Study Guide (Final): The Main Concept in Each Chapter (MKTG3401) Instructor: Prof. Yi He E-mail: yi.he@csueastbay.

edu Chapter 8: The definition of product and services What are the three levels of products? What are the four categories of goods, and you need to able to give example for each category. Convenience goods Shopping goods Specialty goods Unsought goods Describe the decisions companies make regarding their product lines and product mixes. Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. The definition of a brand. What are the advantages of creating a brand? What is Brand Equity? Brand Strategy Decisions Brand positioning Brand name selection Brand sponsorship Brand development (Line extensions, Brand extensions, Multibrands, New brands) Chapter 9 List and define the steps in the new-product development process. What are issues related to different steps? What are the possible ways to obtain New Product/Ideas? Internal versus external methods? What are the four the stages of the product life cycle and characteristics of the four stages? How marketing strategies change during the products life cycle?

Chapter 11 What are the two major strategies for pricing when introducing new products (skimming and penetration)? Chapter 12 What are the functions of marketing channels? What are different types of channels organization (direct channel versus indirect channel, advantages of each type)? Whats channel conflict? What is horizontal channel conflict vs. vertical channel conflict? How to minimize channel conflict? Whats disintermediation? Channel density
1

Intensive Distribution Selective Distribution Exclusive distribution Case: Aveda vs. Body Shop Chapter 14

What is integrated marketing communication? Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix.

Chapter 15

Describe and discuss the major decisions involved in developing an advertising program. Get familiar with what is public relations and different forms of public relations.

Chapter 16 Chapter 17

What is sales promotion? Differentiate the pull versus push sales promotion strategy. What are the different types of consumer-oriented sales promotion?

Define direct marketing and discuss its benefits to customers and companies. Identify and differentiate the major forms of direct marketing. Review how technology impacts the four business domains (B2B, B2C, C2C, C2B). Why is C2B particularly interesting? Understand how the elements of e-marketing can be utilized to facilitate marketing communication. Websites Web Communities Online Ads and Online Promotions E-Mails Whats viral marketing?

Chapter 19

Explain the difference between standardization vs. adaptation marketing mix strategy for international markets.