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Marketing Essentials

BA 345: MARKETING ESSENTIALS
Study Guide for Exam #3 – Final Exam (Monday, December 12)
Fall 2005

The fine print says that I am doing my best to include everything that you will see on the exam in this study guide. However, I cannot guarantee this to be true since I am not done writing the exam. Because every part of the course is an important component of your learning process, information from our lectures, Charlie Jordan's talk, and the Kotler text may appear on the exam.

Final Exam Material: Chapters 9 – 15, Charlie Jordan's talk
Final Exam Date and time: Monday, December 12th, 10:20 to 12:10

CH9 New Product Development and Product Life Cycle Strategies
1. What is a new product? What makes up the most "new" products?
2. Why do so many new products fail?
3. What can you do to help improve your chances of developing a successful product? We discussed this in class and I also provided you with a recent brandchannel.com article addressing a few ways.
4. What are ways companies can promote innovation?
5. Starbucks coffee liqueur: An example of what branding strategy? What are the marketing concepts highlighted in the brandchannel.com article? What is Starbucks doing to help ensure success?
6. The 8 stages in new product development – What are they? Be able to describe each stage.
7. What are major ways companies generate new product ideas?
8. Product idea and product concept – what are these and how do they differ?
9. On what do companies rate new product ideas?
10. Concept testing – What? How? Advantages? Disadvantages? When?
11. Test marketing – What? Advantages? Disadvantages? When? Types?
12. Product testing – What? When?
13. What are the differences between concept testing, test marketing, and product testing?
14. Considerations when launching a new product (when, where, how)?
15. PLC – What? Key considerations? Characteristics of each stage? How might your marketing mix/strategy change with each stage?...