Marketing Strategy and Policy 4333-001 FA07 Study Guide The exam will be composed of multiple choice questions, definitions, short answer and short essay questions. First, study your notes and lecture notes. Second, study the terms listed below. Third, be prepared to use the analytical tools used in class (i.e. exchange grids, positioning maps, decision models, etc.). Finally, study the questions on theclassconnection.com. The test will be comprised of short definitions, essay questions and analytical tools. Short definition Key terms for definition purposes: Five forces Rivalry conditions Entry barriers Dimensions of strategy Strategic group Value chain Shareholder value Pmin PIMS Market perceived quality Market perceived price Fundamental values Instrumental values Tips for setting target objectives Ways of developing unconventional alternatives You may be also asked to list items. If so, just list them (i.e. list Porter?s five forces) don?t define them. You may also be asked to define key terms. If so, definition answers should be one or two sentences. Example of a short definition: Market segment ? Customer groups that are homogeneous with respect to their response to marketing strategy variables. Essay questions and analytical tools Marketing analysts from 4333-001 should also be able to analyze and interpret examples using the following analytical tools Value offered framework Strategic group map Value chain Shareholder value model Market perceived quality profile Market perceived price profile Customer value map Linear additive decision model Consequences table Essay questions should be capable of being answered in two to three short paragraphs or in a short outline. Do not overdo it and write things that are inaccurate. Finally, each student will be responsible for knowing how to analyze marketing exchanges and marketing decisions for marketing management. For example, you may be asked to analyze a market and show how key exchanges influence businesses development (or social development). (i.e. ?Using the value offered framework, analyze two markets, showing historical examples of how specific marketing exchanges influenced business or social development.?)
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