Principles of Marketing – Review – Linh Tran
FINAL EXAM REVIEW
Chapter 1: MKT Overview
1. What is MKT?
2. MKT Process? (How many steps? What about each steps?)
3. The changing MKT Landscape ( how many factors and how they are changing the MKT
Landscape)
Chapter 2: MKT Strategies
1. What is Strategic Planning?
2. How many steps in Strategic Planning? (4 steps)
• Step 1: Defining the Company Mission
• Step 2: Setting Company Objectives and Goals
• Step 3: Designing the Bussiness Portfolio
▪ What is Business Portfolio?
▪ How can analyze the Business Portfolio (SBUs) (3 steps):
o Step 1: Identify key businesses (SBUs)
o Step 2: Assess the attractiveness of its various SBUs ( How?)
▪ Analyzing the Current Business Portfolio
• BCG Approach (Market share & Market Growth)
▪ Developing Stategies for Growth and Downsizing
• Product/Market Expansion Grid (Existing/New Markets
and Existing/NewProducts)
o Step 3: Decide how much support each SBU deserves
• Step 4: Planning MKT and other functional strategies
Chapter 3: MKT Environment
1. Microenvironment
• The company
• Suppliers
• MKT Intermediaries
• Customers
• Competitors
• Publics
2. Macroenvironment
• Demographic Environment
• Economic Environment
• Natural Environment
• Technological Environment
• Political Environment
• Cultural Environment
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Principles of Marketing – Review – Linh Tran
Chapter 4: Marketing Information System
1. What is MIS & Customer Insights?
2. Steps in MIS?
• Step 1: Assessing MKT Information Needs
• Step 2: Developing Marketing Information
o Internal Database
o Marketing Intelligence
o Marketing Research
• Step 3: Analyzing and Using MKT Information
3. Other MKT Information Consideration
Chapter 5: Consumer Behavior
1. Model of Consumer Behavior
• Environment
• Buyer’s Black Box
• Buyer’s Response
2. Characteristics Affecting Consumer Behavior
• Cultural factors
• Social factors
• Personal factors
• Psychological factors
3. The Buyer Decision Process (5 stages)
4. The Buyer Decision Process for New Products (5 stages)
Chapter 7: Customer – Driven Strategy
1. Segmentation
• Demographic Segmentation
• Geographic Segmentation
• Psychographic Segmentation
• Behavioral Segmentation
2. Targeting
• Undifferentiated MKT
• Differentiated MKT
• Concentrated MKT
• Micromarketing
3. Differentiation
• Competitive Advantages
4. Positioning
Chapter 8: Products, Services, and Brands: Building Customer Value
1. What is a product, service?
2. Levels of product and service
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Principles of Marketing – Review – Linh Tran
3. Consumer product Classification
4. Individual Product and Service Decisions
• Product attributes:
▪ Product quality
▪ Product features
▪ Product Style and Design
• Branding
• Packaging
• Labeling
5. Product Support Service
6. New product Development Process (8 stages)
7. Product Life-Cycle Strategies (5 stages)
Chap 10: Pricing Strategies
1. What is a price?
2. Considerations in Setting Price (Price Floor and Price Ceiling)
3. 3 main pricing strategies:
• Value-based pricing
• Cost-based pricing
• Competition-based pricing
4. Other Considerations Affecting Price Decisions
Chap 12: Marketing Channels
1. What is Supply Chains and the Value Delivery Network?
2. What is Marketing Channels and its importance
3. Channel Behavior and Organization
4. Channel Conflict
5. Channel Organization: Horizontal and Vertical MKT System
6. Channel Design Decisions
• Analyzing consumer needs
• Setting channel objectives
• Identifying channel alternatives
• Evaluating channel alternatives
7. Marketing Logistics and Supply Chain Management
Chap 14: MKT Communication
1. Integrated Marketing Communications
2. Advertising
3. Public Relation
4. Personal Selling
5. Sales Promotion
6. Direct and Digital MKT
7. The Communication Process
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