Guideline for (MKT 501) Semester final exam
1.
Short Notes:
a.
Diversification b. Downsizing c. market
segmentation d. Market positioning e. marketing Mix
f. Need, want & demand g. Marketing h. generation x i. generation y j.
Customer Relationship management (CRM) k. Primary & Secondary data l. Major
types of buying situation m. Participants in business buying process m. Market targeting n. Consumer products
& Industrial products o. Service and its features p. Brand, brand equity,
brand extension, co-branding q. product mix
r. fad, fashion & Style s. Stages of new product development t.
product life cycle u. Break-even pricing & cost-plus pricing v. market
penetration Pricing & Market Skimming Pricing w. marketing Channels x.
Supply Chain management & Marketing Logistics y. Direct marketing z.
Retailing & wholesaling aa. Market
leader, challenger, follower & Niche ab. Promotion Mix
2.
Case study:
a.
Trap-ease America; the big cheese of Mousetraps.
Page 66-67
b.
Botox: Almost Trouble free new faces Page 36-37
c.
GM- Downsizing the Hummer page 271-271
d.
Starbucks: Brewing a worldwide Experience page
310-311
e.
Red Bull: Waking a new market page 340-341
f.
Southeast bank: Free Checking page 394-395
Mark Scheme:
Short question: 10 out of 12 marks
25
Case study 3 marks
75
(two of known –from given six and
one of unknown in the given context. )
Book: Principles of Marketing, Philip Kotler, 10th Edition 
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