These are the objectives of Marketing 3050, Principles of Marketing. The objectives are grouped by block. Each block is composed of the indicated chapters in your Pride and Ferrell text; there is a test for each block. The tests normally have two components, multiple choice (m/c) and essay. All the m/c questions come out of the text. All the essay questions are based on the work done in the class room. Normally I present four essay questions but you only must answer three of them. No test item addresses a body of knowledge not addressed in an objective.

Tests are non-cumulative with two exceptions. First, I keep track of the m/c items missed. The "most popular" misses appear on the final. The idea here is to encourage you to study at least your tests to prepare for the final. Second, the final has an essay question on Price even though Price is covered on the first test. In my experience, many students (especially non-business students) do poorly on computational questions. Price is obviously too important not to learn.

Examine the objectives. Note that they require differing levels of learning. For instance, some are rote memory ("Define …"); some are integrative ("Give examples of …"); and some are critical thought ("Explain and interpret…"). I suggest you "game" me. Almost every test I have ever given is at the reserve desk in Odum Library. Check those tests against the objectives. Figure out how I constructed those tests. Predict how I will construct the test you are about to take. The idea is to get you thinking about the subject matter. The more you think about it, the more you will learn, and the better you will do on the tests.

Block 1

Chapters 1, 2, 3, 4, 20, and 21

Introduction and Pricing

1. Define and recognize examples of marketing.
2. Define and recognize examples of exchange.
3. Recognize examples of situations in which marketing takes place.
4. Illustrate the definition of marketing by applying its components to given situations.
5. Explain the marketing concept.
6. Recognize examples of the stages in the evolution of the marketing concept.
7. Explain "a marketer through and through."
8. Define and recognize examples of marketing strategy.
9. Explain target marketing.
10. List, define, and recognize examples of the components of the uncontrollable environment.
11. Recognize examples of the components of the uncontrollable environment.
12. Illustrate by examples how the uncontrollable environment can affect a firm's marketing activities.
13. List and recognize examples of the components of the marketing mix.
14. Define and recognize examples of each component of the marketing mix.
15. Define and recognize examples of marketing management.
16. Define and recognize examples of marketing plan.
17. Explain the logic of a marketing plan.
18. Define and recognize examples of marketing environment, environmental scanning, and environmental analysis.
19. Illustrate the usefulness of environmental scanning and environmental analysis.
20. Define and recognize examples of and give examples of monopoly, monopsony, pure competition, oligopoly, and monopolistic competition.
21. Define and recognize examples of and give examples of prosperity, recession, depression, and recovery.
22. Explain why prosperity, recession, depression, and recovery are of concern to marketers.
23. Define and recognize examples of and give examples of buying power, income, disposable income, discretionary income, wealth, and income/wealth expectations.
24. Explain why buying power, income, disposable income, discretionary income, wealth, and income/wealth expectations are of concern to marketers.
25. Define and recognize examples of EBI, BPI, and willingness-to-spend and explain their importance to marketers.
26. Explain the market characteristics of pure competition, oligopolies, and monopolistic competition.
27. Explain the strategies available to firms in pure competition, oligopolies, and monopolistic competition.
28. List the major business regulatory laws outlined in the text and each of those law's areas of impact.
29. Explain the paradigm of commercial regulation in the US.
30. Explain and give examples of self regulation.
31. Define and recognize examples of marketing ethics.
32. Define and recognize examples of utilitarianism and ethical formalism.
33. Compare and contrast utilitarianism and ethical formalism.
34. Define and recognize examples of and give examples of corporate (organizational) culture and significant others.
35. Define and recognize examples of ethical issue.
36. Recognize examples of ethical issues.
37. Explain why personal ethical responsibility for business decisions cannot be avoided.
38. Explain strategies to increase a firm's ethical performance.
39. Define and recognize examples of social responsibility and recognize examples of situations in which it is a useful concept.
40. Define and recognize examples of green marketing.
41. Define and recognize examples of, give examples of, and recognize examples of customization and globalization.
42. Give examples of when customization and globalization would be appropriate.
43. Give examples of how global marketing differs from domestic marketing.
44. Recognize examples of regional trade alliances, markets, and agreements.
45. Explain the characteristics of regional trade alliances, markets, and agreements.
46. Define and recognize examples of exporting, licensing, joint ventures, trading companies, and foreign direct ownership.
47. Recognize examples of exporting, licensing, joint ventures, trading companies, and foreign direct ownership.
48. Compare exporting, licensing, joint ventures, trading companies, and foreign direct ownership.
49. Define, be able to recognize examples of, and explain the significance of GATT and dumping.
50. Compute profit and total costs.
51. Define and compare price and non-price competition.
52. Define and recognize examples of pricing objectives.
53. List, define and recognize examples of, recognize examples of, and give examples of survival, profit, ROI, market share, cash flow, status quo, product quality, and channel member expectations pricing objectives.
54. List, define, recognize examples of, and give examples of factors affecting pricing decisions.
55. Explain how pricing laws and regulations affect pricing decisions.
56. Define, recognize examples of, and give examples of trade discounts, quantity discounts, cash discounts, seasonal discounts, and allowances.
57. Explain the common methods of geographic pricing.
58. Define and recognize examples of transfer pricing.
59. Define and recognize examples of price discrimination.
60. Compare and contrast price differentiation and discrimination.
61. Explain the pricing strategies appropriate in pure competition, oligopolies, and monopolistic competition.
62. Explain marginal pricing.
63. Compute a break-even point.
64. List and explain the pricing objectives commonly used by firms.
65. Compute a target price.
66. Compute and interpret chain mark-up, contribution margin, and elasticity.
67. Explain demand pricing.

Block 2

Chaps. 5, 6, 7, and 8

Research, Buyer Behavior and Target Market Selection

You will be able to:

1. Define and recognize examples of marketing information systems.
2. Define and recognize examples of database.
3. Define and recognize examples of marketing research.
4. List the five steps of the marketing research process.
5. Illustrate what happens in each of the steps of the marketing research process.
6. Explain validity and reliability.
7. List and explain the various types of studies.
8. Explain when the various types of research investigations are appropriate.
9. Define and recognize examples of the types of data.
10. Explain methods of data gathering.
11. Explain what a hypothesis is.
12. Differentiate between primary and secondary data.
13. Name some methods of primary data collection.
14. Name some sources of secondary data.
15. Explain sampling.
16. List, define, and recognize examples of the most common types (methods) of sampling.
17. Explain the advantages and disadvantages of the various types of sampling.
18. Discuss ethics and marketing research.
19. Explain the difference between high- and low-involvement decision processes.
20. Recognize examples of high, low, and enduring involvement
21. Recognize examples of, explain, and/or illustrate routine and emergency purchase decisions.
22. Explain the types of consumer problem-solving processes.
23. Explain the forces that lead the consumer to select a problem-solving process.
24. List the steps in a high-involvement decision process.
25. Explain what happens in each step of a high-involvement decision process.
26. Illustrate what happens in each step of a high-involvement decision process.
27. Define and recognize examples of social class.
28. Explain how social class can be used by the marketer.
29. Illustrate the factors which influence a high-involvement decision process.
30. Define and recognize examples of an organizational market.
31. Define and recognize examples of a reseller market.
32. Define and recognize examples of a producer market.
33. Define and recognize examples of reciprocity.
34. Define and recognize examples of derived demand.
35. Recognize methods of organizational buying.
36. Explain types of organizational purchases.
37. Illustrate types of elasticities.
38. Explain the impact of the types of elasticities.
39. Name the roles played in a buying center.
40. Illustrate the roles played in a buying center.
41. Explain the SIC system.
42. Name the steps in the target market selection process.
43. Explain what happens in each step of the target market selection process.
44. Contrast undifferentiated, concentrated, and differentiated marketing strategies.
45. Explain between-group heterogeneity and within-group homogeneity.
46. Illustrate segmentation variables.
47. Illustrate methods of making sales projections.
48. Explain when the various types of research investigations are appropriate.
49. Define and recognize examples of the types of data.
50. Explain methods of data gathering.
51. Define and recognize examples of methods of buying and types of buying process.

Block 3

Chaps. 9, 10 11, and 12

Product Decisions

1. Define and recognize examples of product, good, service, and ideas.
2. Recognize examples of goods, services, and ideas.
3. Define and recognize examples of consumer and organizational products.
4. Define and recognize examples of convenience, shopping, specialty, and unsought products.
5. Recognize examples of convenience, shopping, specialty, and unsought products.
6. Define and recognize examples of raw materials major equipment, accessory equipment, component parts, process materials, consumable supplies, and organizational services.
7. Recognize examples of raw materials major equipment, accessory equipment, component parts, process materials, consumable supplies, and organizational services.
8. Define and recognize examples of product mix, depth of product mix, and width of product mix.
9. Illustrate product mix, depth of product mix, and width of product mix.
10. Define and recognize examples of product life cycle (PLC).
11. Name the stages of the PLC.
12. List the characteristics of the stages of the PLC.
13. Define and recognize examples of roll-out and national-introduction commercialization strategies.
14. Compare roll-out and national-introduction commercialization strategies.
15. Draw the PLC.
16. Explain how managers can apply the PLC.
17. Explain the limitations of the PLC.
18. Define and recognize examples of product differentiation.
19. Define and recognize examples of quality.
20. Explain the importance of "expectation" in the context of quality.
21. Define and recognize examples of styling.
22. Define and recognize examples of product features.
23. Define and recognize examples of product positioning.
24. Illustrate the use and dangers of product positioning.
25. Define and recognize examples of product manager, brand manager, and market manager.
26. Recognize examples of product manager, brand manager, and market manager from a description of duties or situations.
27. Define and recognize examples of venture team.
28. Define and recognize examples of a new product.
29. Name the stages of new-product development (as explained in class).
30. Explain what happens in each stage of new-product development.
31. Explain the uses, to a marketer, of warranties.
32. Name the stages in the product adoption process.
33. Explain what happens in each stage of the product adoption process.
34. Explain how managers can use the product adoption process.
35. Name the adopter categories.
36. Compare the various adopter categories.
37. Explain how the PLC can be used as a management tool.
38. Define and recognize examples of product modification.
39. List the types of product modifications.
40. Define and recognize examples of each type of product modification.
41. Define and recognize examples of product elimination.
42. Explain the methods of product elimination.
43. Define and recognize examples of brand, brand name, brand mark, trademark, and trade name.
44. Give examples of brand, brand name, brand mark, trademark, and trade name.
45. Give examples of brand, brand name, brand mark, trademark, and trade name defense.
46. Define and recognize examples of protecting a brand.
47. Explain the value to society and producers of brands.
48. Define and recognize examples of manufacturer, distributor, private, store, dealer, and generic brands.
49. Explain the use of manufacturer, distributor, private, store, dealer, and generic brands.
50. Define and recognize examples of individual, overall family, line family, and brand-extension branding.
51. Explain the advantages and disadvantages of individual, overall family, line family, and brand-extension branding.
52. Define and recognize examples of packaging.
53. List the functions of packaging.
54. Define and recognize examples of secondary-use, category-consistent, innovative, multiple, and handling-improved packaging.
55. Explain the uses of labeling.
56. Define and recognize examples of customer service.
57. Name the six unique characteristics of services.
58. Explain how the characteristics of services present opportunities and problems to marketer.
59. Define and recognize examples of relationship marketing.
60. Define and recognize examples of service quality.
61. Define and recognize examples of search, experience, and credence qualities.
62. Give examples of search, experience, and credence qualities.
63. Define and recognize examples of nonprofit or not-for-profit marketing.
64. Give examples of nonprofit organizations.
65. Define and recognize examples of client and general publics.
66. Explain the importance of client and general publics.
67. Define and recognize examples of opportunity costs.
68. Explain how opportunity costs are used by managers.
69. Define and recognize examples of brand loyalty.
70. Classify services.
71. Explain the characteristics of the kinds of classifications.

Block 4

Chaps. 13, 14, 15, and 16

Distribution Decisions

You will be able to:

1. Explain the strategic importance of distribution decisions.
2. Define and recognize examples of marketing channel, channel of distribution, and distribution channel.
3. Define and recognize examples of intermediary and middleman.
4. Define and recognize examples of time, place, and possession utilities.
5. Give examples of time, place, and possession utilities.
6. Define and recognize examples of discrepancy of assortment.
7. Explain the impact of discrepancies of assortment.
8. Define and recognize examples of assortment, sorting out, accumulation, assorting, and allocation.
9. Recognize examples of assortment, sorting out, accumulation, assorting, and allocation.
10. Define and recognize examples of indirect and direct channels.
11. Recognize examples of direct and indirect channels.
12. Explain how middlemen make channels less costly.
13. Explain channel power.
14. Define and recognize examples of "channel captain."
15. Define and recognize examples of industrial distributor.
16. Discuss the advantages and disadvantages of a producer's using an industrial distributor.
17. Define and recognize examples of dual distribution, strategic channel alliance, horizontal and vertical channel integration, and VMS.
18. Discuss the advantages and disadvantages of channel integration.
19. Define and recognize examples of intensive, selective, and exclusive distribution.
20. Give examples of appropriate uses of intensive, selective, and exclusive distribution.
21. Name the factors used in selecting a channel.
22. Illustrate the factors used in selecting a channel.
23. Define and recognize examples of channel cooperation, conflict, and leadership.
24. Name the major legal issues in channel management.
25. Define and recognize examples of dual distribution, restricted sales territories, tying agreements, exclusive dealing, and refusal to deal.
26. Define and recognize examples of wholesaling.
27. List, define, and recognize examples of the major wholesaling activities.
28. Define and recognize examples of merchant, full-service merchant, general-merchandise, specialty-line, rack jobber, limited-service, cash-and-carry, truck, drop shipper, and mail-order wholesalers.
29. Recognize examples of merchant, full-service merchant, general-merchandise, specialty-line, rack jobber, limited-service, cash-and-carry, truck, drop shipper, and mail-order wholesalers.
30. Compare agents to brokers.
31. Compare agents and brokers to merchant middlemen.
32. Define and recognize examples of functional middleman.
33. Define and recognize examples of manufacturers' sales branches and sales offices.
34. Give examples of facilitating agencies.
35. Name some advantages and disadvantages of using facilitating agencies.
36. Define and recognize examples of public warehouse, finance company, transportation company, trade show, and trade mart.
37. Recognize examples of public warehouse, finance company, transportation company, trade show, and trade mart.
38. Define and recognize examples of retailing.
39. Define and recognize examples of independent store, chain store, portfolio retailing, franchise store, department store, discount store, supermarket, superstore, combination store, hypermarket, warehouse club, warehouse showroom, catalog showroom, specialty retailer, off-price retailer, and category killer.
40. Explain the concept of "destination store" in the context of site selection.
41. Define and recognize examples of nonstore retailing.
42. Define and recognize examples of direct selling, catalog marketing, direct-response marketing, telemarketing, TV home shopping, and computer-interactive retailing.
43. Define and recognize examples of franchising.
44. Discuss the advantages and disadvantages of franchising for the franchiser and franchisee.
45. List the strategic issues in retailing.
46. Define and recognize examples of traditional business districts, neighborhood shopping centers, community shopping centers, and regional shopping centers.
47. Name, define, and recognize examples of some examples of nontraditional shopping centers.
48. Define and recognize examples of retail positioning, atmospherics, and store image.
49. Define and recognize examples of scrambled merchandising.
50. Discuss the advantages and disadvantages of scrambled merchandising.
51. Explain the wheel of retailing.
52. Define and recognize examples of physical distribution (PD).
53. Name the steps of PD.
54. Explain what happens in step of PD.
55. Define and recognize examples of customer service standards.
56. Define and recognize examples of total distribution costs.
57. Explain the relationship between customer service standards and total distribution costs.
58. Explain inventory management.
59. Define and recognize examples of suboptimization.
60. Define and recognize examples of unit loading and containerization.
61. Define and recognize examples of private warehouse, public warehouse, and distribution center.
62. Define and recognize examples of order lead time, usage rate, safety stock, and reorder point.
63. Compute reorder point.
64. Define and recognize examples of fixed order-interval.
65. Define and recognize examples of EOQ.
66. Define and recognize examples of JIT.
67. Explain the importance of JIT.
68. Name the major modes of transportation.
69. Define and recognize examples of intermodal transportation.
70. Name and illustrate the criteria used for selecting transportation modes.
71. Explain the strengths and weaknesses of each mode of transportation.
72. Define and recognize examples of freight forwarder and megacarrier.
73. Define and recognize examples of stock out.
74. Explain the implications of a stock out.
75. Define and recognize examples of the various internal and external costs of physical distribution.

1. Define and recognize examples of promotion.
2. Define and recognize examples of cause-related marketing.
3. Define and recognize examples of communication.
4. Draw a model of communication.
5. Define and recognize examples of the components of the model of communication.
6. Explain what happens in each stage of the model of communication.
7. Define and recognize examples of channel capacity.
8. Name the objectives of promotion.
9. Recognize examples of the various objectives of promotion as they are used in a given situation.
10. Give an example of a situation illustrating each of the objectives of promotion.
11. Name the components of the promotion mix.
12. Recognize examples of each component of the promotion mix.
13. Illustrate each component of the promotion mix.
14. Compare/contrast the components of the promotion mix.
15. Define and recognize examples of kinesic, proximic, and tactile communication.
16. Define and recognize examples of integrated marketing communication.
17. Name the factors that affect the organization's selection of promotional elements.
18. Illustrate how those factors can affect the organization's selection of promotional elements.
19. Explain push and pull strategies.
20. Name the common objections to promotion.
21. Counter the common objections to promotion.
22. Define and recognize examples of advertising.
23. Define and recognize examples of institutional, advocacy, product, competitive, comparative, reminder, and reinforcement advertising.
24. Recognize examples of institutional, advocacy, product, competitive, comparative, reminder, and reinforcement advertising.
25. Recognize situations in which the use of ad agencies is likely to be appropriate.
26. Explain the costs of using ad agencies.
27. Name the general steps for developing and implementing an advertising campaign.
28. Explain what goes on in each step of developing and implementing an advertising campaign.
29. Define and recognize examples of an advertising campaign, target audience, and advertising platform
30. Define and recognize examples of advertising appropriation, task-and-objective approach, percent-of-sales approach, competition-matching approach, and arbitrary approach.
31. Recognize examples of the major methods of determining the advertising appropriation.
32. Illustrate the major methods of determining the advertising appropriation.
33. Define and recognize examples of media plan.
34. Define and recognize examples of advertising message, copy, art work, and layout.
35. Name the components of copy.
36. Name major factors affecting the development of an advertising message.
37. Name the major advertising media.
38. Recognize situations that would indicate the appropriateness of each medium.
39. Define and recognize examples of pretests, consumer jury, recognition test, unaided recall test, and aided recall tests.
40. Explain the limitations of advertising.
41. Define and recognize examples of publicity.
42. Define and recognize examples of feature article, captioned photograph, press conference.
43. Explain inverted pyramid writing.
44. Explain the limitations of publicity.
45. Compare/contrast advertising and publicity.
46. Define and recognize examples of personal selling.
47. Name the elements of the personal selling process.
48. Explain what happens in each step of the personal selling process.
49. Define and recognize examples of prospecting, pre-approach, approach, presentation, objections, closing, and follow up.
50. Name the types of salespeople.
51. Define and recognize examples of the types of salespeople.
52. Define and recognize examples of current-customer and new-business sales.
53. Define and recognize examples of inside order getters, outside order getters, inside order takers, outside order takers, support sales personnel, field order takers, missionaries, trade salespeople, and technical salespeople.
54. Name the general areas of sales management.
55. Illustrate the general areas of sales management.
56. Define and recognize examples of straight salary, straight commission, and combination compensation plans.
57. Explain the strengths and weaknesses of straight salary, straight commission, and combination compensation plans.
58. Define and recognize examples of sales territory.
59. Name the factors affecting the design of sales territories.
60. Define and recognize examples of sales promotion.
61. Define and recognize examples of consumer and trade sales promotion sales promotion methods.
62. Define and recognize examples of demonstration, frequent-user incentives, P-O-P display, samples, money refunds and rebates, premiums, cents-off offers, consumer contests and sweepstakes.
63. Define and recognize examples of buy-back allowance, buying allowance, count and recount, free merchandise, merchandise allowance, cooperative advertising, dealer listing, premium or push money (or "spiff"), sales contest, and dealer loading.

Block 6

1. Define and recognize examples of strategic market plan.
2. List, define, and recognize examples of the components of strategic market planning.
3. Explain the relationship of the components of strategic market planning.
4. List the levels of strategic market planning.
5. Define and recognize examples of SBU.
6. Explain the concept of business position.
7. Define and recognize examples of marketing plan and marketing program.
8. Define and recognize examples of mission statement and distinctive competency.
9. Define and recognize examples of market opportunity, strategic windows, market requirements, and competitive advantage.
10. Define and recognize examples of corporate strategy.
11. Define and recognize examples of product-portfolio analysis.
12. Explain the uses of product-portfolio analysis.
13. Explain BCG analysis.
14. Illustrate and explain the uses of BCG analysis.
15. Explain market attractiveness-business position analysis.
16. Illustrate market attractiveness-business position analysis.
17. List the intensive growth strategies.
18. Define and recognize examples of each of the intensive growth strategies.
19. Recognize examples of each of the intensive growth strategies.
20. Give examples of each of the intensive growth strategies.
21. Explain the relationship between the 4 Ps and the intensive growth strategies.
22. Define and recognize examples of market planning cycle.
23. Differentiate among short-, medium-, and long-range plans.
24. List the stages in the market planning cycle.
25. Explain what happens in each stage of the market planning cycle.
26. Name the components of the marketing plan.
27. Explain the purpose of each component of the marketing plan.
28. Recognize examples of each component of the marketing plan.
29. Define and recognize examples of SWOT analysis.
30. Illustrate SWOT analysis.
31. Define and recognize examples of marketing objective.
32. Define and recognize examples of sustainable competitive advantage.
33. Define and recognize examples of marketing implementation.
34. Define and recognize examples of a marketing-oriented organization.
35. Define and recognize examples of centralization and decentralization.
36. Explain the advantages and disadvantages of centralization and decentralization.
37. Illustrate centralization and decentralization.
38. Define and recognize examples of empowerment.
39. Illustrate the advantages and disadvantages of empowerment.
40. Illustrate organizing by functions, products, regions, and types of customers.
41. Recognize examples of organization by functions, products, regions, and types of customers.
42. Define and recognize examples of realized and intended strategies.
43. Recognize examples of realized and intended strategies.
44. Explain the relationship between marketing strategy and implementation.
45. Explain evolution of marketing strategy and implementation.
46. Explain the separation of marketing strategy and implementation.
47. Define and recognize examples of internal marketing.
48. Illustrate internal marketing.
49. Recognize examples of internal marketing.
50. Define and recognize examples of TQM.
51. Recognize examples of TQM.
52. Explain the factors of TQM.
53. Recognize examples of the factors of TQM.
54. Explain the purposes of marketing audits.
55. Recognize examples of marketing audits.
56. Define and recognize examples of benchmarking.
57. Explain the uses of benchmarking.
58. List the factors of implementing marketing activities.
59. Explain the factors of implementing marketing activities.
60. Recognize examples of the factors of implementing marketing activities.
61. Define and recognize examples of marketing control process.
62. Name the stages of the marketing control process.
63. Illustrate what happens in each stage of the marketing control process.
64. Name ways of evaluating marketing performance.
65. Illustrate ways of evaluating marketing performance.
66. Define and recognize examples of natural accounts, marketing function accounts, direct costs, traceable common costs, nontraceable common costs, direct-cost approach, and full-cost approach.
67. Illustrate natural accounts, marketing function accounts, direct costs, traceable common costs, nontraceable common costs, direct-cost approach, and full-cost approach.
68. Define and recognize examples of performance standards

Last Updated 9/29/98