Marketing Management Exam #1 Study Guide
Marketing Management
Exam 1 Study Guide
Chapter 1-3
Core Competency * Attribute that: * (1) Is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits * (2) Has applications in a wide variety of markets * (3) Is difficult for competitors to imitate
Fad, Trend, Megatrend * Fad: * “Unpredictable, short-lived, and without social, economic, and political significance.” * Trend: * A direction or sequence of events that has some momentum and durability. * Trends are more predictable and durable that fads * A trend reveals the shape of the future and provides many opportunities * Megatrend: * Have been described as “large social, economic, political, and technological changes that are slow to form, and once in place, they influence us for some time --- between 7 and 10 years, or longer.
Marketing Intelligence System * A set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
Government Data Sources * The 200 U.S. Census provides an in-depth look at the population swings, demographic groups, regional migrations, and changing family structures of 281,421,906 people. Census marketer Claritas cross-references census figures with consumer surveys and its own grassroots research for clients such as Proctor & Gamble, Dow Jones, and Ford Motor Co. Partnering with “list houses” that provide customer phone and address information, Claritas can help firms select and purchase mailing lists with specific clusters.
Class System in U.S. and trends with poor, rich, middle * The upper class: * Is the social class composed of those who are wealthy, well-born, or both. They usually wield the greatest political power. In some countries, wealth alone is sufficient to allow entry into the upper class. In others, only people born into certain aristocratic
Exam 1 Study Guide
Chapter 1-3
Core Competency * Attribute that: * (1) Is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits * (2) Has applications in a wide variety of markets * (3) Is difficult for competitors to imitate
Fad, Trend, Megatrend * Fad: * “Unpredictable, short-lived, and without social, economic, and political significance.” * Trend: * A direction or sequence of events that has some momentum and durability. * Trends are more predictable and durable that fads * A trend reveals the shape of the future and provides many opportunities * Megatrend: * Have been described as “large social, economic, political, and technological changes that are slow to form, and once in place, they influence us for some time --- between 7 and 10 years, or longer.
Marketing Intelligence System * A set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
Government Data Sources * The 200 U.S. Census provides an in-depth look at the population swings, demographic groups, regional migrations, and changing family structures of 281,421,906 people. Census marketer Claritas cross-references census figures with consumer surveys and its own grassroots research for clients such as Proctor & Gamble, Dow Jones, and Ford Motor Co. Partnering with “list houses” that provide customer phone and address information, Claritas can help firms select and purchase mailing lists with specific clusters.
Class System in U.S. and trends with poor, rich, middle * The upper class: * Is the social class composed of those who are wealthy, well-born, or both. They usually wield the greatest political power. In some countries, wealth alone is sufficient to allow entry into the upper class. In others, only people born into certain aristocratic