Exam 2 Notes
Exam 2 Notes MKTG 350 001
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This 2 page Bundle was uploaded by Elaine Powell on Wednesday October 14, 2015. The Bundle belongs to MKTG 350 001 at University of South Carolina - Columbia taught by Courtney Worsham in Fall 2015. Since its upload, it has received 37 views. For similar materials see Principles of Marketing in Marketing at University of South Carolina - Columbia.
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Date Created: 10/14/15
MKTG Exam 2 Notes Chapter 7 The buying center Initiator gets the ball rolling recognize when the company needs something new In uencer executive assistant User person in the company that is going to use this new product Buyer the person who lls out the purchase order or writes the check may be CFO or buyer of company Gatekeeper someone who is able to control the ow of information in the buying center receptionist Decider most important person in the buying center they have the control Organizational Culture Democratic everyone gets a vote and majority wins Consultative one decision maker but decision maker will consult with everyone in the company Consensus everyone agree on the decision Autocratic one person makes the decision Buying Situations New buy purchasing for the rst time likely to be quite involved the buying center will probably use all six steps in the buying process Modi ed Rebuy purchasing a similar product but changing speci cations current vendors have an advantage Straight Rebuy lowest risk Chapter 8 Growth of the Global Market Assessing Global Markets Economic analysis gross domestic product gross national income purchasing power parity and human development index Infrastructure and technology transportation communication distribution channel commerce Government actions Sociocultural analysis Analyzing Sociocultural Factors Power distance uncertainty avoidance individualism masculinity time orientation The appeal of the BRIC Countries Great potential for growth in the global community Brazil Russia India and China Choosing a Global Marketing Strategy Target Market STP cultural nuances subcultures view of product and consumer role different positioning adaptation single positioning strategy The Global Marketing Mix Product or Service Strategies Pricing Strategies Price39 Tariffs Quotas antidumping polices economic conditions competitive factors Chapter 9 Segmentation Targeting and Positioning Step 1 Check yourself derived from mission and current state Market Research set of techniques and principles for systematically collecting recording analyzing and interpreting data Ex Chef Boyardee cans Data Link organizations to their customers through this data By collecting data rms can create better services Reduces uncertainty Step 1 De ning Objectives and Research Needs Step 2 Designing the Research Step 3 Collecting the Data Step 4 Analyzing Data and Developing lnsights Step 5 Developing and Implementing an Action Plan External Secondary Data Panel Research Data Warehouse and Data Mining Qualitative vs Quantitative Data Collection Techniques
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