Transcript No Slide Title - School of Business Administration

Marketing
Management:
Exam Study Notes
Tom Gillpatrick, Ph.D.
Juan Young Professor of Marketing & Executive Director
Food Industry Leadership Center
School of Business Administration
Portland State University
Zagreb, Croatia
Spring 2003
PORTLAND STATE
UNIVERSITY
Chapter to Focus on for Exam

Chapters: 1,6,7,10,11,14, Part 5 as related to lecture materials.
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Short/Answer Essay Questions:
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Look at questions that were introduced as FAQ’s about marketing,
page 8 text. These questions might be adopted with an example.
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UNIVERSITY
Example multi-choice questions
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1. The final step in the development of a positioning strategy is to:
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A. Choose the actual positioning strategy.
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B. Communicate the strategy effectively to consumers.
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C. Evaluate the positioning strategy against criteria aimed at determining
the potential success of the strategy.
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D. Determine which product benefits consumer consider most important.
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E. Select the product benefit to promote.
( answer is B , page 313)
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2. The ultimate level of market segmentation is _______ marketing?
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A. Local
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B. Niche
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C. Individual
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D. Homogenous
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E. Mass
(answer is C from page 282)
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UNIVERSITY
Example multi-choice questions

3. The first macro-environmental issue that marketers typically
monitor is:
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



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A.
B.
C.
D.
E.
The international political legal environment.
The technology environment.
The economy.
Population issues.
Suppliers, consumers and employees.
(Answer D, page 163)
4. The first step in the buying process is the:
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


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A. Information search.
B. Evaluation of alternatives.
C. Purchase decision.
D. Location of alternatives.
Recognition of need or problem.
( E, page 204)
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UNIVERSITY
Example multi-choice questions
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5. Which of the following factors that often forces a company to
choose the marketing concept in their firms?
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
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
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A.
B.
C.
D.
E.
Changing buying patterns.
Increasing marketing expenditures.
A decline in sales.
Increasing competition.
All of the above.
( E, page 24)
6. The first step in the target marketing process is:
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

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A.
B.
C.
D.
E.
Mass marketing.
Mass targeting.
Market segmentation.
Market concentration.
Market positioning. (answer is C, p. 279)
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Example Short answer Essay/question
(Note most questions are multi-part, please answer all parts)

1. What are the main factors a company should consider when
setting a price for the first time? Give an example of how you could
apply this for a Croatian company such as Podravka who wants to
sell its soup products in a market such as USA?

2. What is a product? What criteria should global marketers
consider when making product design decisions? What are the
major combinations of product-communications strategies that were
described in the slides and text?

3. What is market segmentation and how is it different from product
positioning? What were the two basic types of market segmentation
that your professor described in the lecture? Can companies oversegment a market? Give a brief example.
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Know the Core Concepts of Marketingfrom text and lecture
Target Markets & Segmentation
Needs, Wants, and Demands
Product or Offering
Value and Satisfaction
Exchange and Transactions
Relationships and Networks
Marketing Channels
Supply Chain
Competition
Marketing Environment
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FAQ’s for Marketers
 How
can we spot and choose the right
customer segment?
 How can we differentiate our offering
from competitive offerings?
 How should we respond to customers
who press us for a lower price?
 How can we compete against lower
price competitors from at home and
abroad?
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FAQ’s for Marketers-cont’d
 How
far can we go in customizing our
product offering for each customer?
 What are the major ways we can grow our
business?
 How can we build stronger brands?
 How can we cut the cost of customer
acquisition?
 How can we keep our customers loyal?
 How can we tell which customers are most
important?
PORTLAND STATE
UNIVERSITY
FAQ’s for Marketers-cont’d
 How
can we measure the payback from
Advertising, sales promotion & PR?
 How can we improve sales force
productivity?
 How can we use multiple channels, but
control channel conflict?
 How can we get other company
departments to be more customer
oriented?
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UNIVERSITY