BA 491 Study Guides

Marketing Management

BA 491

Study Guide Exam II

Chapter 5

Factors Influencing consumer behavior

Key Psychological Processes

Five-Stage Model of Consumer Buying Process

Expectancy-value model

Decision Heuristics

Chapter 6

Characteristics of Business Markets

Stages in the Buying Process

Benefits of Vertical Coordination

Chapter 7

Segmentation Variables

Chapter 8

Brand Equity

Brand Equity Models

Cult Branding

Criteria for Choosing Brand Elements

Sources of Brand Knowledge

What is a Brand Worth

Revitalizing a Brand

Chapter 9

Brand Positioning

Category Membership

PODs and POPs

Establishing Brand Positioning

Dimensions of Differentiation

Rational and Emotional Components of Differentiation

Protecting Market Share

Market Challenger Strategies

Guerrilla Marketing

Niche Specialist Roles