BA 320 Exam 2 930 REVIEW with Quiz Answers

BA 320 Exam 2 930 REVIEW with Quiz Answers - EXAM #2 REVIEW...

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EXAM #2 REVIEW SESSION BA 320 FALL, 2010
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Agenda Lay of the Land Review/questions for each module Quiz!
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WHAT’S ON THE EXAM? Chapters and Corresponding Lectures: 8: Segmentation, Targeting, Positioning 9: Marketing Research – two sets of slides 10: Products, Branding, Packaging 11: New Product Development 12: Services 14: Supply Chain Management (Prof. Palekar) Marketing Panel Form Three marketing articles: Razor Burn, Pantene, Cemeteries NO CONNECT material is on exams!
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What Does the Exam Look Like? 53 T/F or multiple-choice questions . Three of these are extra credit. Total possible pts: 106. Approximately equal number of questions from each book/lecture module (~7-8) Evenly split across book/lecture BUT more questions from the supply chain guest lecture than the supply chain chapter 2-3 questions from the panel forum One question each from the marketing articles
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What do I NOT need to know? Will not need to know how to calculate profitable segments (Ch. 8/lecture) Will NOT need to know anything from the “marketing research evolution” slide specifically (but may also be discussed elsewhere in the chapter) Will NOT need to know anything about the products listed on the fourth slide from the end, in the branding lecture Will not need to know details about the products on the slide labeled “NPD Stage 5: Product Launch” in NPD lecture Will not need to know details on the following slides from Prof. Palekar’s lecture:
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Prof. Palekar Slides Not Included on Exam 2 Military Logistics – some history Evolution of Supply Chain management Business Marketing Channels Consumer Marketing Channels The Supply Chain management major at the University of Illinois!
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Book pages you don’t need to know “Ethical and Societal Dilemma” boxes in each chapter. “Power of the Internet” boxes in each ch. “Service Recovery” section, pp. 243-245. ch. 10 Pp. 280-285 (pick up at “Managing the Supply Chain”)
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Important Links to Review Mountain Dew – branding lecture Shep Hyken cab driver story – services lecture Ritz Carlton – review the “gold standards” page discussed (12:30 section only) – services lecture Ipic example – services lecture Zara link – supply chain Palekar lecture
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Review for Module 8: Segmentation, targeting, positioning Different stages of STP Examples from lecture/book of the different stages 1. Types of segmentation strategies: Undifferentiated, differentiated, concentrated, micromarketing (mass customization) 2. Describe segments: book talks about 6 – do you remember which ones these are? We discussed four of them in lecture.
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How do these firms segment?
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Ch. 8, ctd. 3. Evaluate segment attractiveness
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BA 320 Exam 2 930 REVIEW with Quiz Answers - EXAM #2 REVIEW...

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