MKTG 369 Exam 1 Review Spring 2006

Sample Instructions (Please note that the format of some of the questions may change) Please answer the following essay questions using complete sentences. Feel free to use any diagrams, tables, or drawings that will help clarify your answers. The best answers will be thorough yet concise. Brief, sketchy answers will not be rewarded with a majority of the possible points. Sheer length does not substitute for quality. Good luck!

1. Describe the value creation model discussed in class, including the two separate paths to creating customer value. 2. Describe three ways a fashion (or any innovation) might diffuse into the market more rapidly. 3. Describe how the consumer problem-solving (decision-making) process differs for the three major types of purchases. 4. Discuss four retail concepts explored within the two "model ship" cases (aka the Mall Anchors Away! cases). 5. Discuss retail growth strategies, with one example of each type. (Be sure to use the product-market expansion grid.) 6. Discuss the relative risk of the major growth strategies in the product-market expansion grid. 7. List and discuss four methods of non-store retailing, including strengths and weaknesses of each compared to store-based retailing. 8. Describe multiattribute attitude models, including the four major parts. Discuss three ways retailers can use the results of such a model. Use hypothetical results for three office supply superstores rated on four attributes to illustrate how such models work 9. Define multichannel retailing. Give three examples of how a retailer might move into multichannel retailing, discussing how each can complement the original channel of the retailer. 10. Describe the process for using the business strength/market opportunity grid (aka the GE Stoplight Model) for a retailer facing three investment opportunities for a market development strategy. 11. Discuss four areas of operations where a retailer might use VALS in its planning. 12. Describe perceptual mapping. Discuss three ways a retailer might use perceptual mapping in planning.

MKT 369 Exam 2 Review Spring 2006

Sample Instructions (Please note that the format of some of the questions may change) Please answer the following essay questions using complete sentences. Feel free to use any diagrams, tables, or drawings that will help clarify your answers. The best answers will be thorough yet concise. Brief, sketchy answers will not be rewarded with a majority of the possible points. Sheer length does not substitute for quality. Good luck!

1. Describe the human resource challenge for retailers. Discuss four trends that are part of this challenge. 2. Discuss why many retail firms separate the merchandising and store management functions. Describe four methods of coordinating merchandise management and store management. 3. Define and describe the use of GMROI. How does GMROI relate to the marginturnover tradeoff? 4. Describe fashion merchandise buying and staple merchandise buying. Discuss three differences between these two types of merchandising/buying systems. 5. Discuss three advantages and three disadvantages of the following retail locations: downtown (CBD), regional shopping center, freestanding. 6. Discuss competition, demographics, and business climate as three issues in a region/market or trade area study. 7. Describe and discuss the general concept of geodemography/GIS. Discuss three ways a retailer might use such a system. 8. Compare and contrast these three types of shopping centers: power centers, regional shopping centers, and theme/festival marketplaces. Give two advantages of each type. 9. Define "private label" branding and why retailers use it. 10. Discuss negotiation between retailers and vendors. How does relationship marketing relate to the various potential outcomes (e.g., win-lose, etc.)?

MKT 369 Final Exam Review Spring 2006

1. Describe Connect Kentuckys mission and what its efforts mean for retailers. 2. Describe and discuss the retail communication mix, including the tradeoffs between cost and control. 3. Describe and discuss integrated marketing communication. 4. Describe the three general pricing strategies. What are some ethical issues in pricing? 5. Compare communication methods based on personal/impersonal and paid/unpaid relative to their credibility, flexibility, cost, and control. 6. Compare and contrast the following store layouts: free-form, race track (loop), and grid. Be sure to discuss the types of retailers most likely to use each type of layout. 7. Describe, compare, and contrast customized versus standardized customer service strategies. 8. Describe and discuss the Gaps Model for improving retail service quality.