POTENTIAL EXAM QUESTIONS
PROMOTIONS & CHANNELS READINGS
1. Create a table reflecting your readings on sales promotional methods. Discuss the goals (1) of each method and type of target market segments (2) each would affect.
3. Fully explain Advertising Analytics.
4.Compare (1) and contrast (2) all sales promotional tools and when each would be appropriate to use (3).
5. Describe in detail the (1) principles, reasons (2), and strategies (3) behind branding.
6.Explain how to market the future changes within channel structures.
7. Comprehensively compare (1) and contrast (2) two channel strategies
8. Explain the differences between channels (1) supply chains (2) and future (3) issues that will involve both.
Promotions (15)
Integrated Marketing Communications Paradigm in Digital Environment: The Five Pillars of Integration. Rakic, Beba; Rakic, Mira. Megatrend Review. 2014, Vol. 11 Issue 1, p187-203.
Barwise, Patrick; Meehan, Seán, (Dec2010), "The One Thing You Must Get Right When Building a Brand", Harvard Business Review., Vol. 88 Issue 12, p80-84.
Teixeira, Thales, (Mar2012), "The New Science of Viral Ads", Harvard Business Review, Vol. 90 Issue 3, p23-27.
Bertini, Marco; Gourville, John T.; González, Raúl; Keller, Kevin Lane, (Jun2011), "Time for A Unified Campaign?", Harvard Business Review. Vol. 89 Issue 6, p129-133.
Shah, Denish; Kumar, V. (Dec2012), "The Dark Side Of Cross-Selling", Harvard Business Review. Vol. 90 Issue 12, p21-23.
Peters, Kevin; (Nov2011), "Office Depot's President on How "Mystery Shopping" Helped Spark a Turnaround", Harvard Business Review., Vol. 89 Issue 11, p47-50.
Nichols, Wes (2013), "Advertising Analytics 2.0", Harvard Business Review. (Mar), 91(3), p60-68.
Rayport, Jeffrey F., (2013), "Advertising's New Medium: Human Experience", Harvard Business Review. Mar. 91(3), p76-84.
Buy One, Get One Free: How Framing Sales Promotions Affects the Whole Shopping Basket. Ramanthan, Suresh; Dhar, Sanjay, K. GfK-Marketing Intelligence Review. May2013, Vol. 5 Issue 1, p49-52.
Try Some, Buy Some. Goldschmidt, Bridget. Progressive Grocer. Aug2013, Vol. 92 Issue 8, p88-91.
Policy and Research Related to Consumer Rebates: A Comprehensive Review. Pechmann, Cornelia; Silk, Tim. Journal of Public Policy & Marketing. Fall2013, Vol. 32 Issue 2, p255-270.
Are loyalty programs really worth the investment? Jetta, Kurt. Chain Drug Review. 4/28/2014, Vol. 36 Issue 7, p29-29.
8 Big Sweepstakes Mistakes. West, Jed. Promotional Marketing. 7/24/2013, p1-1.
SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold. Birnbaum, Daniel. Harvard Business Review. Jan/Feb2014, Vol. 92 Issue 1/2, p39-42.
When TED Lost Control of Its Crowd. Merchant, Nilofer. Harvard Business Review. Apr2013, Vol. 91 Issue 4, p78-83.
Channels (13)
Choi, Thomas; Linton, Tom, (Dec2011), "Don't Let Your Supply Chain Control Your Business", Harvard Business Review. Vol. 89 Issue 12, p112-117.
Sahlman, William A.; Wagonfeld, Alison Berkley; Sweat, Charles; Rogers, T. Gary, (Oct2011), "The Mission Versus the Bottom Line", Harvard Business Review., Vol. 89 Issue 10, p136-141.
New, Steve, (Oct2010), "The Transparent Supply Chain", Harvard Business Review., Vol. 88 Issue 10, p76-82.
Sengupta, Sumantra, (2013), "10 Trends for the Next 10 Years", Supply Chain Management Review. Jul/Aug, 17(4), p34-39.
Spencer, Curtis D., (2012), "Global logistics trends", Economic Development Journal, Fall, 11(4), p5-10.
"Digital & Emerging Media", (2012/2013), Marketing Magazine, Media Digest, p36-43.
Weber, Rick (2013), "Panel dissects the issues", Trailer / Body Builders. Mar. 54(5), p59-64.
"High Volume Flow-Through DC for Lotte Mart", (2013), Supply Chain Solutions, Jan/Feb. 43(1), p26-27.
Chirumalla, Koteshwar, (2013), "Managing Knowledge for Product-Service System Innovation", Research Technology Management, Mar/Apr. 56(2), p45-53.
The Importance of COLOR in Beauty Packaging. DOYLE, LISA. Global Cosmetic Industry. Jun2014, Vol. 182 Issue 5, p46-48.
Global Supply Chains: When Uncertainty is a CERTAIN FACTOR. Lapide, Larry. Supply Chain Management Review. Mar/Apr2014, Vol. 18 Issue 2, p40-44.
Looking Beyond Centralized and Decentralized Procurement. Partida, Becky. Supply Chain Management Review. Mar/Apr2014, Vol. 18 Issue 2, p63-65.
Secrets to Successful Order Fulfillment. Muzumdar, Maha; Zinzuwadia, Anijay. Supply Chain Management Review. Nov2013, Vol. 17 Issue 6, p40-45.