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MKC3140 Study Guide - Final Guide: Strategy First, Mass Marketing
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MKC3140 Notes Marketing Strategy First Principles All Customers Differ Most basic issue facing managers, as they make strateg ic marketing decisions for their firms is that all customers differ Customer heterogeneity is va...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Notes Discriminant and Classification Analyses Discriminant and classification analyses are multivariate statistical techniques used to determine how segments of consumers differ in their characteristics When to us...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Mass Marketing
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MKC3140 Notes Customer heterogeneity is a fundamental problem o All firms must address when developing an effective marketing strategy Customer heterogeneity may be latent or hidden Customers vary on some underlying prefer...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Notes Customer heterogeneity is a fundamental problem o All firms must address when developing an effective marketing strategy Customer heterogeneity may be latent or hidden Customers vary on some underlying prefer...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Notes Segmenting, Targeting, and Positioning (STP) Approach To better match heterogeneous customer needs, firms focus their efforts on small homogenous customer groups Segmenting: Dividing market into groups of sim...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Notes Positioning n Process of improving your relative advantage in theminds of your targeted customers Changing both your actual (e.g., innovation) and perceived offering (e.g., branding, relationships) Uses all t...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Experience Curve Effects
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MKC3140 Strategy Notes Input-Output Framework for Managing Customer Heterogeneity Three key inputs to the framework are required to conduct segmentation, targeting, and positioning of potential customers The second and thi...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Mutual Fund, Mass Marketing, Fondue
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MKC3140 Strategy Notes Marketing Principle 1: All customers differ For most products and services customers vary widely on desiresneeds o Over 9000 mutual fund options, Grocery stores carry 60,000+ SKUs o Even for commodit...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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find more resources at oneclass.com MKC3140 Strategy Notes Input-Output Framework for Managing Customer Dynamics Whereas MP#1 focuses on the market as a whole, MP#2 narrows the scope to the firms existi...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Strategy Notes Assessing growth opportunities Intensive Growth Integrative Growth Diversification Growth Downsizing and Divesting Older Businesses

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final:
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MKC3140 Strategy Notes External Environment Marketing opportunity: o An area of buyer needs and interest that a company has a high probability of profitably satisfying. Environmental threat: o Challenge posed by an unfavor...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Scenario Analysis, Swot Analysis
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MKC3140 Strategy Notes Downsizing and Divesting older businesses Companies must carefully prune, harvest, or divest tired old businesses To release needed resources for other uses and reduce costs Organization and Organiza...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Marketing Strategy, Marketing Mix
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MKC3140 Review Notes First Principles of Marketing Strategy Managers are being overwhelmed with more and more analysis tools, processes, and research techniques Hard to know when to apply each one Therefore, a key requirem...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Final: MKC3140 :
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MKC3140 Review Notes Customer-Centricity is Key to an Effective Marketing Strategy Customer ultimately determines strategys success or failure The shift in focus from firm to customer by incorporating the customers perspec...

Business - Marketing - MKC
MKC3140
Felix
MKC3140 Study Guide - Final Guide: Marketing Mix
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find more resources at oneclass.com MKC3140 Strategy Notes Performance Marketing Marketing Mix (4 Ps) 1. Product 2. Price 3. Promotion 4. Place Key elements that must ...

Business - Marketing - MKC
MKC3140
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