B213/223 Topics in Marketing
Semester Assessment Study Guide
Revised January 2014
Define the following terms:
1. demographic segmentation
2. geographic segmentation
3. global marketing
4. product usage
5. psychographic segmentation
6. marketing mix
7. market segment
8. target market
9. discretionary income
10. market segmentation
11. marketing
12. product line
13. brand extension
14. product mix
15. intermediary
16. wholesaler
17. manufacturer
18. retailer
19. agent
20. goodwill
21. advertising
22. public relations
23. mass marketing
24. niche marketing
25. cold calling
26. press release
27. brand advertising
28. royalty
29. contract
30. copyright
31. ethics
32. licensing
33. patent
34. trademark
35. experimental method
36. observation method
37. primary data
38. secondary data
39. sample
40. survey method
41. marketing plan
42. focus group
43. market research
44. data mining
45. mission statement
Answer the following:
46. Distinguish between products and services.
47. Identify and describe the four stages of the product life cycle. Include details about: pricing strategies, sales,
advertising, and competition levels at each stage.
a.
b.
c.
d.
48. In business, using an existing brand name for an improved or new product that expands the brand is known as:
49. What are some strategies for an effective package for a product?
50. Distinguish between the following pricing strategies:
a. Demand oriented pricing
b. Cost oriented pricing
c. Competition oriented pricing
d. Mark-up
e. Penetration pricing
f. Price lining
g. Skimming
h. Psychological
i.
Non-price competition
51. Distinguish between direct and indirect distribution.
52. What effect does increasing the number of distribution channels have on the price of a product?
53. Compare the advantages/disadvantages of each of the following forms of advertising in terms of target market,
cost, quality, effectiveness, longevity and exposure
a. Billboards
b. Direct mail
c. Television
d. Radio
e. Internet
54. Distinguish between an endorsement and a sponsorship.
55. Identify the elements of the promotional mix.
56. Identify the steps in the sales process.
57. For what types of products would personal selling be most beneficial?
58. Provide examples of sales promotion.
59. Free mention of a product in a newspaper or magazine is called _____________________.
60. Distinguish between advertising and public relations/publicity.
61. What is the purpose of public relations?
62. What is a disadvantage of publicity?
63. What are some characteristics of successful sales people?
64. What government agency regulates the advertising industry?
65. Name at least two ways event sponsors try to protect themselves from liability.
66. Name at least two requirements with a celebrity endorsement.
67. Provide several examples of intellectual property.