MKTG 3050
Test IV Study Sheet    60 multiple choice questions - Chapters 19, 20, 21, and 23 - About 30% questions from previously tested chapters.

Tips for Making a High Score:  Read the chapter summary first and go through the highlighted portions of the text both in the left margins and in the text. Also, pay attention to figures and tables for a good grasp of the subject matter. The application type questions can be better answered when you understand the basic concepts.

Focal point of marketing  4
Product defined  250-251
Marketing plan defined  30
Business strategy defined  35-37
Discretionary income  63

Guidelines for questionnaire construction  152
The purpose of market segmentation  172-173
Consumer buying decision process  199
Product line definition  255
New product failure  264

Differences between goods and services  250
Direct channel  357
Horizontal vs. vertical channel integration  367
The role of promotion  435-454
Types of advertising  461-462

The stages of selling process  490
Creative selling  492
Types of order takers  493
Sales promotion defined  501
Sales promotion methods  502-508

Nonprice competition  522
Elasticity of demand  525-526
Fixed vs. variable costs  526
Break-even point formula  529
Price fixing  and  law 535-536

Pricing objectives  547
Pricing is used for custom made equipment  551
Mark-up  551-552
Price skimming vs. penetration  556-557
Internet markets vs. traditional markets  604-606

Key drivers of e-marketing strategy  606-611
Addressability  606
Cookie  607
Is web a pull or push medium?  616-618
Hyper text   609

Accessibility  609-610
Banner vs. button ads  617
Price defined  520
Bartering  520
Most flexible variable in the marketing mix  520, 539