Download MKT 309 Winter 2004

MKT 4000 Fall 2008
Final Exam Study Guide
***The following topics will be covered on the final exam. Please note that the final exam is noncomprehensive. The emphasis is on comprehension and application of these topics.***
New Product Development
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Importance of new products
Major reasons for new product failure
Types of new product
The new product development process
 Stages of the process
 Alternative processes for new product development, and their pros and cons
 Costs at various stages
 Importance of the interfunctional interface in new product development
Organization of new product development
Sources of new product ideas
Main objectives of test marketing
The pros and cons of test marketing
Factors that can lead to new product success
Reasons for difficulty to kill bad product ideas
Managing Integrated Marketing Communication and ad campaign
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Components of integrated communication mix
 Pros and cons of each components
Major criteria for assessing an integrated communication mix
The process of developing an effective advertising campaign
Pull vs. push communication strategies
Major decisions and the “five Ms” in managing advertising campaigns
Typical types of advertising objectives
Ways to determine advertising budget and their pros and cons
Task areas in designing the advertising messages
Types of message execution styles
Major media and their pros and cons
The process of and factors that influence media selection
Ways to evaluate the effectiveness of advertising campaigns
Advertising organization types
Managing Sales Promotion and Personal Selling
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Importance of sales promotion
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Types of sales promotion
Methods for sales promotion and their main objectives
 Consumers
 Trade
 Businesses
The Process of developing a sales promotion campaign
Effects of sales promotion (short term vs. long term)
The role of personal selling
Conditions conducive to using personal selling
Personal selling process
Major tasks in managing sales force
Types of sales force compensation and their pros and cons
Ways to improve sales force effectiveness
Sales control systems and their pros and cons
Ways to evaluate salespeople performance
Managing Marketing Channels
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Major functions of marketing channels
Importance of marketing intermediaries/channel members
Major tasks in channel design
Types of distribution strategy
Major areas of customer service
Key decisions in channel management
Sources of channel conflict and ways to manage channel conflict
Types of vertical marketing systems
Major trends in retailing
Major trends in wholesaling
Managing Pricing
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Importance of pricing in the marketing mix
Psychological theory of pricing
Factors that determine the price
 The 3-Cs of pricing
The process of price determination
Breakeven analysis
Skimming pricing vs, penetration pricing
Price-quality relationship
Product line pricing
Prestige pricing
Loss-leader pricing
Odd-even pricing
International Marketing
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Benefits and challenges of international marketing
Key environments of international marketing
The importance of cultural environment
Various degrees of adaptation in international marketing
Components of international business risk
Major international marketing decisions
Major modes of foreign market entry
Major sources of competitive advantages in global industries