BU362 Study Guide - Final Guide: Oligopoly, Progressive Alliance Of Socialists And Democrats, Gross Margin
Document Summary
Mktg | exchange of val that satis es needs ethically. Create value | (1) id mkt (2) exchange (3) 4ps (4) all orgs. Orientations | product sales market value. Becoming more value-driven (1) share info (2) cba (3) build cust rel"ns & connections. Mktg strat | = sca base | (1) id tm (2) related mktg mix. Customer excellence / value | loyalty & retention = sca. Via m&a, loyalty program (emo"ll attachment), combine purchase & membership data. Strats | customer | locational | operational | product. Growth strategies | (1) mkt dev (2) mkt penetration (3) product dev (4) diversi cation. Look @ co. from custs" perspective to be more valuable to em. Micro enviro"ll | competitors, custs, company & sw. D | tweens, millennials, gen x ("66-"71), boomers, sr. s (65+) P | competition act, consumer protection act. S | green custs, mktg to kids, time poor, health, privacy. Consumer dec"n process (1) need identi cation stage.
