MKTG 3340 EXAM 1 VERIFIED ACCURATE STUDY
GUIDE
relationship marketing - Answers - links organization to customer, employee, supplier,
other partners for mutual long term benefit before and after sale
customer value - Answers - best price, product, service
product - Answers - good, service, idea bundle intangible and tangible satisfy customers
and is received in exchange for something of value
utlity - Answers - the benefits or customer value received by users of product
type of utility - Answers - form, place, time, pocession
core values - Answers - fundamental passionate enduring principles that guide its
conduct over time (must be communicated)
Diversification - Answers - strategy of developing a new product and sell it in a new
market (high risk)
Market share - Answers - ratio of sales rev of the firm to the total sales rev of all firms in
the industry including the firm itself
market penetration - Answers - strategy to increase sales of current product in current
market
Boston Counsulting Group Portfolio Analysis - Answers - technique managers use to
quantify performance measures and growth target to analyze their firms SBUs like a
collection of separate investments
SWOT - Answers - strength, weakness, opportunity, threats
what SWOT does - Answers - research org's present and prospective customer, assess
org itself, id trends in org industry, analyze org competitors
plan after SWOT - Answers - build strength, correct weakness, exploit an opportunity,
avoid disaster laden threat
market segmentation - Answers - aggregate prospective buyers into groups that have
common needs, will respond to similar market action (use point of diff)
changing roles - Answers - daughter grew up with working moms, increase in
participation in organized sports, internet makes invisible race gender
GUIDE
relationship marketing - Answers - links organization to customer, employee, supplier,
other partners for mutual long term benefit before and after sale
customer value - Answers - best price, product, service
product - Answers - good, service, idea bundle intangible and tangible satisfy customers
and is received in exchange for something of value
utlity - Answers - the benefits or customer value received by users of product
type of utility - Answers - form, place, time, pocession
core values - Answers - fundamental passionate enduring principles that guide its
conduct over time (must be communicated)
Diversification - Answers - strategy of developing a new product and sell it in a new
market (high risk)
Market share - Answers - ratio of sales rev of the firm to the total sales rev of all firms in
the industry including the firm itself
market penetration - Answers - strategy to increase sales of current product in current
market
Boston Counsulting Group Portfolio Analysis - Answers - technique managers use to
quantify performance measures and growth target to analyze their firms SBUs like a
collection of separate investments
SWOT - Answers - strength, weakness, opportunity, threats
what SWOT does - Answers - research org's present and prospective customer, assess
org itself, id trends in org industry, analyze org competitors
plan after SWOT - Answers - build strength, correct weakness, exploit an opportunity,
avoid disaster laden threat
market segmentation - Answers - aggregate prospective buyers into groups that have
common needs, will respond to similar market action (use point of diff)
changing roles - Answers - daughter grew up with working moms, increase in
participation in organized sports, internet makes invisible race gender
