Marketing

Principles of Marketing 351 Midterm II Study Guide April 6, 2015

The exam will cover Ch’s 8, 9, 10, 11, 13, 14, 15. Note 6 is dropped and 14 is added. Class coverage will be adequate.

What is/are the characteristic(s) of an offering?

What comprises a product-dominant approach to marketing?

The number of different or distinct product lines offered by a company is known as _____

Know line depth, product mix, line breadth, product category, product line

Among the traditional 3 offering categories, for which do consumer most often display brand preference?

What is unusual (compared to consumer decision making) about decisions on capital equipment offerings?

Know what a brand is and what utility it has in the marketplace.

Know what Quality Function Deployment is and where it appears in the product development process.

What must be strong understanding in the beginning of the feature specifications process?

Know the stages in the product life cycle and the actions, pricing, and decisions to be made in each phase.

Know the characteristics and differences between standardization and adaptation in offerings.

Why do companies ultimately utilize supply chain management (SCM)?

What do we call the ability to influence a channel partner’s goals and efforts?

Which types of products are typically more likely to have a shorter marketing channel ?

Know pull and push strategy.

What name do we give people & organizations that buy, resell, & promote a product “downstream” to end users?

What do we call a business that purchases many products from producers and then sells it to another entity?

Which businesses are known for selling products at a discount to their annual members who join for a fee?

Know what disintermediation is, as well as its origins and impacts.

Know the variety of economic activity such as strategic alliance, DFI, joint ventures, franchising, and so on.

What...