Marketing Management MKT 301 Fall 2010 Dr. Nadia Elena Pomirleanu Study guide for Exam 2. There will be multiple choice questions. You need to know the material very well in order to breeze through the exam. Chapter 7‐ Business Marketing Definition business markets NAICS Types of Business products and examples Buying centers (and the roles within a buying center: decider, ini tiator, etc) Evaluative criteria and how business buyers evaluate products , page 94 Chapter 8‐ Segmentation, Targeting, Positioning Market segment (definition, the criteria for useful segmentation! ) Segmentation variables: what is their purpose? Segmentation bases such as (and not limited to): ‐ Demographic (including age, family life cycle, etc) ‐ Geographic ‐ Benefit ‐ Psychographic Must be able to identify in examples what kind of segmentation was used or to decide which type of segmentation is best for a specific business. Types of Target market strategies: differentiated, undifferentiated, niche (concentrated). Positioning: What is product differentiation? What is product positioning? Perceptual maps: a map with two dimensions (usually the most important) that describes how consumers perceive competing products. Chapter 9‐ DSS and Market Research When is marketing research most likely to be used? Topics in which marketing research can be used.(Scientific approach) Types of data collected (primary/secondary) and their pros/cons. Questionnaire design (open/closed ended questions). Types of marketing research Chapter 21 All definitions on the slides Satisfaction, Loyalty, Value, CRM, Database, Datawarehouse, Data mining, life time value, touch points Chapter 10 What is a product? Definition, description, composition. Tangible versus intangible features of a product. Types of products ?( convenience, shopping, specialty, unsought). You will be asked to identif y the type of product in a specific example. What are Product lines, product mixes, product mix width and depths? What is a brand? Types of brands? (manufacturer, retailer/seller, generic) Types of branding strategies (individual, family, co‐branding‐including ingredient, co‐branding and cooperative branding). You will be asked to recognize types of branding strategies in a specific example. Packaging: functions of packaging and labels. Videos: Best buy Segmentation, Class discussion WalMart segments