Sample Final Examination MKT/421 Version 10

MKT/421 Sample Final Examination

This Sample Examination represents the Final Examination that students complete in Week Five. As in the following Sample Examination, the Final Examination includes questions that assess the course objectives. Although the Sample Examination includes one question per objective, the Final Examination includes three questions per course objective. Refer to the questions in the following Sample Examination to represent the type of questions that students will be asked in the Final Examination. Refer students to the weekly readings and content outlines for each week as study references for the Final Examination.

Week One: Marketing Fundamentals Objective: Define marketing. 1. Marketing a. means selling or advertising b. means exchanging offerings that have value for customers c. involves actually making goods or performing services d. does not impact consumers' standard of living Objective: Explain the importance of marketing in organizational success. 2. In 2006, Starbucks produced the movie, Akeelah and the Bee. This is an example of a. diversification b. market development c. product penetration d. differentiation Objective: Describe the elements of the marketing mix. 3. All of the following are product-area decisions EXCEPT a. quality level b. market exposure brand name c. d. packaging Objective: Explain the importance of the marketing mix in the development of marketing strategy and tactics. 4. Scott Paper uses many intermediaries to reach its target markets; Citibank uses none. Which of the marketing mix variables is being considered here? a. Penetration b. Product c. Promotion d. Place Objective: Create a marketing plan. 5. __________ refers to putting marketing plans into operation. a. Delivery b. Implementation c. Operational planning d. Strategy planning

Sample Final Examination MKT/421 Version 10 Objective: Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness. 6. Ideally, a good marketing mix should a. be similar to the marketing mix typically used by key competitors b. be determined by which marketing mix costs the least not include much advertising because it is expensive and usually is not very effective c. d. incorporate all the relevant dimensions of a target market Week Two: Marketing Research Objective: Justify the importance of marketing research in the development of marketing strategy and tactics. 7. The first step in marketing research is to a. check the database b. understand customer and marketplace define the problem c. d. assess marketing information needs Objective: Analyze the importance of competitive intelligence and analysis in marketing. 8. A complete marketing information system should a. provide a good overall view on many types of problems b. allows marketing managers to get needed information while they are actually making decisions continually gather data from internal and external sources, and from market research studies c. d. All of these Objective: Identify various segmentation criteria that impact target market selection. 9. The big advantage of qualitative research in marketing is a. the ease of interpretation b. it provides a good basis for statistical analysis c. the in-depth responses it provides d. the analysis can be handled on a personal computer Objective: Describe the various types of organizational buyers and consumers and the factors that influence their purchasing decisions. 10.Which of the following is not true regarding organizational buyers? a. Buyers for all kinds of organizations (governments, nonprofit groups, intermediaries) tend to buy in much the same way as do manufacturers. b. The basic aspects of business customer buying behavior tend to be quite similar in the United States and in international markets. c. Marketing strategies aimed at them are often tailored to each individual customer. d. Their needs are usually harder to define than for final consumers. Week Three: Marketing Strategy: Product and Price Objective: Describe the relationship between differentiation and position of products or services. 11.Proctor & Gambles strategy of having six different and competing laundry detergents is a. target marketing b. mass marketing niche marketing c. d. segmented marketing

Sample Final Examination MKT/421 Version 10 Objective: Analyze the impact of the product life cycle on marketing. 12.As a product moves through its product life cycle, a. a firm should change its target market, but not its marketing mix b. the competitive situation moves toward monopoly c. industry profits keep increasing along with industry sales d. customers' needs and attitudes may change Objective: Identify the appropriate price strategy that should be used in the development of the strategic marketing plan. 13.A pricing strategy that sells products below list price is a. psychological pricing b. dynamic pricing c. segmented pricing d. promotional pricing Week Four: Marketing Strategy: Place and Promotion Objective: Analyze the impact of channel management decisions on marketing. 14.Channel members can add value to marketing. Which of these transactions is not related to channel management? a. Marketing mix b. Information gathering Promotion c. d. Distribution Objective: Select appropriate distribution channels. 15.Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Clairol, therefore, has decided to spend $10 million on TV advertising and send free samples to 3 million households to convince consumers of the new product's superiorityand to get them to ask for it at their retail store. Clairol is using a. dual distribution b. a pulling policy direct marketing c. d. a pushing policy Objective: Identify the appropriate place and promotional strategy that should be used in the development of the strategic marketing plan. 16.If geographic location and other demographic characteristics are used as target market dimensions, which potential strategy decision area is mostly likely to be affected? a. Promotion of what potential customers need b. Choice and size of target markets c. Price that customers might be willing to pay d. Product line assortment Week Five: The Dynamic Environment of Marketing Objective: Identify environmental factors that affect marketing decisions. 17.The larger societal macroenvironmental factors that impact the marketing environment include all of the following EXCEPT a. customer markets b. demographics

Sample Final Examination MKT/421 Version 10 c. d. economics technological forces

Objective: Explain the impact of technology on marketing. 18.Which of the following is not a trend that is affecting marketing strategy planning? a. Fewer vertical marketing systems b. Geographic shifts in population c. More attention to service technologies d. Growing role of cross-channel logistics coordination Objective: Analyze the importance of social responsibility and ethics in marketing. 19.A retailer who advertises a low price on an item, with no intent to sell that item, only to attract customers to try to sell more expensive products is using a. full-line pricing b. leader pricing c. odd-even pricing d. bait pricing
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