MKTG 6215 Study Guide for Exam I - 1 MKTG 6215 Marketing...

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1 MKTG 6215 Marketing Management Study Guide for Exam I Length: 120 minutes Total score: 25 points Structure of the exam: Multiple choice questions (.5X 40= 20 pts) and short answer questions (5 pts) Please bring a scantron (Form No. 882-E) and pencil with you!! The exam covers the following 5 chapters and some materials we discussed in class (The Harvard Business Case is excluded). Chapter 1 Marketing Management in the 21 st Century What is marketing What is marketing management What is marketed o Goods, services, persons, experiences, events, properties, organizations, ideas… Key customer markets o Consumer market, business market, global market, nonprofit market o Marketplace, marketspace, metamarket Core marketing concepts o Need, wants, demands o Segmentation, targeting, and positioning o Offering, brand o Value, satisfaction o Marketing channel o Supply chain o Competition, marketing environment Philosophies guiding companies’ marketing efforts o
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  • Spring '15
  • He,Y
  • Marketing, Marketing Research Process, marketing roi, Conducting Marketing Research, Marketing Management Study

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