MKT 4490
EXAMS 1-3 ESSAY QUESTIONS

 


"Only the educated are free." - Epictetus

Exam 1 (Anderson, 2005, Ch. 1-5)
1. What strategies can be used to focus on customer satisfaction?
2. What forces of change provide opportunities and threats for marketing organizations today? How can marketing managers capitalize on the crises and critical events that precipitate change?
3. How can marketing managers integrate innovation and creativity into their plans for managing change?
4. What are the stages in the strategic market planning process?  How can they be applied to a specific marketing situation?
5. What are the basic approaches to attaining sustainable competitive advantage over the long term?
6. What are the steps in the marketing research process? What is the relationship between the marketing research process and creative problem solving?
7. What are the advantages, constraints, and issues involved in the acquisition and use of information gained through marketing intelligence?
8. What is the typical buying process engaged in by consumers? What are the characteristics of each stage?
9. How do the concepts of relationship marketing, the new marketing concept, and market-driven management contribute to successful marketing programs?

 

Exam 2 (Anderson, 2005, Ch. 6-10)
1. How do the organizational and consumer buying behavior processes differ?
2. What are the stages in the business-to-business buying process? What is the relevance of these stages to marketing decisions?
3. What is the nature and purpose of market segmentation, target marketing, and positioning as an integral part of marketing planning?
4. What is the distinction between positioning and differentiation? What are the key variables generally used to position an organization's goods and services?
5. What are the key product-related issues that confront marketers? What are some ways that each issue can be resolved?
6. What are the advantages, disadvantages, and significance of the product lifecycle concept? How can it be applied to marketing decisions?
7. How is "value" defined within a services marketing context? How does this fit into the strategic planning process?
8. What are the major service marketing issues? What are some specific ways that marketers can address these issues?
9. How do marketers manage and evaluate the distribution function?

 

Exam 3 (Anderson, 2005, Ch. 11-16)
1. What elements are present in each communication? How do these relate to the various types of communication used by marketers?
2. Which promotional tools are available for marketers to use in an integrated marketing communications mix?
3. What specific tasks are involved in sales force management?
4. What media alternatives are available to advertisers, when should each be used, and how do marketers evaluate the effectiveness of media?
5. What is direct marketing? What is its relationship to both integrated marketing communications (IMC) and distribution?
6. What is the role of pricing in strategic marketing planning from the perspectives of buyers, sellers, and competitors?
7. When and why do conflicts arise over pricing decisions?
8. How and when should evaluation (and control) of marketing performance be conducted?
9. What trends are occurring in marketing as managers deal with change?

 

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