Marketing: Exam Study Guide
Marketing 360
Fall 2013
REVIEW SHEET FOR EXAM #1
Exam #1 is Thursday September 12th, 2013
8:00pm – 10:00pm
Todd Auditorium (116)
What to bring. 1) #2 pencils. Always a good idea to bring a back-up 2) Your photo ID 3) A prepared mind
What NOT to bring: 1) a bag of any kind
Exam #1 will cover Chapters 1-4, and 7 as well as any material presented in class. Please study your lecture notes and the text. You are responsible for what was covered in class as well as some concepts not discussed in class, only those listed on this list. Let this review sheet guide your study. It is important to understand and apply each of the following concepts.
Chapter 1 - Overview of Marketing * Inertia to Passion * 80/20 rule * Economies of scale * Understand Marketing mix (4 P’s)/Marketing mix from customer perspective (4 Cs)
* Exchange * Criteria for a market * Utility - time, place, possession, form, info * What is Value? Components of value * Customer satisfaction model * Customer Equity * Sustainable Competitive Advantage
- Distinctive Competencies; Differential benefits
* The Value Proposition
* Philosophies (Eras) - * societal marketing orientation (New Era); Triple bottom line * marketing (customer) orientation * selling orientation * competitor orientation * production orientation
Chapter 2 - Strategic Planning * Mission, marketing myopia * SWOT Analysis, SWOT interactions * Portfolio analysis * (BCG) Matrix: Star; Dog; Question Mark; Cash Cow * Strategies for each
* Product-Market Growth Matrix * Strategic Alternatives - Market penetration; Market development; Product development; Diversification
Chapter 3 – Marketing Environment * Environments: * Economic Environment * Level of economic development; LDC, developing country, developed country
* Competitive environment * Competitive market structures
Fall 2013
REVIEW SHEET FOR EXAM #1
Exam #1 is Thursday September 12th, 2013
8:00pm – 10:00pm
Todd Auditorium (116)
What to bring. 1) #2 pencils. Always a good idea to bring a back-up 2) Your photo ID 3) A prepared mind
What NOT to bring: 1) a bag of any kind
Exam #1 will cover Chapters 1-4, and 7 as well as any material presented in class. Please study your lecture notes and the text. You are responsible for what was covered in class as well as some concepts not discussed in class, only those listed on this list. Let this review sheet guide your study. It is important to understand and apply each of the following concepts.
Chapter 1 - Overview of Marketing * Inertia to Passion * 80/20 rule * Economies of scale * Understand Marketing mix (4 P’s)/Marketing mix from customer perspective (4 Cs)
* Exchange * Criteria for a market * Utility - time, place, possession, form, info * What is Value? Components of value * Customer satisfaction model * Customer Equity * Sustainable Competitive Advantage
- Distinctive Competencies; Differential benefits
* The Value Proposition
* Philosophies (Eras) - * societal marketing orientation (New Era); Triple bottom line * marketing (customer) orientation * selling orientation * competitor orientation * production orientation
Chapter 2 - Strategic Planning * Mission, marketing myopia * SWOT Analysis, SWOT interactions * Portfolio analysis * (BCG) Matrix: Star; Dog; Question Mark; Cash Cow * Strategies for each
* Product-Market Growth Matrix * Strategic Alternatives - Market penetration; Market development; Product development; Diversification
Chapter 3 – Marketing Environment * Environments: * Economic Environment * Level of economic development; LDC, developing country, developed country
* Competitive environment * Competitive market structures