Exam 2 Study Guide
Exam 2 Study Guide BA 220
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This 2 page Study Guide was uploaded by Ashley Rivera on Monday March 14, 2016. The Study Guide belongs to BA 220 at Embry-Riddle Aeronautical University - Daytona Beach taught by Tamilla Curtis in Spring 2016. Since its upload, it has received 14 views. For similar materials see Marketing in Business at Embry-Riddle Aeronautical University - Daytona Beach.
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Date Created: 03/14/16
Study Guide BA220 Exam 2 ch 611 Chapter 6 CustomerDriven Marketing Strategy: Creating Value for Target Customers 1) Differentiation, Market targeting, Market segmentation, Positioning 2) Market segmentation 4) Customerdriven marketing strategy 5) Market segment 6) Undifferentiated marketing 7) Micromarketing Chapter 7 Products, Services, and Brands: Building Customer Value 1) Consumer Products 2) Industrial product 3) Social marketing. 4) Brand 6) A product mix and product length 7) Characteristics of a service Chapter 8 New Product Development and Product LifeCycle Strategies 1) Crowdsourcing 2) A product concept 3) The steps of the new product development process 4) Marketing strategy development Chapter 9 Pricing: Understanding and Capturing Customer Value 1) Setting prices 2) Customer valuebased pricing 3) Costbased pricing 4) Fixed, variable and total costs 5) Cost plus pricing 6) Target return 7) Types of market competition 8) The relationship between the price and demand 9) Marketskimming and market penetration pricing Chapter 10 Marketing Channels: Delivering Customer Value 1) An upstream and downstream channels 2) A direct marketing channel 3) A marketing intermediary? 4) Vertical conflicts in distribution channels Chapter 11 Retailing and Wholesaling 1) Retailing 2) Three service levels of retailers 3) Major store retailer types 4) Offprice retailers 1 5) Shopping center 2
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