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September 25, 2017
 



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TRADITIONAL

Study Guide

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Principles of Marketing


Principles of Marketing covers material commonly taught in a one-semester introductory course in basic marketing. You will need to have a basic knowledge of the economic/demographic, social/cultural, political/legal, and technological trends that are important to marketing.

The CLEP examination is 90 minutes long and includes 100 multiple-choice questions, which will require you to demonstrate the following abilities:
  • Knowledge of basic marketing terminology
  • Understanding of basic marketing concepts and the ability to apply them to basic marketing situations
  • Capability to perform basic marketing computations
The examination covers the following areas:
  • The Role of Marketing in Society
    • History
    • Economy
    • Ethics
    • Non-profit marketing
    • International marketing

  • The Role of Marketing in a Firm
    • Marketing concept
    • Planning and strategy
    • Marketing environment
    • Research

  • Target Markets
    • Consumer behavior/demographics
    • Demand estimation and forecasting
    • Segmentation
    • Positioning
    • Business-to-business markets

  • Marketing Mix
    • Product and service management
    • Pricing policies
    • Distribution logistics
    • Promotion
(Taken from “Principles of Marketing,” CLEP: Principles of Marketing Exam, www.collegeboard.com/student/testing/clep/ex_pmark.html.)

The required textbook(s) for the Traditional course are listed below.

  • Marketing 8th   
       by Kerin, Roger A. / Berkowitz, Eric N. / Hartley, Steven W. / Rudelius, William - McGraw Hill, 2006
        
    ISBN 9780073080154