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questions (The answers from ppt)  1 week

(Ch. 11-19)

  1.      Product Life Cycles and Changes to the Marketing Mix
  2.      Product Adopters (consumer types)
  3.      Brand Equity Pyramid (Hierarchy)
  4.      Branding
  5.      Uniqueness of Services Marketing
  6.        Evaluation of Services and RATER
  7.        Customer contact or Service audit
  8.        Service Marketing Mix
  9.      Pricing Equation
  10.   Forms of Competition
  11.   Break Even Point Calculation
  12.   Various approaches to pricing
  13.   Mark-up and Margin Calculation
  14.   Value-Add Functions of Channels
  15.   Supply Chain Management
  16.   Breadth-Depth of Retail
  17.   Retail Positioning
  18.   Promotional Mix (Mass and Customized)
  19.   Push and Pull Promotions
  20.   Sales Promotions (Consumer and Trade)
  21.   Personal Selling and Sales Funnels
  22.   Strategic Marketing Process & Goals Setting

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