BA 491 Study Guides

Marketing Management

BA 491

Study Guide Exam II

Chapters 5-9

In studying for the exam on Wednesday, March 14:

Chapter 5

What influences consumer behavior?

Perception

Brand Associations

Brand Beliefs

Consumer Buying Process

Calculation of Perceived Value

Chapter 6

Characteristics of Business Markets

Buying Situations

Buygrid Framework

Chapter 7

Patterns of Market Segmentation

Segmentation Variables for Consumer Markets

Segmentation Variables for Business Markets

Steps in Segmentation Process

Five Patterns of Target Market Selection

Chapter 8

Branding

Marketing Advantages of Strong Brands

Building Brand Equity

Criteria for Choosing Brand Elements

General Brand Strategies

Branding New Products

Chapter 9

Positioning and Examples

Category Membership

Ways to convey category membership

POPs

PODs

Key Criteria for Points of Difference

Differentiation Variables

Product and Service Differentiation

Personnel Differentiaiton

Channel Differentiation

Image Differentiation

Competitive Forces Model

Analyzing Competitors

Strengths & Weakenesses

Selecting Competitors

Competitive Strategies

Defending Market Share (six types of defense strategies)

Market Challenger Strategies

Specialized Niche Roles