Introduction to Marketing

INTRODUCTION TO MARKETING: examples of exam questions based on Kotler, Keller, Bradly, Goodman, Hansen: Marketing Management, 2009. Harlow: Pearson. The answers need to be essay type. 1) Define what is marketing and describe what can be marketed (Kotler et al. 2009, 6 – 11). 2) Describe the marketing concepts/ philosophies and how do they differ from each other. (Kotler et al. 2009, 25) 3) What is involved in a marketing plan? Describe the main parts. (Kotler et al. 109 – 113). 4) Describe Ansoff’s intensive growth strategies. (Kotler et al 92 – 96) 5) What are the main types of digital marketing communication between companies and customers? (Kotler et al. 124 – 135) 6) How culture and social groups affect on consumer behavior? (Kotler et al. 224 – 230). 7) Why is it important to analyse company environment? What factors need to be analysed when a company analyses its macroenvironment? (Kotler et al. 2009, 152 – 172). 8) a ) Describe the marketing research process. b) How can primary data be collected (methods)? (Kotler et al. 190 – 209). 9) What are the personal characteristics influencing consumer’s decisions? Describe their impact on consumer decision making. (Kotler et al. 230 – 236). 10) Describe the model of consumer behaviour and describe what are the key psychological processes. (Kotler et al. 237 – 243). 11) Describe stages of consumer buying process (Kotler et al. 2009, 246 – 254) 12) a) How do business markets differ from consumer markets? b) Describe the participants in the business buying process c) How do stages of organizational buying differ from consumer buying process? (Kotler et al. 2009, 268 - 287) 13) Describe the main features of institutional and government markets (Kotler et al. 2009, 295 – 297) 14) How can marketers identify primary competitors according to Porter’s classic industry competition model? (Kotler et al. 2009, 304 -312) 15) How can market leaders expand the total market and defend market share? How should market challengers...