Review for Exam II - MKT 473

 

 

1.        Know the difference between mass marketing, undifferentiated marketing, market segmentation, niche marketing, multisegment marketing, customized marketing

2.        Know the difference between state-of-being and state-of-mind

3.        Know the difference between demographic, geographic, and benefit segmentation

4.        Know the following terms: integrated marketing communication, supply chain management, logistics and physical distribution

5.        Know the following terms: differential advantage, internal marketing, strategic window

6.        Know the goals, strategies and what happens to a product during each of the four stages of the PLC (i.e., introductory, growth, maturity, and decline).

7.        Know the difference between harvesting and divesting

8.        With respect to the 4 P's of marketing, what strategies are different for services.

9.        What does the term value mean?  What is the difference between monetary and nonmonetary costs?  What are the different types of benefits?

10.     Know the difference between transactional marketing and relationship marketing (client-relationship building).

11.     In the B2B market, know the various types of buyers (e.g., economic, technical, etc.)

12.     What is necessary to implement a marketing strategy?  What is considered to be the 5th P of marketing?

13.     Know the following terms: leadership, empowerment.

14.     Know the various approaches to implementing a marketing strategy (e.g., command, culture, etc.)

15.     What elements are necessary to manage people when implementing marketing strategy?

16.      Know the following terms: fixed cost, variable cost, gross margin, break-even, response analysis

17.     What are some reasons for differences between actual and expected marketing performance

18.     Know the difference between formal and informal marketing control

19.     Know the difference between process control and outcome control mechanism.

20.     What is a marketing audit

21.     Know the difference between social responsibility and marketing ethics.

22.     What is/are the codes of conduct.

23.     Know the benefits of being socially responsible and ethical.

24.     What are the four dimensions of social responsibility and what do each of them means.

25.     What are some viable strategies for using the Internet in strategic marketing planning?

26.     What is different about Internet marketing?

27.     Know the difference between various entry mode strategies (i.e., licensing, contract manufacturing, joint venture, etc.)