MKT 100 Final: MARKETING FINAL EXAM CONCEPTS

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Product, price, place, and promotion-the controllable set of activities that a firm uses to respond to the wants of its target market. Customer excellence: focuses on retaining loyal customers and excellent customer service. Operational excellence: achieved through efficient operations and excellent supply chain and human resource management. Product excellence: having products with high perceived value and effective branding and positioning. Locational excellence: having a good physical location and internet presence. Step 2: segmentation bases (geographic, demographic, psychographic, behavioural) Step 3: evaluate segment attractiveness (identifiable, reachable, responsive, substantial and. Stars (high relative market share and high market growth rate) Question marks (low relative market share and high market growth rate) Cash cows (high relative market share and low market growth rate) Dogs (low relative market share and low market growth rate) Understanding the macro marketing (lol not the triangle) Culture: the shared meanings, beliefs, morals, values, and customs of a group of people.