MARK20100 Study Guide - Midterm Guide: Cash Cow, Swot Analysis, Focus Group
Document Summary
Overview of markeing - know main eras of markeing, deiniion of markeing. Markeing environment - 5 kinds of trends (social, economic, technological, compeiive, regulatory); people in the us are geing older and people are geing married/having kids later; Nothing about micro environment; demographic and geographic trends are most important. Markeing strategy - what is the mission (what the company does and what the vision is - diferent from goals that are quaniiable); boston consuling group matrix (star, cash cow, Quesion mark, dog); diferent ways to grow your company (market penetraion, product development, market development, diversiicaion); swot analysis. Markeing research - the most diicult of the material, so read through notes & book on this carefully; what is markeing research and the steps; diference between secondary (mri+, Nielsen) and primary sources (observaion, survey, focus group) of data. Consumer segmentaion - what is segmentaion; what is a target market; bases for segmentaion (demographics, geographics, psychographics, lifestyle, behavior with the product); mri+ data;
