MGT 206: MARKETING MANAGEMENT

POINTERS FOR THE

COMPREHENSIVE EXAMINATION

1. Michael Porter’s VALUE CHAIN ACTIVITIES

2. According to Frederick E Webster Jr. and Yoram Wind, organizational buying is the decision-making
process by which formal organizations establish the need for purchased of products and services and
identify, evaluate, and choose among alternative brands and suppliers characteristics of business markets
that contrast with consumer market
3. The Product- Life Cycle
4. managing brand equity strategies.
5. service component
6. Managing Channel Conflict
7. m- commerce
8. product mix: price setting
9. Supply Chain Management (SCM), Integrated Logistics Systems and Market-Logistics Decisions.

“Successful and unsuccessful people do not vary greatly in their abilities.

They vary in their desires to reach their potential.” – John Maxwell