Final Review
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The final exam consists of
75 multiple choice questions which are new questions (are not taken from
previous exams).
This is a comprehensive
final. Use the review sheets from the
previous units along with this one to study for the final.
There are three short case
studies on the exam with several questions relating to them. Read the case studies carefully because the
information you need to answer the questions is in there.
You will have two hours to
complete the exam which should be more than enough time for even a slower test
taker.
·
Know the communication
model and how marketers can use it to enhance communication in their
promotional efforts
·
Be able to identify the
different elements in the promotional mix and why they are used (refer to
figure 18-2)
·
Understand how: product
life cycle, product characteristics, buying decisions and channel strategies
affect the promotional mix.
·
Be able to identify a
push and pull strategy
·
Know the different ways
to set a promotional budget
·
Know the different
types of advertisements : product vs institutional; pioneering, competitive,
reminder, advocacy
·
Look at the different
types of message appeals: fear, humor,
sex
·
Know the meanings of
different advertising lingo: reach,
rating, frequency, GRP, CPM
·
Be familiar with the
different types of media and why they are used
·
Know the different
types of sales promotion and why they are used
·
Understand how
publicity is different from other forms of promotion.
·
Know the different types
of sales people: order taker, order
getter, missionary, sales engineer, team selling
·
Look at the stages used
in personal selling
·
Know the different
types of sales presentation formats:
stimulus response, formula, need-satisfaction, adaptive selling, consultative
selling
·
Know how sales forces
are structured and organized
·
Know the different ways
of compensating and motivating a sales force and how they are used together