MKT 702- Final Exam Guide - Comprehensive Notes for the exam ( 43 pages long!)

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29 Mar 2018
Department
Course
Professor
Ryerson
MKT 702
Final EXAM
STUDY GUIDE
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Blockbuster, Sony, Kodak problem
Main marketing problem: Missing the customer need
Hurricane example
-suppliers were not able able to supply raw materials
-2017 profits projected to be lower than expected due to a resin shortage
-Newell shares were down 4.3% to 46$
-product problem (supply chain problem that underlies the main marketing problem)
-chose suppliers in a place where this happens all the time, no back up plan, supply chain management
problem
-Promotion problem (not communicating properly with x)
Examples of Marketing Problems
-ot eetig ustoes’ eeds
-hages i ustoes’ eeds
-critical changes in market conditions
-company lacks competitive advantage
-strong competition in the market (new existing, alternatives)
-inadequate products /services (product)
-problems with logistics/supply chain/ getting product to customers (distribution)
Differentiate between symptoms of the problem from the problem itself
-While declining
-a bad mark is an indicator (symptom)
-problems would be: student did’t do all the assigets
-not studying enough
-ill and could not concentrate
-late fo the ea ad did’t fiish all the uestios
Symptoms
-be specific ($, units, %) about the symptom(s) as reported in the case
-do’t epot o sptos that ight happe i the futue
-do’t wite the opa ould go out of usiess
-Do’t epot sptos as ake geeal poits that ould appl to a ase
-do’t wite: the opa has lost aket shae
-write: X company has lost 30% aket shae …..
-be specific
-ex: sales are declining
-is it sales in dollars or units?
Examples of symptoms
Sales decreasing ($ or units)
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Profit decreasing ($)
Profit margin decreasing (%)
Costs increasing ($)
Costs not controlled
Compan’s aket shae deliig %
Copa’s gowth ate oe o sall %
Market size declining ($ or units)
Stock price declining ($)
Static sales or profit ($, units, %)
Chipotle virus problem
Rapid stock price decline-symptom
Chipotle pole would’t e location, more so the product
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