Jing Zhu

Business 103
Section #23
Professor Jasso
4 December 2015

Marketing Handbook

1. Marketing is effective with creating, delivering, and communicating while giving

customer’s value to selected target customer.
2. SWOT Analysis focus on the key factors:
- Strength
- Weakness
- Opportunities
- Threats
3. Three tools to use in your business is marketing mix, marketing approach, and

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sales approach.
4. Businesses should have a customer oriented marketing approach to increase their

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sales.
5. Customer loyalty is super important for a company; to keep them is to strive for a

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strong relationship.
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6. Start-up companies should focus more on public relation before they put funding
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into advertisements.
7. The influencers of buyer behavior are culture, social, personal, and psychological.
8. There are three types of international companies: International, Multi-national,
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and Global corporations.

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9. Brand vision can be separated into 2 separate categories, business and marketing
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strategy.
10. Value-based pricing’s strengths would be an increase of efficiency, happiness, and
stability.
11. While cost-based pricing’s weaknesses would be it does not take into account
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consumer and might overemphasize their profit making and cost cutting.
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12. The 5 elements to a promotion mix would be:

Advertising, Sales Promotion, Personal Selling, Public Relation, and Direct
Marketing.
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13. Before you start a business, you have to have a plan before managing a brand.
14. The stages where you “buy” into the brand promises are: Awareness, Interest,
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Evaluation, Trial, and Adoption.

15. Customer’s satisfaction should be number one priority with a company.
16. Criteria for targeting to be efficient and effective would be:
-Measurable
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-Substantial
-Accessible
-Differentiable
-Actionable

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 17. IMC, Integrated Marketing Communication, is a strategic method to create
customers.
18. Great brand image would be humility, leadership, compassion, and critical
thinking.
19. Too much advertisement in today’s society can be an over-kill. Customers are
getting confused to who is advertising for who.
20. Businesses do not drive brands; it’s the other way around. Thus, brand drives
marketing.
21. Brand vision -> Business Strategy -> Marketing Strategy.
22. Having a “buzz” would create maximum awareness, minimize costs, maximize
speed and impact.
23. Marketing is connected to every aspect of a business.
24. And marketing is all about creating and delivering customer value.
25. Sales focus on mass-producing through volumes, while marketing profit through
customer satisfaction.
26. Baby Boomer generations are more carefree with their buying tendencies and

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instant satisfaction while the Silent Generation are more about projecting the
future.

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27. People buy impulsively if a company’s brand image is strong
28. Buyer decision process is linear to: Need recognition, Information research,

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Evaluation of alternatives, Purchase decision, Post-Purchase behavior.
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29. If companies want to change their prices, they should consider their competition,
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elasticity of consumers, and their reactions.
30. Design products while considering theses 5 elements:
- Relative Advantage
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- Compatibility
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- Complexity
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- Divisibility
- Communicability
31. Vertical marketing system has one channel member that owns the other, has
contracts with them, and has more bargaining power that all others would
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cooperate.
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32. The horizontal (conventional) marketing system allows two or more companies at
the same level to come together in order to exploit a new marketing opportunity.
33. Temporal’s theme of brand’s driving business is: vision (emotion, destination,
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etc.), personality, and position (features, benefits, solutions, etc.)

34. Multinational corporations have a higher relative costs due to customization.
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35. Strategic market targeting are

- Mass Markets: undifferentiated
- Differentiated: segmented
36. The emotional brand leadership ladder tires consist of the lowest – awareness
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(information), friendship (trust, friendship, loyalty) and top tier, togetherness

(partnership).
37. Berger’s research in Contagious revealed that there are six main factors that help
explain social pandemics
1) Social Currency

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 2) Triggers
3) Emotion
4) Public
5) Practical Value
6) Stories
38. Word of mouth travels faster than an advertisement and cheaper.
39. Market Skimming is when they skim the top to get the top consumers by setting
their prices relatively high.
40. The 5 C’s go with the 5 P’s. It is customer solution, communication, cost,
convenience, and mind.
41. The factors of production are resources that encompass everything, be
knowledgeable, and entrepreneurship is key.
42. At the top of Maslow’s hierarchy of needs is transcendence and bottom is
biological to psychological needs.
43. Successful brand will try to have a emotional relationship with their consumers by
making everything personal.

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44. PR is strategic because low budget and having a high impact.
45. If a brand is licensed from a third party owner, a royalty rate on turnover will be

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charged for the privilege of using the brand
46. When it comes to positioning, you would have to think about what sets your apart

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from the rest of the market
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47. Globalization of products are efficient and creates way more sales due to
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customer buying behavior
48. Market channels are interdependent firms who sells products from producers to
consumers
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49. Power brands with emotional capital shares qualities like:

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-immense trust
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-loyalty and friendships

-emotions
50. The elements of implementation are a comprehensive process that develops brand
vision, brand personality, and brand positioning.
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