MKTG 2500 FINAL EXAM (ALL CHAPTERS) QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS
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Module
MKTG 2500
Institution
MKTG 2500
MKTG 2500 FINAL EXAM (ALL CHAPTERS) QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS
5 Developments in the Changing Marketing Landscape
1. The Digital Age
2. The Changing Economic Environment
3. The Growth for Non-For Profit Marketing
4. Rapid Globalization
5. Sustainable Marketing
Targeting
...
Substantial (market is large/profitable enough to serve)
Differential (market is distinguishable and able to serve)
Actionable
What firms should look at when evaluating potential market segments
Size and growth
Structural Attractiveness
Company objectives and resources
, Types of Differentiation
Product
Service
Channel
People
Criteria for deciding which differentiation to promote
Important
Distinctive
Superior
Communicable
Preemptive
Affordable (for buyers)
Profitable (for company)
Value proposition
The full positioning of the brand; the full mix of benefits on which its positioned
Answers, "Why should I buy your brand?"
Positioning Statement & Components
To (target segment and need) our (brand) is (concept) that (point of difference)
3 Levels of a Product
Core Customer Value
Actual Product
Augmented Product
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