Chapter 1

1. How is marketing defined in this class (pay attention to the lecture notes on Canvas)?

2. What are the five core customer and marketplace concepts discussed in your textbook that marketers must understand?

3. What are the differences between needs, wants, and demands?

4.What is a value proposition ? Give examples of different companies' value propositions.

5. What are the five marketing management orientations? How do they differ from one another?

6. What is customer-perceived value and how does it relate to customer satisfaction?

7. Describe the major trends and forces that are changing the marketing landscape today?

Chapter 2

1. What is strategic planning and what are the four steps in strategic planning?

2. What is an SBU?

3. Describe the four product/market expansion strategies (also referred to as growth strategies) (i.e., market penetration, market development, product development, and diversification)? Provide examples of each.

4. What is customer-driven marketing strategy? Why is it important and what is involved in the process (i.e., market segmentation, market targeting, differentiation, and positioning).

5. What is the marketing mix? What are the 4 Ps and the 4 Cs?

6. What is a SWOT analysis? Why is it important?

7. What is marketing ROI? How do companies measure marketing ROI?

Chapter 3

1. What is the microenvironment and what are the 6 major actors within the microenvironment that affect a company's ability to serve its customers? Given examples of each.

2. What is the macroenvironment and what are the 6 major forces of the macroenvironment? Give examples of each macroenvironmental force.

3. What are the major generational groups called? What are the significant differences between generational groups? Why do generational groups matter to marketers?

Chapter 4

1. What is marketing research and why is it important?

2. What is the difference between marketing intelligence and marketing research?

3. What are the four steps in the marketing research process?

4. What is the difference between exploratory research, descriptive research, and causal research and what is the goal of each?

5. Define each of the research approaches for gathering primary data.

6. Why do researchers use 'samples' ? What are the differences between probability and nonprobability samples?

7. What is meant by the term "a research instrument"?

8. What ethical considerations do market researchers and managers need to be aware of?

Chapter 5

1. Can marketers predict buyer behavior (pay attention to the lecture notes on Canvas)?

2. Describe research in the field of consumer behavior (pay attention to the lecture notes on Canvas).

3. What are the four major factors that influence consumer buyer behavior (see Figure 5.2)? Describe them in detail.

4. What are the major American social classes and where do you see yourself (Figure 5.3)?

5. What is an opinion leader? How do marketers attempt to use opinion leaders to help promote products/brands?

6. What does Maslow's Hierarchy of Needs have to do with marketing?

7. What are the major types of buying decision behavior?

8. What are the stages in the buyer decision process?

9.What is a 'new product ' and how do consumers decide whether or not to 'adopt' the new product? What are the five adopter groups and the characteristics of each?

Chapter 6

1. How are business markets different from consumer markets? Compare factors such as dollars involved, number of items sold, number of buyers, structure and demand, types of buyers, the buyer decision process.

2. What are the major types of buying situations?

3. Who are the participants in the business buying process?

4. What are the major influences on business buyer behavior?

5. How are the buying practices of institutional and governmental markets different from business buyers?

Chapter 7

1. What are the four major steps in designing a customer-driven marketing strategy?

2. How does market segmentation differ from market targeting?

3. Describe the four major sets of segmentation variables for consumer markets.

4. What are the requirements for effective segmentation?

5. What three factors do marketers look at when evaluating market segments? What is meant by "segment structural attractiveness?"

6. Describe the four primary market targeting strategies. What are examples of companies using each of these strategies?

7. Why are some marketing efforts criticized as being potentially harmful? Which segments are considered the most vulnerable? How does the advertising industry's self -regulatory agency address these issues?

8.How do companies differentiate and position their products? What are the possible value propositions as described in your textbook (figure 7.4)?

Chapter 8

8. Describe the three levels of products and services (figure 8.1).

9. Define the four types of consumer products and the marketing considerations of each. Provide an example of each.

10. What is a product? What decisions do marketers need to make about individual products/services?

11. What is a product line? What decisions do marketers need to make about product lines?

12. What is a product mix? What decisions do marketers need to make about the product mix?

13. What are the four characteristics that affect the marketing of services? How does service marketing differ from traditional product marketing?

14. What is the service profit chain?

What is a brand and how do marketers build strong brands?