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Revision (Definitions, Trends, Marketing (strategy) (Marketing landscape…
Revision
Definitions, Trends, Marketing (strategy)
3 levels of marketing
Differentiation
operations support strategy
Marketing landscape today.
are there changes how prodcuts are designed
STP
Product & Branding decisions)
Most important P
A brand is a promise kept
Principale driver of customer preference
frameworks
Keller Pyramid
Kapferer prism
Global Marketing
Global vs glocal
Emerging Markets brands
cultural adaptation within Europe
Global
Advantage
Disadvantage
Approaches
Global Market
Groups of markets
Glocal vs Locbal
Communication decisions
Integrated marketing communications
Classic channels/ Digital&Social
differences
Digital can be better measured
has it changed everything?
Social media and communities?
Paid/Owned/Earned Media
pros/cons
General:
refer to examples
Exam
2 questions with 2 parts each
Essay type
Pricing & Distribution decisions
Decisions
key profit driver
pricing methods
Cost
demand
competition
pricing issues
Distribution
Channel management