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Textbook Notes for Laila Rohani

RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 3: Disruptive Innovation, Emerging Markets, Energy Drink

OC646016 Page
14 May 2015
119
It is dangerous for a business to not look beyond the scope of the market it currently operates in. Businesses with a narrow market focus does not see
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 8: Value-Based Pricing, Profit Margin, Market Segmentation

OC646017 Page
14 May 2015
60
Price is the money charged for a product/service. Everything that a customer has to give up in order to acquire a product or a service. Usually express
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 1: American Customer Satisfaction Index, Customer Satisfaction, Customer Retention

OC646016 Page
14 May 2015
42
Creating loyalty is at the heart of every business. The only value a company will ever create id the value that comes from its customers. Businesses su
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 4: Mass Collaboration, Crowdsourcing, Collective Intelligence

OC646014 Page
14 May 2015
59
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 11: Pizza Hut, Taco Bell, Product Market

OC646018 Page
14 May 2015
51
A portfolio analysis provides a strategic snapshot of the current situation. A portfolio analysis model usually has two dimensions: a price-quality mod
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 12: Market Entry Strategy, Emerging Markets, Gang Of Youths

OC646019 Page
14 May 2015
22
Core offensive strategies: invest to grow. Invest marketing resources to grow the market demand, market share, or customer revenue: improve position. I
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 5: Psychographic

OC646012 Page
14 May 2015
29
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 10: Social Media Marketing, Marketing Communications, Customer Engagement

OC6460111 Page
14 May 2015
35
Most marketing communication communications can be placed in one of three broad categories according to their objectives brand image, brand-information
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 13: Niche Market, Customer Retention, New Product Development

OC646017 Page
14 May 2015
47
Perhaps the best example of a defensive strateg plan is general motor"s complete restructuring of its brand portfolio in 2009. Gm discontinued or sold
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RYERSONMKT 730Laila RohaniFall

MKT 730 Chapter Notes - Chapter 9: Marketing Channel, Digital Marketing, Direct Marketing

OC646018 Page
14 May 2015
70
Both end users and channel intermediaries need a value proposition presented by the product line in question in order for them to both buy and carry th
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