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COMM 131 Study Guide - Decision-Making, Swot Analysis, Psychographic


Department
Commerce
Course Code
COMM 131
Professor
Ethan Pancer

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Customer Value and Marketing Planning
-SWOT
- Objectives : SMART (specific, measurable, achievable, relevant, timely), quantifiable, supported by planning

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-Customer relationship Groups
-Growth Share Matrix (Business Portfolio/ BCG)
- Product/market expansion grid
-Segmentation : Geographic, Demographic, Psychographic, Behavioral
-Good Segment is: measurable, accessible, substantial, differentiable, actionable
-Positioning statement:
-Consumer behaviour influencing factors
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-Consumer Decision making process:
-Financials:
u($)
u($)
($) SalesMarket Total
Sales Brand Focal
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AProduct of Demand %
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VC
MarkupVCP
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