[MKTG 300] - Midterm Exam Guide - Everything you need to know! (14 pages long)

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6 Feb 2017
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CSULB
MKTG 300
MIDTERM EXAM
STUDY GUIDE
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8/24/2015
Definition of Marketing:
I. Marketing?
a. The activity and set of institution and property that create, communicate , delivery
and exchange offer and give or provide value to customers, clients, collaborators,
and partners, and people in general.
II. 4P’s: Price, Product, Promotions, and Place
a. Before consumers buy, they ask themself the question and if they cannot answer
the question. They do not buy it. Consumers don’t think when they need to buy
the product.
III. Marketing Orientations
a. The ways businesses treat Marketing
1. Production/ Product Orientation
a) Internal focus- They (Businesses/Company) can do the best.
2.Sales Orientation
a) Company think that if they have aggressive sales then that they can
sell it. (Internal Focus)
b) FMCG- Fast Moving Consumer Good
3.Marketing Orientation: (Internal and External Focus)
a) They look at what they can do best and they look for.
b) What consumers are looking for.
4.Societal Marketing Orientation
a) Philosophy that makes a look internal and external looks.
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b) Green washing: Companies make consumers think that they are
green
IV. Transactional vs. Relationship Marketing
a. Transactional Marketing :Airlines
b. Relationship Marketing :Lexus
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