Marketing Principles Study Guide Test 2
Chapters 9, 10, 11, 13 & 15
This guide is in approximate order of text and notes.
Selected Specific Key Terms – some are only in “Things to Know” section, some are in
both.
Key Terms:
Marketing Research
Marketing Information System
Decision Support System
Experimental (Causal) Design
Descriptive Design
Primary Data
Secondary Data
Product + (line)+(mix)
Unsought Products
Convenience, Shopping, Specialty Goods
Line Extension, Filling, Contraction
Brand (ing) (name) (equity) (loyalty)
Product Life Cycle
Marketing (distribution) Channel
Intensive, Selective, and Exclusive Distribution
Exclusive Dealing Requirement
Vertical Marketing System (VMS)
Intermediary (Middleman)
Retailing and Wholesaling
Topics and packages of things to know with discussion possibilities in bold.
Be able to name and explain the steps in the marketing research process.
Be familiar with the types of products (matching) per convenience, shopping goods etc.
Know the product life cycle per name and explain each stage.
Know the new product development process per name and explain each step.
Be familiar (matching) with characteristics that affect the rate of adoption of a new
product and the categories of adopters.
Distribution/marketing chan middlemen (intermediaries), intense vs. selective vs.
exclusive distribution, exclusive dealing, vertical integration (vertical marketing systems)
You should know and be able to explain the functions or activities performed by a
middleman such as a retailer or wholesaler and apply them to a particular business like
Kroger Grocery Store or Mississippi Wholesale Vegetable and Produce.
If you eliminate the middleman what happens? What is the value of intermediaries? Per
be able to name and explain the functions provided by intermediaries such as wholesalers
and retailers.
Know types or classifications of retailers and wholesalers (matching)