Sample Questions for Comm 296 Final Exam
The following questions are only
. This does not mean that these questions or topics will be on the
exam, or that they are the only topics on the exam; however, this should give you an idea of what kind of
questions to expect. Just memorizing the material is not enough –
you need to be able to apply the concepts
to various marketing situations.
Always be specific in your answers
, and use the correct terminology.
1) Draw a line representing the goods-services continuum. Then place each of the following along the
continuum: a) Microsoft Word; b) Starbucks grande, no-foam cappuccino; c) L’Oréal shampoo; d)
eyebrow waxing. Explain each decision, identifying which product’s features belong in the goods
category and which features belong in the services category. (8 marks)
No absolute right and wrong answers here – but you must demonstrate your knowledge and
understanding of the differences between goods and services.
Draw from the list of service characteristics in your text and discussed in class.
2) With smoking bans in effect in many places, Zippo Manufacturing, maker of the well-known Zippo
lighters, is looking for ways to license its brand name to makers of products like grills, torches, space
heaters, and fireplaces.
a) Do you think this is a good strategy for Zippo? Why or why not? (2 marks)
b) Suggest another product strategy that Zippo could follow to grow its revenues, and explain your
reasoning. (3 marks)
Depending on your approach to answering this question, your response could touch on a number of
important product topics: product lines, brand equity, brand licensing, brand extensions, brand
types (e.g. manufacturer’s brand, family brand), consumer adoption process… Note: don’t just
“name drop” the terms, though – explain them as you use them.
Part B should touch on the product growth strategies from Chapter 2 (market penetration, product
development, market development, or diversification).