GB 350 Final Exam Study Guide: Key
Marketing Concepts
Marketing philosophies/orientations - Correct Answers -Ways companies think about
and approach marketing (like focusing on the product, the customer, or society).
Marketing goals - Correct Answers -What a company wants to achieve through
marketing (like increasing sales or building customer loyalty).
Customer relationship stages - Correct Answers -The steps a customer goes through
with a brand—awareness, interest, purchase, loyalty, and advocacy.
Strategic frameworks - Correct Answers -Tools like Ansoff's Matrix, Innovation Matrix,
and BCG Matrix that help plan marketing strategies.
Competitive advantage - Correct Answers -What makes a company better than others
(like lower prices or better quality).
The marketing plan - Correct Answers -A roadmap that outlines a company's marketing
goals and how to achieve them.
Self-regulation - Correct Answers -When businesses make their own rules to stay
ethical without government forcing them.
ESG & conscious consumerism - Correct Answers -ESG = Environmental, Social, and
Governance; conscious consumers care about these things when choosing brands.
B-corps - Correct Answers -Businesses certified for being socially and environmentally
responsible.
Code of ethics/company culture - Correct Answers -The company's rules and values
that guide behavior.
International trade concepts - Correct Answers -Basic ideas like GDP (total value of
goods/services a country makes).
Channel structures - Correct Answers -How products move from producer to customer.
Distribution intensity - Correct Answers -Intensive, selective, exclusive levels.
Marketing Concepts
Marketing philosophies/orientations - Correct Answers -Ways companies think about
and approach marketing (like focusing on the product, the customer, or society).
Marketing goals - Correct Answers -What a company wants to achieve through
marketing (like increasing sales or building customer loyalty).
Customer relationship stages - Correct Answers -The steps a customer goes through
with a brand—awareness, interest, purchase, loyalty, and advocacy.
Strategic frameworks - Correct Answers -Tools like Ansoff's Matrix, Innovation Matrix,
and BCG Matrix that help plan marketing strategies.
Competitive advantage - Correct Answers -What makes a company better than others
(like lower prices or better quality).
The marketing plan - Correct Answers -A roadmap that outlines a company's marketing
goals and how to achieve them.
Self-regulation - Correct Answers -When businesses make their own rules to stay
ethical without government forcing them.
ESG & conscious consumerism - Correct Answers -ESG = Environmental, Social, and
Governance; conscious consumers care about these things when choosing brands.
B-corps - Correct Answers -Businesses certified for being socially and environmentally
responsible.
Code of ethics/company culture - Correct Answers -The company's rules and values
that guide behavior.
International trade concepts - Correct Answers -Basic ideas like GDP (total value of
goods/services a country makes).
Channel structures - Correct Answers -How products move from producer to customer.
Distribution intensity - Correct Answers -Intensive, selective, exclusive levels.
