MKT 315 Topic 4 Midterm Study Guide
The following are marketing concepts that students are expected to know for the MKT315 Midterm Exam: 1. Marketing 2. B2C and B2Bmarkets 3. Marketing mix / the4-P’s 4. Exchange and transaction 5. Environmental Forces / environmentalscan 6. Evolution of Marketing / eras / MarketingConcept 7. Organizational buyers vs. UltimateConsumers 8. Profitequation 9. Marketsegmentation 10. SWOTanalysis 11. Consumerbehavior 12. Motivation (i.e.Maslow) 13. Perception,learning 14. Word ofmouth 15. Reference groups (meaning,types) 16. Individuals or groups that influence opinions, beliefs, attitudes, and behaviors. Often serve as our rolemodels and inspiration 17. Organizational buyingdemand 18. Organizational buyingcenters 19. Marketing research – definition andprocess 20. Primary vs. Secondary data 21. Qualitative research –types 22. Quantitative research - types 23. Examples of each type of segmentation (demographic, geographic, psychographic,etc.) 24. Product positioning; repositioning; perceptualmapping 25. Differentiation 26. New product process 27. Product life cycle 28. Branding (logos, slogans trademarks,servicemarks) 29. Stages of brandacceptance 30. Measuring brand effectiveness (CDI &BDI) 31. Servicemarketing 32. Services – three additionalPs 33. Service qualitydimensions 34. Service zone oftolerance 35. Gap model of service quality 36. Packaging 37. Consumer groups in life cycle ofproducts 38. Types of businesspurchases 39. Business’s offeringconcept 40. Ansoffmatrix 41. SMARTgoals 42. Positioning statements (all4)
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