is
Services and Non-Profits Quiz (Answers on next page)
Characteristics that cause services to differ from products are: intangibility, inseparability,
heterogeneity, and perishability; consider air travel and give an example of each of the
providing decision makers with data on the effectiveness of the current
marketing mix- and where changes should be made.
It is the main source of data for both management info systems and decision
support systems, which enables managers to obtain and mani
INTERNAL (controllable) S(Strengths), W(Weaknesses)
EXTERNAL (out of control) O(Opportunities), and T(Threats)
CREST is used for O and T
C (competitive), R (Regulatory/Legal), E (Economical), S (Social), T
Marketing Plan Obje
What type of non-store selling should Camelbak engage in? Why?
For one of the retail stores you mentioned above, describe the retailing mix including:
product, place, promotion, presentation and personnel
What are the logistics Camelbak ha