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Exam 1: Chapters 1,2, 4
o What does STP stand for? Why is it an important process to follow?
What are the key elements in the "P" part of STP?
o What are they? Why are they important?
o The slides present Production, Sales, Market and Societal
philosophies. What is important in this evolution? What is Marketing's
goal in this orientation?
o What does SWOT stand for? Why is it a useful sort of analysis?
o Describe some competitive advantages and tell us why they are useful.
o What are the key elements in the Marketing Plan?
o What is it? Why is it important for business to do?
o Describe some key threats and opportunities posed by Social
Factors/Changes?
o Describe some key threats and opportunities posed by Demographic
changes?
o Describe some key threats and opportunities posed by Economic
changes/conditions?
o Describe some key threats and opportunities posed by Technology
changes?
o Describe some key threats and opportunities posed by Political and
Legal conditions/changes?
o Describe some key threats and opportunities posed by Competitive
conditions?
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Exam 2: Chapters 5, 6, 7, 8
o Describe the "stages of Global Business Development". What are the
implications?
o What are the goals & problems with global marketing
standardization?
o Describe in detail each element in the external environment facing
global marketing
o Assess the legal considerations of global marketing
o Describe the 3 trade agreements listed in the slides.
o Describe each type of the methods to enter a global market place
o What are the implications on the 4Ps with respect to global
marketing?
o Why study Consumer Behavior?
o Describe in detail the importance of each of the 5 Steps of a Consumer
Decision Making Process
o What is an Evoked Set and why is it important?
o Why is Evaluation of Alternatives described as a "funnel"?
o Why is Cognitive Dissonance important to understand?
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o Describe the concept of Involvement. What influences it's level? Why
is this a useful thing to understand?
o Describe the factors that influence Buying (culture factors, social
factors, individual factors and psychological factors).
o What is the meaningful differences between Business markets and
Consumer markets? What makes Business marketing different and
more challenging?
o Describe strategic alliances and relationships. What does this mean
for the marketer?
o Describe the major categories of Business Markets
o What is NAICS and why is an important tool?
o What is ment by "fluctuating demand" and how do you address this
issues as a marketer?
o Describe the 5 aspects of Business Buying Behavior
o What is a "buing center"? Who is in it or on it?
o Describe the "buying situation" for the typical business markets
o What are the 4 criteria for segmentig of Consumer Markets. Why is
each important?
o Describe the 5 bases for segmenting consumer markets. How do you
do each of them in practical terms?
o What are the 4 bases for business market segmentation? How are they
different from consumer market segmentation bases?
o Describe the 3 strategies for selecting a Target Market. Are any of
these strategies better than the other?
o What is cannibalization and why is it important to address?
o Describe Positioning and Differentiation. What tools does the
marketer have to accompish this activity?
o Why is repositioning a brand hard?
o What is a positioning map and how can it be used to build a marketing
strategy?
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Exam 3: Chapters 9, 10, 11, 12
o Describe the 4 major differences between Services and Products. Why
are these differences important?
o Describe the power and usefulness of Branding.
o The New Product development process is described as a FUNNEL.
What are the parts and their importance?
o What are the 4 types of Consumer products and how are they
different
o What are the key methods of Survey data collection?
o What is Secondary data and Primary data?
o What is the Product Life Cycle and describe it's 4 stages? What 4P
strategies work best in each stage?
o What is the role of Marketing Research?
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o Why is Relationship Marketing important in the marketing of
Services?
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Exam 4: Chapters 13, 15, 16, 17
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Describe each of the 4 elements in the promotional mix
Describe the 3 channel functions performed by intermediaries
Describe the 3 goals of promotion and how they relate to the PLC
Describe the 3 major types of product advertising
Describe the class of ownerships of retailers
Describe the steps in the communications process and their
importance
Give us some advantages and disadvantages of various advertising
media
How do the 4P's influence channel selection?
List in detail some advertising approaches used to gain and hold
attention
What are the 4 discrepancies marketing channels overcome? Why are
they important?
What are the 6P's? How do they differ from the normal 4P's?
What are the differences between consumer and business channels?
What is AIDA and why is it important?
What is DAGMAR and how is it used?
Exam 5: Chapters 18, 19, 20, 21
o Describe Break Even pricing
o Describe Elasticity of Demand. How does Price influence this?
o Describe the impact of the Unfair Trade Practices, Price Fixing, Price
Discrimination and Predatory Pricing.
o Discuss some of the "Other Pricing Tactics" and how they are used.
o Discuss the 7 steps in the Selling Process
o Discuss the objectives of a Pricing Strategy
o Discuss the various promotional tools, their use and objectives
o How can you Capture, Store and Analyze Customer data to identify the
Best Customers?
o How can you fine tune price?
o How do the objectives for Promotions differ from those of
Advertising?
o How does Personal Selling differ from the other promotional mix
tools?
o How does the stage of the Product Life Cycle influence pricing?
o What are some Trade Promotions?
o What are the 3 pricing strategies outlined in the notes/book?
o What is CRM?
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What is meant by Customer Focused?
What is Relationship Selling?
What's the difference between a Variable and a Fixed cost?
Why focus on Loyal Customers?
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