Multiple choice/True-False
Problem 1. How many variables are there in the marketing mix?
a. 2
b. 3
c. 4
d. 5
e. 6
Problem 2. The following are all factors affecting a firm's decision to pursue market segmentation strategy except:
a. Similarity of customer needs, attitudes, and buying behavior
b. Firm's resources
c. Nature of competition
d. Homogeneous markets
e. Size of target markets
Problem 3. A marketing plan consists of:
a. Customer analysis
b. Company analysis
c. Forecasting and estimates
d. Competition analysis
e. All of the above
Problem 4. Target marketers believe that ____________ should be the focus of all business and marketing activity.
a. Products
b. Customers
c. Budgets
d. Distribution channels
e. Advertising medium
Problem 5. Using coupons and samples to promote a product is a push strategy.
a. True
b. False
Problem 6. The following are all major stages of a product life cycle except:
a. Sales decline
b. Market maturity
c. Market introduction
d. Market implementation
e. Market growth
Problem 7. Quantitative market research can be summarized in numbers, like percentages, averages or other statistics.
a. True
b. False
Problem 8. The difference between primary and secondary research is:
a. Primary research consists of one-on-one interviews while secondary research is done in a group setting
b. Primary research data sources come from observation and questioning while secondary research data sources come from both inside and outside of the company
c. Primary research data is qualitative while secondary research data is quantitative
d. Primary research is based on focus group interviews while secondary research is based on one-on-one interviews
e. Primary research is less expensive but more time consuming
Problem 9. The message that a source originally encodes and the meaning a receiver ultimately decodes:
a. May contain circular feedback
b. May be different because of noise
c. Are usually exactly the same
d. Are rarely similar because of feedback
e. Are collectively termed the medium of transmission
Problem 10. The following are all promotion methods except:
a. Publicity
b. Mass selling
c. Sales promotion
d. Personal selling
e. Channel selling
Your word count for each response should be between 200 hundred 250 words.
Problem 1. What is Marketing?
Problem 2. What are the 4Ps of Marketing? Explain each stating what is it and why is it important. Select a particular product or service and provide two very specific examples of each of the Marketing 4Ps for this selected product or service.
Problem 3. Define distribution channels, explain its importance to the marketing of products/services, describe the different levels/partners involved in the process and when and why a producer or manufacturer might use zero, one or multiple channels.
Problem 4. There are two types of data used for research. What are these two types of data When implementing a marketing plan, when should you use each? What are two pros and two cons of each? Provide two examples of each.
Problem 5. What does SWOTT stand for? What is the purpose of a SWOTT? Using one of the following companies as an example, select one PRODUCT and provide a SWOTT analysis for that company. Need to provide at least two examples of each SWOTT element. McDonald's, Coca Cola, Nike.
Problem 6. What is ethics? Why is ethics so critical in marketing today? Provide two specific examples of recent (last two years) unethical behavior in the marketplace and explain why the actions were unethical.