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EXAM $1-$ Study Guide $-$ Chapters $1,2,$ and $5$

MAR $3023$

Questions for the first exam will be asked about the following topics:

Chapter $1$: Overview of Marketing

$1.$ What is Marketing?

a$.$ Definition of marketing

b$.$ Core Aspects of Marketing $-$ Know all aspects thoroughly

$2.$ The Importance of Marketing Over time

a$.$ Marketing Evolution: Production, Sales, Marketing, and Value

i$.$ Know the Eras and their focus...do not need to know the dates

Chapter $2$: Marketing Strategy

What is a Marketing Strategy?

a$.$ Sustainable Competitive Advantage

b$.4$ Macro strategies for Developing Customer Value

The Marketing Plan

a$.$ Know the $3$ Phases of the Marketing Plan

b$.5$ steps in developing the marketing plan $-$ Know all elements of all steps thoroughly

c$.$ SWOT Analysis

d$.$ STP $-$ Segmentation, Targeting, and Positioning

e$.$ Portfolio Analysis $($BCG Matrix$)$

i$.$ Dogs, stars, cash cows, and question marks

$4$ Major Growth strategies

Chapter $4$: Conscious Marketing, CSR and Ethics $-$ NOT ON EXAM a$.$ NOT ON EXAM

Chapter $5$: Analyzing the Marketing Environment

A Marketing Environment Analysis Framework

a$.$ Consumers are at the center

b$.$ Immediate environment

i$.$ Company, Competitors, Corporate Partners and Physical

Environment

c$.$ Macroenvironment

i$.$ Culture, Demographics, Social, Technology, Economic, and Political$/$legal

ii$.$ Do not need to know ages and dates of Generational