Principles of Marketing Management
Principles of Marketing Management IBM 301
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This 4 page Class Notes was uploaded by Malvina White Jr. on Saturday October 3, 2015. The Class Notes belongs to IBM 301 at California State Polytechnic University taught by Jae Jung in Fall. Since its upload, it has received 36 views. For similar materials see /class/218248/ibm-301-california-state-polytechnic-university in International Business at California State Polytechnic University.
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Date Created: 10/03/15
Chapter One De nition of marketing Understand various marketing mgmt philosophies approaches orientations Societal marketing concept how is it different from marketing concept Marketing myopia de nition and ways to avoid it What are the 4 PS and what each is concerned with What is relationship marketing and why is it needed Understand customer lifetime value and how to calc Understand concept involving customer equity Chapter Two Steps in Marketing planning process How to calc NMC ROS and ROI SWOT analysis BCG matrix The two most basic elements of a marketing plan Chapter Three What are the l of and the quotR amongst them Characteristics of American culture and America s core values Understand ve dimensions of world culture and cultural value positions of the US Know how to determine market size in number and using chain ratio method Chapter Four Pros and Cons of primary vs secondary data Understand characteristics pros and cons of primary data collection methods When is each most effective 1 Qualitative a Focus group b Indepth interview c Projective technique 2 Quantitative a Experimental design b Survey c Observation Understand objectives and examples of exploratory descriptive and causal research What are the three necessary conditions for causality Internal vs external validity differences and which research design is best for each Chapter Five What is consumer behaviour What factors in uence CB Maslow s Hierarchy of Needs Purchase decisionmaking process Types of consumer buying decisions and involvement I ESSAY QUESTION Ifyou are invited to lead marketing campaignfor Ford Fusion how wouldyou plan to change consumer attitudes more favorably towards Ford Fusion Provide at least three d erent ways you can obtain the goal Be as specific as you can Chapter SiX Segmentation why criteria and the bases Positions why bases and perceptual mapping ESSAY QUESTION Suppose thatyou were brought in as a consultant to revamp the marketing program at the restaurantfor which you did an assignment or anyproducts or retail store Indicate aposition ofthe product in the minds ofconsumers by choosing two important dimensions and drawing aperceptual map 2 Also indicate positions ofthe competitor s brands at least three ofthem 3 Explain why you chose the two dimensions and the brand s position you depicted in the map CHAPTER SEVEN De nition of product and total product concept Four distinctive features of service product Types of consumer products Product items lines and mixes de nitions Rationale for deepening assortment in product line Rationale for widening variety in product miX Line extension Brand extension PLC Product Life Cycle Management Strategies for each stage of PLC Strategies to prevent decline phase of PLC Adoption and infusion of innovation new products Different categories of adopters Factors in uencing adoption rate PenAgain case article posted on the BB 0 WalMart uses several criteria in selecting products to bring in to its stores for resale to its nal customers 7 consumers List and eXplain those criteria as many as possible Must mention at least three of them 0 Describe in short PenAgain s marketing process from the inception to the time it obtained WalMart account In your description cover all 4 P s of marketing mix 0 List all the distributorsoutlets that sell PenAgain s products Would WalMart be a good choice as one of PenAgain s distributors Why or why not Clearly articulate your argument
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