Marketing Study Guide

MKT Test 3
Chapter 13
Service-

Characteristics of a service (Figure 13.1): 1. 4. 2. 5. 3. 6.
Marketing challenges of services (Table 13.1)-

How search, experience and credence qualities affect customer evaluation of service quality-

Dimensions of service quality (Table 13.2)-

Managing delivery of exceptional service quality (p. 432)-

Nonprofit marketing-

Nonprofit marketing objectives-

Chapter 14
Brand-

Brand name-
Brand mark-

Trademark-

Brand loyalty-

3 degrees of brand loyalty: Recognition- Preference- Insistence-
Brand equity-

Major components of brand equity-

Types of brands-

Individual/family branding-

Brand extensions-

Brand licensing-

Co-branding-

Strategic use of packaging (p. 460)-
Chapter 15
Marketing channel: Decisions- Activities- Functions-
Marketing intermediaries-

Supply chain management-

Supply chain management key tasks-

Types of marketing channels (Figures 15.2 & 15.3)-

Direct marketing-

Multiple marketing channels-

3 major levels of market coverage: Intensive- Selective- Exclusive-
Channel conflict-

Channel integration-

Physical distribution-

Inventory management-

Warehousing-

Distribution centers-

Table 15.3-

Chapter 17
Nature and primary objective of integrated marketing communications-

Components and flow of the communications process (Figure 17.1)-

Roles and objectives of promotion (p. 570)-

Primary demand-

Pioneer promotion-

Selective demand-

Characteristics of elements of the promotion mix: Advertising- Personal selling- Public relations- Sales promotion-
Types of communication: Kinesic- Proxemic- Tactile-
Factors affecting choice of promotion mix elements-

Push and pull channel policies (Figure 17.4)-

Word-of-mouth communications-

Chapter 18
Advocacy-

Institutional advertising-

Major steps in creating an advertising campaign (Figure 18.1)-