Marketing Management (MKTG 4355/5355)



Marketing Strategy (MBA 6308)

Final Exam - Review

Summer 2006

The exam will be part multiple-choice and part essay. Multiple choice questions will cover chapters 15-22, particularly the material related to class handouts. Essay will be comprehensive.

Chapter 15 – Designing and Managing Value Networks and Channels

1. Value Networks

2. The Role of marketing Channels

3. Channel functions and flows (pp. 472- 474)

4. Channel levels (pp. 474-476)

5. Identify Major Channel Alternatives (pp. 477-483)

Exclusive, selective, and intensive distribution (pp. 480)

6. Evaluating Major Alternatives (p. 481-483)

7. Conflict, cooperation, and competition (pp. 492-493)

Chapter 16 – Managing Retailing, Wholesaling, and Logistics (p. 503 – 590)

1. Table 16.1 (p. 505)

2. Material related to handouts

Chapter 17 – Designing and Managing Integrated Marketing Communications

1. Marketing Communications Mix: know examples of each, see Table 17.1 (p. 536)

2. Characteristics of Marketing Communications Mix (pp. 555-556)

3. Managing the integrated marketing communications process (pp. 558-561)

Chapter 21 – Tapping Into Global Markets (Material related to Class Handout)

Chapter 22 – Managing a Holistic Marketing Organization (Material Related to Class Handout)

Essay Questions:

Essay questions will be selected from the following list. Your essay grade will be based on clarity, organization, thoroughness, and insight, and how your responses compare with that of other students.

1. Why should firms segment the market? As discussed in class and in the text, markets can be segmented at different levels (pp. 240-247). What is customerization? Is customerization the BEST way for firms to market their products? Why or why not? Give concrete examples in your explanation.

2. Explain the differences among the following: product mix, width of product mix, and length of

product mix. Give an example of each. A challenge for management is in determining whether to lengthen or shorten its product lines. Explain how the product mix should be managed. What factors go into determining whether product lines should be lengthened or shortened? Explain how the management of the product mix is consistent with the marketing concept. Give an example(s) in answering this question.

3. One of the key issues in developing a global marketing program is "standardization vs. adaptation." What is the difference between standardized vs. adapted marketing mix? Give examples. How should a company determine the extent to which the marketing mix should be adapted or standardized when marketing products in foreign countries? Give examples in answering these questions.

4. For the topic of distribution channels, explain how companies can deliver higher value while minimizing costs. Give examples to support your answer. Explain how this is consistent with the linkages of company, customer, and competition (as discussed in class).

5. "The main objective of business is to generate profits. Even if profits are generated through questionable marketing tactics, the company is not at fault since consumers are ultimately responsible for their own actions." Do you agree? Do you disagree? In your response, use an example(s) from class discussions to illustrate your point. Also, what standard(s) should be used to evaluate whether a marketing decision is ethical or unethical? Should this standard be applied in all cases? Explain.

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