Download 16-Week Semester Fall Semester 2008

Principles of Marketing MRKG 1311
16-Week Semester Fall Semester 2008
Open Campus/PCM Section 24180
August 25, 2008 – December 14, 2008
1. Instructor Information:
Professor:
Office
Nick Sarantakes
603 W. 13th St. Suite 1-I
Austin, TX 78701
Phone:
512.223.3271
512.223.3427 (FAX)
E-Mail
[email protected]
Instructor’s web site: www.austincc.edu/sarantak
Mailing Address: Austin Community College
Attention: Nick Sarantakes
1212 Rio Grande St.
Austin, TX 78701
Office Hrs
Mon – Thur 8am to 12 noon
Blackboard Web Site: http://acconline.austincc.edu/
2. Course Description:
MRKG 1311 Principles of Marketing (3-3-0). Introduction to basic marketing functions;
identification of consumer and organizational needs; explanation of economic,
psychological, sociological, and global issues; and description and analysis of the
importance of marketing research. Skills: R (MKT 1013)
3. Required Text/Materials:
Marketing, Principles and Perspectives, 5th edition - Bearden, Ingram, and
LaForge. We will cover the entire book in one semester. Please take some time and
review the contents of the Publisher's Web site. You may purchase this book at any of
the college bookstores or on line. You may want to try www.bestbookbuys.com .This
site compares the prices and availability for 30 online bookstores. The publisher’s
website is www.mhhe.com/bearden07.
Powerpoint slides are available on my web site at www.austincc.edu/sarantak
4. Orientation for PCM Principles of Marketing:
PCM courses are designed for anyone, who has scheduling problems, workscheduling that conflict with normal class times, or any reasons they may have.
To be successful in a PCM course you must be disciplined to set a time to study
the course and then maintaining that schedule. If you have an attitude that “I will
study when I have the time”, you will find that you will not have the time, since
there may be other items that will take priority. The deadlines are established so
you do not think you can do all the work at the end of the semester.
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The first step to success in this course is the Mandatory Course Orientation. You
must accomplish this by September 4, 2008. the course content is delivered in
Blackboard. If you are not familiar with the Blackboard software, you can to
http://www.austincc.edu/acceid/step1.htm to obtain an ACCeID that you will need
as a first step.
The orientation for this course consists of reading this syllabus, which can be
performed on my web site at www.austincc.edu/sarantak or the Blackboard web
site. I then need for the student to send me an email acknowledging that they
have read and understood the syllabus and understand that all the assignments,
tests and projects are required.
In all your emails to me, place the following in the Subject section of the email
form: MRKG 1311- (then you can put in a sub-topic if you desire) This will insure
that it does not go into a SPAM folder. Make sure you all ways use your full name
to let me know who you are. [email protected] does not tell me who you are.
Also please do not use text messaging to send me an email. If you have any
questions, please ask them by email or call me at 223-3271.
I would strongly recommend that you re-read the syllabus a number of times
during the semester and write down the test and project dates so you will not
forget them. Another important date is the date to take test 4 at other than RGC
location. The last day to take test 4 at RGC is Dec. 11. The last day to take test 4
at any other location is December 8. This is to insure that I will receive the tests
prior to my having to submit my grades to the Admissions Office.
5. Instructional Methodology:
This section an internet open campus self study course. The instructor is available for
assistance. You will study the material on your own. Tests are taken at ACC Testing
Centers. There are deadlines for all tests and projects.
The Blackboard software will be used in this course to find out grades and to
receive announcements and/or discussions. This will be mandatory for the 08
Spring Semester. Students should be checking the Blackboard site once a week
for announcements or discussions. For those students that are not familiar with
is software, you can obtain detail instructions on:
http://itdl.austincc.edu/blackboard/instrstart.htm
6. Course Rationale:
The purpose of this course is to prepare the student to identify the marketing mix
components in relation to market segmentation; explain the economic, psychological,
sociological, and global factors, which influence consumer and organizational decision
making processes; and interpret marketing research data to forecast industry trends and
meet customer demands. This course will help students develop the understanding and
skills necessary to become successful marketers and/or consumers. This course
integrates the IMC approach and places an emphasis on decision making. Seven
perspectives of marketing: global, relationships, ethics, customer value, productivity,
technology, entrepreneurship is included in this courses.
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Principles of Marketing is not just about textbook learning, it challenges student to use
their critical/creative skills in all aspects of marketing not just those covered in this
course.
7. Course Objectives/Outcomes:
A. Common Course Learning Objectives:
1. Understand how marketing is related to other business functions and its
importance to the success of the business entity.
2.
Understand the importance of consumer behavior as it relates to buying
behavior.
3. be able to identify, analyze, and use sources of marketing research information.
4. be able to identify, understand, and apply basic marketing concepts to solving
marketing
challenges.
5. Understand good marketing practices and techniques and how to apply them.
6. be able to develop a sound Integrated Marketing Communications plan.
B. Individual Instructor Objectives/Objectives:
1. Understand the detail chapter objectives that are listed at the beginning of
each chapter.
2. Understand the relationship of all the elements on the marketing mix and how they
impact a specific company or product marketing strategy.
3. Understand the impact technology especially the Internet is having on marketing.
4. Understand the importance of customer service in today’s marketing environment.
8. Grading Systems:
A. Testing: There are 4 exams for this course. They may be taken at any of the
following ACC testing centers:
Rio Grande Campus
Northridge Campus
Pinnacle Campus
South Austin Campus
Riverside Campus
Round Rock Campus
San Marcos Campus
Eastview Campus
Cypress Creek Campus
Fredricksburg Campus
Note: The testing centers will have types of 2 scantron forms. You should insure that
you take these tests on Form Number 882-E. This form is green in color.
1. The tests will be made up multiple choice and /or short answer questions. The
instructor will grade all the questions. If you make less than 70% (140 points) on
a test, you may retake the exam; however the highest grade you can receive on
the retest is 140 points. Retest will be taken in my office. You must make
arrangements to take the retest within 5 days after you have taken the exam. No
retake for exam 4. Many of the questions will be taken from the practice quizzes
on the publisher’s web site listed above.
2. The exam will be made up have approximately 80 Multiple-Choice questions.
Each will be worth 2 points. In additional there will be approximately 8 short answer
questions in which you will be required to answer 5. Each of these questions will be
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worth 8 points each. You may answer 2 or 3 additional questions for extra or bonus
credit (4 points maximum per extra bonus questions.)
2. The student may obtain exam grades by going to Blackboard and looking up their
exam grade. All exams must be completed prior to the posted closing times of
the testing centers, so give you ample time to complete the exam.
Exam
1
Text Chapters
Value of the test
Chapters 1-5;
Appendix A
Chapters 6 – 10
200 points
Last Day to Take
the Exam
September 19 2008
200 points
October 17, 2008
Chapters 11 – 15
200 points
November 14, 2008
Chapters 16 – 20
200 points
Dec. 11, 2008 if
taken at RGC
Dec. 8, 2008 if
taken at an other
testing center
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3
4
4. Students taking the exams by the deadline will earn a bonus of 5 points per exam.
5. Note: Students are required to take exam #4 at RGC if they take this exam between
Dec. 9th and Dec. 11th (the deadline for test 4). This will ensure that I will receive the
exam prior to my deadline of turning in grades at the end of the semester. If you desire
to take the last exam at another site, you must take the exam by Dec. 8th.
B. Grading:
Total Value
Each test is worth 200 points
800 points
Other graded projects:
Chapter Assignments Project:
100 points
Internet Marketing Strategy Project
100 point
Total points
1000
Test letter grades
A= 200 points to 180 points
B= 179 points to 160 points
C= 159 points to 140 points
D= 139 points to 120 points
F= Below 120 points
Final Semester letter grades will be earned based on the following points:
A= 1000 to 900 points
B= 899 to 800 points
C= 799 to 700 points
D= 699 to 600 points
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F= Below 600 points
C. You can obtain your grades by logging on the grade section of the Blackboard
software and follow the instructions provided.
9. Not used
10. Course Outline
See Table of Contents on page 7
11. Testing Center Policy
A. Generally, you should know the hours of operation for all the campus testing centers.
Tests must be completed by the closing time of the testing center. Testing centers
locations and hours of operation are at www.austincc.edu/testctr/
B. You will need a student ID to take tests at the ACC testing Centers. By registering for
an open campus course, you should receive the ACC student ID card in the mail. To
take the exams you will need the ACC Student ID card and a pictured ID such as a
Drivers License.
12. Recap on Dates to Remember
August 25
September 4
September 19
September 18
October 19
October 18
November 17
November 16
November 24
November 19
December 5
December 8
December 11
December 10
December 14
Semester Starts
Orientation e-mail due no later than this date
Last day to take test 1
Chapters 1-5 assignments due
Last day to take test 2
Chapters 6-10 assignments due
Last day to take test 3
Chapters 11-15 assignments due
Last day to withdraw
Internet Marketing Strategies project due
Extra Credit Work Due
Last day to take test 4 if taken at any campus other than RGC
Last day to take test 4 at RGC campus
Chapter 16 to 20 assignments due
End of the semester
13. Test Review and Practice Exams:
A. There will be review questions and sample exam questions on my web site and on
the Blackboard site. In fact the test review questions are Appendix 1 to 4 to this
syllabus. These will be in the format of essay type questions. If you can answer the
questions in this format, you should be able to address them in a multiple choice format.
In addition there will be a few sample questions for each test on this site.
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B. There are, in addition chapter review exams on the publisher’s web site. The web site
is http://mhhe.com/bearden07 . Students have stated these are very helpful. There is
no charge to use this publisher’s web page.
14. Change of Address/Phone:
It is imperative that you keep the instructor informed of any changes in your address
and or phone number. Without this information, the instructor will not be able to contact
you.
15. Withdrawals:
It is the student’s responsibility to withdraw from the course if the situation so dictates.
You should initiate the withdrawal from in accordance with the procedures at any
Admissions Office at any campus. The last day to withdraw from this course is
November 24, 2008. Failure to successfully complete the course or withdraw from the
course will result in a grade of “F” which will become part of the student’s permanent
record.
16. Chapter Assignments:
You must complete the following chapter assignments and submit them no later
than the date indicated as listed below. These questions are found in the section
titled “Applying Marketing Skills”. This assignment is design to aid you to prepare
for the exam. There are 4 segments of this project and each is valued at 25 points
for a total of 100 points for this complete project. Projects may be emailed to me
or placed in the Assignment Box of Blackboard. If emailed, remember I do not
open attachments to emails. Due to the nature of this assignment, they will not be
accepted after the due date.
Chapters
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Assignment
Page 20 question 3
Page 43 question 6
Page 71 question 5
Page 101 question 1
Page 120 question 10
Page 149 questions3
Page 179 question 3
Page 202 question 1
Page 221 question 1
Page 241 question 9
Page 266 question 2
Page 291 question 2
Page 315 question 2
Page 341 question 2
Page 363 question 5
Page 387 question 1
Page 416 question 1
Page 440 question 2
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Due Date
Due no later than Sep. 18
Due no later than Sep. 18
Due no later than Sep. 18
Due no later than Sep. 18
Due no later than Sep. 18
Due no later than Oct. 16
Due no later than Oct. 16
Due no later than Oct. 16
Due no later than Oct. 16
Due no later than Oct. 16
Due no later than Nov. 13
Due no later than Nov. 13
Due no later than Nov. 13
Due no later than Nov. 13
Due no later than Nov. 13
Due no later than Dec. 10
Due no later than Dec. 10
Due no later than Dec. 10
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20
Page 465 question 5
Page 487 question 4
Due no later than Dec. 10
Due no later than Dec. 10
18. Internet Marketing Strategies Project
This project is designed for the student to compare marketing strategies of 2
internet companies.
The internet offers companies a unique opportunity to sell their products directly
to customer and receive instant feedback from those customers. Web sites can
demonstrate a company’s special features in a different format than the traditional
methods. In addition with the recent extension of the internet state tax free
purchasing law passed by congress, it is estimated that this form of integrated
marketing communications will continue to grow at a rapid rate.
This project is valued at 100 points and will be due on November 19th. You can
email this project to me or place it in the Assignment Box of Blackboard.
Remember I do not accept attachments to emails.
You are to compare either Amazon and Barnes and Noble or American Airlines
and Southwest Airlines. You are to address the following questions in your
project as a minimum.
1. Brief history of each company based on information on their web site.
2. What products do they carry?
3. Do the companies allow other companies to run banner ads or other similar
promotions?
4. Would you purchase a product from this company? Why or Why not?
5. Who would you say is their target market?
6. What is their pricing strategy and do you agree with it from a marketing
point of view?
7. How do they distribute their product?
8. Who would you say are their competitors?
9. Was the web site customer friendly and easily to navigate.
10. Do they encourage customer feedback?
11. In comparing the 2 companies, who would you say does the best job in the
marketing and why?
12. Has any of the elements of the marketing environment impacted these
companies?
13. Which, if any, of the marketing perspectives has played a role on how these
companies are using the internet in marketing their products?
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19. Incomplete Grades
You are encouraged to complete this course successfully, therefore incomplete grades
are rarely granted. Past experience reflects students who do not complete the
necessary work during the semester they are registered in will not complete the course
even if additional time is given. In these cases the incomplete grade of “I” becomes an
“F” grade. However if the situations exist, I may grand the grade of incomplete, “I”. To
receive this temporary grade of “I” you must:



Have completed 2 exams with at grade of C or better and 1 of the 3 projects.
Request the “I” grade to the instructor and complete the necessary forms.
Complete the course in the time allowed by the instructor. Failure to complete
the material in the allowed time will result in the “I” grade being changed to a
grade of “F”.
20. Extra Credit Work:
Each student will be able to earn 50 bonus or additional points toward their final grade.
Extra credit projects may be:
Any articles that appear in the Annual Edition of Marketing. The Annual Edition of
Marketing is on reserve at various LRS as indicated above. Each article summary must
be from 2 to 3 full typed pages and will be worth a maximum of 15 points each.
In addition, special noteworthy articles that will appear in magazines during the semester
may be used for extra credit. I will announce these titles on Blackboard throughout the
semester as they come up, if any.
Therefore it is important to check announcements on Blackboard. All extra credit work
must be received by December 5, 2008. This extra credit work may be submitted in
the Assignment Box of Blackboard or email them to me.
21. Course Policies:
A. Incomplete Policy: An incomplete (I) will be granted to a student in rare
circumstances. Generally, to receive a grade of I, a student must have
completed all exams and assignments to date, be passing, and have personal
circumstance that prevent course completion that occur after the deadline to
withdraw with a grade of W. The student must sign a contract, which will specify
the amount of time they have to complete the course, which will normally be 4
weeks.
See paragraph 17 for more specific details for this instructor.
B. Attendance Policy: Since this is an Open Campus course, this police are not
applicable. However, tests and other projects will have deadlines and they are
expected to be taken or submitted on time. Points may be deducted from a
student’s score if test or project is late.
C. Withdrawal Policy: It is the student’s responsibility to withdraw from a course.
Instructors are allowed to withdraw students but students must not rely on their
instructors to withdraw them if they wish to withdraw.
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D. Academic Freedom Statement: Each student is strongly encouraged to
participate in class. In any classroom situation that includes discussion and
critical thinking, there are bound to be many differing viewpoints. These
differences enhance the learning experience and create an atmosphere where
students and instructors alike will be encouraged to think and learn. On sensitive
and volatile topics, students may sometimes disagree not only with each other
but also with the instructor. It is expected than faculty and students will respect
the views of others when expressed in classroom discussions.
E. Scholastic Dishonesty Statement: Acts prohibited by the college for which
discipline may be administered include scholastic dishonesty, including but not
limited to cheating on an exam or quiz, plagiarizing, and unauthorized
collaboration with another in preparing outside work. Academic work submitted
by students shall be the result of their thought, research or self-expression.
Academic work is defined as, but not limited to tests, quizzes, whether taken
electronically or on paper; projects either individual or group; classroom
presentations, and homework. Violation of scholastic dishonesty will be results in
receiving an F on the test and/or project and a possible failure in the course,
determined by circumstances.
F. Students with Disabilities Statement: Each ACC campus offers support services
for students with documented physical or psychological disabilities. Students
with disabilities must request reasonable accommodations trough the office for
Students with Disabilities on the campus where they expect to take the majority
of their classes. Students are encouraged to do these three weeks before the
start of the semester.
G. Rule of Three: Per state law, effective Spring 2006, any student taking a class
for the 3rd time or more may be charged an additional $60 per credit hour unless
exempted. The Texas Higher Education Coordinating Board has mandated that
all publicly funded higher education institutions will not receive funding for
courses a student takes for the 3rd time. Without the state funding for those
affected classes, ACC will charge additional tuition cover the cost for these
classes. The new Rule of Tree tuition will not apply to developmental courses
and special studies courses in which the content changes each semester.
H. Serious Consequences for Receiving “W” in a Course: The Texas Legislature has
now, for the second session in a row, instituted some substantial consequences for
students who withdraw from courses. Students have traditionally thought of a “W” as
a non-penalty grade, thus it is very important that students understand the direction
that the state is going about withdrawals so that they can avoid substantial negative
consequences later.
The consequences instituted by the state in 2007 states that for freshmen in Fall
2007 and later, there will be a limit of 6 “W’s” that will be permitted in the overall
student’s college career.
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22. Marketing Text Books on the Internet:
For those students that are interested in possible of saving some money, I would
suggest that you consider http://www.bestbookbuys.com to purchase your textbooks.
This site allows you to compare the prices from some 30 online bookstores. Some do
not charge shipping and most do not charge state sales tax (that can save you 8.5%) It
will also address how long it will take to receive the text.
Of course the ACC Bookstore (that is operated by Barnes & Noble, the UT Co-Op
Bookstore and Bevo’s Community College bookstore should be check also for prices
and availability. If you order on line, make sure you order the right edition (5th)
Table of Contents
DATE
CHAPTER TITLE
September 19, 2008
Chapter 1 An Overview of Contemporary
Marketing
Chapter 2 The global Marketing Environment
Chapter 3 Marketing’s Strategic Role in the
Organization
Chapter 4 Consumer Buying Behavior and
Decision Making
Chapter 5 Business to Business Marketing and
Buying Behavior
Appendix A
+++++++++++ Test 1++++++++++++
Chapter 6 Marketing Research and Decision
Support Systems
Chapter 7 Marketing Segmentation & targeting
Chapter 8Product & Service Concepts
Chapter 9 Developing New Products & Services
Chapter 10 Product & Service Strategies
October 17, 2008
November 14, 2008
December 11, 2008 if taken at RGC.
++++++++++++Test 2 ++++++++++++
Chapter 11 Pricing Concepts
Chapter 12 Pricing Determination & Pricing
Strategies
Chapter 13 Marketing Channels
Chapter 14 Retailing
Chapter 15 Wholesale & Logistics Management
+++++++++++++ Test 3 +++++++++++++
Chapter 16 An Overview of Marketing
Communications
Chapter 17 Advertising & Public Relations
Chapter 18 Consumer & Trade Sales Promotion
Chapter 19 Personal Selling & Sales
Management
Chapter 20 Direct Marketing communications
++++++++++++++ Test 4++++++++++++++
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December 8, 2008 if taken at any
other testing center.
Appendix 1 Review questions for Test 1
1. Explain the differences of the marketing organizational philosophies.
2.
What are the elements of the marketing mix and explain them?
3.
what is a target market?
4.
What are the 2 elements the makes up marketing strategies?
5.
In what kind of organizations can you find the function of marketing?
6.
How does the marketing strategies of Maybeline, Mary Kay, and Clinique differ?
7.
How does the marketing environment impact marketing activities?
8.
Explain environmental scanning.
9.
Explain SWOT. Which are internal and which are external to an organization?
10. How can changing roles, emphasis on health and fitness impact marketing?
11. Comment on the following: “Legislation and regulations and regulatory agencies do not
impact marketing.”
12. Explain the difference between brand competition and produce competition.
13. What are the general strategic planning process?
14. Explain SBU.
15. What are the 4 corporate growth strategies and how do they differ?
16. Explain market scope and competitive advantage elements in business strategy decisions.
17. Explain the different entry strategies in international marketing strategies.
18. Explain the 2 international strategic orientation strategies.
19. Explain co-marketing alliances.
20. In addition to marketing, what other disciplines are involved in trying to understand
consumer behavior.
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21. What 3 factors are making consumer behavior more important to the marketer?
22. What are the elements of the consumer decision process?
23. Explain congnitive dissonance.
24. Explain how cultural influences can impact consumer behavior.
25. Explain the difference between market maverns and opinion leaders.
26. In business to business organizations there are 4 categories as it relates to how they; buy
items. What are they?
27. In the reseller category of business to business organization, who decides what products
and /or brands to stock?
28. What is the purpose of the marketing plan?
29. Explain derived demand as it is used in business to business buying behavior/
30. What are the three types of business to business.
The following are some sample questions that you may find on the test:
Marketing is appropriate for:
A. business organizations.
B. non-profit organizations.
C. political organizations.
D. churches.
E. any of the above.
Henry Ford's famous statement, "You can have any color car you want as long as it's
black" is a prime example of belief in the _____ philosophy.
A. selling
B. process
C. distribution
D. marketing
E. production.
Giorgio Armani, the Italian fashion designer, has spent $1 billion on building a new
luxury hotel in Dubai. The hotel hopes to attract tourists who desire a luxurious
lifestyle. These tourists are its:
A. trade area.
B. target market.
C. stockholders.
D. market populations
E. environmental stakeholders.
In recent years, the divorce rate has risen and more women have delayed marriage
to pursue a career. In response to these trends, a number of food producers
introduced smaller serving sizes such as "Meals for One." The marketers of these
products were responding to changes in the:
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A. social environment.
B. political/legal environment.
C. technological environment.
D. competitive environment.
E. institutional environment.
Activities essential to the success of any business unit are performed at the:
A. corporate level.
B. functional level.
C. business level.
D. management level.
E. fulfillment level.
The norms and values of specific groups or subcultures within a society are reflective of:
A. attitudes.
B. sub-group expectations.
C. prescribed behaviors.
D. ethnic patterns.
E. ethnological trends.
Angie does not have a great deal of self esteem. She likes to hang out with the school's
cheerleaders. She attends the same parties they do, shops at the same stores, and eats at their
table in the cafeteria. When she is with the cheerleaders, she feels better about herself. This is an
example of a(n) _____ influence.
A. assimilated
B. value expressive
C. informational
D. utilitarian
E. affective
. Most government buying is accomplished through the use of:
A. bids.
B. presentations.
C. requirements.
D. contracts.
E. reverse auctions.
Appendix 2 Test Review Questions for Test 2 Chapters 6-10
1.
What is the purpose of marketing research?
2.
What are the steps in the marketing research process?
3.
Explain the 3 types of general research designs.
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4.
What are the disadvantages/advantages of primary data?
5.
Explain nonproprietary/proprietary secondary data?
6.
Explain what a focus group is.
7.
what are the disadvantages of a mail survey?
8.
Explain the Likert agree-disagree type of questions used in a survey research.
9.
Explain a probability/nonprobability sample
10. Explain market segmentation.
11. what are the criteria for effective segmentation?
12. What are the different categories of demographics?
13. Explain consolidated metropolitan statistical areas.
14. Explain the difference between undifferentiated strategy, differentiated strategy and concentrated
strategy.
15. Explain the difference between positioning and repositioning.
16. What is a product?
17. Explain the 4 service characteristics.
18. Explain the goods/service continuum.
19. What are the 3 type of consumer products?
20. Who decides quality of product?
21. Explain the different terms used in branding.
22. Explain the difference between the different types of brands.
23. Explain co-branding.
24. What are the different functions of a product’s package?
25. Explain the difference between the different types of new product categories.
26. Explain the new product development process.
27. What are the prelaunch activities for marketing research support for a new product?
28. Explain a product line.
29. Explain a product mix, product mix width, and product line length.
30. Explain the product life cycle.
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31. Explain upward stretch strategies and downward stretch strategies.
32. Explain line filling strategies.
33. Explain the different elements of the diffusion process.
34. Why is the diffusion process important to a marketer?
35. Explain family brand name strategy.
36. Explain individual brand name strategy.
37. Explain product cannibalization.
38. What is a laggard, an early adopter?
Sample Questions you may find on the exam:
The primary role of marketing research is to:
A. reduce risk in managerial decision making.
B. make decisions for management.
C. replace managers who make routine, relevant decisions.
D. confirm the correctness of past decisions.
E. create customer satisfaction.
Which research method involves designing and conducting experiments?
A. exploratory research
B. longitudinal research
C. descriptive research
D. cross-sectional studies
E. causal research
"Given corporate America's pitiful record on environmental issues, how likely would you be to complain
to government officials" is an example of which type of question design problem?
A. loaded
B. double-barrel
C. ambiguous
D. inappropriate vocabulary
E. missing alternative
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In a nonprobability sampling, the selection of the sample is based on:
A. random digit dialing.
B. researcher judgment.
C. stratifying techniques.
D. sampling frames.
E. correlation analyses.
The _____ are a VALS group that contains high-income consumers who have high self esteem.
A. actualizers
B. fulfilled
C. believers
D. strivers
E. experiencers
McDonald's, Hardee's, Burger King and many other traditional hamburger chains have added low fat
alternatives, chicken entrees, and salads to attract consumers who are seeking a healthier diet. Those firms
are employing a(n):
A. differentiated strategy.
B. undifferentiated strategy.
C. concentrated strategy.
D. counter segmentation strategy.
E. concentric strategy.
If Laramie Cinema does not tell sell every seat for a matinee showing of the new Eddie Murphy movie, the
vacant seat cannot be saved and used when demand is higher at the evening show. This is an example of
which service characteristic?
A. standardization
B. perish ability
C. intangibility
D. storability
E. variability
The manufacturer of Sophie Mae peanut brittle uses 1 million pounds of sugar annually. The sugar would
be an example of a(n):
A. capital product.
B. operational product.
C. maintenance product.
D. specialty product.
E. production product
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Which of the following is the most risky means of obtaining new products?
A. strategic partnerships
B. strategic alliances
C. internal development
D. licensing agreements
E. joint ventures
Potential customers are first exposed to a firm's potential new products during:
A. market testing.
B. business analysis.
C. concept development.
D. idea screening.
E. idea generation.
The first step in the adoption process is:
A. evaluation.
B. trial.
C. interest.
D. awareness.
E. adoption.
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Appendix 3: Review Questions for Test 3 Chapters 12 to 15
1.
What is the difference between the basic price mix and the price promotion Mix?
2.
What are the 5 Cs that can influence pricing decisions?
3.
Explain bundling as it relates to pricing.
4.
What are the 5 key functions performed in marketing channels?
5.
Explain breakeven point, fixed costs, variable costs.
6.
Explain the difference between direct channels and indirect channels
7.
Explain a leased department as it relates to retailing.
8.
What is a slotting allowance?
9.
Explain the difference between controllable and uncontrollable factors in retailing.
10. Explain counter trade.
11. Explain predatory dumping.
12. explain second-market discounting
13. Explain customary pricing.
14. Explain what “5/10, net 30” means.
15. Explain FOB origin pricing.
16. What are the 3 types of marketing coverage?
17. Explain reward power
18. Explain backward integration, corporate vertical marketing systems.
19. Explain direct selling
20. Explain the characteristics of a specialty store, a department store.
21. What is a category killer?
22. Explain truck jobbers.
23. Explain the difference between a manufacturer’s sales branch and a manufacturer’s sales office.
24. Explain the characteristics of the following modes of transportation; air, truck, water, and pipeline.
25. Explain intermodal transportation.
26. Explain protective tariffs
27. Explain a limited – line wholesaler.
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28. What are the 5 key functions in logistics.
29. What kind of gross margin/inventory turnover strategies do discount stores employ?
30. Explain logistics.
31. Explain scrambling merchandising.
32. Why is non-store retailing growing?
33. Explain odd-even pricing.
34. Identify 7 items that must be considered in selecting modes of transportation.
35. What is the difference between direct selling and direct retailing?
36. What is the difference between intratype competition and intertype competition.
Sample Questions that my be on the test:
Bellefleur Gifts has just slashed prices on its Christmas decorations in order to generate the cash
required to purchase spring items. The shop seems to be implementing the _____ goal:
A. market survival
B. sales growth
C. maximizing profits
D. deterring competitive entry
E. protecting the firm's image
Which of the five Cs of pricing is the source of the minimum price or floor for pricing?
A. customers
B. costs
C. channels
D. competition
E. compatibility
Under conditions of _____, price changes have little effect upon quantity demanded.
A. inelastic demand
B. elastic demand
C. cross elastic demand
D. virtual demand
E. derived demand
The break-even point occurs at the intersection of:
A. marginal costs and marginal revenue.
B. fixed costs and variable costs.
C. marginal costs and fixed costs.
D. total costs and variable costs.
E. total costs and total revenue.
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The current Garth Brooks CD is only available at Wal-Mart stores. What kind of channel does
this illustrate?
A. retail channel strategy
B. single channel strategy
C. monopolistic channel strategy
D. direct channel strategy
E. channel splintering
A corporate channel in which one channel member owns one or more of its buyers downstream
is said to involve:
A. backward integration.
B. interlocking distribution.
C. channel splintering.
D. channel reciprocity.
E. forward integration.
The manufacturer of Waterford crystal is adamant that its channel approach be compatible with
the firm's prestige image. Which of the following channel approaches would give the firm the most
influence over its dealers?
A. intensive distribution
B. exclusive distribution
C. selective distribution
D. territorial coverage
E. extensive distribution
Category killers achieve dominance in a type of product by emphasizing:
A. atmospherics.
B. Hi-Lo pricing.
C. greater assortments.
D. longer hours of service.
E. better locations.
Which of the following statements about direct selling is true?
A. Most direct sellers are full-time workers.
B. Most direct sellers are independent contractors.
C. Most direct sellers are male.
D. The most popular direct sales locale is the office place.
E. Direct selling, by definition, requires face-to-face contact.
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Peggy Sue Wholesale offer excellent discounts to the trade. Retailers have a vast range of
products to choose from, including clothes, household, DIY, electrical goods and much more.
Peggy Sue Wholesale is a British wholesaler that does not deliver and does not offer credit.
Peggy Sue Wholesale is most likely a:
A. cash-and-carry wholesaler.
B. drop shipper.
C. limited-line wholesaler.
D. manufacturers' agent.
E. rack jobber.
One of the most important technological developments in the identification and handling of
materials is the use of:
A. bar coding.
B. automated product sorting.
C. computerized traffic control.
D. product trackers.
E. computerized product sorters.
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Appendix 4 Test Review Questions Test 4 Chapters 16-20
1.
What are the elements of the marketing communications mix?
2.
What are the objectives of marketing communications?
3.
Explain how advertising and publicly differ.
4.
Explain stealth marketing.
5.
Explain sponsorship programs.
6.
Explain the marketing communications process.
7.
Explain noise.
8.
what are the different types of promotion budgets?
9.
Explain pull and push strategies.
10. Explain advertising.
11. What happens at the attention element of the hierarchy of efforts?
12. Explain comparative advertising.
13. What is the first step for developing an advertising campaign?
14. Explain subjective or puffery claims in advertising.
15. What are the media classes?
16. Explain media vehicles.
17. Explain reach.
18. Explain frequency.
19. What is publicity?
20. What is the difference between consumer sales promotion and trade sales promotion?
21. What are the objectives of consumer sales promotion?
22. Explain the consumer sales promotion techniques.
23. What are the objectives and techniques of trade promotions?
24. What is push money?
25. What are the key sales management activities?
26. Explain telemarketing.
27. Explain infomercials.
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28. Explain reader response cards.
29. What are the types of direct mail?
30. What is a missionary sales person?
Sample questions that may be on the test:
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Ruth & Gussie's is preparing to offer a new product--matzo ball batter. The launch will be
accompanied by a marketing communications campaign that includes an article in Better Homes
& Gardens as well as ads on the Internet. The most probable goal of this marketing
communications effort will be to:
A. persuade.
B. informs.
C. reminds.
D. produce.
E. distributes.
When Sony Ericsson wanted to promote its cell phone that takes pictures, it launched an
undercover campaign called "fake tourists." Sixty actors took to the streets of 10 cities. They were
dressed to look like real tourists, and they were seeking a small favor. "Excuse me, you mind
taking a picture of us?" asks one fake tourist. After using and returning the camera phone, the
helpful innocent was invited to ask questions about the "cool gadget." This was an example of:
A. relationship marketing.
B. stealth marketing.
C. preferential treatment.
D. defensive marketing.
E. horizontal integration.
In developing advertising strategies, marketers should never expect advertising to:
A. stimulates demand.
B. helps build brand success.
C. develop/shape buyer behavior.
D. provides product information.
E. creates consumer needs.
When Huston sees an ad for Kraft salad dressing in the USA Today Sunday magazine, she is at
which step of the hierarchy of effects model?
A. retention
B. comprehension
C. exposure
D. acceptance
E. attention
Ads that announce the Pizza Palace has "the World's Best Pizza" are examples of:
A. permissible lies.
B. objective claims.
C. quality/value claims.
D. puffery.
E. unsubstantiated claims.
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Pizza Perfect attaches a coupon on every pizza box it delivers. The coupon is for $2 off the price
of the next pizza purchased. Pizza Perfect is using sales promotion to:
A. encourages repurchase.
B. encourages trial.
C. build consumer inventory.
D. stimulates sales of competitive products.
E. reduces price flexibility.
The money paid by a manufacturer to retail salespeople to encourage them to promote its
products over competitive brands is called:
A. push money.
B. promotional money.
C. bribery.
D. award money.
E. incentive money.
Qualifying occurs during:
A. precall planning.
B. sales strategy development.
C. the prospecting phase.
D. preliminary selling.
E. product introduction.
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