MKT 100- Final Exam Guide - Comprehensive Notes for the exam ( 34 pages long!)
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Ryerson
MKT 100
FINAL EXAM
STUDY GUIDE
MKT 100
Week 1
• The four P’s – Marketing Mix
o Creating Value -> Communicating Value -> Delivering Value
o Exchange A <-> B
• Customer Value and beneficial relationships
o Product
▪ Goods
▪ Services
▪ Ideas
▪ The fundamental purpose of marketing is to create value by developing a
variety of offerings, including goods, services and ideas to satisfy customer
needs
o Place : Delivering Value
▪ All activites necessary to get the product to the right customer when that
customer wants it
▪ Supply Chai management is the field that examines these activities
▪ Place delivers the product to the customers
▪ Marketing channels distribution strategy
• Distribution strategy can be complex and requires consideration of
many factors, as well as a high level of coordination
o Price: Transacting Value
▪ Price is everything the buyer gives up in exchange for the product
▪ Eerythig has a prie, though it does’t alays hae to e oetary
▪ Money
▪ Energy
▪ Time
o Promotion : Communicating Value
▪ The communication activities of marketing
▪ Used to inform, persuade and remind potential buyers
▪ Used to influence their opinions or elicit a response
▪ Even the best products and services will go unsold if marketers cannot
communicate their value to customers
▪ Test your knowledge
• Promotion is ___________ by a marketer that informs, persuades, and
reminds potential buyers about a product or service to influence their
opinions or elicit a response
o Smoke-and-mirrors
o Ceercion
o Teasing
o Communication
find more resources at oneclass.com
find more resources at oneclass.com
• Marketing Course Components
o Marketing Metrics & Analytic Skills
o Theory
o IT Enabled
• Metrics and Marketing Decisions
o Fixed and Variable Costs
o Contribution
o Breakeven
o Marketing Decision
1. Analyzing the Situation
o 5 C’s
▪ Political
▪ Economic
▪ Socio-cultural
▪ Technological
▪ Climate and focuses
2. Developing Market Strategy
o Segmentation
find more resources at oneclass.com
find more resources at oneclass.com