COM 250 Study Guide - Final Guide: Sales Promotion, Strategic Planning, Environmentalism

• School: University of Victoria
• Department: Commerce
• Course: COM 250
• Professor: Christian Van Buskirk

Document Summary

Customer relationship management (crm), loyalty programs profitable relationships with customers. Strategic planning mission statement / supporting objectives corporate level + business unit planning marketing plan. Bcg growth matrix product/market expansion grid four market product strategies. Marketing strategy = market segmentation target marketing differentiation positioning guides the marketing mix decisions. Four functions of marketing: analysis, planning, implementation and control. Chapter 3 sustainable marketing, social responsibility & ethics. Criticisms of marketing: effects on society and businesses. Discuss various business actions toward socially responsible marketing and environmental sustainability. Chapter 5 managing marketing information market research. Two main ways to gain marketing information internal databases and competitive marketing intelligence. Describe the steps in the marketing research process. What is the difference between primary data and secondary data + examples of each. Identify and define different types of primary research: observation, survey, experimental. Two types of research instruments: questionnaire + mechanical instruments. Customer relationship management capture, analyze data stronger relationships with customers.