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questions (The answers from ppt) 1 week
(Ch. 11-19)
Product Life Cycles and Changes to the Marketing Mix
Product Adopters (consumer types)
Brand Equity Pyramid (Hierarchy)
Branding
Uniqueness of Services Marketing
Evaluation of Services and RATER
Customer contact or Service audit
Service Marketing Mix
Pricing Equation
Forms of Competition
Break Even Point Calculation
Various approaches to pricing
Mark-up and Margin Calculation
Value-Add Functions of Channels
Supply Chain Management
Breadth-Depth of Retail
Retail Positioning
Promotional Mix (Mass and Customized)
Push and Pull Promotions
Sales Promotions (Consumer and Trade)
Personal Selling and Sales Funnels
Strategic Marketing Process & Goals Setting
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