Marketing Exam Preparation for Monash Diploma 2 Students
Exam Preparation
MCD 2050 Marketing
Section A – Long Essay (4o marks)
It will have a quite from Phillip Kotler – don’t even read the friggin’ quote
Read the bit below the quote, it will have something like this: A. What customer value is (3.5 marks) – page 7 in the textbook B. How marketing creates and deliver values (3o marks) * Start with market research the idea of giving data about consumer behavior * Why do we need marketing research * 3 main sources of information * 3 methods of collecting data * Continue with consumer behavior * Why do we study consumer behavior (why relevant, why important) * Influences (internal, external + examples each) * Then move on to STP the idea of when we know about consumer behavior, we can decide the STP + introduction to 4Ps * Why do we segment * Brief description of 4 bases * Explain what is targeting the bases * Idea of able to have more than 1 targeting * Explain position – related to creating image * Then continue to 4Ps * Start 4Ps with Product * What is product * What is branding * Price * Place * What is included in logistics, why do you call it bi-directional * Where does value come from * What is the choice faced by firms * What services can be supplied by intermediaries * Promotion – do not write too much * Why is the term IMC used? * 2 types of communication * Briefly explain: * Characteristics and objectives of advertising * Purpose of public relation + how to achieve it * Sales promotion + when is it used + examples of tools * Idea of planning and control includes definition + benefits of planning, then link it to developing strategies for 4Ps * Control process (the 3 processes) + corrective actions taken linked to 4Ps C. How marketing build relationship/value – organization – page 12 and
MCD 2050 Marketing
Section A – Long Essay (4o marks)
It will have a quite from Phillip Kotler – don’t even read the friggin’ quote
Read the bit below the quote, it will have something like this: A. What customer value is (3.5 marks) – page 7 in the textbook B. How marketing creates and deliver values (3o marks) * Start with market research the idea of giving data about consumer behavior * Why do we need marketing research * 3 main sources of information * 3 methods of collecting data * Continue with consumer behavior * Why do we study consumer behavior (why relevant, why important) * Influences (internal, external + examples each) * Then move on to STP the idea of when we know about consumer behavior, we can decide the STP + introduction to 4Ps * Why do we segment * Brief description of 4 bases * Explain what is targeting the bases * Idea of able to have more than 1 targeting * Explain position – related to creating image * Then continue to 4Ps * Start 4Ps with Product * What is product * What is branding * Price * Place * What is included in logistics, why do you call it bi-directional * Where does value come from * What is the choice faced by firms * What services can be supplied by intermediaries * Promotion – do not write too much * Why is the term IMC used? * 2 types of communication * Briefly explain: * Characteristics and objectives of advertising * Purpose of public relation + how to achieve it * Sales promotion + when is it used + examples of tools * Idea of planning and control includes definition + benefits of planning, then link it to developing strategies for 4Ps * Control process (the 3 processes) + corrective actions taken linked to 4Ps C. How marketing build relationship/value – organization – page 12 and