Midterm1 Questions - UGBA 106 Marketing Midterm 1 Sample...

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UGBA 106: Marketing Midterm 1 Sample Questions October 2006 Midterm 1 Questions 1. How would you apply Claritas PRIZM market segmentation system to store location if you were regional manager of Noah’s Bagels? 2. Positioning maps sometimes show a product that doesn’t exist, and “ideal.” If you were the product manager of a consumer good, how would you use the information contained in the ideal product position? 3. In a marketing strategy planning meeting, a colleague asserts “Most college students don’t use cell phones,” a position that you know is obviously fake. What common marketing research problem are you observing, where does it come from and how should it be addressed? Week 3 Sample Questions 1. Explain how seemingly adverse events can lead to marketing opportunities, with examples. A good answer would begin by noting that marketers constantly follow and examine trends to look for profitable marketing opportunities. Sometimes, those opportunities come up from events which initially appear negative for a company’ s business. For example, suppose that in the
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