Final Exam of Principle of Marketing

 Brief definition of marketing: managing profitable customer relationships

 SWOT analysis

 Break-even unit analysis

 Consumer Behavior: describe the 5 steps, high vs. low involvement

 Diffusion of innovation: describe each group on the adoption curve

 Marketing Research: primary vs. secondary data, qualitative vs. quantitative methods

 Product Life Cycle: describe the stages, marketing tasks at each stage

 Pricing: Types of pricing, CLV

Topics from the latest classes and chapters (about 75% of the exam)

IMC & Promotion

 types of promotion

 IMC

 planning the promotional mix:

o basic goals

o AIDA

o push vs. pull strategies

Advertising

 types of ad execution

 developing ad ideas

 budgeting

 media buying: reach, frequency, and GRPs

 measuring the effects of ads on consumers

Personal Selling

 Types of sales positions: order getters vs. order takers

 steps of the sales process

 psychology of the sales process

 sales force organization

 sales force sizing

 when to allocate $ to personal selling vs. advertising

Chapter 15

 Don’t forget PR and sales promotion from the textbook

Guest Speakers, including Professor Tony Passey, Firetoss/DESB

Example questions, correct answer in bold:

1. According to lecture, what kind of advertisement is this?

a. Slice of life

b. Personality symbol

c. Effective

d. Fear appeal

2. When Eliza Minden was about to introduce her pointe shoes to the market, she had no funding

for her new company except for a few thousand dollars of personal savings. In a SWOT analysis,

this fact would be categorized as a:

a. Strength

b. Weakness

c. Opportunity

d. Threat

3. Major producers of breakfast cereal pay a “slotting allowance” to grocery chains for their cereal

brands. The slotting allowance ensures that grocery stores place the brand in a premium shelf

position (usually, eye level for adults) and devote more shelf space to the brand. For the cereal

producers, allocating promotional dollars to slotting allowances is a form of __________

promotion.

a. Odd-even

b. Push

c. Pull

d. Interval

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