Marketing Notes Mba
Marketing Exam Notes
All The Frameworks
Porter’s Five Forces
Potential Entrants, Suppliers, Buyers, Substitutes, Rivalry Among Existing Firms
The Business Macroenvironment (PEST) • Political / Legal • Economic / ecological • Social / Cultural • Technology
Situation Analysis (SWOT): Strengths, Weaknesses, Opportunities, Threats
Situation Analysis (5Cs): competitors, climate (environment), collaborators, customers, company
Customer: DMU, DMP, Value Driver, Segment, Acquisition & retention, size growth potential
Marketing Strategy (STP): Segmentation, Targeting, Positioning
Marketing Mix (4Ps): Product, Price, Place, Promotion, Evaluation of Alternatives
Implementation & Monitoring: implement decision, monitor & control, adapt & renew
Profit = [Mkt. demand x mkt. Share x (Rev. per buyer – V Cost per buyer)] – Fixed Cost Set profit to zero for break-even, but don’t forget cannibalization
Value Cycle comparative advantage, value proposition, competitive advantage, perceived value, sales share and profit leadership, customer equity, superior market value, market orientation
Segmentation Scheme (AMISH): Per Market Segmentation PPT o Accessible, measurable, identifiable, sustainable, homogenous
ATR (used in test marketing): Awareness, Trial, Repeat
Pricing Strategy: i. know how buyers value your offering (EVC, competitor pricing), ii. assess price sensitivity (elasticity, conjoint), iii. look for variation (ex: across countries), iv. anticipate competitive response, v. identify appropriate pricing structure, vi. check consistency with overall strategy, vii. assess response and fine tune, viii. assess whether it’s worth it to serve customer
NTT DoCoMo • Customer segmentation. Do a DMP, DMU.
Barco • Marketing myopia o Failure to adequately define, understand, anticipate and/or respond to the
All The Frameworks
Porter’s Five Forces
Potential Entrants, Suppliers, Buyers, Substitutes, Rivalry Among Existing Firms
The Business Macroenvironment (PEST) • Political / Legal • Economic / ecological • Social / Cultural • Technology
Situation Analysis (SWOT): Strengths, Weaknesses, Opportunities, Threats
Situation Analysis (5Cs): competitors, climate (environment), collaborators, customers, company
Customer: DMU, DMP, Value Driver, Segment, Acquisition & retention, size growth potential
Marketing Strategy (STP): Segmentation, Targeting, Positioning
Marketing Mix (4Ps): Product, Price, Place, Promotion, Evaluation of Alternatives
Implementation & Monitoring: implement decision, monitor & control, adapt & renew
Profit = [Mkt. demand x mkt. Share x (Rev. per buyer – V Cost per buyer)] – Fixed Cost Set profit to zero for break-even, but don’t forget cannibalization
Value Cycle comparative advantage, value proposition, competitive advantage, perceived value, sales share and profit leadership, customer equity, superior market value, market orientation
Segmentation Scheme (AMISH): Per Market Segmentation PPT o Accessible, measurable, identifiable, sustainable, homogenous
ATR (used in test marketing): Awareness, Trial, Repeat
Pricing Strategy: i. know how buyers value your offering (EVC, competitor pricing), ii. assess price sensitivity (elasticity, conjoint), iii. look for variation (ex: across countries), iv. anticipate competitive response, v. identify appropriate pricing structure, vi. check consistency with overall strategy, vii. assess response and fine tune, viii. assess whether it’s worth it to serve customer
NTT DoCoMo • Customer segmentation. Do a DMP, DMU.
Barco • Marketing myopia o Failure to adequately define, understand, anticipate and/or respond to the