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Exam 3 Review
Contents
• 8 to 10 True/False Questions
• 43 to 46 MC
• 1 short essay question. Guess which?
Chapters
• Chapter 13- Retailing
– What is retailing (definition)
– Classification of retail operations (ownership, level
of service, product assortment, price, margin)
– Major types of retail operations (department
stores, specialty stores, supermarkets,
supercenters, discount, etc)
– Retailing mix( MM + presentation and personnel)
Chapter 14
• Heavy
• What is promotion/promotional activity/ IMC
• Promotional mix (advertising, PR, Sales
promo, personal selling)- with definitions and
focus on comparison-personal/paid/mass.
• Communication process (components:
sender/encoding/decoding/channel/noise/
receiver/feedback)
Chapter 14
• AIDA (attention, interest, desire, action)
• Which promotional tool is most effective in
which stages: exhibit 14.4, page 220
• Promotional mix and PLC: i.e.how do promo
mix changes is a product is in growth stage?
– Heavy adv, PR, less sales promo, maintain Personal
Selling
– Push/Pull strategies
Chapter 15
• Types of advertising (corporate/product)
– Corporate (image, advocacy)
– Product (pioneering, competitive, comparative)
– Product benefits vs. product attributes
– Advertising campaigns (def, objectives.)
– Advertising appeals (reasons to buy a product)
• Fear, love, profit, ego, fun, health, popularity
– Message execution (slice of life, lifestyle,
demonstration, humorous, fantasy, dramatization)
Chapter 15 cont
• Metrics: cost/contact, reach (# of different
target consumers who are exposed to a
commercial at least once during a specific
period), frequency (# of times an individual is
exposed to a message during a spec. period)
• Media scheduling (continuous, flight, pulse)
• PR/ Publicity/ Product placement (definitions)
Chapter 16
• Types of sales promotion (consumer/trade)
• Consumer sales promo (coupons, rebates,
premiums, constests/sweepstakes, POP)
• Trade sales promo (push money, trade
allowances, training)
• Personal selling (definition)
Chapter 17
• Price (definition, monetary/non-monetary)
• Revenue, revenue calculation (?)
• ROI (what is that? Net profit after taxes/total
assets)
• Market share (units, $) and profitability
• Demand/supply (definition)
• Elasticity of demand (calculation), interpretation
• What is break-even analysis (definition, no
calculation, for your own good try the
calculations also)
Chapter 18
• Price skimming/penetration/status quo (these
are pricing strategies)
• Fine tuning:
– What is:
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Cash/quantity discount
Cost/competition/value(demand) based cost structure
Geographic pricing (FOB, zone pricing)
Price lining/line pricing 
Bait and switch