1. Test Review Book Chapters IntroductionCh. 1 Marketing StrategyCh. 2 Strategy & Marketing EthicsCh.3 & 4 Consumer BehaviorCh. 5 in new edition / 6 in old ed. Consumer BehaviorCh. 6 in new edition / 7 in old ed. Segmentation, TargetingCh. 9 in new ed. / 10 in old ed. Lectures Notes for Lectures 1-6 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

2. Annoucement Bring your own scantron. Bring an extra for an emergency. FORM No. 882-E

3. 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.

4. 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.

5. Short answers List the ways that organizational buying is different from consumer decision making.

6. 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 Ch 2: Corporate strategy, business unit, functional strategy BCG Matrix SWOT analysis 3 Phases of the strategic Marketing Process Planning, implementation, Control

7. 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. 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

8. 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

9. Influences on the consumer purchase decision process Marketing mix influences Product Price Promotion Place Situational Influences Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior Consumer Decision Process Psychological Influences Motivation Personality Perception Learning Values, beliefs and attitude Lifestyle Sociocultural Influences Personal influence Reference groups Family Social class Culture Subculture

10. 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.

11. 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