MGT220 Principles of Marketing
Long Exam No. 1
Review Guide

CHAPTER I : Marketing: Creating and Capturing Customer Value

1. What is Marketing? 2. The Marketing Process a. Understanding the marketplace i. Customer Needs, Wants, Demands ii. Market Offerings iii. Marketing Myopia iv. Markets b. Designing a customer-driven marketing strategy v. Marketing Management vi. Market Segmentation vii. Target Marketing viii. Market Positiong ix. Value Proposition x. Marketing Management Orientation 1. Production Concept 2. Product Concept 3. Selling Concept 4. Marketing Concept 5. Societal Marketing Concept c. Preparing an Integrated Marketing Plan and Program xi. Marketing Mix xii. Integrated Marketing Program d. Building Customer Relationship xiii. Customer Relationship Management xiv. Relationship Building Blocks 6. Customer Value 7. Customer Satisfaction xv. Partner Relationship Management e. Capturing Value from Customers xvi. Customer Loyalty xvii. Share of Customers xviii. Customer Equity 3. The changing Marketing Landscape

CHAPTER II : Company and Marketing Strategy Partnering to Build Customer Relationships

8. Strategic Planning 9. Steps in Strategic Planning a. Defining the company mission b. Setting company objectives and goal c. Designing the business portfolio i. Business Portfolio ii. Portfolio Analysis iii. Strategic Business Units (SBUs) iv. Boston Consulting Group (BCG) Matrix 1. Star 2. Cash Cow