Discussion / Exam topics for MKTG321
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Chapter 1
- What are the 5 steps in a typical decision process that we discussed in class?
- What does STP stand for and why is it important?
- Define what “relationship marketing” means.
- What is the difference between a “need” and a “want”?
Chapter 2
- Do successful business need to be “ethical” businesses?
- Why are there so many laws regulating business behavior in the USA?
- Define “social marketing”.
- Why are “identity theft” and “data privacy” important ethical issues?
Chapter 3
- Why do we focus on “perception” more than “reality” in Marketing?
- We use our senses to perceive the world around us. What are the major components of sensation and why are they important?
- How can touch and smell be used to influence a consumer/decision maker?
- What are the stages of “perception”?
- What does “JND” stand for and why is it important?
- What is “semiotics” and how is it used on “positioning” of your product/service?
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Chapter 4
- What is the difference between “behavioral” and “cognitive” learning theories?
- What is the difference between “classical conditioning” and “instrumental conditional” learning theories?
- How does repetition influence learning?
- What is consumer socialization?
- Describe the theories of “forgetting”.
Chapter 5
- What is the difference between “hedonic” and “utilitarian” motivation theories?
- What is meant by the “need for affiliation”, “need for power” and “need for uniqueness”?
- Describe “positive” affect and “negative” affect.
- Describe “consumer involvement”. Why is this theory useful?
- What are the 5-types of “perceived risk”?
Chapter 6
- What is meant by the “self –concept”?
- How does the concept of “self-esteem” interact with “social comparison”?
- What is the “self/product congruence”?
- Describe some aspects of the “extended self”?
- What are the traditional identity roles of gender? How are these changing?
- What is the “ideals of beauty stereotype”?
- How does culture (or cultural rejection) influence body decoration of modification?
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Chapter 7
- What areFreud’s 3-part personality components? Describe each part.
- Adler suggests motivation is to “overcome inferiority” while Sullivan suggests motivation is to “reduce anxiety”. Describe how these 2 theories fit together.
- What is “trait theory” and why might it be useful to marketers?
- What is “brand personality” and how can marketers use it?
- What are the benefits of “Product Complementarity and
Co-Branding” Strategies? - What is VALS and how can it be used to market products and services?
Chapter 8
- What is an “attitude” and what is an “attitude object”?
- Describe the 4 parts of the “functional theory of attitudes”.
- How do high-involvement and low-involvement decisions differ in how they change attitudes?
- The book suggests we form attitudes in 3 ways: internalization, identification and compliance. Describe each.
- What is the “consistency principle” and how can it be used to explain changing attitudes?
- Fishbein’s extended theory of extended action focuses on purchase intentions, social pressure and attitude toward buying. How is this theory different than focusing on the product in the decision process?
- Building a persuasive message is critical. Detail the dangers suggested in the two-factor theory of message repetition.
- Describe several key message appeals. How do the motivation theories presented earlier in this chapter fit with these message types.
Chapter 9
- Describe the 3-types of decision types.
- Describe the 5-step decision model detailed in figure 9.2 and explain how we can use this to better understand consumers.
- What is the difference between an “evoked” set and a “consideration” set?
- What is meant by “compensatory” decision rule? What is meant by “non compensatory” decision making?
- Describe some of the decision simplification “rules-of-thumb” strategies consumers often use to reduce their effort regarding making decisions.
- What are some major differences between B2C and B2B decision processes?
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Chapter 10
- Describe at least 3 “antecedent states” and describe how they influence the purchase environment.
- What are some easily manipulated elements of the “shopping experience” and how do they influence the consumer?
- What is the key element in “customer satisfaction”?
- How does TQM work in the shopping experience?
- There are several reasons for shopping beyond mere need. What is meant by “Social experiences”, “Sharing of common interests”, “Interpersonal attraction”, “Instant status” and “The thrill of the hunt”?
- What is meant by “Retailing as Theater”?
- What does “Expectancy disconfirmation model“ mean?
Chapter 11
- How can other people influence our decisions?
- What are 3 sources of “social power”?
- What is the difference between “membership”. “inspirational”, “avoidance” and “antibrand” membership?
- List and describe 3 reasons we conform to group pressure.
- What is meant by “consumer tribes”?
- Why is “word-of-mouth” information so influential?
- List and describe 3 reasons we conform to opinion leaders.
- Describe several “digital” word-of-mouth techniques.
- What is “discretionary” income?
- What are the 3 factors effecting a consumer’s “savings rate”?
- What is “Plutonomy” and what problems can it cause?
- Describe the possible directions in “social mobility”.
- Describe what determines “social class”.
- What does “social stratification” mean?
- What does “taste culture” mean?
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Chapter 13
- What is “acculturation” and why is it is important to understand?
- Describe the “progressive learning model” of acculturation.
- What is “de-ethnicization“ and how does Marketing play a role?
- Describe how one’s subculture influences purchase behavior(s).
- Describe the “family life cycle”.
- What is the definition of “culture”? What is meant by “shared”?
- Describe the 3 functional areas of “culture”.
- What is meant by “high culture” and “low culture”? How can cultural artifacts move from one to the other?
- Define “myth” in terms useful for a marketer.
- A myth has several functions. Two useful for a marketer to understand are “sociological” and “psychological”. Describe each.
- What is the difference between a “myth” and a “ritual”?
- Define the process of “Sacralization” and “Desacralization”.
- Describe the “diffusion of innovation”. What marketing tactics can be used to change the rate of diffusion?
- What are the 5 elements that can influence the rate and level of adoption?