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This Sample Final Exam is provided as a resource to help familiarize students with the content areas and types of questions that they may encounter when they complete the comprehensive STR/581 Final Exam in Week Six.

Marketing Strategic marketing Metrics and control mechanisms-CLV (Customer Lifetime Value) Environmental scanning and marketing planning Innovation Buyer behavior Consumer and business purchasing processes Factors influencing consumer and business purchasing Segmentation Market research Competitive intelligence


Problem formulation Managerial decision making Target segments and marketing mix Specifying target markets Pricing Products/services (new product development, brand management, positioning) Promotion (integrated marketing communication) Channels and distribution/supply chain


1. ____________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs

1. 2. 3. 4. 5.

Performance Value Quality Customer retention Customer loyalty

2. Marketers need to be aware of threats and opportunities associated with four trends in the natural environment. All of the following are among those trends EXCEPT ________.

1. 2. 3. 4. 5.

The shortage of raw materials The increased cost of energy Near 90 percent corporate support for “green causes� Increased pollution levels The changing role of governments

3. A(n) ________ is any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is new to the person who sees it as such.

1. 2. 3. 4. 5.

Product Innovation New idea Creative product None of these

4. In market-penetration pricing, the company’s objective in pricing is to ________, believing that higher sales volume will lead to lower unit costs and higher long-run profits.

1. 2. 3. 4. 5.

Block competitive launches Maximize their market share Minimize their market share Maximize volume None of the above

5. Most companies will ________ their list price and give discounts and allowances for early payments, volume purchases, and off-season buying.

1.

List two prices


2. 3. 4. 5.

Increase Reduce Adjust None of these

6. If a marketer decides that segmenting a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

1. 2. 3. 4. 5.

Demographic Psychographic Geographic Cultural Social class

7. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

1. 2. 3. 4. 5.

Marketing intelligence MIS (marketing information system) Marketing research Demographics Marketing management

8. Companies undertake surveys to learn about people’s knowledge, ________, preferences, and satisfaction, and to measure these magnitudes in the general population.

1. 2. 3. 4. 5.

Beliefs Psyche Inner id Deepest secrets Intelligence and literacy

9. Designing a research plan calls for decisions on all of the following EXCEPT ________.

1. 2. 3. 4. 5.

Drafting research objectives Data sources Research approaches Research instruments Sampling plans

10. Procter & Gamble has many soap brands. One reason for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain-removal, et cetera. Which of the following preferences pattern wouldmost likely apply to P&G’s method of response to market needs?


1. 2. 3. 4. 5.

Homogeneous preferences Diffused preferences Clustered preferences Psychological preferences Cultural preferences

11. Companies price their products in a number of ways. Small companies prices are set by the boss, in larger companies, pricing is handled by division and product-line managers. In industries where price is a key factor, companies often establish a ________ department reporting to other internal departments.

1. 2. 3. 4. 5.

Financial Pricing Sales Marketing Distribution

12. Most new-product activity is devoted to ________ existing products.

1. 2. 3. 4. 5.

Improving Coordinating Distributing Pricing Marketing

13. Modern marketing calls formore than developing a good product, pricing it attractively, and making it accessible. Companies must also ________ with present and potential stakeholders, and the general public.

1. 2. 3. 4. 5.

Attract Reach Relate to Advertise to Communicate

14. Intermediaries include retailers, ________, and logistical organizations.

1. 2. 3. 4. 5.

Internet companies Wholesalers Competitors Box stores None of these

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