Chapter 1

· Utilities – know what they are, how to identify them in examples, why they are important to marketers

· Micro/Macro marketing – know the difference between the two and be able to identify a situation as micro, macro; understand what a micro/macro dilemma is

· Eras of marketing – be able to distinguish the “thinking” between the different eras of marketing

· 4P’s of marketing – know what they are and how they are used in developing marketing plans

· Requirements for marketing to occur – know the significance of these needing to be in place for marketing to happen

Chapter 2

· Understand where marketing strategies and operational decisions fit into the marketing concept

· Mission statements – understand their importance and how to identify a good or bad one

· Product Market Matrix – be able to give examples of penetration, product development, market development and diversification; also be able to identify given a scenario what type of opportunity it is.

· Boston Consulting Group – know how this is used along with the concept of strategic business units in developing a profitable portfolio in a corporation

· SWOT – understand how this tool is used and be able to identify whether a given point is a strength, weakness, opportunity or threat

Chapter 3

· Uncontrollables – know what they are and how the 4P’s can be used to make them more controllable; be able when given an example to identify which uncontrollable has the most likely impact on the situation

· Legal environment – know what the laws addressed

· Disposable/discretionary income – know the difference between the two and the impact that this difference could play in a marketing plan

· Types of competition – understand the difference between a generic market and product market and given a scenario what each market would most likely be; know the types of competition and the impact they have on marketing strategies

· Understand the demographic trends, how they relate (such as birthrate as it relates to population, geographic distribution etc) and how these relate to marketing decisions; be able to, given an example, to identify whether a marketing decision based on a given demographic trend is valid

Chapter 4

· Caveat emptor – know this legal concept and the change of power that occurred under the Consumer Bill of Rights

· Understand the difference between legal and ethical

· Concepts of social responsibility – look at the three concepts and be able to identify and explain why these three areas are important

· Green marketing/cause related marketing – know the difference between and how they are used

Chapter 5

· Evaluative criteria – be able to identify what they are and know the difference between qualifying and determining dimensions

· Purchase decision process – know the different stages and how marketers can impact them

· Cognitive dissonance – know what this is, where it is more likely to occur and how marketers can reduce it

· Levels of problem solving – know what the three different levels are and how they relate to the purchase decision process

· Factors influencing the decision making process – figure 5-4 is the outline for this chapter on this; know what each of the different influences are, be able to identify and how the influence marketing decisions

· Needs vs wants – be able to distinguish between the two; identify hierarchy of needs and how marketing can impact this concept

· Types of learning – cognitive vs behavioral and how they are used in marketing

· Family decision making – the different roles played and how marketers can use these roles

· Values, beliefs and attitudes – understand how they are related to each other and what a marketer can do to impact change

Chapter 6

· Organizational buyers – understand what organizational buyers are

· Characteristics – look at the differences between a consumer and an organizational buyer; derived demand; reciprocity

· Buying situations – know and be able to identify different buying situations and how they relate to the decision making process