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Chapter 1
 
ς� What is marketing?
 
ς� What is exchange?
 
ς� What are the four things needed for marketing to
 
Occur?
 
ς� What is a market? What is a target market?
 
ς� List and describe the four elements of the
 
Marketing mix (the four Ps).
 
ς� What is meant by customer value?
 
ς� What are market segments?
 
ς� What is the societal marketing concept?
 
Chapter 2
 
ς� List and describe the three types of organizations.
 
ς� What is a strategy?
 
ς� What is an organization’s mission statement and
 
Why is it important?
 
ς� What is meant by an organization’s business?
 
ς� How are goals and objectives related to an
 
Organization’s mission and business?
 
ς� What is meant by market share?
 
ς� What is a marketing plan?
 
ς� What is diversification analysis? What are the four
 
Market-product strategies for expanding sales
 
Revenues?
 
ς� What is the strategic marketing process?
 
ς� What is a SWOT analysis? How is it used?
 
ς� What are points of difference and why are they
 
Important?
 
Chapter 3
 
ς� What is meant by environmental scanning?
 
ς� List and describe the five environmental forces
 
That affect the organization, its customers, and
 
Suppliers.
 
ς� What are demographics? Describe some
 
Demographic trends in population and age.
 
ς� What is culture?
 
ς� What is disposable income? Discretionary
 
Income?
 
ς� What is meant by consumerism?
 
ς� Define ethics.
 
ς� Describe the factors that influence ethical
 
Marketing behavior
 
ς� What is a code of ethics?
 
Chapter 3, cont.
 
ς� Identify and describe the two types of personal
 
Moral philosophy.
 
ς� Describe the three concepts of social
 
Responsibility. What is cause marketing?
 
Chapter 4
 
ς� Identify and explain the five stages in the
 
Consumer purchase decision process.
 
ς� What is a consideration set?
 
ς� What is meant by cognitive dissonance?
 
ς� What is involvement and how does it affect
 
Consumer problem-solving? (Three variations of
 
The consumer decision process)
 
ς� What is motivation? What are the five levels in
 
The hierarchy of needs (Maslow)?
 
ς� What is personality? What is self-concept?
 
ς� What is perception? What is selective perception?
 
ς� What does lifestyle mean and why is it important
 
To marketers?
 
ς� What are reference groups?
 
Chapter 5
 
ς� What is business-to-business marketing?
 
ς� Describe the three types of organizational
 
Markets and provide examples of each.
 
ς� What is the North American Industrial
 
Classification System (NAICS).
 
ς� What is a buying center? Describe the roles within
 
The buying center.
 
ς� List and describe the three types of organizational
 
Buying situations, or buy classes.
 
Chapter 6
 
ς� What is the balance of trade?
 
ς� What is meant by protectionism?
 
ς� What are tariffs? Quotas?
 
ς� What is a global brand?
 
ς� What are customs?
 
ς� What is meant by back translation?
 
ς� What is a currency exchange rate?
 
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