[MGCR 352] - Final Exam Guide - Comprehensive Notes for the exam (42 pages long!)

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Thomas Dotzel

Document Summary

How marketing became so important: production era ( 1930, a good product will sell itself, sales era (1920 1960, production greater than demand salespeople to find buyers, marketing concept era (1950 1990, the consumer rules. Find a need and fill it: marketing orientation era (1990 , create customer value, satisfaction, and develop long term relationships, customer experience management era (2000 , managing customers" interaction at all levels and touchpoints, social media marketing era (2005 , use of consumer generated online marketing efforts and online tools and platform to promote brands and organizations. Market share is the % of the market segment that your brand or product controls. Market share ($) = our brand $ sales / total segment $ sales. Market share (units) = our brand unit sales / total segment unit sales. Last year in brandon, 1,000 new cars were sold. Total value of all the new cars sold was.