Marketing Study Guide

Topics: Marketing, International trade, Trade Pages: 4 (458 words) Published: March 29, 2014

Principles of Marketing

Midterm Exam Study Guide

Principles of Marketing: Midterm Exam Study Guide
Test format: The test will be multiple choice, short answer, plus a media planning exercise. The study guide is what I want you to know. The test will cover a sampling of that information so that we can get done on time. Thus, not everything on the study guide will necessarily be on your version of the test. But, items NOT on the study guide will not be on the test. No symbols – indicates a multiple-choice question covered in both book and lecture * – indicates this is from lecture notes only, not the text book ! – indicates this is on-your-own from the textbook, not discussed extensively in class " – indicates this item will be covered in short answer format Ch. 1 Marketing Overview

Ch. 4 Analysis of the Marketing Environment
* Comparative advantage theory of competition
6 categories of macroenvironmental
(conceptual idea of role marketing plays in
our “imperfect” and dynamic economic
! Generational cohorts and key
differences among today’s
* Market orientation (2 key topics and concept of
generations (Boomers, X, Y)
constant need for market intelligence)
! Corporate social responsibility
" 4 Ps (list and define)
! Green marketing
4 Ps (common marketing tasks)
Value creation
Ch. 5 Consumer Behavior
! Terms: B2B, B2C, CRM, exchange, marketing
*" 5(6) Step Consumer Decision
mix, transactional vs. relational orientation,
value, value co-creation
Maslows hierarchy
Ch. 2 Marketing Strategy
Criticism of Maslow’s
Strategic process
Types of information search
" SWOT (be able to do a practice one)
Involvement (personal,
" Growth strategies chart (p. 53)
situational, enduring and
*" 4 requirements for a competitive advantage to be
sustainable & what they mean
*" Multiattribute model (be able to
! Terms: STP, competitor-, cost-, and value-based
make one)
pricing, market share,...
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