Study Guide #1
Marketing 300
FAQ:  Professor Wolfinbarger, What's the best way to study for your tests?

Answer:  There are no shortcuts or tricks.  Study all your class notes.  Cover all the material in your book from this study guide (I do test on topics not covered in class).  Take the online chapter tests.  Realize that a lot of the terms seem easy, but often have definitions specific to marketing.  Make sure you understand the terms.  Some students tell me it helps to study with friends (I suspect it seems more involving when two people are discussing the material than when studying alone).

 Chapter 1 (All the chapter, except Marketing Management, p. 15-16)
Mercedes, On the Road to New Success
Defining Marketing (marketing, customers, target market, marketing mix, product, distribution, promotion, pricing, exchange, relationship marketing, marketing environment)
The Marketing Concept (marketing concept, production orientation, sales orientation, marketing orientation)
Value Driven Marketing
"Duracell Launches Long Life Battery" (p. 14)
"Florida International Museum" (p. 17)
The Importance of Marketing in Our Global Economy (pp. 16-21)

Chapter 3 (Almost all the chapter)
"New Cures for What Ails You," p. 54
Examining and Responding to the Marketing Environment (environmental scanning, environmental analysis, responding to environmental forces)
Competitive forces (know all types of competition, monitoring competition)
Diamonds, De Beers' Best Friend, p. 59
Economic Forces (buying power, income, disposable income, discretionary income,   willingness to spend)
Political Forces
Legal and Regulatory Forces (Read 62-65 and know from Table 3.2 Sherman Antitrust Act,   Federal Trade Commission Act, Robinson Patman, Nutrition Labeling and Education Act, Telephone Consumer Protection Act, Children's Online Privacy Act)
Regulatory Agencies (Know FTC, FDA, CPSC from Table 3.3
Self-Regulatory Forces (know BBB and NARB)
Technological Forces (all)
Sociocultural Forces (all)
Consumerism

 Chapter 4 (part of the chapter)
"Starbucks -- Treating Employees Like Customers" (p. 80-81)
Cause related marketing (p. 85)
Social Responsibility Issues (green marketing, consumerism, diversity issues, community relations)
The Nature of Ethics (pp. 90-98, including "Subway Sells Millions of Sandwiches...," Table 4.3, and Table 4.5, p. 97 which we will also look at in class)
You can skip the rest of the chapter

Appendix A:
Types of Marketing Careers (A-8 to A-14) Marketing Research, Sales, Industrial Buying, Public Relations, Distribution Management, Product Management, Advertising, Retail Management, Direct Marketing)
 
Chapter 7
"Save Time with Streamline Online," p. 164
Types of Markets (consumer and organizational or business to business market)
Variables for Segmenting Consumer Markets (demographic, family life cycle, geographic variables, market desnity, geodemographic segmentation, micromarketing, psychographic variables, behavioristic variables, benefit segmentation)
Variables for Segmenting Organizational Markets (geographic location, type of organization, customer size, product use)
Competitive Assessment (p. 182)
Read "More Targets Less Sought-After Customers," p. 172.
Read "Targeting Technology Customers," p. 178.