Fundamentos de Marketing
Fundamentos de Marketing MKT 3013
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This 6 page Class Notes was uploaded by Melyssa Schaefer on Thursday October 29, 2015. The Class Notes belongs to MKT 3013 at University of Texas at San Antonio taught by David Johnsen in Fall. Since its upload, it has received 23 views. For similar materials see /class/231319/mkt-3013-university-of-texas-at-san-antonio in Marketing at University of Texas at San Antonio.
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Date Created: 10/29/15
Kerin Hartley amp Rudelius Marketing The Core FINAL EXAM REVIEW The Midterm Exam consists of 60 multiplechoice questions Each correct answer is worth 17 points Questions are similar to those on Exercises 3 and 4 The questions are not tricky do not read anything into them You will be given an exam booklet Bring a SCANTRON stande answer sheet and 2 pencils to class to record your Study priority answers 1 Exercises 3 and 4 2 Learning Objectives at the beginning of each chapter in the text 3 Below summarized chapter areas in the text CHAPTER 10 De ne product product line speci c product stock keeping unit convenience goods shopping goods specialty goods continuous innovation dynamically continuous innovation discontinuous innovation and durable consumer good Explain the difference between business and consumer goods Identify the four elements that make services unique What aspect of services makes developing pricing and delivering services challenging What are the two main classi cations of business goods What are some ofthe ways services can be classi ed What are some reasons for newproduct failures How many stages in the newproduct process Discuss key points of each stage in the newproduct process What are some factors that will help a new product to be a success Classi cation of products by degree of tangibility divides them into three categories Identify the three categories CHAPTER 11 De ne the product life cycle product modi cation market modi cation brand name manufacturer branding brand equity multiproduct branding and private branding Identify each stage in the product life cycle Identify key points of each stage in the product life cycle Which has the shorter life cycle 7 consumer or business products What is the primary purpose of branding for consumers How does packaging create customer value What are some points that should be communicated to consumers when promoting services What can a package connote CHAPTER 12 De ne skimming pricing policy prestige pricing policy oddeven pricing target pricing standard markup pricing customary pricing breakeven point price and FOB origin pricing To encourage retailers to pay their bills quickly what do manufacturers often offer them List some pricing objectives What does price elasticity of demand refer to What is the formula to compute pro t CHAPTER 13 De ne marketing channel dual distribution vertical marketing systems channel captain vendormanaged inventory agent broker middleman wholesaler retailer and supply chain Identify the three functions that intermediaries perform From which utilities do marketing channels help create customer value What is the difference between direct and indirect channels of distribution List the factors executives consider when choosing a marketing channel and intermediaries Identify the three degrees of distribution density CHAPTER 14 De ne retailing wholesaling level of service breadth and depth of products everyday low pricing shopping goods markup wheel of retailing retailing mix and franchising Identify the utilities offered to consumers through retailing List advantages and disadvantages of online retailing for customers How many anchor stores are generally in regional shopping centers Who takes title to merchandise 7 agents and brokers or merchant wholesalers What features characterize a manufacturer s sales of ce What advantages does online retailing offer the typical customer CHAPTER 15 De ne promotional mix communication noise feedback advertising publicity sales promotion push and pull philosophies and integrated marketing communication For what purposes can the promotional mix be used Explain the components of the communication process For a message to be communicated effectively what must the sender and receiver have What are the advantages of advertising Explain the differences between push and pull strategies Identify the various promotional elements used in advertising Which promotional element has the highest costpercontact In putting together the promotional mix what factors would affect the decision At what stage of the promotional mix is the least amount of money spent To who are promotional programs specifically directed What is the best approach to promotion budgeting CHAPTER 16 Identify three major forms of product advertisements Define competitive advertising merchandise allowance frequency gross rating points and consumeroriented sales promotions What is the objective of institutional advertising What does an advertising message usually focus on For what type of advertising is billboard advertising most effective List advantages and disadvantages of advertising on radio magazines and television List reasons for using the Intemet radio television and magazines as advertising media Identify the three approaches to setting advertising schedules What are some examples of consumeroriented sales promotions For marketers what is the primary objective of coupons What types of products is sampling an appropriate strategy Explain the use of merchandising allowances CHAPTER 17 Define personal selling relationship selling order getters and takers qualified prospect sales management process inbound telemarketing sales force automation personal selling process and major account management List the six stages ofthe personal selling process Identify functions performed by sales managers Which type of sales presentation is most suitable for an inexperienced less knowledgeable salesperson Which type of sales presentation is the most consistent with the marketing concept Explain consultative selling At which stage in the personal selling process would the salesperson ensure the customer is satisfied with the product State the three interrelated functions of the sales management process Kerin Hartley amp Rudelius Marketing The Core MIDTERM EXAM REVIEW The Midterm Exam consists of 63 multiplechoice questions Each correct answer is worth 16 points Questions are similar to those on Exercises 1 and 2 The questions are not tricky do not read anything into them You will be given an exam booklet Bring a SCANTRON stande answer sheet and 2 pencils to class to record your Study priority answers 1 Exercises 1 and 2 2 Learning Objectives at the beginning of each chapter in the text 3 Below summarized chapter areas in the text CHAPTER 1 De ne marketing Regarding the marketing process who bene ts from the idea of exchange De ne exchange market marketing mix customer value relationship marketing marketing concept utility ultimate consumer and organizational buyer What does marketing focus on Cite diverse factors in uencing marketing activities State the four elements of the marketing mix Who markets Who does marketing affect How do consumers benefit from marketing What does a market consist of Identify the ve major environmental factors affecting marketing State the four utilities created by marketing An organization that has a market orientation focuses its efforts on CHAPTER 2 Identify the two basic kinds of organizations and state how they differ Cite the three levels in large organizations Understand the importance of mission goals and objectives to an organization Setting strategy directions involves answering what two questions What is a business portfolio analysis Understand and explain what occurs in the three phases of the strategic marketing process Asking an organization to identify where it is at the present time involves identifying What does the term SWOT refer to Identify four alternative marketproduct strategies CHAPTER 3 De ne culture demographics environmental scanning and recession Identify and explain the impact of the ve social forces that environmental trends typically arise from What does the term economy pertain to Explain the effects of technology on marketing Explain the four basic types of competition Do most common marketing practices that were successful in the past work today Explain the impact of regulatory forces on marketing Identify the two most important values for all age groups within the United States List the components of a consumer s income State the two most common types of unethical behavior in competition CHAPTER 4 Understand and explain the signi cance of marketing ethics De ne ethics laws culture business culture economic espionage corporate culture code of ethics moral idealism pro t responsibility pro teering stakeholder responsibility and societal responsibility Cite three possible reasons the state of perceived business ethical conduct is at its present level Cite two kinds of unethical competitive behavior What rights are included in the Consumer Bill of Rights Do social forces include demographics and values List some factors that in uence ethical behavior Cite some illustrations of corporate culture What are some ways the current low perception of ethical business behavior can be explained Identify the steps in the consumer purchase decision process CHAPTER 5 Identify and explain each of the ve stages of the consumer purchase decision process De ne lifestyle selective perception motivation personality perceived risk behavioral learning cognitive learning brand loyalty attitude beliefs lifestyle psychographics opinion leaders social in uences and subculture When does problem recognition occur in the consumer purchase decision process What is the difference between internal and external search How does the information stage clarify problems for consumers What are the three general problemsolving variations in the consumer purchase decision process What are the five situational in uences that impact the purchase decision process What is the first step in the consumer purchase decision process Identify the three reference groups that have marketing implications How do children learn to purchase Cite two family decisionmaking styles Understand key differences between the African American Hispanic and Asian American subcultures What are the two primary forms of personal in uence What are some characteristics of highinvolvement purchases What are some ways marketers attempt to change consumer attitudes State two important aspects of personal in uence CHAPTER 6 Define business marketing organizational buyers and derived demand Identify some organizational buying criteria What are the three main types of organizational buyers What is NAICS Identify the key characteristics of consumer demand for products and services What are the buying objectives for business firms notforprof1t firms and government agencies What are some commonly used organizational buying criteria Define a buying center and identify the people in it What are three types of organizational buy classes What is usually the primary buying objective for business firms What are some characteristics of the organizational buying process CHAPTER 7 Define protectionism tariff quota global consumers and NAFTA What is the difference between a multidomestic marketing strategy and a global marketing strategy When does global competition exist What are two forms of exporting State advantages and disadvantages of licensing How does licensing differ from joint venture Cite the five strategies global companies have for matching products and their promotion efforts to global markets What are the three ways a product may be sold globally What is dumping What is a form of entry into a foreign market that is low risk and capitalfree Identify four trends in the past decade that have significantly affected world trade Define gray market