Suggestion for mid-term

 TOPICS TO STUDY FOR BOTH OBJECTIVE AND DESCRIPTIVE QUESTIONS

·         4 Characteristics of Service (Intangibility, Variability, Perishability, Inseparability)

·         Product Mix, Product Mix Width, Length, Depth and Consistency

·         Brand Development Strategies

·         Brand Sponsorship Strategies

·         Bases of Segmentation and all of its variables (Study and understand the examples thoroughly)

·         Levels of Segmentation

·         Definition of the 4 Types of Target Marketing Strategies (Undifferentiated, Differentiated, Concentrated and Micro-marketing)

·         Definition of Marketing Channel, Merchant Middlement, Agent Middlemen

·         The Channel Levels (Direct and Indirect, Channel 1,2,3,4)

·         3 Distribution Strategies Exclusive, Selective, Intensive)

·         3 Types of Channel Conflict

Given below are some additional definitions that you must know:

·         Market Skimming Pricing: is a strategy with high initial pricing to “skim” revenue layers from the market.

·         Captive Product Pricing: involves pricing of products that must be used along with the main product.

·         Shopping products: refers to the consumer goods that the consumer carefully compares on suitability, quality, price and style in the process of selection and final purchase.

·         Unsought products: refers to the consumer goods that the consumer either does not know about or does not normally think of buying. So, huge advertisement and promotional activities are necessary to make them interested about the products.