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MGMA01H3- Final Exam Guide - Comprehensive Notes for the exam ( 101 pages long!)Premium

101 pages229 viewsFall 2017

Department
Management
Course Code
MGMA01H3
Professor
Pankaj Aggarwal
Study Guide
Final

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UTSC
MGMA01H3
Final EXAM
STUDY GUIDE
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University of Toronto
Scarborough
MGMA01H3
Principles of Marketing
Fall 2017
Final Exam
Prof: Pankaj Aggarwal
Exam Guide
Part 2 of 2
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Table of Contents
Part 2
Review
Introduction to Marketing and Company Analysis (Ch. 1 and 2)
Competitor Analysis (Chapter 18)
Consumer Behavior (Chapter 3, 6, 7)
Segmentation, Targeting and Positioning (Chapter 8)
Product Policy and Branding (Chapter 9 and 10)
Review
Introduction to Marketing and Company Analysis (Ch. 1 and 2)
Biggest failing of marketing - it has not marketed itself well; it is practical
knowledge; it has more substance than what it is credited with
What is marketing? Essence of marketing is a transaction; it intends to satisfy
human needs; it is an exchange
Four Factors essential for Marketing:
Two or more parties with unsatisfied needs (particular groups)
A desire and ability on their part to be satisfied (Desire for the products)
A way for the parties to communicate, and transact (Vehicle)
Something to exchange. (There need to be a product)
3C-4P Analysis
3C: Customer Analysis, Company Assessment, Competition Analysis
4P: Product, Price, Promotion, Place
Why study Marketing?
It is a way of thinking
How Marketing Fits in an Organization
See graph below
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