BU352- Final Exam Guide - Comprehensive Notes for the exam ( 38 pages long!)
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Roots clothing, nike shoes, molson beer, kraft dinner: services, intangible customer benefits that are produced by people or machines and cannot be separated from the producer, e. g. Craigslist, etc. : regardless of which marketing an organization or individual engages in, social. Media is quickly becoming an integral part of their marketing and communications strategy. Why is marketing important: marketing expands firms" global presence, global manufacturers and retailers continue to make inroads into the. 2005 to target men (same product; both have zero calories: perceptio(cid:374): a wo(cid:373)a(cid:374)(cid:859)s dri(cid:374)k (cid:894)diet coke(cid:895, appeal: a (cid:373)ore (cid:858)(cid:373)asculi(cid:374)e(cid:859) look (cid:894)coke zero(cid:895) Diversification new products for new customers: related diversification introducing a new product that is related to what the company already sells (e. g. Starbucks introducing tea which is similar to their coffee beverages: unrelated diversification introducing a new product that is not related to what the company already sells. Step 3: identify and evaluate opportunities by using stp (segmentation, targeting, and positioning)
