MKTG2112 Study Guide - Midterm Guide: Complex Differential Form, Black Pepper, Operant Conditioning
Document Summary
50 mcq from weeks 1-4 inclusive of lecture and textbook material 20% (chapters 1, 8, 9, 10) Consumer as an individual: perception, learning and memory. Consumer as an individual: motivation, personality and emotion. Consumer as an individual: attitude formation and change. Chapter 1 consumer behaviour and marketing strategy. Marketing strategy the combination of product, price, distribution and promotion most suited to a particular group of consumers. Customer value the difference between all the benefits derived from a total product and. Market segmentation the basis of most marketing strategies, it involves identifying: benefit segmentation focusing on particular outcomes consumers seek from. Location, service, merchandise, price, parking, return policy, credit etc. Global marketing a form of international marketing that aims to target particular. Marketing mix the combination of product, price, distribution and promotion that result. Marketing mix elements structured for consistency with above product position.
