MKT 315 Topic 4 Midterm Study Guide
Course : Exam Preparation for GCU Students
Contributed : Debbie Mitchell
- $25.00
The following are marketing concepts that students are expected to know for the MKT315 Midterm Exam:
- Marketing
- B2C and B2B markets
- Marketing mix / the 4-P’s
- Exchange and transaction
- Environmental Forces / environmental scan
- Evolution of Marketing / eras / Marketing Concept
- Organizational buyers vs. Ultimate Consumers
- Profit equation
- Market segmentation
- SWOT analysis
- Consumer behavior
- Motivation (i.e. Maslow)
- Perception, learning
- Word of mouth
- Reference groups (meaning, types)
- Individuals or groups that influence opinions, beliefs, attitudes, and behaviors. Often serve as our role models and inspiration
- Organizational buying demand
- Organizational buying centers
- Marketing research – definition and process
- Primary vs. Secondary data
- Qualitative research – types
- Quantitative research - types
- Examples of each type of segmentation (demographic, geographic, psychographic, etc.)
- Product positioning; repositioning; perceptual mapping
- Differentiation
- New product process
- Product life cycle
- Branding (logos, slogans trademarks, servicemarks)
- Stages of brand acceptance
- Measuring brand effectiveness (CDI & BDI)
- Service marketing
- Services – three additional Ps
- Service quality dimensions
- Service zone of tolerance
- Gap model of service quality
- Packaging
- Consumer groups in life cycle of products
- Types of business purchases
- Business’s offering concept
- Ansoff matrix
- SMART goals
- Positioning statements (all 4)
