Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Tips on Interpreting Essay and Exam Questions
Tips on Interpreting Essay and Exam Questions
This section will show you how to:
- Focus on the issues that are relevant and central.
- Read questions carefully and take account of all the words.
- Produce a balanced critique in your outline structures.
- Screen for the key words that will shape your response.
- Focus on different shades of meaning between ‘critique’, ‘evaluate’, ‘discuss’ and ‘compare and contrast’.
What do You See?
Figure 3.2 Visual illusion
The suggested explanation for visual illusions is the inappropriate use of cues – namely we try to interpret three-dimensional figures in the real world with the limitations of a two dimensional screen (the retina in the eye). We use cues such as shade, texture, size, background, and so on ...
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