MKT 360 Final Exam Review    Fall 2004

The following topics are potential subjects for essay and/or multiple-choice questions:

retail value creation model

communication process

push versus pull

The following topics are potential subjects for multiple-choice questions:

how retailers provide utility

"nonstore" retailing

the three basic goals/tasks of promotion

budgeting methods/practices for promotion spending

integrated marketing communications

uses of advertising along the product life cycle

hierarchy of effects

characteristics of the "big four" (advertising, personal selling, sales promotion, public relations)

promotional products industry presentation

order takers versus order getters

sales force compensation

Online customer experience (Figure 21-2)

multichannel marketing

generic business strategies

guidelines for an effective marketing plan

any supplemental material