Marketing Study Guide 2
Chapter 2: Company Marketing and Strategy (Part 1)
1. What is a competitive advantage?
1. Competitive Advantage is when a firm can deliver the same benefits as a competitor at a
lower price or deliver benefits that exceed the compe
For nearly a century, Converse has offered a simple basketball shoe that would come to
be embraced by consumer groups far beyond athletes. In its early years, the brands popularity
hinged on its feature style: the Chuck Taylor All Star.
1,2,3,4,5,7,8,9,10,11,12,14,15,18, and 19
Marketing- Activity for creating communicating, delivering, and exchanging offerings
that benefit the organization, its stakeholders and society at large.
Exchange-the trade of things of
Why Leica is Opening So Many Stores
In the Bloomberg Businessweek article, Why Leica is Opening So Many Stores,
Cotton Timberlake reveals that luxury camera company, Leica, that sells $27,000
cameras not including the lense, is opening 160 stores in the U
Bulb Incorporated has very recently introduced a new, innovative technology solution to loyal
returning customers and additional converts. This product, Share My Juice, offers a fun, ecofriendly way to solve a problem that all 21st centu
Chapter 1: Marketing Creating and Capturing Customer Value
A. Marketing the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
1. Simple definition managing prof
Chapter 4: Managing Marketing Information To Gain Customer Insights
1. Marketing Information Systems - People/procedures dedicated to assessing
information needs, developing the needed information, and helping decision
makers use the information to genera
Chapter 10 and 11: Marketing Channels
1. Marketing Channel set of interdependent organizations that help make a product or
service available for use or consumption by the consumer or business users.
2. Value delivery network the company, suppliers, distri