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UNISEMINAR


Marketing  Management

Maastricht

2nd  Edition

Academic  Year  12/13


Marketing  Management

Table  of  Contents


Marketing  Management Table  of  Contents

Introduction Chapter  1:  What  is  Marketing?   Chapter  2:  Marketing  Research Chapter  3:  Creating  the  Value  Proposition Chapter  4:  Communicating  the  Value  Proposition Chapter  5:  Delivering  the  Value  Proposition Chapter  6:  Research  Methods Notes,  Feedback,  Contact

cards

           I  -­‐  IX 001  -­‐  026 027  -­‐  059   060  -­‐  140 141  -­‐  196 197  -­‐  216 217  -­‐  291

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Marketing  Management

Learning  Card  Types Part  1

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Marketing  Management Card  Types

In   order   to   prepare   you   as   good   as   possible   for   your   exam,   we   tried   to   integrate   various   question  types.

The  cards  can  be  categorized  according  to  the  following  “types“:   De�initions   Graphs

  Concepts

  Formulas

  Calculations

  Multiple  Choice  Questions   True  /  False  Questions

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Marketing  Management

Sample  Front

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Marketing  Management Sample  Front

On  the  front  of  a  learning  card  you  will  �ind  the  following:   In  the  header:  the  course  title,  the  corresponding  chapter  as  well  as  the  topic

   

 

The  question  as  well  as  an  information  about  the  card  type In  the  footer  on  the  left:  the  dif�iculty  of  the  question:

easy

medium

hard

In  the  footer  on  the  right:  the  number  of  the  current  card  as  well  as  the  total  number  of   cards.

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Marketing  Management

Sample  Back

 

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Marketing  Management Sample  Back

On  the  back  of  a  learning  card,  you  will  �ind  the  following:

   

In  the  header  (middle):  the  topic  as  well  as  the  question  in  short

The  correct  answer(s)  to  the  question  on  the  front

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Marketing  Management Chapter  1  –  What  is  marketing?    

The  new  era  places  more  emphasis  on   accountability,  which  can  be  done  by  applying   the  in�inity  model.  Fill  in  the  blanks.

A

Ideas          

Try  Again

-­‐  Concept  -­‐

B

Actions

Try  Again

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Marketing  Management

Chapter  1  –  What  is  marketing?  –  The  In�inity  Model    

The  In�inity  Model  of  Accountable  Marketing  looks  as   follows: Actions Ideas           Imagine   Demonstrate   Predict  value Value value Try  Again Try  Again

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Marketing  Management Chapter  1  –  What  is  marketing?    

Name  the  three  main  approaches  to  predict   value. -­‐  3  Points  -­‐

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Marketing  Management

Chapter  1  –  What  is  marketing?  –  Predicting  value    

The  three  main  approaches  to  predict  value  (step  2)  are:   Extrapolations  from  the  past  (historical  data  analysis)   Simulations  of  the  future   Analogies  and  scenarios  (compare  existing  products/ campaigns  with  new  ideas)

When  imagining  value  (step  1),  the  stream  of  ideas  to   generate  value  occurs  at  three  levels:  (i)  strategic   marketing  investment  (ii)  value  proposition  (iii)   marketing  mix.

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Marketing  Management Chapter  1  –  What  is  marketing?

How  does  a  company  go  about  making  and   delivering  value;  name  the  �ive  steps  of  ensuring   that  the  appropriate  value  exchange  occurs  to   both  parties  satisfaction. -­‐  5  Points  -­‐

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Marketing  Management

Chapter  1  –  What  is  marketing?  –  Making  and  Delivering  Value

Making  marketing  value  decisions

Understanding  consumers’  value  needs Creating  the  value  proposition

Communicating  the  value  proposition Delivering  the  value  proposition

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Marketing  Management Chapter  1  –  What  is  marketing?

What  is  a  ‘bait-­‐and-­‐switch’  selling  strategy? -­‐  De�inition  -­‐

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Marketing  Management

Chapter  1  –  What  is  marketing?  -­‐  Bait-­‐and-­‐switch

A  b bait-­‐-­‐aand-­‐-­‐sswitch  selling  strategy  lures  consumers  into   the  shop  with  promises  of  inexpensive  products  with  the   sole  intent  of  getting  them  to  switch  to  higher  priced   goods. Uniseminar


Marketing  Management Chapter  1  –  What  is  marketing?

Name  the  four  types  of  ‘the  dark  side’  of   consumer  behaviour. -­‐  4  Points  -­‐

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Marketing  Management

Chapter  1  –  What  is  marketing?  –  Dark  Side  of  CB

The  ‘dark  side’  of  consumer  behaviour  includes:   Addictive    cconsumption    –  physiological  or   psychological  dependency  on  products  and  services people    –people  exploitation  for  commercial     Exploited    p gain   Illegal    aactivities    –  crimes  against  business   Shrinkage    –  inventory  and  cash  losses  from  shop  lifting   and  employee  theft Uniseminar


Marketing  Management Chapter  2  –  Marketing  Research

Which  of  the  following  is  an  example  of  causal   research: A.  The  focus  group B.  The  case  study C.  An  experiment D.  Cross-­‐sectional  research -­‐  Multiple  Choice  -­‐

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Marketing  Management

Chapter  2  –  Marketing  Research  –  Causal  Research

Correct    aanswer:    C C Causal  research  can  be  conducted  by  an  experiment  –  a   technique  that  tests  prespeci�ied  relationships  among   variables  in  controlled  environments. Uniseminar


Marketing  Management Chapter  3  –  Creating  the  VP

Complete  the  adoption  pyramid. -­‐  Concept  -­‐

F E D C B A

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Marketing  Management

Chapter  3  –  Creating  the  VP  –  Adoption  Pyramid

Individuals  and  organizations  pass  through  six  stages  in   the  adoption  process,  which  is  re�lected  by  the  pyramid: Con�irmation Adoption Trial Evaluation Interest Awareness

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Marketing  Management Chapter  3  –  Creating  the  VP

Name   and  %

Name   and  %

-­‐  Concept  -­‐

Name   and  %

Name   and  %

Name   and  %

Fill  in  the  blanks  regarding  adopter  categories.

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Marketing  Management

Chapter  3  –  Creating  the  VP  –  Adopter  Categories

The  adopter  categories  are:  1.  Innovators  (2.5%),  2.  Early   Adopters  (13.5%),  3.  Early  Majority  (34%),  4.  Late   majority  (34%),  5.  Laggards  (16%).

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Marketing  Management Chapter  3  –  Creating  the  VP

The  SERVQUAL  is  a  method  for  measuring   service  quality  in  which  marketers  use   customer  complaints  to  identify  critical   incidents  –  speci�ic  face-­‐to-­‐face  contacts   between  consumer  and  service  providers  that   cause  problems  and  lead  to  dissatisfaction. -­‐  True/False  -­‐

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Marketing  Management

Chapter  3  –  Creating  the  VP  –  Critical  Incident  Technique

False.   The  critical  incident  technique  is  a  method  for   measuring  service  quality  in  which  marketers  use   customer  complaints  to  identify  critical  incidents  –   speci�ic  face-­‐to-­‐face  contacts  between  consumer  and   service  providers  that  cause  problems  and  lead  to   dissatisfaction.   SERVQUAL  is  a  multiple-­‐item  scale  used  to  measure   service  quality  across  dimensions  of  tangibles,   reliabilitiy,  responsiveness,  assurance  and  empathy.

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Marketing  Management Chapter  4  –  Communicating  the  VP

State  the  5  elements  of  the  promotion  mix  and   add  one  type  of  promotion.  Then,  structure   these  along  the  control  continuum. �

High

-­‐  Concept  -­‐

Low 146  /  291


Marketing  Management

Chapter  4  –  Communicating  the  VP  –  Control  Continuum

The  promotion  mix  elements  and  word  of  mouth  should   be  structured  along  the  control  continuum  as  follows: Sales   Personal   Direct   Public   Word  of   Advertising Promotion Selling Marketing relations Mouth H igh Low Uniseminar


Marketing  Management Chapter  6  –  Research  Methods

What  are  the  three  basic  features  that  should  be   incorporated  in  any  theoretical  framework? -­‐  3  Points  -­‐

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Marketing  Management

Chapter  6  –  Research  Methods  –  Theoretical  Framework

The  three  basic  features  that  should  be  incorporated  in   any  theoretical  framework  are:   The  variables  considered  relevant  to  the  study  should   be  clearly  de�ined.   A  conceptual  model  that  describes  the  relationships   between  the  variables  in  the  model  should  be  given.   There  should  be  a  clear  explanation  of  why  we  expect   these  relationships  to  exist  (a  sound  theory).

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Marketing  Management Chapter  6  –  Research  Methods

Multivariate  statistical  techniques  are  required   when  researchers  are  interested  in  the   relationships  between  many  variables. -­‐  True/False  -­‐

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Marketing  Management

Chapter  6  –  Research  Methods  –  Multivariate  vs.  Univariate

True. Multivariate  statistical  techniques  are  required  when   researchers  are  interested  in  the  relationships  between   many  variables.  Univariate  statistical  techniques  are  used   when  you  want  to  examine  two-­‐variable  relationships. Uniseminar


Marketing  Management Chapter  6  –  Research  Methods

What  is  the  formula  for  the  one  sample  t-­‐test? -­‐  Formula  -­‐

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Marketing  Management

Chapter  6  –  Research  Methods  -­‐  One  sample  t-­‐test

One  sample  t-­‐test

Where  X  is  the  sample  mean,  whereas  µμ  is  the  population.  s  is   the  sample  standard  deviation  and  n  is  the  sample  size Uniseminar



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