Instructions that will appear on 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.  However, do not simply draw a diagram and count that as your answer if the question asks you to "discuss" it.  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:

- Product life cycle and diffusion of innovation

- The four I's of services

- The GAP model for improving service (see 10th slide in Chapter 19 on MKT 369 web site)

- Price as an indicator of value

- EDLP versus High-Low pricing

Multiple-Choice questions will be drawn from chapters 11-16, plus any of the above.

Please concentrate on the following in reviewing for the exam:

- primary and selective demand

- branding issues (e.g., equity, name, personality, co-branding, etc.)

- service continuum

- price, barter, value pricing, profit equation

- pricing objectives, elasticity

- movement along versus shifting of the demand curve

- costs (total, fixed, variable, marginal), break-even analysis

- demand-, cost-, profit-, and competition-oriented approaches to pricing

- adjustments to price (e.g., fees, allowances, discounts, etc.)

- contact efficiency

- functions performed by intermediaries

- direct versus indirect channels, dual distribution, distribution density

- vertical marketing systems

- channel conflict

- logistics management and supply chain management

- aligning a supply chain with marketing strategy

- cross-docking, EDI, customer service level, modes of transportation

- vendor-managed inventory, reverse logistics

- video segment on logistics and wholesaling (featuring Endries Fasteners)