Review: Ch 1



Exam 1 Review

There are 34 multiple choice questions on the exam and two short answer. The questions consist mostly of definitions and applications.

General Topics covered:

(Note These Are Broad Categories From Your Book/Slides; You Are Responsible For The Detailed Information Within The Categories)

Definitions of key terms (drawn from every chapter, e.g., the marketing concept; perceptual map)

Consumer vs. Business-to-Business markets

The Marketing Mix

Strategic planning

Strategic business units

Business portfolio planning

BCG Matrix

Growth strategies

SWOT analysis

The environment (e.g., what is in the competitive environment)

Segmentation (including the various ways to segment the market)

Targeting (e.g., steps)

Positioning

Brand personality

Consumer Behavior

Steps in the decision making process: problem recognition, information search, evaluation of alternatives, product choice, postpurchase evaluation

Commonly used heuristics in purchase decision process

Internal influences: Perception, Motivation, Personality, Attitudes, Personality, Age, and Lifestyle

Physical Environment: Arousal, Pleasure, Time

Social Influences: Culture, Reference Groups, Social Class

The film in class (Merchants of Cool)

Sample items:

According to the BCG growth-share matrix, _____ are strategic business units with products that have a dominant market share in a low-growth market.

a. dogs

b. exclamation points

c. cash cows

d. stars

e. question marks

In 2002, Wendy’s announced plans to buy a chain of Mexican food restaurants. Wendy’s International, the nations’ third largest hamburger chain, purchased the 169-restaurant Baja Fresh chain to appeal to consumers who do not like fast food. Wendy’s used a _____ strategy.

a. market development

b. product penetration

c. market penetration

d. diversification

e. product development

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download