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Study Guide

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


Department
Marketing
Course Code
MKT 300
Professor
Armand Gervais
Study Guide
Final

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Ryerson
MKT 300
FINAL EXAM
STUDY GUIDE

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MKT300
Sept 8 2016
Introduction:
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 $2 = high profit on product)
Porter’s 5 Forces
Why are sales declining in the computer manufacturing industry?
Firms in Other Industries Offering Substitute Products à iPads as substitute for
Computers, Phones as substitutes for Computers
Profits are declining in computer industry because people are using other devices (iPads,
phones) instead of computers
Apples account for 28% profit margin
oWhy?
They are selling a brand
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
Apple doesn’t just sell a product, they sell a service
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 $2 = high profit on product)
find more resources at oneclass.com
find more resources at oneclass.com
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Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Firms in Other Industries Offering Substitute Products à iPads as substitute for
Computers, Phones as substitutes for Computers
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
find more resources at oneclass.com
find more resources at oneclass.com
You're Reading a Preview

Unlock to view full version