MKTG1021 Study Guide - Midterm Guide: Roadside Assistance, Customer Satisfaction, Cognitive Dissonance

• School: Boston College
• Department: Marketing
• Course: MKTG1021
• Professor: Bridget Akinc

Document Summary

Strategy/plan evaluate: customer segments formulate: marketing techniques execute and measure. Ge (cid:448)ie(cid:449) of (cid:373)arketi(cid:374)g: pushes for (cid:449)hat"s (cid:374)e(cid:454)t. Walmart view of marketing: relies on data to drive decisions, more than advertising. Define a market: customer targets, competitors, geography, products, demographics, etc. How to evaluate a business: cash, growth, profit, revenue, other (market share, brand, etc. ) Competitive advantage a condition or circumstance that puts a company in a favorable or superior business position. Ethics right vs. wrong and role in society: 4 lenses: Duty (what if we required everyone to do this?) Macro environmental factors aspe(cid:272)ts of the e(cid:454)ter(cid:374)al e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)t that affe(cid:272)t a (cid:272)o(cid:373)pa(cid:374)(cid:455)"s business ethics also requires this: cdstep. Marketi(cid:374)g mi(cid:454) (cid:894)(cid:1008) p"s(cid:895) the controllable set of activities that a firm uses to respond to the events of its target markets: product, price, place, promotion. Identify the participants and segment them into groups porter"s (cid:1009) forces.