MKTG 301- Midterm Exam Guide - Comprehensive Notes for the exam ( 21 pages long!)
Document Summary
Lecture 1: marketing overview, marketing strategy & learning catalytics. Read chapters 1 & 2 for today. Reaching consumers, what makes a product appealing, creating relationships, segmenting your audience, branding, etc. Creating value (for customer) and capturing value (for the marketers)! It is easy to have information and reliable but should not be used alone. This information is hard to get: (geographically: depends where you are) location determines what they by from several perspectives. You need to create value by being different but not different for difference sake, different for the sake of value: understanding and choosing your marketing orientation (where you begin and where you will present/ evaluate things). Amy brockman: career to owning own business, you will be tested on value proposition. Leaving this class, i expect you to understand each of these concepts and how they are applied. Please remember that the warm ups, dsm and quizzes you will find in mml are simply study resources.
