Chapters 1, 2, 3, 5, 8
Below are some things to focus on. The bulk of the questions will relate to these topics. You should be familiar with the meaning and purpose of all of the key terms at the end of each chapter. Beyond knowing what the terms mean, be prepared to talk about how they play a role in marketing. Some sample questions/requests:
What are “points of difference” and what is the purpose of having them? Provide some examples of points of difference among mobile phones.
Provide an example of when “place” could be more important than “price” for your customers. Provide an example of when “product” could be more important than
“price” for your customers.
How does a SWOT analysis factor into preparing marketing strategy? Provide some examples. You are in need of a new laptop. Describe the actions you would take in each of the five stages of the purchase decision process. In addition, describe what influences your purchase decision, in terms of Maslow’s hierarchy of needs and your lifestyle.
Some things to review in addition to terms at the end of the chapters:
Evolution of marketing - what was the focus during each of the respective eras?
What is the major difference between stakeholders and stockholders?
Examples of “generational marketing”
Trends in U.S. population shifts
The differences among the marketing research approaches described in