Final Exam of Principle of Marketing
Principles of Marketing – MKTG 3010 – Spring 2017 Final Exam Study Guide –this guide is illustrative rather than exhaustive Topics from overall course themes (about 25 % of the exam) Brief definition of marketing: managing profitable customer relationships SWOT analysis Break -even unit analysis Consumer Behavior: describe the 5 steps, h igh vs. low involvement Diffusion of innovation : describe each group on the adoption curve Marketing Research: primary vs. secondary data, qualitative vs. quantitative methods Product Life Cycle : describe the stages, marketing tasks at each stage Pricing: Types of pricing, CLV Topics from the latest classes and chapters (about 75% of the exam) IMC & Promotion types of promotion IMC planning the promotional mix: o basic goals o AIDA o push vs. pull strategies Advertising types of ad execution developing ad ideas budgeting media buying: reach, frequency, and GRPs measuring the effects of ads on consumers Personal Selling Types of sales positions: order getters vs. order takers steps of the sales process psychology of the sales process sales force organization sales force sizing when to allocate $ to personal selling vs. advertising Chapter 1 5 Don’t forget PR and sales promotion from the textbook Guest Speakers , including Profe ssor Tony Passey, Firetoss /DESB Example questions , correct answer in bold : 1. According to lecture, what kind of advertisement is this? a. Slice of life b. Personality symbol c. Effective d. Fear appeal 2. When Eliza Minden was about to introduce her pointe shoes to the market, she had no funding for her new company except for a few thousand dollars of personal savings. In a SWOT analysis, this fact would be categorized as a: a. Strength b. Weakness c. Opportunity d. Threat 3. Major producers of breakfast cere al pay a “slotting allowance” to grocery chains for their cereal brands. The slotting allowance ensures that grocery stores place the brand in a premium shelf position (usually, eye level for adults) and devote more shelf space to the brand. For the cer eal producers, allocating promotional dollars to slotting allowances is a form of __________ promotion. a. Odd -even b. Push c. Pull d. Interval