MKT 100 Study Guide - Research And Development, Competitor Analysis, Financial Audit

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29 Mar 2011
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MKT 100 Full Course Notes
MKT 100 Full Course Notes
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Document Summary

Market share measured as percentage of total sales over specified time period. Levels of competition: product category competition (share specific design features and target same customers, core benefit competition (share some similar features, budget competition. Indicators of change in future sales, profits, and competitiveness: www. notesolution. com. Module 2: change share (%) of customers who name the first brand that comes to mind when buying a product. Porter"s five forces that shape competition: current competitors, threat of new entrants, threat of new substitutes, bargaining power of distributors (b2b customers, bargaining power of suppliers. Module 2: added-value chain analysis, understand where distributor or trader is comparatively weak/strong along added-value chain. Root cause of global recession: economic trend in emerging nations where: ex. China focuses on maintaining growth at 8% or more to encourage educated. Market i ng p lann i ng: four planning documents: marketing analysis, strategic plan, implementation or action plan and budget statements.