Exam 1 Study Guide- Close Marketing Management
Exam 1 Study Guide- Close Marketing Management
Know these terms well:
• marketing environment
• relationship marketing
• brand loyalty
• basis for developing a competitive advantage
• positioning decisions
• value chain
• Product Life Cycle
• targeting competitors' customers
• forecasting
• survey biases
• types of collecting survey data and advantages/disadvantages of each
• service vs. product marketing
• characterists of: A) strugglers B) makers C) strivers D) believers in segmentation
• characterists of: A) early majority B) laggards C) innovators D) early adopters and their likelihood to consume
• data types (e.g., census, focus group) and what they contain
• complexity of industrial products compared to consumer products
• characteristics of : A) The decider B) The influencer C) The purchaser D) The initiator in the marketplace
• situational factors
• operating variables
• demographics
• purchasing approaches
• what does marketing entail (e.g., brands? Services? Etc.)
• the shift in marketing focus
• approaches to developing competitive advantage
• the marketing concept
• Customer-oriented organizations
• commodity products
• techniques used in global market research
• Market segmentation
• buyer's supply chain
• role of marketing managers vs. financially oriented managers
• competitors' customers vs. existing consumers
• the role of the marketing manager
• definition of marketing
• buyer behavior steps
• tech marketing vs. product marketing
• importance of market research in managerial decision-making
• multiattribute CB model
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