[BUS 448] - Midterm Exam Guide - Comprehensive Notes for the exam (18 pages long!)

• School: Stony Brook University
• Department: Business Management
• Course: BUS 448
• Professor: Camille Abbruscato

Document Summary

Bus 448 marketing strategy | class notes 1. Challenges and opportunities of mkting in today"s economy. Television is still most used among all ages. Tactical planning specific mkts/segments and mkting programs tht will meet needs/wants. Marketing plan outline of mkting program. Internal analysis analyze firm"s current strategy & perf. Situation analysis combo of all three. Syndicated data data that is shared and sold. Competitive advantage = something firm does better than others. Social resp = maximize pos impact on society while minimizing neg impact. Mkting ethics principles/standards define acceptable conduct in mkting activities. Programs to protect & preserve natural env. Creating customer relationships while enhancing natural env. Greenwashing = misleading consumers about eco-friendliness of products. Mkting activities must be controlled to ensure strategy stays on course. Lack of rules for choosing mktng activities. Competing in mature mkts: incr commoditization, little real differentiation among product offerings. Bus 448 marketing strategy | chapter 2 lecture notes.