Marketing Strategy (MBA 6308)
Exam 2 - Review
Fall 2007
The exam will be part multiple-choice and part essay: 15 to 20 multiple choice questions and two written
questions. The time to take the test will be 2:00pm – 3:15pm.
Multiple choice questions will be only those related to material covered in the powerpoint handouts.
Chapter 6 – Analyzing Consumer Markets
Culture, subculture, social classes
Reference groups
Personality and self-concept
Perception – selective attention, selective distortion, selective retention
Why do we buy the things we buy?
Study material related to class handouts
Chapter 7 – Analyzing Business Markets
Business market vs. Consumer market (pp. 210-212)
Buying situtations
Study material related to class handouts
Chapter 8 – Identifying Market Segments and Targets
Levels of market segmentation
Bases for segmenting consumer markets: geographic, demographic, social class, age and life-cycle, user
status, user rate, behavioral, occasion, benefit, etc.
Study material related to class handout
Chapter 9 – Creating Brand Equity
Understand the following: Brand equity and Building brand equity
Devising a branding strategy
Study material related to class handout
Chapter 10 – Crafting the Brand Positioning
Developing and communicating a positioning strategy
Positioning (Ries and Trout), Value Disciplines positioning (Treacy and Wiersema),
Points of Parity and Points of Difference
Differentiation
Study material related to class handout
Written Questions:
Written question(s) will be selected from the following topics. The actual question(s) may be altered
somewhat. Your grade will be based on clarity, organization, thoroughness, mechanics (eg, proper
grammar) and insight, and how your responses compare with that of other students.
1.
Why should firms segment the market? As discussed in class and in the text, markets can be
segmented at different levels (segment marketing, niche marketing, local marketing, etc.). What
is customerization? Is customerization the BEST way for firms to market their products? Why or
why not? Give concrete examples in your explanation
2.
What is brand equity and why is it important for companies and consumers? Give example.
Identify a brand management strategy and explain how the company can benefit from its
application. Give example.
3.
Explain the difference between Points-of-Parity (POPs) and Points-of-Difference (PODs). How
can a company effectively use POPs and PODs to effectively position itself (or its products)?
Give example(s)
4.
One common difficulty in creating a strong, competitive brand positioning is that many of the
attributes or benefits that make up the POPs and PODs are negatively correlated – Explain. How
can firms address the problem of negatively correlated POPs and PODs? Give examples.