MKTG 4355-Marketing Management
EXAM 1 – REVIEW
Chapters 1- 5; multiple choice and one essay question.
Exam covers class outline, discussion, and text. You will be tested on knowing concepts:
definitions, examples, and managerial implications. Study class discussion questions: what were
the main points in the discussion?
Key topics from class (list is not exhaustive). Essay question will come from the following
topics:
Given that “value = benefits / costs,” describe ways in which a company can increase
value to customers. Give real life examples.
Should firms adopt the marketing concept? Why or why not? Give examples.
Compare: production concept, product concept, selling concept, marketing concept,
customer concept, societal marketing concept
Discuss the importance of planning. Give examples to illustrate your points. How does
market-oriented strategic planning relate to trends in the Macroenvironment? – Give
examples using your chosen topic.
Chapter 1 – Key topics from text (this list is NOT exhaustive)
 Scope of Marketing: know the ten types of entities and their applications (pp 4-5)
 What is the difference between marketplace, marketspace, and metamarket? (p. 7)
 Competition: brand, industry, form, and generic (pp. 10-11)
 Marketing myopia (p. 13)
 Integrated Marketing – integrated, external, internal marketing (p. 15)
Chapter 2 – Key topics (again, this list is NOT exhaustive)
 Disintermediation, reintermediation, and customization (pp. 24-25)
 Old economy vs. New economy (Table 2.1)
 Different internet domains (pp. 27-28)
Chapter 3 – Key topics (list is NOT exhaustive)
 Customer perceived value, total customer cost, total customer value, total customer
satisfaction (pp. 38-40)
 Nature of high-performance businesses: shareholders, processes, resources,
organization and organizational culture (pp. 41-43)
 Value chain (pp. 43-44)
 Attracting and retaining customers: customer churn, customer lifetime value, customer
retention, etc. (pp. 44-46)
 What are five (5) levels of investment in customer-relationship building (pp. 48 – 49)?
 Customer profitability (pp. 50-51)
Chapter 4 – Key Topics (list is NOT exhaustive)
 Omit pp. 59-63 and pp. 66-80
 Strategic marketing plan vs. tactical marketing plan; What are the different growth
opportunities and how are they illustrated?
Chapter 5 – Key Topics (list is NOT exhaustive)
 Omit pp. 92-98
 What are the different research approaches? Know examples of each (pp. 89-91)
 Macroenvironmental trends and forces (pp. 99-106)