MKTG 3832- Midterm Exam Guide - Comprehensive Notes for the exam ( 35 pages long!)
Document Summary
A written document that acts as a guidebook of marketing activities for the marketing manager. Weaknesses: things the company does not do well. Opportunities: conditions in the external environment that favor strengths. Threats: conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. A particular group of consumers at which a product or service is aimed. Product: physical unit, package, warranty, service, brand, image, value. Place: product availability when and where the customers want them. All activities from raw materials to finished products. Ensure products arrive in usable condition at designated places when needed. Promotion: bring about exchanges by informing, educating, persuading, and reminding. Includes integration of advertising, public relations, sales promotion, and personal selling. Price: what a buyer must give up to obtain a product. The most flexible of the four p"s and the quickest to change. A formal summary of the aims and values of a company, organization, or individual.
