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Midterm

MKTG 317 Study Guide - Midterm Guide: Florsheim Shoes (Company), Faith Popcorn, Brand Equity


Department
Marketing
Course Code
MKTG 317
Professor
Edmund Gee
Study Guide
Midterm

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MKTG 317 Midterm Review 10/23/2015
The Exam
Get there early bring a pen AND pencil
3 parts
oMC = textbook based
oShort answer = in class material
oCase: practice cases, in-class framework
Studying
80% notes and 20% textbook
Memorize!!!!
Pracitces cases
Writing
Manage your time (1hr 15 min case, 1hr SA, 45min MC)
Be concise
Read carefully!!!!!!!!!!!!!!!!!!!!!
Look closely at marks available
Bring highlighters (3 diff colours)
SWOT

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Internal:
oStrengths and Weaknesses
External:
oOpportunities and threats
Strengths and Weaknesses
Mention the company name
Internal to the company
Example:
oBrand name
o# of product lines
oCompany history
oCompany management
oFinancial history
oResearch and development
oHuman resource abilities
Highlight positives in one colour
Highlight negatives in another colour
Highlight key question in own colour
Not Speculation

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Examples:
oMarket share
oBrand equity
oConsumer loyalty
oCan talk about these and will not be considered speculation
Avoid:
o“Sales will increase”
o“profits will increase”
Florsheim Case
Key question:
oHow to target Gen Y and modernize their brand
SWOT:
oStrengths:
Strong network of wholesalers
Brand is on the shoe
SWOT Analysis
Strength:
oFlorsheim shoes has a diverse line of products, which have
varying levels of popularity globally. Having many different
product lines spread across many economies can help in
targeting a large array of people, as well as provide economic
stability in unstable times. This is a strength for Florshiem in
reaching new markets for these reasons,
Weaknesses
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