MKT 100 Study Guide - Midterm Guide: Herfindahl Index, Competitive Advantage, Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

Week 5: february 13, 2013: all about creating, delivering and communicating value. 4p"s understand the foundation of the marketing; always designed with target customer in mind ie. different life cycle, family responsibilities. Marketing is shaped by micro and macro forces (8-10 questions) *** most favourite topic: pick out which factor belongs where. 5c"s company, culture, goals, image, products: collab- suppliers, buyers, collaborators, alliance, customers segment, frequency, motivations, competitors- type of market it is, how you talk about it in terms of market share, herfindahl index. Sustainable competitive advantage (given situation: ie. What kind of excellence: ansoff"s matrix- growth strategies, ie. Rogers laptop computers, and cellphone: real risk: trying to start up with nothing to run their turf. Swot analysis: strengths and weaknesses from the 4c"s, you can control, o/p and threats, every company is subject to same threats and o/p (more or less, external to the company.