Mkt 571 Study guides, Class notes & Summaries

1. Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company? • Technological • Political • Economic • Cultural 2. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy? • Core benefit • Pure tangible product...