Revision Slides

MBA Marketing Management

Before The Exam

1. Study from the 10 Topic Guides.
- Browse the main areas in the topic guide
- Refer to the relevant pages in the text,
read, highlight, tag
- Browse class slides for each topic
2. Establish 4 5 local company examples
that you will talk around.
Try to have a good understanding of their
main marketing strategies so you can use
them for different types of questions.

30 minute Reading Time

Take no more than a few minutes
deciding which 4 questions you will
answer.
Spend the rest of the time jotting
points for each question on scrap.
Identify which company example you
will use.
Identify key points you will make.
Point form.

During the Exam

Main pieces of each question:
-

Opening statement, intro, definition

Explanation of theoretical concept
Reference textbook
Identify example organization with brief
background
- Application of concept to company
Scratch off points from the scrap notes as
you go along.

During the Exam

Spend no more than 40 minutes per
question.
Aim to do all 4 questions in proper
essay format.
Average length of 20 mark essay:
2.5 3 sides of a page.

Topic 1 Chapter 1
Understanding Marketing
What is Marketing? Pg. 5
Adding value, the value proposition
What is Marketed? Pg. 5
5 Company orientations pg. 19
The Marketing Mix pg. 26

Question

Topic 2 Chapter 2
Strategic Marketing Planning Process
1. Analyze market opportunities
SWOT, Value Chain, BCG, GE matrix

2. Select target market

3. Develop marketing strategies
Ansoffs matrix

4. Plan marketing programs

Marketing Mix

5. Manage the marketing effort

Porters Value Chain

TOPIC 2

BCG Matrix

TOPIC 2

GE Matrix

TOPIC 2

Ansoff Matrix

Question

Question

Topic 3 Chapter 6
Consumer buying decision
4 Buyer influences pg. 188
Learning, Memory & Perception
pg. 198 - 201
5-step Buyer Decision Process pg. 205
Business Buying Decisions pg. 230

Question

Topic 4 Chapter 4
Market research
What is good market research?
What are the main Information
Sources and Research methods?
6-step Market Research Process pg.
125

Question

Topic 5 Chapter 8
Segmentation, Targeting, Positioning
How are the elements of STP
interlinked?
Why is it important to know the target?
How can the product be positioned to
its target? Pg. 264

Question

Topic 6 Chapter 20
New Product Development
What is a new product? Pg. 740
Why do new products fail? Pg. 742
The Product Life Cycle marketing strategies at

each stage pg. 391

5-step Consumer Adoption Process pg. 766
8-step Stage Gate Product Development

Process pg. 747

Question

Question

Topic 7 Chapter 13
Services Marketing
4 distinctions between a Product &
Service

pg. 454

3 additional Ps of Services
Service Quality (SERVQUAL) pg.
472

Question

Question

Topic 8 Chapter 14
Pricing Strategies
6 Steps in Setting a Price pg. 494
Adapting the price pg. 510
3 Factors affecting price

Steps in Setting Price

Select Pricing Objective
Determine Customer Demand
Determine Costs
Analyze Competitor Prices
Determine the Pricing Method
Set the Final Price

Adapting Price
Psychological Pricing setting a price based on
peoples perception of the product or on the perception
you want them to have

Promotional Pricing discounts for a short time

Seasonal Pricing price changes for different
occasions or seasons

Geographic Pricing the price changes according to

where the product is sold

Discriminatory Pricing adjusting prices to suit

different target segments

Product-mix Pricing establishing a pricing structure

for different lines and extensions in the product mix

Question

Question

Topic 9 Chapter 15
Distribution Strategies
Distribution Channels pg. 534
Logistics
Role of Intermediaries
Channel Management & Channel Integration
Steps in designing the distribution channel pg.
536

Push vs Pull strategies

Steps in designing the Channel

1. Determine service performance levels
(amount of product, type of product, time
to market)
2. Establish channel objectives and
constraints
3. Identify channel alternatives
(type of distribution, type and number of
intermediaries)
4. Evaluate alternatives
(based on economic and amount of control)

Question

Topic 10
Promotion Strategies
What is IMC?
Why an Integrated approach to marketing?
The Communications Process pg. 615
The Communications/Promotions Mix pg. 614
Steps in Effective Marketing Communication
pg. 618

Steps in Effective Communication

1.Identifying the Target Audience
2.Determining the Communication Objectives
3.Designing the Message
4.Select Communications Channel
5.Establish the Budget
6.Decide on Communications Mix
7.Measure Results
8.Manage the Integrated Marketing Communications (IMC)
Process

Question