Week 8: Mid-Term Examination
Learning objectives
- Consolidate Weeks 1–7 into a revision map.
- Practice applying concepts to short cases, not only definitions.
- Manage time and evidence-based answers in the exam.
Week 8 is reserved for the mid-term examination. Use this page as a structured revision guide — not a substitute for your lecturer's guidance on format and weightage.
Topic map (Weeks 1–7)
- Definition, scope, core concepts, orientations.
- Customer value, satisfaction, CRM, debate skills.
- Segmentation bases, MASDA, global/sustainable/relationship/mass customization.
- Targeting strategies, positioning, repositioning.
- Micro vs macro environment; responding to change.
- Consumer behavior drivers, decision types, adoption.
- B2B differences, buying center, strategic planning link to marketing.
How to study for application questions
- For each concept, write one original Pakistan example in your own words.
- Practice diagnose → recommend on short scenarios (a brand losing share; a retailer ignoring CRM).
- Know distinctions that examiners love: need/want/demand; micro/macro; B2B/B2C; segment/target/position.
Exam craft
Define briefly, then apply. Vague storytelling without terms loses marks; term-dropping without application also loses marks. Balance both.
After the mid-term, the course shifts into the marketing mix in depth — product, price, place, promotion — plus cases and projects.
Key terms
- Revision map
- Organized outline linking weeks to likely exam themes.
- Application question
- Item that requires using concepts on a scenario, not only recalling a definition.
Self-check
- Write a 5-bullet cheat-sheet (from memory) covering STP.
- Create one short case that forces a micro vs macro diagnosis.
- Which three distinctions from Weeks 1–7 are you weakest on? Plan a fix.