1. What is the definition of marketing and briefly describe three areas of an organization’s external focus. (ch1)
2. Five competing philosophies (orientations) strongly influence the role of marketing and marketing activities within an organization. Name and describe each of these five philosophies. (ch 1)
3. The marketing mix refers to a unique blend of marketing variables known as the four P’s. Name and briefly describe each of the 4 P’s using an example of a product/service of your choice (such as Wild Republic plush toys example used in class). (pt ch 2)
4. Marketers cannot control the external marketing environment that continually changes. List and discuss the six external environmental factors and how they would affect an industry of your choice (such as the automotive industry or the fast food industry). (ch 3)
5. To be useful, a segmentation scheme must produce segments that meet four basic criteria. Name and briefly describe each of these four criteria. (ch 7)
6. List and describe, with an example for each, the five common bases used to segment markets. (ch 7)
7. In this course we discussed seven different bases used to position (or reposition) in the consumer’s mind, a company, product or brand. (ch 7)
a. Name and briefly describe the seven bases firms typically use for positioning or repositioning their products/services.
b. After determining that two important dimensions for positioning a prepared beverage product are (1) nutritional value, and (2) age of user, complete the perceptual map below for coffee, orange juice, orange flavoured drink/punch, diet cola, herbal tea and tomato juice.
8. Name and describe the four categories of consumer products. For each category, list two specific examples of products that would most likely be classified in that category. (ch 9)
9. Name and briefly describe six alternative branding strategies, listing one advantage and disadvantage for each.
10. Packaging is an important component of the product strategy. List and briefly describe the four major functions of packaging. (ch 9)
These are just some random marketing questions for my mid term. Anyone wanna breifly give me their thoughts on any of these questions. Just looking to see if anyone has anything to add to my anwsers.
This post was edited by durston on Feb 23 2012 12:32pm