COMM 131 Study Guide - Final Guide: New Product Development, Customer Relationship Management, Brand Equity
3 Dec 2013
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Intro: marketing is managing profitable customer relationships, needs, wants, demands, market offerings, myopia: paying attention to products not needs/wants/benefits/experiences. Integrated marketing plan and program: marketing mix: product, price, place, promotion. Club marketing programs: changing nature of customer relationships, target fewer, more profitable, attraction not intrusion, customer managed relationships, consumer generated marketing, partner relationship management, working with partners to bring greater customer value, supply chain management. High growth/market share: star (high invest to finance growth) Low growth/high market share: cash cow (support for company) High growth/low market share: question mark (high invest to keep steady) Low growth/market share: dog (enough to maintain itself) Doesn"t take future into account, only current: product/market expansion grid, growth/downsizing (ansoff): Existing product/market: market penetration (marketing mix improvements) Existing product/new market: market development (reach new markets, new uses, directed marketing) New product/existing market: product development (market new products to current customers)
