Instructions for the essay questions that will appear on the exam

Please answer the following essay questions using complete sentences.  Feel free to use any diagrams, tables, or drawings that will help clarify your answers.  The best answers will be thorough yet concise.  Brief, sketchy answers will not be rewarded with a majority of the possible points.  Sheer length does not substitute for quality.  Good luck!
 

Essay questions could be drawn from the following topics:

- Evolution of marketing (from production orientation to relationship/societal marketing)

- John Deere's approach to marketing opportunities

- The multi-attribute attitude model (a.k.a. Fishbein model)

- The GE Stoplight/BCG models for strategic planning

- "Ethical" versus "Legal" issues

Multiple-Choice questions will be drawn from chapters 1-5, plus any of the above.

Please concentrate on the following in reviewing for the first exam:

- The marketing concept (review the diagram again)

- The product-market growth matrix

- The marketing mix

- Relationship marketing

- Competitive advantage, differential advantage, points of difference

- The strategic marketing process

- Environmental forces

- Population trends

- Income (gross, disposable, discretionary)

- Utilitarianism, moral idealism, whistleblowers, codes of ethics

- Economic espionage (spying)

- Purchase decision process

- Cognitive dissonance, involvement, interference, bases of social power

- Motivation, perception, attitudes, beliefs, lifestyle (psychographics), VALS, word of mouth, reference groups, opinion leaders, family life cycle, social class