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    The document discusses marketing concepts including the two perspectives of marketing, the marketing mix framework, and relationship marketing. It also addresses different types of markets, analyzing a company's competitiveness, and factors in a company's macro and micro environment that can impact marketing decisions. Key topics covered are the differences between current, potential, and product markets; types of markets defined by the number of competitors; the purpose and characteristics of franchises; and important questions to consider when evaluating a company's strengths.

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    marketing

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    The document discusses marketing concepts including the two perspectives of marketing, the marketing mix framework, and relationship marketing. It also addresses different types of markets, analyzing a company's competitiveness, and factors in a company's macro and micro environment that can impact marketing decisions. Key topics covered are the differences between current, potential, and product markets; types of markets defined by the number of competitors; the purpose and characteristics of franchises; and important questions to consider when evaluating a company's strengths.

    Copyright:

    © All Rights Reserved
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    6 visualizzazioni2 pagine

    Exámen

    Caricato da

    Jesús
    The document discusses marketing concepts including the two perspectives of marketing, the marketing mix framework, and relationship marketing. It also addresses different types of markets, analyzing a company's competitiveness, and factors in a company's macro and micro environment that can impact marketing decisions. Key topics covered are the differences between current, potential, and product markets; types of markets defined by the number of competitors; the purpose and characteristics of franchises; and important questions to consider when evaluating a company's strengths.

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    © All Rights Reserved
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    di 2

    UNIT 1

    What are the two perspectives of marketing?

    _____________________________________________________________________

    Who first mentioned the concept of marketing-mix?

    _____________________________________________________________________

    What is the current concept of marketing?

    _____________________________________________________________________
    _____________________________________________________________________

    Do all companies are marketing oriented?

    _____________________________________________________________________

    What is the difference between the four p and the four c?

    _____________________________________________________________________

    What decisions include sales management?

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    What is relationship marketing?

    _____________________________________________________________________
    _____________________________________________________________________

    What is the current organization of a marketing department?

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    UNIT 2
    Differences between the current market, potential market and product market.

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    Types of markets according to the number of competitors.

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    What is a franchise?

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    _____________________________________________________________________

    What is Consumer Confidence Index?

    _____________________________________________________________________
    _____________________________________________________________________

    What are the key questions to analyze the competence of the company?

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    Reasons to impulse the internalization of a company?

    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________
    _____________________________________________________________________

    What is macroenvironment?

    _____________________________________________________________________
    _____________________________________________________________________

    What is microenvironment?

    _____________________________________________________________________
    _____________________________________________________________________

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