<p> Study Guide 1 MKT/571 Version 7 Week 1 Study Guide: Marketing Strategies</p><p>Readings and Key Terms</p><p> Ch. 1 of Marketing Management</p><p> o Types of markets o Challenges to managing marketing o Holistic marketing concept</p><p> Ch. 2 of Marketing Management</p><p> o Customer value o Competitive advantage o Strategic business unit (SBU) o Strategic planning process o SWOT Analysis o Marketing plan</p><p> Ch. 3 of Marketing Management</p><p> o Marketing intelligence o Macroenvironmental forces</p><p> Demographic  Economic  Socio-cultural  Natural  Technological  Political-legal forces</p><p> o Forecasting demand</p><p> Ch. 4 of Marketing Management</p><p> o Marketing research process o Marketing metrics</p><p>Content Overview</p><p> Marketing overview</p><p> o Definition of marketing</p><p>Copyright © 2013 by University of Phoenix. All rights reserved. Study Guide 2 MKT/571 Version 7</p><p> Marketing mix (Four Ps) </p><p> o Understanding the consumer  Needs versus wants  Satisfaction and value</p><p> o Marketing role in business and society  Types of markets  The business’s marketing orientation and holistic marketing</p><p> Strategic marketing</p><p> o Maximizing customer value</p><p> Value chain  Core competencies  Competitive advantage</p><p> o Strategic planning process</p><p> SWOT Analysis</p><p> o Macroenvironmental factors o Microenvironmental factors</p><p> Strategic goals</p><p> o Corporate, divisional, business, and product level goals o SBUs o Generic strategies o Marketing plans</p><p> Collecting marketing research</p><p> o Internal data and data mining o Marketing intelligence o Macroenvironmental analysis</p><p> Demographic forces  Economic forces  Socio-cultural forces  Natural and environmental forces</p><p>Copyright © 2013 by University of Phoenix. All rights reserved. Study Guide 3 MKT/571 Version 7</p><p> Technological forces  Political and legal forces</p><p> o Forecasting demand</p><p> Conducting marketing research</p><p> o Research process</p><p> Types of research  Exploratory  Descriptive  Causal</p><p> o Deciding the research plan</p><p> Data sources  Research approaches  Research instruments  Sampling methods  Challenges to marketing research</p><p> o Establishing and measuring marketing metrics</p><p>Copyright © 2013 by University of Phoenix. All rights reserved.</p>