Exam II Review for mktg310- Principles of Marketing
Spring 2015
Professor Chen
Coverage
Chapters 6,7,8,9,10 and Data mining topics.
Read the text book and powerpoints again and thoroughly
Format (revised)
Part I. 50 M/C Questions (@2 points) Total 100 points
Part II. 1 Essay question: you still need to understand the solutions on these essay questions as they may
appear in the M/C questions.
Below are partial lists of study hints (but not limited to):
Chapter 6.
1. consumer buying decision process and categories of influence
2. Maslow’s hierarchy of needs
3. Types of Social Influences (reference groups and more)
4. Components of Attitude
Chapter 7.
1. three purposes of business markets
2. Five dimensions of business customers and business transactions (and their details)
3. Business (organizational) buying decision process and factors that may influence it
4. Categories of business markets
5. Types of demand for business products
Chapter 8.
1. International marketing and balance of trade
2. Regional Trade Alliances, Markets, and Agreements
3. contract manufacturing, export intermediaries, joint ventures, direct ownership, subsidiaries
4. direct licensing, franchising and strategic alliance
5. Purposes of WTO and EU
Chapter 9.
1. Definitions of digital media, digital marketing and electronic marketing
2. Characteristics of online media
3. Types of digital media
4. Online consumer behavior (in seven segments: collectors, spectators, joiners, creators and critics etc.)
5. considerations in E-Marketing strategy
6. Ethical and Legal Issues in digital marketing and social networking
Chapter 10.
1. Categories of business and consumer products (all types and details)
2. Adopter Categories
3. Branding strategies/policies and co-branding
Potential Essay Questions:
1. Identify and describe the five major categories of situational influences.
2. Compare and contrast the three major types of purchases made by business customers.
3. In what ways can businesses become involved in international marketing activities?
4. Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.
5. Explain the differences with business examples between brand marks and trademarks.
6. Understand the process and objectives of using data mining tool. How to interpret the results.