MKTG 2800 Study Guide - Final Guide: Medical Diagnosis, Auto Mechanic, Root Canal
4 Feb 2017
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Direct: + direct access to data, + ability for stable customer base. Selective: special so not in a lot, tesla, few retailers, beats some places, not all. Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging options that have value for customers, clients, partners, and society at large. Discover and satisfy needs of consumers (picture) Sum of benefits company promises the customer will receive in return for. Benefits customer will receive from buying product. Process of defining a problem and opportunity, then collecting and analyzing information, then recommending actions. Electronic or personal approaches: questionnaire (asking) Financial stmts, research reports, files, customer letters, sales call reports, customer lists: external (outside firm) Consensus reports, trade association studies, business periodicals, internet-based reports. Environmental forces: technological, regulatory, competitive, economic, social. Strategy: overall plan that can comprise several tactics, long-term, ex: ford producing best medium sized car in world. Tactic: day-to-day, short-term (price usually, ex: iphone 5c new markets.
