Study Guide Final.doc

Principles of MarketingFinal Exam Study GuideChapter 1Chapter 2Chapter 3Response to marketing environmentChapter 4MISPrimary and secondary informationChapter 5Chapter 6Buying centerChapter 7SegmentationChapter 8Chapter 9Chapter 10Value-added strategyCost-plus pricingHigh-low pricing EDLPBreakeven pricingFixed cost and variable costGood value pricing Value-based pricing Price elasticityTarget return pricingThe internal and external factors that influence pricesWho should set the pricesChapter 11Geographical pricingCaptive pricingSkimming pricingBy-product pricingOptional product pricingDifferent allowancesDynamic pricingPrice bundlingPrice escalationSeasonal discountPrice gougingPredatory pricingPrice discriminationRetail price maintenancePrice fixingChapter 12Marketing system conlictPRMExclusive distributionExclusive dealingSelective distributionDistribution centerChapter 13Wholesalers channel functions Different types of retailerShopper marketingWhat is wholesale Chapter 14Marketing communication processAIDA modelSix buyer readiness stagesThree appealsWhat is message formatPersonal and non-personal communication channelWhat is communication mixIntegrated marketing communicationsChapter 15How to evaluate communication effectFunctions and vehicles of PRChapter 16How to motivate sales forceProspectingHow to handle objectionPromotion toolsSales size decision Chapter 17Home shopping channelDigital catalogKioskClick-and-mortarBlog advertising drawbacksRich media adsViral marketingSpamOtherKnow how to calculate break-even point.Understand what cash discount is.Understand what penetration pricing and skimming pricing are, know how to use them.Thorough understanding of wheel-of-retailing concept and could explain it.What are buyer-readiness stages?Know how to set the total budget for advertising and explain.Understand what are PR and its main functions.Could list the main types of buying d