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Make-Up exam - Nam Sect Bus 130-14 and-15 lntroduction to...

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Nam Sect Bus 130-14 and -15 lntroduction to Marketing 18 November 2009 Makeup Examination You must answer questions 1 and 2. You may elect to answer as many additional questions as you wish in order to make up any poor quiz grade and/or poor case study grade. Remember, you have an "F" for any missed quizzes and case studies. right corner of each paqe. 4 VX 1. The company has just hired you as Product Manager. The CEO wants to introduce a F new line of outdoor sleeping bags. What steps do you take? A 2. Your boss, who has no international business experience or sensitivity, wants to expand ,'64^ internationally by marketing your proprietary software in China. He asks you to give him a Y' report, which must include: a) two reasons in favor of the expansion, b) two reasons against the expansion, and c) your specific recommendations. 3. Your boss wants you to move to Mexico to develop a marketing effort for your fast food franchise business. What concerns must you address which might be different from business in the U.S.? It* 7. What is a SWOT analysis, and when do you use it? 8. Ferrari automobiles is considering a plan to market cell phones with the Ferrari brand. They come to you for advice. How do you respond? L Give two examples of the "practical" and "intangible" aspects of a product. #\ f\- 10. Describe the differences between "marketing" and "selling"? 11. Describe three models of consumer behavior discussed in class. # Y,* ftv;tr€l e#/ d.y {ta;rl;a,t drt **cs, '/t'nt Q eni/y;;'*)*iii U;'yi*-'-'-? ,t,,+ *,'r*- /o4a? -a
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12. Your boss suggests that you travelto Pakistan to develop the market for your California wines. How do you respond? 13. Describe three different approaches to establish a promotional budget. 14. What is the difference between a distributor and a sales representative? 15. Your elderly grandmother asks you to define "marketing" (in English). What do you say?
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