MKT 300 Exam 3
In addition to the Guest Speaker videos, I would ask you to focus on:
Internal/External Factors of Price
o Internal Factors: things that we have a greater deal of control over.
Marketing Objective: To max
Chapter 2/ third classMarketing in the Marketing
The Marketing Environment:
1. What are the components of the marketing environments? Macro : factors
closer to company and that they can control. Micro: factors in external
2. How do those eleme
A Perspective on Consumer Behavior
Consumer Behavior is the dynamic interaction of affect and
cognition, behavior, and the environment in which human beings conduct the
exchange aspects (product and service purchases) of their lives.
STP: Segmentation Targeting and Positioning
Market Segmentation is the division of consumer markets into
meaningful and distinct groups. Taking the entire market
and breaking into smaller groups with common characters.
Segmenting business mar
Chapter 3 and 11
Understand how companys determine and manage their goals
Learn the basics of marketing plans
1. The Planning Process is the series of steps businesses take to determine how
they will achieve their goals.
Markting plays ap
Marketing Research Process
Brand and Category Analysis (BDI and
The systemic design, collection,
analysis, and reporting of information
Marketing Simulation Performance (50 points)
There will be six required decision periods. Unfortunately with our class size, no
extensions can be given to the due date of each simulation decision period. You
will have a full week in between decision perio
MKT 300 Exam 2 Study Guide
Branding, brand elements
Branding: helps buyers identify and evaluate products.
o Benefits sellers by facilitating product introduction, repeat purchasing,
and promotional efforts.
o Brand is an identifyin
MKT 300 Exam 1
* Describe the purpose of marketing. Explain the concept of exchange.*
Marketing, Marketing Mix definitions
o Marketing: (noun) an organizational function and a collection of processes designed to plan for
Beginning: The customers is the most important product.
Marketing two elements: 1. Organizational function
2. Collection of processes
Organizational function: CEO: Marketing has a role within an organization. One
department that communicates w
Chapter 9 Brand Strategies
60% of best known US Brands are over 50 years old.
A Brand: is a promise to deliver specific benefits associated with products or
services to consumers.
Benefits of a Brand:
1. For the Manufacturer:
We are consumer centric, we cant develop marketing strategies without
undestandign whos our target market.
We need to see what the market needs and wants, what services are not avalible
Look at trends, forecast and plan ahead, determine size of market, i
early direct marketers used catalogs , but today techonology is driving direct
marketing and not just as a channel but as part of the entire channel and promotional
direct marketing- very fast growing business. Companines like amzon and zappos,
Optional- you are paying optional for accessories or additions to basic productauto sell. Di you want to get a room and breakfast?
Captive product- ink cartages. You pay a low price for printers you have to buy
specific ink cartages for printer
Or we can simply delete our product and no longer make it
Companies want to keep our product in the maturity stage for as long as possiblemost profit
Style- a basic & distinctive mode of expression- a retro , or classis look
Fashion- is the current or po
Specialty products- so unique. As consumer we are happy when we can find them.
Its that certain type of tea, bath soap. Price doesnt become the issue. We seek out
these product(more of a niche product)
Unsought products- things we have to have. Spend a l
MODULE 7 Products, Services & Brands
Converse Case Study- first question- the need is someone looking for relative
inexpensive practical shoes. The want moves to a different level- the consumers who
buy these are looking for some type of personal expressi
When you look at these magzines you can definelty see a difference in the
readershio that they are appealing to based on lifestyle much more based on
Markeing stragety is consumer driver an d need to lok at consumer
Segmentation- dividing th
Value expressive- use goods or service to enhance our self concept. To fit in
improve our self concept by identification of others
Normative influence- trendy. Whats cool
To make decision we recognize we have a need or want, then we do a search, then
MODULE 5 Buyer Behavior
We can put products and services together
Approach category- things we want for pleasure
Avoidance- products or services we buy to solve problems, radar detector, vitamins
Utilitarian- useful products. We really have to
The role of the salesperson we at nau, are focued on sales training . most companies
have something to do with generating sales.
Order taker- someone knows what they want- they talked ot people previously, so they
are placing an order and trusting you th