FINAL EXAM REVIEWMKT 5125 FALL 1 2015

CHAPTER 12 Growth strategies Leader and challenger strategies

CHAPTER 13 Product levels Types of goods Product differentiation Product classifications

CHAPTER 14 Characteristics of services 5 determinents of service quality

CHAPTER 15 Market testing Stages of Product development CHAPTER 16 Psychology of pricing Steps in determining price Pricing strategies Demand Auctions

CHAPTER 17 Push and pull strategies Channel levels 3 types of distribution

CHAPTER 19 Types of marketing communication Response hierarchy models Characteristics of the marketing communications mix

CHAPTER 20 Reach, frequency and impact Advantages and disadvantages of TV and radio Measuring ad impact

CHAPTER 21 4 Categories of online marketing Online options Word of Mouth Apps

CHAPTER 22 Advantages of direct mail Call centers Why develop customer databases