Form Utility-production of a good or service. Driven by the marketing function
Marketing Utilities-benefits or customer value gained by using a product. Time, place, form posession
4Ps Marketing Mix- price, product, place, promotion
Controllable Factors- marketing mix elements because they’re under the control of the marketing department
Marketing Objectives/GoalsEnvironmental Factors- uncontrollable social, economic, technological, competitive, and regulatory forces that
affect the results of a marketing decision
History of Marketing/Eras of MarketingSWOT Analysis/In&External strengths/weaknesses- organizations appraisal of its internal Strengths, Weaknesses,
external Opportunities and Threats
Organizational Structure-corporate level then SBUs then functional level
Levels within an org-corporate and functional
Planning Gap-the difference between the projection of the path to reach a new goal and in the projection of the
path of the results of a plan already in place
SBUs-Cash cows are SBUs that generate large amounts of cash. Stars are SBUs with a high share of high-growth
markets that may need cash to finance their own rapid future growth. Question marks are SBUs with a low share
of high-growth markets. Dogs are SBUs with low shares of slow growth markets
Marketing/Business GoalsMission Vision Statements-a statement of the organizations function in society that often identifies its customers,
markets, products, and technologies
Business Def-describes the clear, broad, underlying industry or market sector of an organizations offering
Generations- baby boomers= 1946-1964, gen x= 1965-1976, gen y=1977-1994
Monopoly- one business has control over a particular part of industry etc
Oligopoly- a market is dominated by a small market of sellers
Consumerism- movement started to increase the influence, power, and rights of consumers in dealing with
institutions
Laws enacted from Consumerism-Lanham Act 1946, Consumer Safety Act 1972, Fair Packaging and Labeling Act
1966, Nutritional Labeling and Education Act 1990, Federal Diluting Act 1995
Gov Intervention-Actions on the part of government that affect economic activity, resource allocation, and
especially the voluntary decisions made through normal market exchanges.
Electronic Commerce-any activity that uses some form of electronic communication in the inventory, exchange,
advertisement, distribution, and payment of goods and services
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Form Utility
a. Production of a good or service driven by the marketing functions
Marketing Utilities
a. Benefits or customer values gained by using products (time, place, form, possession)
The 4Ps/Marketing Mix
a. Promotion, Product, Place, Price
Controllable Factors
a. Factors of the marketing mix that are able to be controled
Environmental Factors
a. Uncontrollable social, economic, technological, competitive, and regulatory forces that affect
the results of marketing decisions
Marketing Objectives/Goals
a.
History of Marketing/Eras of Marketing
a.
SWOT Analysis/Internal & External strengths & weaknesses
a. An organizations strengths, weaknesses, opportunities, and threats both internal and external
Organizational Structures
a. Corporate level>SBU’s>Functional level
Levels Within an organization
a. Corporate, SBU’s, and Functional levels
Planning Gap
a. Difference between the projection of the path to reach a new goal and in the projection of the
path of the results of a plan in place
Strategic Business Units
a. Dogs are SBU’s with low shares of slow-growth markets. Question marks are SBU’s with a low
share of high-growth markets. Stars are SBU’s with a high share of high-growth markets that
may need cash to finance their own rapid future growth. Cash Cows are SBU’s that generate
large amounts of cash.
Marketing/Business Goals
a.
Mission Vision Statements
a. Interchangeable, a statement of the organization’s function in society that often identifies its
customers, markets, products, and technologies.
Business Definition
a. Is the clear, broad, underlying industry or market sector of an organization’s offering. Usually
set up for a reason or purpose.
Generations
a. Baby boomers 1946-1964, Generation X 1965-1976, Generation Y 1977-1994
Monopoly/Oligopoly
a. One business that has control over an industry. A market dominated by a small market of sellers
Consumerism
a. Movement started to increase the influence, power, and rights of consumers in dealing with
institutions.
Laws from Consumerism
a. Lanham Act (1946), Consumer Safety Act (1972), Fair Packaging and Labeling Act (1966),
Nutritional Labeling and Education Act (1990), Federal Diluting Act (1995)
Government Intervention is the actions on the part of government that effect its economic activity,
resource allocation, and especially the voluntary decisions made through the normal market exchange
Electronic Commerce is any activity that uses some form of electronic communication in the inventory,
exchange, advertisement, distribution, and payment of goods and services.
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