Exam (elaborations)
MK323 Midterm (1)
- Course
- Neck Anatomy II
- Institution
- Neck Anatomy II
Exam of 2 pages for the course Neck Anatomy II at Neck Anatomy II (MK323 Midterm (1))
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MK323 MidtermStrategic Decision - CORRECT ANSWER-Upstream
market opportunities, unmet needs, target customers
Tactical Decisions - CORRECT ANSWER-Downstream
price, access, awareness, benefits
Probability Sampling - CORRECT ANSWER-Convenience sampling: people around
you, can exclude groups
Probability sampling: everyone has equal chance of being selected
4Ps of Marketing - CORRECT ANSWER-Product: Creating value
Pricing: Capturing value
Promotion: Communicative value
Place: Delivering value
Marketing Plan - CORRECT ANSWER-1. Planning Phase (SWOT analysis)
2. Implementation Phase (Segmentation, Targeting, Positioning, 4Ps)
3. Control Phase (evaluating)
Marketing Strategy - CORRECT ANSWER-Market Penetration: Current
Products/Current Markets
Product Development: New Product Current Market
Market Development: Current Products/New Markets
Diversification: New Products/New Markets
Marketing Matrix - CORRECT ANSWER-Star: high market share, high growth
Cash cow: high market share, low growth
Question mark: low market share, high growth
Dog: low market share, low growth
Types of Segmentation - CORRECT ANSWER-Behavioral (occasional, loyalty),
Geographic, Psychographic (lifestyle, self-values), Demographic, Benefit
(convenience, economy, prestige)
Evaluate Segment Attractiveness - CORRECT ANSWER-Identifiable (distinct),
Substantial, Reachable, Responsive, Profitable
Consumer Decision Process - CORRECT ANSWER-Need Recognition->Information
Search (internal v external search)->Alternative Evaluation (universal, retrieval (from
memory), evoked (alternatives))->Purchase->Post Purchase
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