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Study Guide

[MKT 300] - Midterm Exam Guide - Ultimate 50 pages long Study Guide!


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

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Ryerson
MKT 300
MIDTERM EXAM
STUDY GUIDE

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Module #2: Strategic Marketing Fundamentals: Review of qualitative concepts and
qualitative applications - September 24, 2016 (doing this late)
Introduction
The consumer is boss
As marketers, we are interested both in the actual quantitative results of a company such as
P&G (e.g., key financial ratios) and in the company's strategic messaging and its positioning
with respect to key performance indicators (KPIs) which are identified by the company in the
written commentary to its financial reports and quarterly earnings provided in press releases
which accompany earning reports and the company's management discussion and analysis
(MD&A)
Investor Reports Primer
Importance for Marketers
All publicly-traded companies such as P&G are required to prepare and publish various
investor reports or disclosure documents, which include audited annual financial
statements, quarterly earnings reports, a comprehensive management discussion and
analysis (MD&A) which supports transparency with respect to a company's performance
and strategic direction, and news releases for earning releases and for any ongoing
situations or changes that could have a significant or material impact on company
performance.
Today, the actual company results and the positioning of these results can have
an impact on the company's stock performance based on analyst ratings and
the reactions of individual and institutional investors
Marketers are interested in both the actual quantitative results of a company such as
P&G (e.g., key financial ratios) and in the company's strategic messaging. ALSO interested
in its positioning with respect to key performance indicators (KPIs).
KPIs are identified by the company in the written commentary to its financial reports
and quarterly earnings and provided in press releases which accompany earning
reports and the company management discussion and analysis (MD&A).
Can use this info as part of analysis when examining a company’s performance
assessing its strategic positioning and target market strategies, and putting together
a broader strategic situational analysis using planning tools such as 5 C's, Porter's
Five Forces and Blue Ocean Strategic Analyses and the encapsulating SWOT
Analysis.
Financial Reports
Total Assets equals Total Liabilities and Shareholder Equity
Total Current Assets
Includes Cash and Short-term Assets that could be quickly converted to cash
Are compared to Total Short-term Liabilities to calculate a company’s Current
Ratio
Appear on the company’s Balance Sheet
Total Liabilities appear on the company’s Balance Sheet
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Gross Profit
Appears on the company’s Income Statement
Equals a company’s Total Revenue less the Total Cost of generating Total
Revenue
Gross Margin
Is a Key Ratio which measures overall company Profitability
Calculates the amount of revenue left over after all direct production expenses
Profitability Ratios
Include Gross Margin, Operating Margin and Net Profit Margin
Show the amount of revenue left over to cover costs as we progress through the
company's Income Statement.
Other than Interest Coverage, are calculated as a percentage of Total Revenue.
Focus primarily on inputs from the company's Income Statement.
Financial Strength Ratios
Measure a company's business risk based on liquidity (whether they can cover their
short-term obligations) and their capitalization (relationship of Debt to Equity).
A Quick Ratio of 1.2 means that a company's Short-term Investments and Accounts
Receivable will more than cover its Total Current Liabilities.
Management Effectiveness Ratios
Measure a company's return on assets, equity and investments.
Examine relationships between a company's Income Statement and its Balance
Sheet.
Return on Investments (ROI) measures a company's average return on long-term
obligations and shareholders equity.
ROA is considered to be a better measure of operating efficiency than ROE.
Strategic Marketing Fundamentals
Situational Analysis: Focus on SWOT Analysis
Before developing marketing strategies, marketers must understand the environment in
which they operate based on facts such as target segment trends, industry trends,
competitive trends, internal company considerations and other external company factors
3 common models for situational analysis in detail: 5C’s, Porter’s Five Forces and Blue
Ocean Strategic Analyses
SWOT Analysis: a good multi-purpose tool for strategic situational analysis, providing
either a high-level starting point or a focused recap for more detailed and in-depth analyses
can be used to take the mass of data generated by other models and capture the
relevant components in a prioritized strategic snapshot which can be used for a
general company or competitor-focused analysis or to home in on a specific market
or product opportunity.
provides this strategic snapshot by mapping Strengths and Weaknesses, which are
considered as Internal Factors within the control of the company, against
Opportunities and Threats, which are considered as External Factors outside the
control of the company.
most Internal Factors are in the present and most External Factors have a future
impact. Weaknesses and Threats are factors that could have an unfavourable impact
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