FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL EDUCATION

CLASS: FB INTAKE #3 SUBJECT: MARKETING

TOPICS TO BE REVISED FOR THE FINAL EXAM

1. Societal Marketing concept | Selling concept vs. marketing concept 2. Microenvironment | Macro environment in Marketing 3. Internal environment vs. External environment in Marketing 4. Competitive forces by Michael Porter 5. Types of consumer buying behaviors 6. Types of industrial buying behaviors 7. Stages in consumer purchasing process | Stages in industrial buying process 8. Situational factors in consumer behavior 9. Influencing factors on consumer behavior | Influencing factors on organizational behavior 10. Consumer market vs. Business market 11. Variables for segmenting consumer markets | Variables for segmenting industrial markets 12. Qualitative vs. quantitative research 13. Questionnaires dos and donts 14. Growth-share matrix (BCG matrix) 15. Business strategy vs. marketing strategy 16. Contents of a marketing plan 17. STP process in Marketing 18. Target market selection 19. Product/brand positioning 20. Levels of marketing strategy 21. Micromarketing 22. Local marketing vs. Place marketing 23. Product-service continuum 24. Product classification | Consumer products | Industrial products |Unsought products 25. Product life cycle 26. Products 5-level analysis 27. Product portfolio and related concepts: Product-Mix width | Product-line length | Product-line depth 28. Brand vs. trademark

29. Co-branding | Ingredient branding 30. Private brand | Manufacturer brand 31. Pricing strategies 32. Skimming pricing | Penetration pricing 33. Differentiated pricing 34. Price elasticity of demand 35. Distribution strategies 36. Distribution channels 37. Direct distribution | Direct selling | Direct marketing 38. Pull strategy vs. Push strategy 39. Basic communication model 40. Hierarchy of responses models 41. AIDA model 42. Advertising vs. PR 43. Sales promotion 44. Star strategy in marketing communications 45. Main characteristics of a service 46. Inseparability of service 47. Services marketing triangle 48. Expanded Marketing Mix for services 49. People as component of Marketing Mix for services 50. Physical evidence in services marketing 51. Service blueprinting 52. Gaps in services 53. RATER questions (in a SERVQUAL questionnaire) 54. Customers outcomes to a service failure 55. Reasons leading to a service switching behavior 56. Service recovery strategies 57. Fairness in service recovery 58. Growth strategies for services 59. Product-market grid for services 60. Yield management