Marketing 305 Beginning Exam 2
Five Ways to Ensure Ethical Organization
Code of ethics
Leadership by example
Quick and meaningful ethics discipline
Quick and meaningful praise
o Write/Revise code,
Typically, manufacturers and retailers exchange business documents through a(n) _system.
a. cross-docking exchange
Selected: b. electronic data interchange This answer is correct.
c. floor-ready bundling
d. vertical conflict reduction
_ is a long-term process that helps an organization to allocate its resources to take
advantage of opportunities in the marketplace.
b. Contingent planning
Selected: c. Strategic planning This answer is correct.
Tess is the marketing manager for a fast food restaurant chain. She uses a target return pricing
strategy because her firm's primary objective is to _.
Selected: a. increase profits This answer is correct.
b. increase sales
c. decrease comp
Which of the following is NOT part of the "actual product" level of the product offer?
Selected: a. Product warranty This answer is correct.
e. Brand name
Thats correct. The "actual product" is made up of th
The consumer decision process can be influenced by _.
a. a firm's marketing mix
b. psychological factors
c. social factors
d. situational factors
Selected: e. all of these This answer is correct.
Thats correct. All of these are categories o
The following are sources of secondary data except _.
b. data bases
Selected: c. focus groups This answer is correct.
d. syndicated research
e. scanner-based research
Thats correct. The following are sources of secondary data e
Maya and Raja case
1. What is your marketing plan for improving Maya sales? (Think about what you would do
with the target market, product, distribution, communication and price).
a. I would completely create a new product and associate it with the alread
Due April 3rd 2017
Experimental Design Exercise
Context of the Study
This study is conducted for HR Block. The company is advertising online, but is trying to
figure out whether advertisements placed to the right of compared to above is
Implications for Marketing
As professor Gilliland stresses, when it comes to observing people we can find out a lot
of interesting things. However, as the participants implicated are not aware of the fact that they
February 26th, 2017
Focus Group Moderator Guide
I decided to conduct a focus group interview with people who had recently purchased a Toyota
with the Pedersen Toyota shop in Fort Collins, Colorado. In my findings, I expect to find the
Due April 9th 2017
MKT611 Quantitative Marketing Research
Due April 3
Homework Set for Sampling Module
1. Why are there different confidence levels for sample size determination? What are the four
basic confidence levels? Clearly explai
What is the value of a brand for a consumer? A manufacturer? A retailer?
- Higher sales
- Prestige in certain groups
- Good reputation for manufacturer high quality
Does the value of a brand change when we are talking about an ingredi
Due: April 24th 2017
Conglomerate PDA case, Exercise 1-6
1. The following clusters were developed based on the data. This identifies target markets that
companies can focus on.
2. After analyzing results in each segment, I named the seg
February 19th, 2017
Depth Interviewing Guide
In-Depth Interview with Consumer-Behavior Expert Michael Fishman, first on how he entered
To begin with, tell me how you got involved with marketing originally?
What was you
Budweiser Video Case
1. Discuss characteristics of the brewing industry.
The brewing industry is a competitive market in the US. Anheuser-Busch (A/B) has over 50%
market share in US and brews over 100,000,000 barrels in the US per year. In second place,
Targeting Demographics in Beverage Marketing
Impact of demographics on marketing strategies
U.S. is a considered a melting pot but perhaps should be more of a mosaic or salad bowl
o Melting pot mixes everyone together while mosaic allows people
Our Brands, Ourselves Assignment (Article 2.8)
Brand narratives and brand attachment
o Measures how much consumers view the brand as an extension of themselves
Not just how much people like the brand
Attachment also measures how much people b
Green Marketing vs. Greenwashing
Green marketing is not easy
o Process of deciding what customers see as important
Greenwashing misrepresenting ones greenness
o Impacts the companys credibility
o Lawsuits, sales decreases, negative branding
The Devolution of Marketing
Power shifed from innovators to mega-distributors
o Mega-distributors are gaining more and more control of global markets
Out of control lending, consumer spending, outsourcing issues, absence of sustainability
Why Traditional Market Research is a Waste of Time
Potential problems and limitations with traditional market research:
Market research is often interpreted personally
o Each person/company will view it as they want it to be, not necessarily as how it is
R11 The Rebirth of Retail
Need to be able to recognize the next big thing and do something about it
Think of something that nobody else has
Traits of an innovator or visionary
should innovate in retail to stay relevant
New World Order for Global Brands
Globalization vs. global brand-building
Globalization - global presence of the product
o No company has a monopoly on globalization
Global brand-building = managing branding as a part of globalization
o The top bus
R10 In Praise of the Purple Cow
Ps of marketing
Usually four or five
o Product, price, promotion, positioning, publicity, packaging, pass along, permission . . .
o Now adding a new P: Purple Cow
o Brown cows are boring
o A purple cow would stan
R9 Brandings Big Guns
Consumer responses to brands
Todays most trustworthy brands dont necessarily have the largest market share, but have a
better relationship with their consumers
o Create an experience that triggers a visceral response
MKT300 Week 2
Tuesday, August 30, 2016
Fundamentals of marketing strategy
Characteristics of your market (WAC)
Willing, able (can afford), capable (access to product)
Treating everybody in the market the same
MKT300 mod 13
Wednesday, December 14, 2016
Integrated marketing communications
Define IMC and discuss key changes in MarCom process
Systems-concept - looks at various promotional tools and using them together
MKT300 Week 11
Tuesday, November 1, 2016
New product development & managing the product life cycle
6 types of new products
New product success x3
All 3 = 3 silver bullet
New product development process
MKT300 Week 8
Tuesday, October 11, 2016
Define markets, segmentation, and target market
Markets are WAC (willing, able capable)
Segment a market if you have heterogeneous demands
Target marketing: process of matching a specialized marke