BA 260 MARKETING PLANNING & ANALYSIS Notre Dame de Namur MBA Program GUIDANCE FOR MIDTERM EXAM EXAM

M GROUND RULES 1. Complete your exam online using moodle at sbmonline.ndnu.edu. Instructions for usernames and passwords are given on the homepage. 2. No help from classmates allowed. Obviously you can use your books and notes, but you probably wont have much time to reference these sources too extensively (nor, for the most part, will you need to). 3. Your spelling and grammar dont have to be perfect, but your writing should be easily understood. Dont waste too much time editing. 4. Have a calculator or Excel handy. Though not the major focus of the exam, some moderately light calculations will be required. 5. Exam length will be 3-4 questions, each with a couple sub-parts. You will have 3.5 hours to complete the exam, though the exam is designed to be comfortably completed in 2.5 hours. WHAT TO STUDY Generally: All chapters 1-13, except Chapter 7 (we are not covering business markets in this course) All lecture notes (i.e. powerpoints) All in-class activities Take a look at the practice exam to get a feel for the kinds of questions I ask. Specifically: Make sure you have thoroughly read and understood the Green Ox case we discussed a few weeks ago. One of the exam questions will be specifically based on it. Re-read (or read for the first time!) pages 130-131 of your Kotler/Keller text. Familiarize yourself with the methods used to estimate potential market demand. Also, make sure you understand the concepts of Contribution to Profit and Customer Lifetime Value and how to calculate them. We will also discuss these concepts in class this week. BEST ADVICE: Dont overdo it! Marketing is 50% analysis, 50% vocabulary and 100% common sense. Make sure your answers make sense!