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Midterm

MGMA01H3 Study Guide - Midterm Guide: Value Proposition, Tim Hortons, Voice Of The Customer


Department
Management (MGM)
Course Code
MGMA01H3
Professor
Li
Study Guide
Midterm

This preview shows pages 1-2. to view the full 7 pages of the document.
Chapter 1: Marketing- Creating and Capturing Customer Value
Marketing:

The Marketing Process

   
!"# $
 # %&
2.Understanding The Marketplace and Customer Needs
A) Customer Needs Wants and Demands
Needs:'()*+,,-
'*+,-
.*+, /-
Wants: ,
+0/1-
Demands: 1
+0/2,%
-
B) Market Offerings- Products, Services, and Experiences
Marketing Offerings:',,/

Marketing Mytopia:%
%/
C) Customer Value and Satisfaction
3/,
,.,

D) Exchanges and Relationships
Exchange-45
/
E) Markets


Only pages 1-2 are available for preview. Some parts have been intentionally blurred.

3. Designing a Customer-Driven Marketing Strategy
Marketing Management: %

6(What’s our target market)71
(What’s our value proposition)?
A) Selecting Customers to serve
-',+3'-
+3-
B) Choosing a Value Proposition
-1
8)('%
8
C) Marketing Management Orientation
Production Concept-
9
%
Product Concept-&,
,9

The Selling Concept-%:
 
The Marketing Concept-;9
,

The Societal Marketing Concept-:
::&,: ,: 

Preparing a Marketing Plan and Program
-/,%:

Product: 
Price:1
Place:1
Promotion:1:

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