MKT 201 Study Guide - Midterm Guide: Habitat, Retail, Data Mining

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

Document Summary

Important concepts exam 1 - chapters 1, 2, 5, 9, 10, and 8. It is important to read the chapters from the textbook. The power points will help you recall the flow of discussions in the class. Please focus on the understanding of the concepts. Know the core aspects of marketing (exhibit 1. 1) Production-oriented era, sales oriented era, marketing oriented era and value based. Understand value co creation (have an example to support) Chapter 2 developing marketing strategies and a marketing plan. Four macro strategies to create and deliver value and develop sustainable competitive advantage. (customer, operational, product and locational excellence)- have an example for each. Steps in the marketing plan - what are planning, implementation and control phase? (you should be able to briefly describe the five different steps in the marketing plan) Growth strategies market penetration, product development, market development and. Material with reference to portfolio analysis (pages 48-51) is not on the.