Transcript Global Marketing and World Trade

Test Review
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Book Chapters
Introduction
Marketing Strategy
Strategy & Marketing Ethics
Consumer Behavior
Consumer Behavior
Segmentation, Targeting
Lectures Notes for Lectures 1-6
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40 MC questions
5 short answer questions
1 essay
6-9 questions per chapter.
Definitions, interpretation, lecture.
Most important: Four P’s, five decision steps
Least emphasis: Ethics, organizational buying
Ch. 1
Ch. 2
Ch.3 & 4
Ch. 5 in new edition / 6 in old ed.
Ch. 6 in new edition / 7 in old ed.
Ch. 9 in new ed. / 10 in old ed.
Annoucement
• Bring your own scantron. Bring an extra
for an emergency.
• FORM No. 882-E
Disclaimer
• The review you are about to view will only
provide HINTS. You are responsible for
the entirety of all chapters and all lectures
and in-class discussions. Questions will be
asked that are NOT in this review!!!!!!!
• Especially in chapter 5, focus on all
definitions and be able to distinguish
different categories.
Essay topic
• 1. Relate the job search and interview process to
the strategic marketing process. Make sure to
touch on SWOT, market-product focus, goal
setting, marketing program, implementation, and
control.
• 2. List and discuss some ways to counter TV
viewers skipping commercials using DVRs. List
at least three ways and at least one original way
(you will be evaluated on originality).
• 3. Consider the following situation… Discuss the
ethical considerations from the perspectives of
moral idealism and utilitarianism.
Short answers
• List the ways that organizational buying is
different from consumer decision making.
• Ch 1:
• 4 Requirements for marketing to occur
– 2 or more parties with need, desire and ability to satisfy, a way to
communicate, something to exchange
• Marketing Mix: 4 P’s
• History: Production era, sales era, marketing concept
era, market orientation era
• Environmental factors
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Ch 2:
Corporate strategy, business unit, functional strategy
BCG Matrix
SWOT analysis
3 Phases of the strategic Marketing Process
• Planning, implementation, Control
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Ch. 3:
Environmental Scan
Competitive Spectrum – Components of Competition (pp. 88-89)
Legislation – Sherman Act, Clayton Act, Robinson-Patman Act (p.
90)
• Terms: For example: Gross income, disposable income,
discretionary income.
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Ch. 4:
Cause Related Marketing
Sustainable Development / Sustainable Growth
The definition of ‘laws’, ‘code of ethics’
Price discrimination
Three concepts of societal responsibility (p. 109):
– Societal, stakeholder, profit responsibilities
• Moral philosophy: moral idealism vs. utilitarianism
• Ch. 5 in new ed. (6 in old ed):
• High versus low involvement– when, why,
how?
• Five steps in Purchase decision process
• Hierarchy of needs
• Classical conditioning vs. operant
conditioning
• Behavioral vs. cognitive learning
• Influences on consumer decision:
Psychological, socio-cultural, situational
Influences on the consumer purchase decision process
Marketing mix influences
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Psychological
Influences
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Motivation
Personality
Perception
Learning
Values, beliefs
and attitude
• Lifestyle
Product
Price
Promotion
Place
Consumer Decision Process
Problem recognition
Information search
Alternative evaluation
Purchase decision
Postpurchase behavior
Situational Influences
• Purchase task
• Social surroundings
• Physical
surroundings
• Temporal effects
• Antecedent states
Sociocultural
Influences
• Personal
influence
• Reference groups
• Family
• Social class
• Culture
• Subculture
Ch. 6 in new ed. (7 in old ed)
• Figure 6-3 (7-3): Key characteristics
• Terms: For example: Derived demand, reverse
marketing
• Buying situation (3 types) Buying center
behavior -- figure 6-4 (7-5)
• Roles in the buying center: Initiator, influencer,
gate keeper, buyer, user, decision maker
• Different price determination mechanisms–
markets, reverse auctions, forward auctions, etc.
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Ch. 9 in new ed (10 in old)
Definition of market segmentation
Steps in segmentation
Ways to segment
Market-product grid
Cross-tabulation
Interpreting Cross-Tabulations – row
percentages and column percentages
• Perceptual maps
• Positioning; repositioning