MKTG 3832 Study Guide - Midterm Guide: Stakeholder Theory, Foreign Corrupt Practices Act, Green Marketing
Document Summary
A written document that acts as a guidebook of marketing activities for the marketing manager. Weaknesses: things the company does not do well. Opportunities: conditions in the external environment that favor strengths. Threats: conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Examples: brand names, strong dealer network, product reliability, image, service. Low-cost competitor in an industry while maintaining satisfactory profit margins. Utilizes its skilled workforce, inexpensive raw materials, controlled costs, and efficient operations to create maximum value to consumers. Exists when a firm provides something unique and valuable to buyers beyond simply offering a lower price than that of the competition. Seeks to target and effectively serve a single segment of the market. May be used in a limited geographic market. A particular group of consumers at which a product or service is aimed. Product: physical unit, package, warranty, service, brand, image, value.
