Midterm Study Guide Chs 1-4, 6-8, 18-19

MKT 301
MULTIPLE CHOICE
Marketing Management
Societal Marketing Concept
Cust Relationship Marketing
Strategic Alliances
Mission statement
Differentiation
Changing Marketing
Landscape (obj 5, ch 1)

Ethnographic research
Online marketing research
(Table 4.2)
Sample, as in research
Derived demand
Modified rebuy
Buying center
Geographic segmentation
Age/life-cycle segment.
Undifferentiated marketing
Target Market

Market segmentation
Market Targeting
Positioning
Product/Market Expansion
Grid
Marketing Mix
SWOT Analysis
Marketing information
system (MIS)
Competitive marketing
Intelligence
Environmental Scanning

Concentrated marketing
Competitive advantage
Value proposition
Positioning statement
Product definition
Types of consumer product
3 levels of product
(Figure 8.1)
Industrial product
Social marketing
Brand

Demography

Product line

Marketing Intermediaries
Marketing research
Secondary data
Primary data

Product mix (or portfolio)

Service intangibility
Service perishability
3 types of service marketing
(Figure 8.4)

Observational research
Strategic group
Porters 3 Basic Competitive
Strategies(p521)
Brand equity

The 4 roles firms could play

in a target market (p524)
Benchmarking
Co-branding

Supplier development
Influencers
Exporting
Joint venturing
Licensing
Direct investment
Adapted global marketing
Straight product extension
Communication adaption
(Fig 19.3)
What is Nordstroms primary
focus?
Microsoft adapted to Digital Mktg
Why is Apple successful?
Pure Michigan campaign is
Stew Leonards Rule # 1 is
ESPN is part of whose portfolio?
Who is Dunkin Donuts target ?
Zappos knows that happy
customers begins with what?
Great Value is what brand type?
In their global marketing,
McDonalds uses
Marketing inappropriate products
to children violates
By acquiring new product lines,
GE has exercised

SHORT ANSWER QUESTIONS

Draw/label Boston Consulting
Group Growth-Share Matrix (Fig
2.2)
Steps in Marketing Research
Process (Fig. 4.2)
Actors in the Microenvironment
(Fig 3.1)
Major Forces in
Macroenvironment (Fig 3.2)
Marketing Plan Sections (Table2.2