Marketing Essentials Final Exam Review

The Final Exam will consist of Multiple Choice Questions, Short Answer Essays and one Essay.

Chapter 4: Vocabulary Customer Insights Marketing Information System (MIS) Internal Databases Marketing Intelligence Marketing Research Exploratory Research Descriptive Research Casual Research Secondary Data Primary Data Commercial Online Databases Observational Research Ethnographic Research Chapter 4: Concepts Steps in the Marketing Research Process Problems with internal data Problems with secondary data Primary Data Collection vs. Secondary Data Collection Limitations of International Research & Data Collection Advantages and disadvantages to observational research Advantages and disadvantages of survey research Major ethical & Public Policy Issues Advantages and disadvantages of research contact methods Advantages and disadvantages of online research Probability and nonprobability samples Research instruments Open-end and close-end questions Marketing research in small business and nonprofit organizations International market research Survey Research Experimental Research Focus Group Interviewing Online Marketing Research Online Focus Groups Sample Customer Relationship Management (CRM)

Chapter 5: Vocabulary Consumer Buyer Behavior Consumer Market Culture Subculture Social Class Group Opinion Leader Online Social Networks Personality Motive (drive) Perception Learning Belief Attitude Cognitive Dissonance New Product Adoption Process Business Buyer Behavior Derived Demand Straight Rebuy Modified Rebuy New Task Systems Selling (Solutions Selling) Buying Center Value Analysis

Chapter 5: Concepts Selective Attention, Retention, Perception Maslows Hierarchy of Needs Beliefs Attitudes Perceptions Learning Lifestyle Buyer Decision Process Major factors that influence business market Market stimuli 4 Ps Characteristics affecting consumer behavior Characteristics of different ethnic markets (Hispanic, African American, Asian, and Caucasian) Groups and social networks Roles and status Family, Lifestyle, Education, Occupation, Economic Situation, Income Age and Life-Cycle Stages RBC Royal Bank 5 Stages Personality and Self-Concept Brand Personality 5 brand personality traits Psychological factors motivation, motive, motivation research, perception Selective attention, selective distortion, selective retention, subliminal advertising, learning Drive, Cues, belief, attitude Postpurchase behavior Buyer decision process for new products Business Markets and Business Buyer Behavior

Chapter 6: Vocabulary

Market Segmentation Market Targeting (Targeting) Differentiation Positioning Geographic Segmentation Demographic Segmentation Age and life-cycle Segmentation Gender Segmentation Income Segmentation Psychographic Segmentation Behavioral Segmentation Occasion Segmentation

Benefit Segmentation Intermarket Segmentation Target Market Undifferentiated (Mass) Marketing Differentiated (Segmented) Marketing Concentrated (Niche) Marketing Micromarketing Individual Marketing Product Position Competitive Advantage Value Proposition Positioning Statement

Chapter 6: Concepts Four major steps in designing a customer-driven marketing strategy Major bases for segmenting consumer and business markets How companies identify attractive market segments and choosing targeting strategy Differentiation and positioning User status, usage rate, loyalty status Multiple segmentation bases PRIZM NE Segmenting International Markets Requirements for effective segmentation Three factors to analyze when evaluating market segments Selecting target market segmentation Socially responsible target marketing Positioning maps Three steps to choosing differentiation and positioning strategy Competitive advantages Developing a positioning statement