MKTG 2101- Midterm Exam Guide - Comprehensive Notes for the exam ( 37 pages long!)
6 Oct 2017
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Document Summary
Chapter 1: welcome to the world of marketing. Includes design and packaging, delivery: promotion (marketing communication) coordination of a marketer"s communication efforts to influence attitudes or behavior. Financial bottom line: financial profits to stakeholders: 2. Social bottom line: contributing to the communities in which the company operates: 3. Chapter 2 (pg 37-48): global, ethical, and sustainable marketing. 3. 2 strategic planning: frame the picture: step 1: define the mission, ex: disney: resorts, parks, media, products, studios as marketing, finance, and hr. Job of vp/functional directors plan for the coming year: third-level planning. Compare this performance to the established marketing objectives or strategies: 3. Chapter 4: market research part 2: determine the value propositions different customers want. 4. 1 knowledge is power: good decisions are made by marketers when they have accurate, up to date, relevant information, 1. Four types of data (internal company, market intelligence, market research, acquired databases: 2.
