eek 1 Study Guide: Marketing Strategies
Readings and Key Terms
• Ch. 1 of Marketing Management
o Types of markets
o Challenges to managing marketing
o Holistic marketing concept
• Ch. 2 of Marketing Management
o Customer value
o Competitive advantage
o Strategic business unit (SBU)
o Strategic planning process
o SWOT Analysis
o Marketing plan
• Ch. 3 of Marketing Management
o Marketing intelligence
o Macroenvironmental forces
• Demographic
• Economic
• Socio-cultural
• Natural
• Technological
• Political-legal forces
o Forecasting demand
• Ch. 4 of Marketing Management
o Marketing research process
o Marketing metrics
Content Overview
• Marketing overview
o Definition of marketing
• Marketing mix (Four Ps)
o Understanding the consumer
• Needs versus wants
• Satisfaction and value
o Marketing role in business and society
• Types of markets
• The business’s marketing orientation and holistic marketing
• Strategic marketing
o Maximizing customer value
• Value chain
• Core competencies
• Competitive advantage
o Strategic planning process
• SWOT Analysis
o Macroenvironmental factors
o Microenvironmental factors
• Strategic goals
o Corporate, divisional, business, and product level goals
o SBUs
o Generic strategies
o Marketing plans
• Collecting marketing research
o Internal data and data mining
o Marketing intelligence
o Macroenvironmental analysis
• Demographic forces
• Economic forces
• Socio-cultural forces
• Natural and environmental forces
• Technological forces
• Political and legal forces
o Forecasting demand
eek 1 Study Guide: Marketing Strategies
Readings and Key Terms
• Ch. 1 of Marketing Management
o Types of markets
o Challenges to managing marketing
o Holistic marketing concept
• Ch. 2 of Marketing Management
o Customer value
o Competitive advantage
o Strategic business unit (SBU)
o Strategic planning process
o...