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Intro To Marketing Part 1

This class was created by Brainscape user Conner Kimelman. Visit their profile to learn more about the creator.

By: Conner Kimelman
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Decks in this class (8)

Session 1 9/10
Take Away from Class 1 The framework is key for the course - 3 Cs (Customer, Competitor, Company) - STP (Segmentation, Targeting, Positioning) - 4 Ps (Product, Price, Promotion, Place) Marketing is critical and has broad scope - Historically vs. now - Customer relationship/market-focused era Marketing role in creating and shaping needs/ wants - Heely shoes and Segway - Articulated vs. unarticulated - Served vs. unserved
11  cards
Session 4 9/17 Ethics and Corporate Social Responsibility
Ethics and Corporate Social Responsibility Ethics  Why itʼs important  Strategies that firms might use  Examples of unethical behavior in the 4 Ps
3  cards
Session 7 Consumer Behavior I
INDIVIDUAL CONSUMER DECISION MAKING (I) Normative Models & Theories Non-Normative Models & Theories
12  cards
Session 8 Consumer Behavior II
Predispositions and Biases in Individual Consumer Decision Making
20  cards
Session 9 STP **
 Segmentation - Characteristics of Good Segmentation (SLID) - Bases for Segmenting Consumer Markets (3 classification- PBS) - Techniques for Segmentation  Targeting - Criteria for Picking Target Segments  Positioning - Positioning Strategies
15  cards
Session 2 Marketing Math 9/10
Look at hw
8  cards
Session 2 Marketing Environment
Agenda Understanding competition (one of the 3 Cs) –Defining the market –Techniques for analyzing the market (SWOT, Portfolio analysis) General environment (PEST) The Marketing Environment - Market Definition - Techniques for Analyzing the Market •SWOT Analysis- local analysis •Portfolio Theories - The General Environment •PEST Analysis- global enviro analysis
6  cards
Session 3 Customers and Values
Value over Time Summary 1. Value of customer to the firm 2. The economics of loyalty -What are the various factors that increase a customerʼs value over time? 3. Time value of money - Money in future worth less than money now 4. Customer retention management - Different strategies for enhancing and measuring customer satisfaction
17  cards

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Intro To Marketing Part 1

  • Class purpose General learning

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