1. With what references are the consumers compare product prices?

2. What are the objectives of sales-promotion? Give the characteristics each of them?

3. Communication process.

4. New product development process

5. Give the characteristic of direct marketing.

6. What are the differences between primary types of price deals?

7. What is the sales promotion? Types of sales promotion activities. Give the examples from real life.

8. What are the differences between “brand” and “branding”?

9. What are the basic approaches of determining price? Give characteristics of each of them.

10. Developing process of new product. Stage’s characteristic.

11. Give the proposition for averting communications barriers.

12. What are the methods for companies deciding on the promotion budget? Explain each of them.

13. Expand methods of marketing research. Examples.

14. What is the difference between primary and secondary data? Name and justify the advantages and disadvantages of primary and secondary data.

15. Explain the purpose and nature of product policy.

16. Compare the marketing of all types of business goods.

17. Give the characteristic of stages of developing new products.

18. What are the main reasons that may hinder the success of new products on the m]arket?

19. Compare the marketing of consumer and business products.

20. Explain the features of business and non-profit marketing.

21. Reveal how factors internal and external environment affect marketing activities.

22. Explain three categories of new products and marketing activity of them.

23. Compare the marketing of all types of consumer goods.

24. The common methods of marketing pricing.

25. Stages of marketing research.

26. Objectives and resources of communications process.

27. Give the characteristics of the common forms of marketing activities. Give the examples.

28. Give the characteristics and differences of all types of brand managers.

29. Give the characteristics of types of the marketing control.

30. What is the marketing plan? Give its characteristics and sphere of its using.

31. Content of the marketing plan.

32. Marketing plan process. Give the characteristics of each elements of this model.

33. What are the needs, wants and demand? What are the differences? Give the examples.

34. What is the marketing network? Give the characteristics of each element.

35. How the sellers’ four Ps correspond to the customers’ four Cs? Explain all position of them.

36. Give the main differences between non-profit and business marketing.

37. What the marketing depending on the objects is?

38. Types of marketing depending on the nature and scope of the existing and desired demand.

39. What are the market segmentation and positioning? Give the characteristics of them.

40. What are the criteria for effective segmentation? Give the characteristics each of them.

41. What are the segmentation’s strategies? Give the characteristics and differences each of them.

42. The categories of marketing research firms. Give the characteristics and differences each of them.

43. General types of research designs. Give the characteristics and differences each of them.

44. In what ways primary data can be collected? Give the characteristics each of them.

45. In what ways secondary data can be collected? Give the characteristics each of them.

46. Stages in the adoption process of new product. Give the characteristics each of them.

47. What is the adoption rate? What are the characteristics affected the adoption rate?

48. What is the price/quality relationship? Consumer’s strategies of pricing.

49. Give the characteristics of the common methods for companies deciding on the promotion budget.

50. Give the characteristics of the factors in developing company’s promotion mix.

1. With what references are the consumers compare product prices?

Consumers compare product prices to:

• External reference prices include those charged by other retailers or comparison prices that a retailer provides to enhance perceptions of the published price;

• Internal reference prices are comparison standards that consumers remember and use to make their judgments.

There are several internal reference prices:

• One is the expected price, a primary determinant of whether a buyer perceives a price as fair and reasonable;

• Another is the reservation price, an economic term for the highest price a person is willing to pay;

• Expectation of future prices is also a key internal reference, as the forward-looking consumer evaluates the costs and benefits of buying now versus buying at some future time.

2. What are the objectives of sales-promotion? Give the characteristics each of them?

The specific objectives for sales promotion vary with the target market.

For consumers objectives include:

• Encouraging purchase of larger-size units;

• Building trial among nonusers;

• Attracting switchers away from competitors brands.

For retailers:

• Persuading retailers to carry new items and higher levels of inventory;

• Encouraging off-season buying;

• Encouraging stocking of related items;

• Offsetting competitive promotions;

• Building brand loyalty;

• Gaining entry into new retail outlets.

For the sales force:

• Encouraging support of a new product or model;

• Encouraging more prospecting;

• Stimulating off-season sales.

3. Communication process.

Communicational process has some stages:

1. Source. As the source of the message, you need to be dear about why you are communicating, and what you want to communicate.

2. Message. Is the information that you want to communicate.

3. Encoding. This is the process of transferring the information you want to communicate into a form that can be sent and correctly decoded at the other end.

4. Channel. Messages are conveyed through channels with verbal channels including face-to-face meeting, telephone and videoconferencing; and written channels including letters, e-mails, memos and reports.

5. Decoding. Just as successful encoding is a skill, so is successful decoding.

6. Receiver. Your message is delivered to individual members of your audience. Keep in mind, through, that each of these individuals enters into the communication process with ideas and feelings that will undoubtedly influence their understanding of your message, and their response.

7. Feedback. Your audience will provide you with feedback, as verbal and nonverbal reactions to your communicated message. Pay close attention to this feedback, as it is the only thing that can give you confidence that your audience has understand your message.

8. Context. The situation in which your message is delivered is the context. This may include the surrounding environment or broader culture (corporate culture, international cultures, and so on).