MBB PREPPP

perfect. let’s do this the right way — I’ll keep it true to De Stefano & Christine Blaire Arcaro’s actual slides, PDFs, and question sheets (not the kiddie “marketing 101” version).
below you’ll find each core concept that appears in their lecture decks + practice questions + uploaded files, explained clearly but still in the professional-college tone they expect on the midterm. every section ends with a precise example in context that matches what they like to test.

💼 Marketing / Business Section (Mind & Body Business)

1 Marketing Mix – The 4 P’s

Definition: A coordinated set of controllable variables used to satisfy the target market and achieve the firm’s objectives.
Breakdown + Exam examples

P

What it covers

Example from course context

Product

Core benefits, design, branding, packaging, labeling.

Breakfast cereal’s colorful box and mascot are part of product strategy.

Price

Monetary value and perceived worth.

Luxury vitamins priced high to signal exclusivity (Arrae).

Place (Distribution)

Where/how the product reaches consumers.

Cereal → grocery shelves; vitamins → direct-to-consumer online.

Promotion

Communication tools (advertising, sales promo, PR).

Hailey Bieber endorsing Arrae = promotion strategy.

2 Distribution Intensity & Intermediaries

Intensive distribution: Max exposure → everywhere (snacks, drinks).
Selective: Chosen retailers (mid-range fashion or tech).
Exclusive: Single/few locations (luxury goods).
Direct vs Indirect: Direct = producer → consumer (Arrae website); Indirect = retail middlemen (Kellogg’s → Walmart).
Exam trigger: “Give an example of intensive, selective, and exclusive distribution.”

3 Integrated Marketing Communications (IMC)

Definition: Coordinating all communication tools to deliver a unified message across media and even product packaging.
Why it matters: Prevents contradictory messages; strengthens brand image.
Example: Arrae uses minimalist white aesthetics and calming tone in ads, website, and packaging = cohesive IMC.

4 Promotional Mix Tools

  • Advertising: Paid media (billboards, digital ads, TV).

  • Sales Promotion: Short-term incentives (“limited edition bundle”).

  • Personal Selling: Face-to-face selling (Sephora consultant).

  • Direct Marketing: Email campaigns, mailers.

  • Digital Marketing: SEO, social ads, influencers.
    Exam question: “Differentiate advertising vs sales promotion with examples.”

5 Product Packaging – Psychological and Functional Roles

Elements

  1. Visual appeal (color schemes, font).

  2. Functional design (opening, storage).

  3. Authenticity (unique, credible look).

  4. Storytelling (on-pack narrative).
    Example: Apple’s matte white box → “sophisticated simplicity.”
    Child-market angle: Bright colors and mascots → attention and emotional connection.

6 Shelf Placement and Slotting Allowances

Concepts from Dr. Wansink’s study

  • Average child-targeted cereal = 23 in height (eye level).

  • Adult cereal ≈ 42 in.

  • Mascot’s gaze angled down → eye contact with children → trust & sales.
    Slotting allowance: Fee paid by companies for prime shelf space.
    Exam link: “How does placement affect consumer behaviour?”

7 Marketing to Children & Consumer Socialization

Techniques used

  • Mascots & spokespeople (e.g., Tony the Tiger vs athlete endorser).

  • Premiums (toys in boxes).

  • Cross-promotions (Movie x Cereal).

  • Bright colors & slogans.
    Consumer socialization: Children learn purchasing habits via parents, peers, and media messages.
    Pester power: Kids’ influence over parents’ buying decisions.
    Example: McDonald’s Happy Meal uses movie toys to drive requests → parental purchase.

8 CSR and Sustainable Marketing

Five principles

  1. Consumer-oriented (marketing from buyer perspective).

  2. Customer-value (provide genuine benefit).

  3. Innovative (continuous improvement).

  4. Sense-of-mission (broader purpose).

  5. Societal (marketing that balances profit, consumer, society).
    Example: Patagonia’s “Don’t Buy This Jacket” ad → mission-driven marketing.

🧠 Psychology / Health Section (Mind & Body Lectures)

1 Biopsychosocial Model of Obesity & Eating Disorders

  • Biological: Genetics, hormones, hypothalamus dysfunction.

  • Psychological: Perfectionism, body dissatisfaction, impulsivity.

  • Social: Cultural ideals, media pressure, economic factors.
    Example: A teen with high perfectionism scrolls thin ideal posts (psycho + social) → restrictive diet → biological disruption.

2 BMI vs EOSS (Edmonton Obesity Staging System)

Aspect

BMI

EOSS

Measures

Weight/height ratio

Functional & health impact

Limit

Ignores mental/physical consequences

Holistic – medical, mental, social function

Example

Athletic woman BMI 29 = “overweight” yet healthy

EOSS Stage 0 → no intervention needed

Why EOSS is better: Captures true risk profile.

3 Stress and General Adaptation Syndrome (GAS)

Stages: Alarm → Resistance → Exhaustion.
Chronic stress causes hormonal imbalance (cortisol ↑) → weight gain and weakened immunity.
Example: Continuous exam stress = overeating and poor sleep patterns.

4 Hypothalamus and Reward Pathways

Hypothalamus: Regulates hunger and satiety signals.
Reward system: Dopamine release from high-sugar foods encourages hedonistic eating (binge behaviour).

5 Social Comparison Theory

Definition: Evaluating oneself by comparison with others.

  • Upward = to better → decreased self-esteem.

  • Downward = to worse → temporary boost.
    Example: A student comparing their body to fitspiration influencers → low mood and body dissatisfaction.

6 Perfectionism (3 types)

  1. Self-oriented: Unrealistic personal standards.

  2. Other-oriented: Expect perfection from others.

  3. Socially prescribed: Belief that others demand perfection.
    Example: Self-oriented perfectionism → “Anything less than 90 = failure.”
    Leads to distorted thinking and eating disorders.

7 Eating Disorders (Symptom Logic you must know)

Disorder

Core Symptoms

Linked Traits

Example

Anorexia Nervosa

Restriction + fear of weight gain

Perfectionism, control

Feels “fat” despite underweight.

Bulimia Nervosa

Binge → purge

Impulsivity, shame

Secretly eats then vomits/exercises.

Binge Eating Disorder

Binge without purge

Low self-esteem

Consumes large quantities → guilt.

Case-study expectation: Identify which one fits Melody scenario → link to stress & perfectionism traits.

8 Body Dysmorphia and Muscle Dysmorphia

Definition: Persistent preoccupation with perceived flaws.
Reverse anorexia (muscle dysmorphia): Common in men who feel “too small” despite muscular build.
Exam question: “What are possible consequences of a drug that makes weight loss easy?” → Body dysmorphia would increase because standards tighten.

9 Body Positivity and Social Media Paradox

Positive side: Inclusion & self-acceptance.
Negative: Still appearance-focused; filters → unrealistic comparison; “commodification of the body” = turning appearance into a marketable asset.
Example: #BodyPositivity posts with perfect lighting and posed angles still reinforce beauty norms.

10 Coping and Prevention

Lazarus’ Transactional Model: Stressor → appraisal → coping (strategy choice).

  • Mind management: Reframing, acceptance, rational coping.

  • Body management: Exercise, relaxation, biofeedback.
    Preventive measures: Early education, normalize pubertal changes, critical media literacy, family discussion.
    Example: Teaching preteens that weight gain after puberty is normal reduces future risk of EDs.

🔗 Where the Two Domains Meet

Intersection

Explanation

Example

Marketing → Child Psych

Mascots, colors, eye contact exploit attention bias in children.

Tony the Tiger’s gaze ↓ = child trust.

Consumer Socialization

Children learn “brand loyalty” before age 10.

Preferring Kellogg’s over store brand.

Ethics / CSR

Using marketing psychology for healthy foods instead of sugary ones.

Mascot promoting fruit gummies instead of candy.

That’s every concept they’ve tested or referenced across:

  • Marketing Mind Body Business notes

  • Food Industry & Marketing Practices slides

  • Obesity & Body Image lecture deck

  • Practice question packets (Oct 31 series)