MKT 100- Final Exam Guide - Comprehensive Notes for the exam ( 380 pages long!)
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Ryerson
MKT 100
Final EXAM
STUDY GUIDE
Companies/Brands can select from a number of strategies to lead to a sustainable
competitive advantage
Firms can pursue strategies based on their product portfolio, on different growth
strategies, and competitive advantage centered strategies
Companies conduct a situational analysis as a starting point in marketing planning
to get a comprehensive idea of their micro and macro-environment
Chapter 2
LO2 Conduct a SWOT analysis and explain its use in marketing planning
Chapter 3
LO5 Identify and discuss important trends affecting marketing decisions today
Political Legal
• Government policies, structures, and regulations
• Political trends
• Taxation issues
• Current domestic legislation
• Future legislation
• Environmental regulations
• Employment law
• Consumer protection
• Industry specific regulations
• Competitive regulations
• Shareholder/stakeholder needs/demands
Economic
• Domestic economic trends
• Global economic trends
• Taxation issues
• Market and trade cycles
• Market distribution trends
• Disposable income
• Job growth/unemployment
• Inflation
• Consumer confidence index
• Internal finance
find more resources at oneclass.com
find more resources at oneclass.com
• Internal cash flow
Socio-cultural
• Consumer values, attitudes and opinions
• Media views
• Laws affecting social factors
• Brand, company, technology image
• Consumer buying patterns
• Demographics
• Lifecycle changes
• Population shifts
• Education
• Trends / Fads
• Living standards
Technological
• Competing technology development
• Research funding
• Associated/dependent technology
• Replacement technology/solutions
• Maturity of technology
• Manufacturing maturity and capacity
• Information and communications
• Consumer buying mechanisms/technology
• Technology legislation
• Technology access/licensing/patents
• Intellectual property issues
• Rate of obsolescence
• Software innovations and changes
SWOT Analysis
Strategy Planning Methodology (Stanford U)
Helps to organize your thoughts to develop our company goals and strategies
Tools include: competitive analysis, product analysis, process analysis
find more resources at oneclass.com
find more resources at oneclass.com