Midterm 1 Study Guide
Define the role of marketing in organizations. (1-1)
Helps Create Value
Satisfies Customers Wants and Needs
o Understanding the marketplace and customer needs and wants is vital
o Splitting up potential customers by th
SWOT ANALYSIS: MADDEN NFL 15
: Madden has improved key gaming features such as a revamped defensive
system, a complex yet easy to use play calling system and next generation graphics.
Developers make use of an immersive e
BUS 346 Midterm #1 Study Guide
Chapter 1, 2, 5, 9, 10, 11, 12, 13, 14, 15, 16
1. Define the role of marketing in organizations (CH 1).
- Marketing is the activity, set of institutions, and processes for creating, capturing,
communicating, delivering, and
Companies that specialize in sentiment analysis are
least likely to look at _ for data.
a. Mommy blogs
b. personal blogs
Southwest Airlines operates a blog called "Nuts About Southwest." A group of
VALS is the most widely used _
Corporate pilot fish are former employees who start a new business
based primarily on contacts and contracts with thei
1. Which statement about the changing ethnicity in the United States is TRUE?
a. Minorities now represent almost half of the population in the United States.
b. Hispanics differ vastly from other groups in America in terms of consumer behavior
When marketers look at advertising media, they often begin with
viewer or listener profiles such as age, income, gender, and race. They
then compare the media profile with their target audience. These
marketers are using _ to see whether the media fit wit
Compared to the average company, firms with strong
ethical climates tend to
a. employ more business development consultants.
b. be more socially responsible.
c. offer more goods and services.
d. have higher turnover.
e. invest more in sales tr
1. At the end of a brainstorming session, participants are often asked to
a. defer to management for the nal decision.
b. vote on the best ideas.
c. identify which ideas each person proposed.
d. propose one more new idea each.
e. identify the
1. For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements
with other countries creates
d. strategic plans.
2. Most banks implement customer retention p
Zappos is a successful online shoe company. One of the difficulties
in running a shoe company is the need to have significant
_, a large number of items in each product line.
a. product mix breadth
b. product line depth
c. brand equity
Jordan directs her salespeople to increase their share of
wallet. Jordan is directing her salespeople to
a. focus on male consumers and not female consumers.
b. expand retailing elasticity.
c. become multichannel salespeople.
d. focus on incre
1. Which of the following is NOT an element of the factors affecting consumers' search
a. actual risk
b. locus of control
c. functional versus psychological need
d. perceived benets versus perceived costs of search
e. perceived risk
Political consultants have
been using market research
for decades to help their
When a research team has
gathered data for specific
research needs, this is known
Commercial research firms
like ACNielsen and
SymphonyIRI Group are
If a few of Nintendo's customers are asked to try out a
new video game that has not yet been released on the
market, this is an example of
a. concept testing.
b. beta testing.
c. premarket tests.
d. test marketing.
e. market testing.
Lamar is assessing the long-term effectiveness of his firm's IMC
efforts. He will probably analyze the firm's success in
a. increasing market share, sales, and customer loyalty.
b. shifting customers to rule-of-thumb budgeting.
c. increasing i
Kathy has naturally curly hair and has often been disappointed with the
haircuts she has received. When she moved to a new town, she approached her
new office mates and several strangers with curly hair and asked them where
they had their hair cut. She ch
1. To maximize efciency, farmers send their eggs to a _ who handles sales and
shipments to supermarkets.
2. Because they do so much driving while visiting doctors' ofces an
1. If you're a manufacturer, and you want to showcase your product in a store that has a narrow
but deep selection of merchandise and where sales associates can assist customers with their
selections, you'd likely choose
a. a warehouse club.
1. The manager of a company selling cellular phones in rural U.S. markets asks you to conduct
survey research into the question, "What percentage of people in Kansas live in communities of
fewer than 10,000 people?" The problem with this research objectiv
When shopping for a car, you notice a
significant price gap between domestic
and imported cars, with the imported
cars being much more expensive. This
could be the result of_
Cultural nuances, subcultures,
and consumers' different views
of their roles in
1. _ is the number of items within a product line.
a. Product mix depth
b. Product mix breadth
c. Product line breadth
d. Brand equity
e. Product line depth
2. When a salesperson calls you to sell a cemetery plot, this is most likely what type
The Northwoods University IT department is planning to buy additional
computers for the computer lab. Pedro Bechara, manager of the lab, is
asked for a recommendation, and he suggests buying Macintosh
computers instead of Windows PCs. What role does Pedro
Study Guide BUS 346 Final Exam Winter 2016
Chapter Learning Objectives
1 - Role of marketing in organizations, marketing strategy.
i. Marketing is the activity, set of institutions, and processes for creating, capturing, communicating,
delivering, and exc
1. Being socially responsible is generally considered
a. the responsibility of corporate-sponsored foundations that can effectively concentrate a rm's
b. a necessary part of every rm's strategy.
c. inappropriate for most rms in tod
A (13.5-15 pts.) superior
B (12-13.4 pts.) good
C (10.5-11.9 pts.) acceptable
D (9-10. pts.) poor
F (0-8.9 pts.) failing
Data-supported, well-written, creative, concise, and thorough explanation of the product
strategy, including the prod
Overview of Marketing
What is Marketing?
Marketing: the activity, set of institutions, & processes for creating, capturing, communicating,
delivering, & exchanging offerings that have value for customers, clients, partners, & society at large
Product: Axe has the largest array of thirteen body sprays, then Old Spice with
five, and Tag with three sprays. Although Degree Men does not have a body
spray line they have a variety of dependable stick deodorants.
Target Segment: Degree Men has the bes
Marketing Career Fair
During the Product Pitch from 9-10 I had a class so instead I got to watch the
Creativity Panel. Although this panel was slightly less relevant to what I have been
working on in my 346 class, I still found the informati
BUS 346 PRINCIPLES OF MARKETING
FINAL EXAM STUDY GUIDE - WINTER 2017
-Social Media Strategy
1. Identify strategy and goals
2. identify target audience
3. develop the campaign: experiment and engage
4. develop the budget
5. monitor and change