Important Questions Final

Principles of Marketing, 13th Edition,
By Kotler/Armstrong/Agnihotri/ Haque
Important Questions
Chapter 1
Marketing: Creating and Capturing Customer Value
1. Define marketing and outline the steps in the marketing process.
2. Explain the importance of understanding customers and the marketplace, and identify the
five core marketplace concepts.
3. Identify the key elements of a customer-driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy.
4. Several competing philosophies such as the Selling concept, Production concept and
Product concept exist. How are these different from one another? How are these different
from the marketing concept?
Chapter 2
Company and Marketing Strategy: Partnering to Build Customer Relationships
1. Explain companywide strategic planning and its four steps.
2. Explain marketings role under strategic planning and how marketing works with its
partners to create and deliver customer value.
3. Describe the elements of a customer-driven marketing strategy and mix, and the forces
that influence it.
4. List the marketing management functions, including the elements of a marketing plan,
and discuss the importance of measuring and managing return on marketing.
Chapter 3
Analyzing the Marketing Environment
1. Describe the environmental forces that affect the companys ability to serve its customers.
2. Explain how changes in the demographic and economic environments affect marketing
decisions.
3. Discuss how companies can react to the marketing environment.
Chapter 4
Managing Marketing Information
1. Explain the importance of information in gaining insights about the marketplace and
customers
2. Define the marketing information system and discuss its parts
3. Outline the steps in the marketing research process
Chapter 5
Consumer Markets and Consumer Buyer Behavior
1. Define the consumer market and construct a simple model of consumer buyer behavior.
2. Name the four major factors that influence consumer buyer behavior.
3. List and define the major types of buying decision behavior and stages in the buyer
decision process.
Jamshed Khattak
6/17/2016
Chapter 6
1
Business Markets and Business Buyer Behavior

1. Define the business market and explain how business markets differ from consumer
markets.
2. Identify the major factors that influence business buyer behavior.
3. List and define the steps in the business buying decision process.
4. Define the business market and explain how business markets differ from consumer
markets.
Chapter 7
Customer-Driven Marketing Strategy: Creating Value for Target Customers
1. Define the major steps in designing a customer-driven marketing strategy: market
segmentation, targeting, differentiation, and positioning
2. List and discuss the major bases for segmenting consumer and business markets
3. Explain how companies identify attractive market segments and choose a market
targeting strategy
Chapter 8
Products, Services, and Brands: Building Customer Value
1. Define product and the major classifications of products and services.
2. Describe the decisions companies make regarding their individual products and services,
product lines, and product mixes.
3. Identify the four characteristics that affect the marketing of a service and the additional
marketing considerations that services require.
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Chapter 9
New-Product Development and Product Life-Cycle Strategies
Explain how companies find and develop new-product ideas.
List and define the steps in the new-product development process and the major
considerations in managing this process.
Describe the stages of the product life cycle and how marketing strategies change during
the products life cycle.
Chapter 10
Pricing: Understanding and Capturing Customer Value
Answer the question What is a price? and discuss the importance of pricing in todays
fast-changing environment.
Identify the three major pricing strategies and discuss the importance of understanding
customer-value perceptions, company costs, and competitor strategies when setting
prices.
Identify and define the other important external and internal factors affecting a firms
pricing decisions.
Chapter 11
Pricing Strategies
Describe the major strategies for pricing imitative and new products.
Explain how companies find a set of prices that maximize the profits from the total
product mix.
Discuss how companies adjust their prices to take into account different types of
customers and situations.
Discuss the key issues related to initiating and responding to price changes.
Jamshed Khattak
Chapter 12
6/17/2016
2
Marketing Channels: Delivering Customer Value

1. Explain why companies use marketing channels and discuss the functions these channels
perform.
2. Discuss how channel members interact and how they organize to perform the work of the
channel.
3. Identify the major channel alternatives open to a company.
4. Explain how companies select, motivate, and evaluate channel members.
5. Discuss the nature and importance of marketing logistics and integrated supply chain
management.
Chapter 13
Retailing and Wholesaling
1. Explain the role of retailers in the distribution channel and describe the major types of
retailers.
2. Describe the major retailer marketing decisions.
3. Explain the major types of wholesalers and their marketing decisions.
Chapter 14
Communicating Customer Value: Integrated Marketing Communications Strategy
1. Define the five promotion mix tools for communicating customer value.
2. Outline the communications process and the steps in developing effective marketing
communications
3. Explain the methods for setting the promotion budget and factors that affect the design of
the promotion mix.
Chapter 15
Advertising and Public Relations
1. Define the role of advertising in the promotion mix.
2. Describe the major decisions involved in developing an advertising program.
3. Explain how companies use public relations to communicate with their publics.
Chapter 16
Personal Selling and Sales Promotion
1. Discuss the role of a companys salespeople in creating value for customers and
building customer relationships
2. Identify and explain the six major sales force management steps.
3. Discuss the personal selling process, distinguishing between transaction-oriented
marketing and relationship marketing.
4. Explain how sales promotion campaigns are developed and implemented.
Chapter 19
The Global Marketplace

1. Discuss how the international trade system and economic, political-legal, and cultural
environments affect a companys international marketing decisions.
2. Describe three key approaches to entering international markets.
3. Explain how companies adapt their marketing mixes for international markets.
4. Identify the three major forms of international marketing organization.
Jamshed Khattak
6/17/2016
3

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Principles of Marketing, 13th Edition,

Business Markets and Business Buyer Behavior

Marketing Channels: Delivering Customer Value

The Global Marketplace

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