Exam 1 study guide

Exam 1 study guide - Marketing 301 Exam 1 Review Sheet...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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 it is. Reality A Science Seeing what you want them to need A clear Reflection of society Perception An Art 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. Chapter 1 1) Marketing according to Duke - Know that my definition of Marketing is perception over reality . Know well the chart of what Marketing Is, Isn't, But . Know the active marketing definition I present at the end of this set of overheads. 2) Ch.1 text overheads - Know well 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, customer satisfaction , how marketers build relationships , the difference between benefits and goods/services orientation sales and marketing orientations , reasons to study marketing. Chapter 7- Be familiar with the six segments of Nokia's customer base from the video I showed in class. Know the following definitions: market, market segment, market segmentation. Know the difference between a fully segmented market and a market segmented by one or two characteristics . Know well criteria for segmentation, know what segmentation bases are, know thoroughly the 5 bases for segmentation- what they are, how they differ, and their strengths and weaknesses, as covered in class. Marketing - Perception over reality. - Is a philosophy, attitude, perspective or a management orientation that stresses customer satisfaction. - An organization function and set of processes used to implement this philosophy. Marketing: Employee Satisfaction Greater Effort Higher quality Growth and Profits Stockholder Satisfaction More Investment Marketing is a set of activities: Products- what makes up design, name, brand approaches Distribution- how to get a product to the consumer Promotion- Made aware, promoting, manipulated- customer Economics- Marketing: Marketing is a process that focuses on delivering value and benefits to customers, not just selling goods, services and or ideas.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Uses communication, distribution and pricing strategies to provide customers and other stakeholders with the goods, services, ideas, values and benefits they desire where and
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/17/2008 for the course MKTG 301 taught by Professor Goldman during the Spring '08 term at UMass (Amherst).

Page1 / 8

Exam 1 study guide - Marketing 301 Exam 1 Review Sheet...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online