MKT 201 Study Guide - Midterm Guide: Habitat, Loyalty Program, Human Resource Management

• School: University of Miami
• Department: Marketing
• Course: MKT 201
• Professor: Smita Kulkarni

Document Summary

Mul*ple choice - 30 ques*ons (1. 5 points each) [45 points] True/false statements - 10 ques*ons (1. 5 points each) [15 points] De ni*ons - 5 (2 points each) [10 points] Essay - 1 ques*on (20 points) Chapter 1 overview of marke3ng: understanding what is marke*ng and its de ni*on. Marke3ng deals with people (ac*vi*es centered around customers). Marke3ng is managing pro table customer rela*onships. Marke3ng mix 4ps [value]) B2b marke3ng (business to business marke*ng), i. e. dell computers - - - > umiami (greater volume) C2c marke3ng (customer to customer marke*ng: marke*ng impacts stakeholders: society; customers; employees; supply chain (i. e. raw material to gm. Eras: produc3on- oriented, sales oriented, marke3ng oriented and value based marke3ng) Sales- pressured customers into buying. Marke3ng- tried to nd out what customers wanted. What do value based companies do?) Value re ects the rela*onship of bene ts to costs; Value- based marke3ng focuses on gecng customer to understand performance of product and price tag adached;