[MKT 300] - Final Exam Guide - Comprehensive Notes for the exam (36 pages long!)

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Integration they can charge a higher price because they developed an ecosystem of products that all connect and work with each other (iphone, ipod, ipad, macbook) Computer prices are declining because they are becoming a commodity. Roic on airlines is low because there are a lot of variable costs that they cannot control, high competition, and there is a lot of money spent on airplanes (expensive) Roic in soft drinks industry is high because there is high profits on cola since its branded (5 cents to make, 5 cents to market, but costs = high profit on product) Firms in other industries offering substitute products ipads as substitute for. Profits are declining in computer industry because people are using other devices (ipads, phones) instead of computers. Apple doesn"t just sell a product, they sell a service. Can be quantitative (how much profits the brand is making) and qualitatively (how the brand is talked about in social media)