MKT 3010- Midterm Exam Guide - Comprehensive Notes for the exam ( 20 pages long!)
5 Oct 2017
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Marketing : marketing is the activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large -ama. Ex: money, time (t. j. maxx), energy, information. Create value for the firm and stakeholders. Price reflects some sort of comparative advantage. Assessment of organization"s internal and external environment. Step 4 : implement marketing mix & allocate resources. Intangible resources - technology, brand reputation, company culture. From annual reports, the media, mystery shopping, Use your strengths to figure out their products. Culture: shared meanings, beliefs, values, morals, and customs. 2044: projection when no race with dominate the us. Societal issues, values, concerns that help to shape culture. Ex: inflation, unemployment ( altruistic marketing : something that occurs when bad things are going on, feel-good marketing, builds consumer confidence), interest rates, foreign currency exchange rates. Industry specific regulations (braves beer distributer, wine.
