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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...