Exam (elaborations)
MKT315 Final Exam Study Guide Spring 2019.docx (
- Institution
- MKT315 Final Exam Study Guide Spring 2019.docx
MKT315 Final Exam Study Guide Spring (
[Show more]
Seller
Follow
Content preview
MKT315 Final Exam Spring 2019 Study Guide (sections 5 to 8)1. Profit equation
2. Pricing strategies (skimming, penetration, etc.)
a. Penetration, Skimming, Competition
3. Wholesalers, retailers;
a. Merchant wholesalers – buy and take title to merchandise:
b. General merchandise wholesalers – broad selection of products
c. Specialty merchandise wholesalers – limited selection, often due to special handling needs (frozen foods)
d. Retailers: is the process that enables the sale of products and services to end-user consumers, including business
consumers and individuals at their homes.
4. Intermediary functions
5. Managing distribution channels
a. the continuing conversation among distribution partners, often led by a channel captain, as the partners seek to
improve efficiency and avoid conflict while servicing consumers with goods and services.
6. Types of retailers
a. Levels of service
b. Type of merchandise
c. Breadth and depth of merchandise
d. Ownership
e. Retail concept
7. Pricing strategies
8. Pricing metrics: breakeven, ROI
9. Demand curves, price elasticity
10. Push and pull strategies
a. The coordination of communication by retailers and manufactures to create the optimum conditions for the
consumers to receive and act on promotional messages.
11. Integrated marketing communications
a. Integrated marketing communications: the systematic collective effort of all marketing mechanisms within a
business to reinforce and support one another in order to achieve the desired marketing goals. Consistency is key
12. Elements of the communications process
a. Sales promotion, advertising, public relations, direct marketing, personal selling
13. Promotional mix and the uniqueness of each component
a. Advertising (TV, radio, newspapers, & magazines), Sales promotion (consumers, distribution channel partners
*immediate*), personal selling (sales person engages with possible customer), Public Relations (improve the
image), Direct Marketing (communications that can be personalized *Data Base*)
14. Types of promotional budgets
a. Percentage of Sales, Competitive parity, objectives and tasks, all-you-can-afford
15. Elements of the creative process
16. Types of sales promotions (rebates, coupons, contests, premiums, samples, etc.)
a. Coupons, price discounts, contest or sweepstakes, premium, sample, rebate
17. Performance measures digital marketing
18. Elements of digital marketing
a. SEO, PPC, Data Analysis, Websites, Smartphone & Tablet Application, Video Marketing, Content Marketing, Social
Media, A/B Marketing, Email Marketing, Audience Development
19. Different types of personal selling
a. Order taking, order getting, customer sales
20. Stages in the personal selling process
a. Prospecting, pre-approach, approach, presentation, follow up
21. Major functions of sales management
a. Sales plan formulation, sales plan implantation, evolution of the sales force
22. Milton Friedman’s famous maxim
23. Website metrics (time on page, bounce rate, website visits)
This study source was downloaded by 100000812546443 from CourseHero.com on 11-22-2023 02:35:44 GMT -06:00
https://www.coursehero.com/file/64608887/MKT315-Final-Exam-Study-Guide-Spring-2019docx/
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller LAWEXEPRT. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £7.70. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
76669 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy revision notes and other study material for 14 years now