REVIEW FOR THE FINAL EXAMS
MKT 320, 340, 370. SEM. 142
PREPARATION FOR FINAL EXAM MKT 320
CHAPTERS
QUESTIONS
1
2
3
Promotional Mix, IMC planning process
Marketing and promotions process model
5 functions of full-service advertising agency, big
advertising groups, types of ad agencies,
compensation methods
How advertising work model, communication
process, evaluation of the feedback, response process
models
Developing media plan, creative strategy; message,
marketing and media factors; selling idea, USP,
appeals, 12 Ad execution techniques, pre and post
evaluation of creative output
Consumer and trade sales promotions
5
8-9-10
16
18
COMMENTS
Personal selling process, dealing with objections,
quantitate measure for performance evaluation
BRANDING Brand architecture, brand positioning
CI
Relation between CI and branding
Extra topics for review
1.
2.
3.
4.
5.
New technologies in marketing – digital/online/augmented/apps
YouTube channels that deal with product reviews (food product reviews)
Synthetic diamonds industry
Brand architecture: type of brands and their usage
Corporate identity and its relation with branding
PREPARATION FOR FINAL EXAM MKT 340
CHAPTERS
1-2-3
4-5-6
7
8
***
QUESTIONS
COMMENTS
1. Marketing channel definition,
2. product, negotiation, ownership, information and
promotion flow
3. Channel participants, necessity of channel participants,
4. Types of wholesalers (merchant, agent, broker)
5. Retail trends and structure
6. Business environment (PESTLE)
1. Channel conflicts (causes, management-detecting,
appraising, resolving)
2. Communication and behavioral processes in channel
conflicts
3. Marketing channels strategy – supply and value chain,
Channel relationship factors, 4ps , competition
4. Channel design process
5. Business and channel Strategies alignment
6. Variables affecting channels structure: market, product,
company, intermediaries, environment, behavior
1. Sources of finding channel members
2. Criteria of selecting channel members
3. Supportive promotion and management assistance for
channel members
1. Framework for market analysis
2. Market behavior changes related to type of the buyers
Amazon.com European Distribution Strategy
Extra topics for review
1. New technologies in marketing channels – digital/online/augmented/apps
2. Logo printing business
3. Self – publishing with Amazon, Itunes, Kobo http://www.pdeddy.com/selfpublishing-101-choosing-a-platform/
4. Olive soap production, Beirut
PREPARATION FOR FINAL EXAM MKT 370
CHAPTERS
1-2-3
4-5-6
7-8
9-10-11
***
QUESTIONS
1. Differences between b2b and b2c: market structure,
buying behavior, marketing approach
2. Factors affecting business buying behavior
3. Purchasing process stages
4. Role of the brand in buying decision
5. Relationship variables
1. Marketing strategy in b2b (customer value, approach, estrategy, )
2. Research and segmentation/segments/clusters
Evaluation metrics, advantages of branding, relationship
of promotional strategy and PLC, customer acquisition
process; technology to support relationship
communication, Japanese and American negotiation
style
Criteria for customer portfolio analysis; success factors
in KAM; the new offering development process; the
elements of the great offer; approaches to designing
distribution channels: criteria, participants, market
factors
Rolls-Royce Case
Extra topics for review
1. Rolls – Royce: case, annual report (on the web site)
2. Unilever brands: Magnum, Lipton
http://www.unilever.com/brands/index.html?page=2
COMMENTS