Exam 2 Study Guide

Management 322—Marketing Management

The exam will consist of 20 matching questions and 20 multiple-choice questions worth two points each,
and four short answer questions worth five points each. This guide may not cover all questions on the
exam and the instructor reserves the right to change the number of questions for each section.

Part I: MATCHING (2 points each)

Know the textbook definition of the following 21 key concepts, 20 of which will appear on the exam.

• Product
• Product Item
Chapter 10
• Product Line
Product Concepts
• Product Mix
• Brand

• Diffusion
Chapter 11
• Innovation
Developing and Managing Products
• Product Life Cycle

• Service
Chapter 12 • Intangibility
Services and Nonprofit Organization • Inseparability
Marketing • Heterogeneity
• Perishability

• Supply Chain
Chapter 13 • Marketing Channel (Channel of
Supply Chain Management and Marketing Distribution
Channels • Channel Members
• Direct Channel

• Retailing
Chapter 14 • Independent Retailer
Retailing • Chain Store
• Franchise
Part II: MULTIPLE-CHOICE (2 points each)
Multiple-choice questions will be selected directly from the test bank for the MKTG textbook. Unless
otherwise specified, one question will be selected for each topic.

• Understand four types of consumer

products (convenience, shopping,
specialty, unsought)
• Understand product mix width and
product line depth
Chapter 10
Product Concepts • Understand the difference between
family branding and individual branding
• Understand the common types of co-
branding (ingredient branding,
cooperative branding, and
complementary branding)

• Be able to distinguish the five adopter

categories (innovators, early adopters,
early majority, late majority, laggards)
from one another
• Understand the five product
characteristics (complexity,
compatibility, relative advantage,
observability, and trialability) that can
be used to predict and explain the rate
Chapter 11 of acceptance and diffusion of a new
Developing and Managing Products product
• Be able to identify the stage
(introductory, growth, maturity, or
decline) for a product when provided
with one or more characteristics of said
product such as number of competitors
or sales
• Understand why marketing costs are
high in the introduction stage of the
product life cycle

• Understand the difference between

Chapter 12
Services and Nonprofit Organization Marketing
people-processing and possession-
processing services
• Understand the difference between
core and supplementary services
• Understand how the strategy of mass
customization works
• Understand the three pricing objectives
(revenue-oriented, operations-oriented,
and patronage-oriented) marketers can
set when pricing services
 • Understand the logistics function
performed by intermediaries
• Understand the types of channel
intermediaries (merchant wholesalers,
Chapter 13 agents and brokers, and retailers) x2
Supply Chain Management and Marketing • Understand how a reverse channel
Channels works
• Understand the three levels of
distribution intensity (intensive
distribution, selective distribution,
exclusive distribution)

• Understand the types of in-store

retailers (department stores, specialty
Chapter 14 stores, etc.) x2
Retailing • Understand the types of nonstore
retailing (automatic vending, direct
retailing, etc.)

Part III: SHORT ANSWER (5 points each)

1. Understand the five techniques a company can employ to keep a federally trademarked brand
from becoming a generic term. See lecture notes. This material is not covered in the
textbook.
2. Be able to explain Louis Cheskin’s sensation transference packaging theory and give examples
of the theory in practice. See lecture notes. This material is not covered in the textbook. Use
lectures notes only.
3. Be able to discuss the benefits and challenges associated with using a dual distribution (multiple
distribution) strategy. See Chapter 13 in textbook and lectures notes.
4. Using the concept of contact efficiency, be able to discuss how the inclusion of one or more
intermediaries in a marketing channel does not necessarily lead to higher prices for consumers.
See Chapter 13 in textbook and lecture notes.