The following list of topics is not all inclusive but contains many of the most important topics that you should know for the first midterm exam. This list contains topics as well as individual terms. For the topics you should know the terms encompassed by that topic. I do not ask that you memorize book definitions but rather that you understand the concepts, know what they mean, and be able to apply them.
Chapter 1
History of marketing
Exchange
Utility
Value proposition
Market
Market segmentation
Target market
Marketing mix and the types of decisions related to each aspect of the marketing mix
Positioning
Marketing strategy
Demographics
Chapter 2
Planning (strategic, tactical, marketing)
Strategy
Mission statement
SBUs
BCG matrix
Growth strategies
SWOT analysis
Environmental forces
Porter’s Five Forces model
Chapter 3
Social responsibility
Pyramid of corporate social responsibility
Ethics
Ethical behavior
Chapter 4-International
International marketing
Dumping
International trade organizations
International marketing strategies
Foreign exchange (restrictions, rates)
Globalization
Foreign direct investment
Chapter 5-Marketing Research
Types of data (primary, secondary, quantitative, qualitative)
Advantages and disadvantages of types of data
Descriptive research
Causal research
3 Conditions necessary for causal inference
Data collection techniques (surveys, observation, experiments)
Survey contact methods
Advantages and disadvantages of survey contact methods
Decision support system
Validity
Reliability
Focus group
Test markets
e-Commerce
Internet, intranet, extranet
Customization, customerization
Benefits to buyers of e-Commerce
Benefits to sellers of e-Commerce
Business models
Purposes of websites
The dark side of the Internet
Internet paradox
Brick and mortar
Bricks and clicks
Click only
Digital divide