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MKTG 201 Midterm 1 questions with correct answers 2024/2025 $10.49   Add to cart

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MKTG 201 Midterm 1 questions with correct answers 2024/2025

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  • MKTG 201

MKTG 201 Midterm 1 questions with correct answers 2024/2025

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  • August 19, 2024
  • 6
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • mktg 201
  • MKTG 201
  • MKTG 201
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MKTG 201 Midterm 1

Market - ANSA group of people/orgs that have (1) needs and wants and (2) the ability to
purchase products and services that satisfy those needs and wants

Marketing - ANSThe activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers

Strategic Triangle - ANSCustomer, Company, Competition
Value = Benefits - Costs

Components of Marketing Strategy - ANS1. Target Market
2. Creating the marketing mix
3. Sustainable competitive advantage

3 Levels of Strategy - ANS1. Corporate strategy - "What business should we be in?"
2. Strategic Business Unit (SBU) strategy - "How do we compete effectively in a given
business?"
3. Marketing strategy - "What marketing mix should we use?"

4 Ps of Marketing Mix - ANSProduct, Price, Promotion, Place

Profitability Drivers - ANSCustomer acquisition
Sales per customer
Margin
Customer retention

Marketing Strategy Process - ANS

Brand Champions - ANSCustomers who love a firm's products and then advocate the
product to others.

Their insight is valuable because it can tell why customers love a company's product.

Marketing Philosophies - ANSProduct Orientation - supply generates its own demand
Sales Orientation - marketing's role is to sell products
Market Orientation - every product or service should focus on satisfying needs and wants at
a profit
Societal Orientation - every product should provide value to customer and society

Marketing Concept - ANSBy delivering value, marketing satisfies customer needs and wants
at a profit

Product-Market Expansion Matrix - ANS

, Margin - ANSDifference between price and cost

Corporate Strategy - ANSAnswers the question, "what businesses should we be in?"

Strategic Business Unit (SBU) - ANSA division, product line, or other profit center within the
parent company

Marketing Domain - ANSSegment of a broader industry with a focus of meeting particular
business/customer needs

Social Forces - ANSCultural and demographic characteristics of the population that affect
people's attitudes, beliefs, and lifestyles

Economic Forces - ANSChanges in the economy affect consumer spending

Technological Forces - ANSNew developments in methods for transforming resources into
goods or services

Competitive Forces - ANSAlternative products that can satisfy a specific market's needs

Regulatory Forces - ANSMarketers compete within the constraints of government regulation.
The objective of regulation is to protect consumers and businesses

SWOT Analysis - ANSStrengths, weaknesses, opportunities, threats

3 Types of Geographic Marketing - ANS1. Domestic Marketing
2. International Marketing
3. Global Marketing

Risks of Market Expansion - ANSCompetitive risk
Economic risk
Legal risk
Political risk

Market Entry Strategies - ANSExporting - lowest risk, lowest return
Licensing - low risk, low return
Joint Venture - high risk, high return
Foreign Direct Investment - highest risk, highest return

Joint Venture - ANSAn agreement between two or more companies to share a business
project

Foreign Direct Investment - ANSDirect investments in building up wholly owned operations
in other countries

Licensing - ANSFirm in one country agrees to allow a firm in a different country to use its
manufacturing, processing, trademark, etc.

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