highly effective marketing method
cientific data available improves chances for success
re others do (or even setting them) can help defeat the competition
y want, before they even know what
Seeing what you want them to need
A clear Reflection of society
Fulfilling consumer wants and needs
A distorted image of society
Marketing 301 Exam 1 Review Sheet Spring 2008
The exam consists of 50 multiple choice questions. I certainly recommend reading all the chapter
material in Ch. 1 and Ch.7 through bases for segmentation. Additionally, I strongly encourage you to
review the overheads closely.
1) Marketing according to Duke
Know that my definition of Marketing is
. Know well the chart of what Marketing
Is, Isn't, But
I present at the end of this set of overheads.
2) Ch.1 text overheads
what Marketing stresses AMA Marketing definition as well
as the four Cs (clear, constant, consistent, and creative) of communication that I discussed in
class, exchange, why exchange may not take place, the four marketing management
philosophies ( and the fifth one I added- the strategic societal marketing concept), how to
achieve a marketing orientation , definition of customer value, customer value requirements,
how marketers build relationships
, the difference between
goods/services orientation sales
marketing orientations , reasons to study marketing.
Chapter 7- Be familiar with the six segments of Nokia's customer base from the video I showed
Know the following definitions:
market, market segment, market segmentation.
the difference between a
fully segmented market
and a market segmented by one or two
characteristics . Know well
criteria for segmentation,
5 bases for segmentation-
what they are, how they differ, and their strengths and
weaknesses, as covered in class.
Perception over reality.
Is a philosophy, attitude, perspective or a management orientation that stresses customer
An organization function and set of processes used to implement this philosophy.
Growth and Profits
Marketing is a set of activities:
what makes up design, name, brand approaches
how to get a product to the consumer
Made aware, promoting, manipulated- customer
Marketing is a process that focuses on delivering value and benefits to customers, not just
selling goods, services and or ideas.