MKTG 3343

Fall, 2017
Exam 2 Study Sheet

1. Define primary and secondary research.

2. List and discuss the stages in the market research process.
3. Differentiate between focus groups and depth interviews.
4. What are the stages of the product life cycle? Are all product life cycles the same? (I’ll need drawings
here.) Discuss the appropriate marketing mix strategies for each stage.
5. Discuss the ways services are different from products. What are the strategic ramifications of these
differences?
6. Diagram the communications process. How does the communication process differ with regard to
advertising and personal selling?
7. Define advertising, sales promotion, and public relations.
8. Briefly discuss the differences between unique selling proposition, image, and entertainment advertising.
9. Briefly discuss the various types of salespeople.
10. Briefly outline and discuss the sales process.
11. Discuss the difference between bundling and un-bundling.
12. Differentiate between odd-even pricing, customary pricing, prestige pricing, price lining, and promotional
pricing.
13. Define penetration pricing and price skimming.
14. Discuss the differences between a specialty store, department store, discount store, and a category killer?
15. What are four examples of non-store retailers?
16. Define atmospherics.
17. What is the wheel of retailing?
18. What is scrambled merchandising?

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