MGCR 352 Study Guide - Final Guide: Market Segmentation, Promotional Mix, Marketing Mix

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

Document Summary

25% quant, 75% short answers (use bullet points) no mc. Key points (chapters 1-3) how marketing discovers and satisfies consumer needs selling vs marketing. What is marketing and what are the factors influencing it. Market vs product orientation strategic marketing process (chapters 2-3) Chapter 5 key points consumer purchase decision process influence on the consumer purchase decision process consumer purchase decision process step 5 cognitive dissonance influences on decision process of consumer. Chapter 11/10 key points product life cycle (plc) Product life cycle (tradition) introduction phase growth phase. Maturity phase decline phase alternative product life cycle product life cycle v consumers managing life cycle. New product development process (know which step you are at if given a case, understand what is happening at each stage) Key points brand equity branding strategies what is brand equity and why is it important different branding strategies.