MARK 30120- Final Exam Guide - Comprehensive Notes for the exam ( 28 pages long!)
Document Summary
Marketing chapter 1 notes: page 3-28: marketing. Integrated marketing: when marketer devises marketing activities and assembles marketing programs to create, communicate, and deliver value for consumers such that the whole is greater than the sum of its parts. Marketing chapter 3 notes: page 67-96 & 101-128. Collecting information and forecasting demand: marketing information system (mis, consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing research. Increased regulation of technological change: political-legal environment. Increase in business legislation: growth of special interest group, forecasting and demand measurement, measures of market demand, potential market, set of consumers with a sufficient level of interest in a market offer. Identifying all the potential buyers in each market and estimating their potential purchases: multiple factor index method. Define the problem, the decision alternatives, and the research objectives: 2. Identify the major attributes and benefits that customers value: 2.
