Like this study set? Create a free account to save it.

Sign up for an account

Already have a Quizlet account? .

Create an account

Quiz 1: Ch 1 Overview of Marketing Ch 2 Developing Marketing Strategies & Marketing Plan Ch 4 Analyzing the Marketing Environment Ch 5 Consumer Behavior Ch 6 B2B Marketing


1. Helps create value
2. Satisfies customer wants & needs
3. Entails an exchange
4. Requires 4P decisions
5. Performed by individuals and organizations
6. Occurs in many settings


relationship of benefits to costs

value driven companies

-share info. across organization
-balance customer benefits & costs
-build customer relationships

marketing eras

1. Production
2. Sales
3. Marketing
4. Value-based marketing

B2B markets

1. Manufacturers
2. Resellers
3. Institutions
4. Government

buying process factors

1. Buying center
2. Organizational culture
3. Buying situation

buying center

1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
6. Gatekeeper

organizational culture

1. Democratic
2. Consultative
3. Consensus
4. Autocratic

buying situations

1. New buy
2. Modified rebuy
3. Straight rebuy

internet B2B marketing

1. Sales support
2. Virtual trade shows
3. Private exchange
4. Product design
5. Online auctions

sustainable competitive advantage strategies

1. Customer excellence
2. Operational excellence
3. Product excellence
4. Locational excellence

marketing plan 1

Mission & objectives

marketing plan 2

Situation analysis (SWOT)

marketing plan 3

Identify opportunities (STP)

marketing plan 4

Implement marketing mix

marketing plan 5

Evaluate performance with marketing mix

planning phase

1) Mission & objectives
2) Situation analysis (SWOT)

implementation phase

3) Identify opportunities (STP)
4) Implement marketing mix

control phase

5) Evaluate performance with marketing mix

strategic business unit (SBU)

division of firm that can be managed independently with different mission

growth strategies

1. Market penetration
2. Market development
3. Product development
4. Diversification

scenario planning

uses info. from situation & opportunity analysis of marketing plan to understand performance outcomes of marketing mix

scenario planning 1

Examine strengths & weaknesses to understand situation

scenario planning 2

Examine opportunities & threats to find what impacts firm

scenario planning 3

Identify different scenarios

scenario planning 4

Apply marketing mix to each scenario

scenario planning 5

Assess each profitability

immediate environment

1. Company capabilities
2. Competitive intelligence
3. Corporate partners


1. Culture
2. Demographics
3. Social trends
4. Technological advances
5. Economic situation
6. Political/legal

consumer decision process 1

Need recognition

consumer decision process 2

Information search

consumer decision process 3

Alternative evaluation

consumer decision process 4


consumer decision process 5


consumer decision process factors

1. Marketing mix (4P's)
2. Psychological (motives, perceptions, lifestyle, attitudes, learning)
3. Social (family, reference groups, culture)
4. Situational (purchase situation, shopping situation)

Maslow's hierachy of needs

Self actualization

buying decisions

1. Limited problem solving (habitial decision making, impulse buying)
2. Extended problem solving

Please allow access to your computer’s microphone to use Voice Recording.

Having trouble? Click here for help.

We can’t access your microphone!

Click the icon above to update your browser permissions and try again


Reload the page to try again!


Press Cmd-0 to reset your zoom

Press Ctrl-0 to reset your zoom

It looks like your browser might be zoomed in or out. Your browser needs to be zoomed to a normal size to record audio.

Please upgrade Flash or install Chrome
to use Voice Recording.

For more help, see our troubleshooting page.

Your microphone is muted

For help fixing this issue, see this FAQ.

Star this term

You can study starred terms together

Voice Recording