Bus. Econ. 230 -- Marketing
J. Sell
Spring1998

Outline of Materials Covered prior to second examination. This is in addition to the material covered in the first examination review and the second examination review. Note: You should be able to discuss the following concepts clearly and completely without the use of notes and talk about why each is important to the study of Marketing. You should also be able to give examples of the concepts other than the ones given in class.

I. Consumer Behavior (cont'd.)

A. A Psychological Model

B. Factors

1. Culture and Subculture

a. Definition
b. Marketing Use

2. Social Factors

a. Class
b. Group

3. Personal Factors

a. Age and Life Cycle
b. Occupation
c. Economic Circumstances

4. Psychological Factors

a. Selective Exposure (Perception)
b. Selective Retention (Distortion)

1) Beliefs
2) Attitudes

c. Consumer Adoption Process

1) Stages
2) Adoption vs. diffusion
3) diffusion rate influences (personal & product characteristics)

II. The Marketing Mix in Detail

A. Product and product Concepts

1. Product, product offers, and goods.
2. Categories of Goods and basic strategy

a. Convenience
b. Shopping
c. Specialty
d. Unsought

3. Creating the Product Offer

a. The Product Offer Mix

1) Quality -- definition and aspects
2) Location -- Depending on category
3) Service (what, what level, forms)
4) The exchange environment
5) Information
6) Packaging and Branding

a) 3 levels of package
b) Package functions
c) Labeling and functions
d) Branding (Names, marks, and functions)
e) History of Brands
f) Brand Benefits
g) How many brands and options.
h) Brand extension and multibranding

b. Product Management

1) The Product Life Cycle
2) New Products -- Acquire or Generate?
3) New Product Development

a) Idea Generation
b) Screening and analysis
c) Concept Development

 

Updated by Jws on 1 March 1998.