The document discusses key concepts in marketing including definitions of marketing, relationship marketing, and the differences between strategic planning, functional planning, and operational planning. It also summarizes the marketing mix, segmentation, targeting, and positioning, quality management benchmarks, international market entry strategies, and characteristics of services.

1. Review For Test The “What Is” Questions?

2. What is Marketing?

4. If Relationships Are Important, Then What’s Relationship Marketing?

9. What is strategic planning What are its steps?

11. How would you describe the steps to marketing planning (i.e. functional planning)

13. What’s The Marketing Mix

15. What Four Growth Strategies Does The Product-Market Expansion Grid Provide

17. What are some of the internal and external stakeholders that a situational analysis should consider

19. Quality Mgmt. May Also Be Included In The Strategic Discussion What is TQM?

23. What is segmentation, targeting and positioning

25. What Are the Various Ways You Could Segment A Consumer Market (I.e. on what variables)?

29. What About International Markets? What Are the Various Strategic Options To Enter International Markets?

31. When Operating In A The International Market, What’s The Difference Between a Global Marketing Strategy and A Customized Marketing Strategy?

33. What Is A Service and its characteristics?

35. What are the attributes of service quality? How do consumers assess whether a service is quality or not?

37. How Doe We Measure Service Quality? What is Gap Analysis?