MARKETING 110 – Introduction to Marketing
Final Exam Review – All Chapters & Assigned Readings
Chapter 1 – Marketing
1. Define marketing and describe the marketign process.
2. Describe the difference between marketing needs, wants, and demands.
3. Define Marketing Myopia.
4. Define Value Proposition.
5. Describe the 5 marketing management orientations (or “concepts”).
6. Explain the meaning of customer relationship management (CRM).
7. Describe the key outcomes of customer value.
Chapter 2 – Marketing Strategy

1. What is a mission statement, and what 3 elements should be included in a good mission statement?
2. Describe a SWOT analysis, including what information is included and how it is used.
3. Draw the Product/Market Expansion Grid and explain the 4 market product strategies.
4. Describe the difference between market segmentation, targeting, differentiation and positioning, and how each contributes to marketing strategy.
5. What are some sources of competitive advantage?
6. Describe the ‘4 Ps’ of the marketing mix. What are the ‘4 Cs’ of marketing?
7. Draw the BCG Growth Share matrix and explain how it is used.
8. What are the basic components of a marketing plan? (hint: Your project reports make up the components of a marketing plan.)
Chapter 3 – Sustainable Marketing, Social Responsibility & Ethics
1. Define sustainability, social responsibility, and ethics.
2. Discuss some criticisms of marketing.
3. Describe ‘consumerism’ and ‘environmentalism’.
4. Discuss various business actions toward socially responsible marketing.
5. Discuss what factors may influence a person’s ethical decision making and judgments.
6. What is a code of ethics?

Chapter 4 – Marketing Environment
1. Explain the difference between the microenvironment and macroenvironment, and list the elements of each.
2. Identify key Canadian environmental trends.
3. What are some examples of demographic characteristics?
4. What are some differences among Baby Boomers, Generation Xs and Generation Ys?
5. What may marketers do during times of recession to counter the effects of decreased demand?
6. Give examples of Canadian government agiencies and legislation affecting marketing.
7. Discuss the impact of globalization on a firm.
Chapter 5 – Managing Marketing Information
1. Define ‘customer insights’.
2. What is a marketing information system (MIS)?
3. Describe the steps in the marketing research process.
4. What is the difference between primary data and secondary data?
5. Identify and define different types of primary research.
6. Define the two basic sampling techniques.
7. Describe the benefits of customer relationship management (CRM).
Chapter 6 – Consumer and Business Buyer Behaviour
1. Describe the 5 factors that influence consumer behaviour.
2. Explain how consumer behaviour is influenced by reference groups, opinion leaders, and family.
3. Draw and explain Maslow’s Heirarchy of Needs.
4. List and describe the 5 steps in the consumer purchase decision process.
5. Define ‘cognitive dissonance’.
6. Describe the stages of the new product adoptation process, and list the factors that significantly influence adoption rates.

7. What is meant by ‘derived demand’?
8. Explain the stages of the business buying process.
9. Explain some of the major differences between business and consumer markets.
10. What is a buying unit or buying centre? Describe the different roles in the buying unit.
11. What is thedifference between a straight rebuy, a modified rebuy, and a new buy?
Chapter 7 –Segmentation, Targeting, and Positioning
1. Explain what ‘market segmentation’ means. Describe each of the major variables used to segment markets.
2. Explain the steps in segmenting a market.
3. What is the difference between undifferentiated and differentiated marketing?
4. What are the two approaches to product positioning?
5. Draw and explain a perceptual positioning map.
Chapter 8 – Developing & Managing Products and Services
1. Explain the terms ‘product’ and ‘service’.
2. Explain the various classifications of consumer products and servcies.
3. Identify and describe the stages in the new product development process.
4. Identify the stages of a product life cycle and draw the life cycle chart.
5. How do the stages of a product life cycle relate to a firm’s marketing objectives and marketing mix actions?
6. Why is there a lack of profit in the introduction stage of the product life cycle?
7. Explain the special characteristics of services.
8. Describe the service-profit chain.
Chapter 9 – Brand Strategy & Management
1. Define ‘brand’.
2. Describe the different branding strategies and discuss the pros and cons of each.
3. Explain the concepts ‘brand equity’ and ‘brand personality’.
4. Identify the criteria for selecting a good brand name.

5. Describe the difference between a ‘national brand’ and ‘private brand’.
6. Describe the 4 brand development strategies, and when each used.
7. What are some global issues in branding and packaging?
Chapter 10 – Price
1. Identify and explain the factors to consider in setting a price.
2. Explain how cost affects pricing decisions.
3. Explain the difference in process between cost-based pricing and value-based pricing.
4. What is price elasticity? Why do we need to consider demand and price elasticity before setting the final price?
5. Explain how marketing strategy affects pricing decisions.
6. Describe how external factors such as competitors and government can affect pricing decisions.
7. Discuss the various strategic pricing decisions related to new products and product mix.
8. Explain the different types of ‘price adjustments’.
9. Describe the process of assessing and reasponding to competitor price changes.
10. What are some ethical/legal issues relating to pricing?
Chapter 11 – Marketing Channels (Place)
1. What is a marketing channel? How might channel partners add value?
2. Define the different types of intermediaries and outline the functions each perform.
3. What is a ‘vertical marketing system’, and how does it differ from a coventional makreting channel?
4. What factors should be considered in designing marketing channels?
Chapters 12, 13 & 14 – Integrated Marketing Communications (Promotion)
1. Explain what integrated marketing communications means and why it is important.
2. Describe the various elements of the ‘promotion mix’. Discuss the advantages and disadvantages of each.
3. Identify and describe factors that are considered when developing the promotional mix.
4. When should a push strategy be used? When should a pull strategy be used?
5. Describe the steps in the personal selling process.
6. Describe various ‘sales promotion tools’ and when they are used.
7. Identify the different forms of direct marketing.
8. Explain how online marketing and social media are impacting how organizations connect with their target audiences.

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