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exam 1 review sheet - strategic societal marketing concept...

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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
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Unformatted text preview: 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....
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