Summary: Marketing : Real People, Real Decisions | 9780273758167 | Michael R Solomon
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Read the summary and the most important questions on Marketing : real people, real decisions | 9780273758167 | Michael R. Solomon ... [et al.].
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1 What is marketing?
This is a preview. There are 10 more flashcards available for chapter 1
Show more cards here -
What is a marketplace?
It are the host locations for exchanges. -
What is the evolution of the marketing concept?
- the production era
- the selling era
- the consumer era
- the new era (tripple bottom line) -
Explain the new era (triple bottom line)
(1988-now)
Building long term bonds with customers. relies on CRM. -
What is a green marketing strategy?
It is t choose packages and product designs that are eco-firendly, but still profitable. -
2 Strategy and environment
This is a preview. There are 35 more flashcards available for chapter 2
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What defines strategic planning?
- done by top level (management)
- Mission, sets business unit objectives
- establish the business portfolio
- develops growths strategies -
What defines functional planning?
- Functional level (Marketing director)
- make situation analysis
- marketing objectives
- develop marketing strategies
- implement them
- monitor and control them -
What defines operational planning?
- by supervisor managers
- make action plans
- monitor if plan is working -
What is a mission statement?
A formal document that describes the transitions overall purpose and what it hopes to achieve. -
What is a LDC?
Less developed country
Countries at the lowest stage of economic development -
What is the business circle?
The overall pattern of changes or fluctuations of an economy
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