BU362 Study Guide - Final Guide: Niche Market, Projective Test, Panel Data
Document Summary
Marketing final exam review current marketing mix, implications. Case analysis framework: key issues and root problem/opportunity: main issues, symptoms, implications, analysis. Internal analysis currently financial position, current marketing strategy, External analysis environmental trends including political, economic, Consumer analysis market segmentation, consumer needs, behaviour, technological, sociocultural, market trends, opportunities and threats, implications. Competitive analysis strengths, weaknesses, strategy, implications. Other i. e. service business, international marketing, entering new markets, implications ethical issues?: decision criteria: include stakeholder analysis here, alternatives: must be rational, specific, implementable. Note: must be mutually exclusive do not have one alternative that combines: evaluation of alternatives using decision criteria: can put summary in a chart in appendices two others. Ensure that one of the decision criteria encompasses profitability, revenue, or market share and conduct financial analysis here: recommendation, implementation: stp with positioning statement, marketing mix components, and expected results, contingency plan. Calculations to consider: break-even, break-even market share, sensitivity analysis (consider changing sales, fc, profit margin if applicable)
