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MKT 571 Entire Course Flashcards

1
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MKT 571 Week 6 DQ 3 NEW

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MKT 571 Week 6 DQ 3 NEW
Ethical/Legal Issues
We are all familiar with online courses in college? Many students are, but some traditional brick-and-mortar universities are venturing into uncharted territory by outsourcing the teaching function to online providers. Missouri State University is offering its introductory journalism class through Florida-based Poynter Institute, which is a non-profit journalism training group. Instructional outsourcing is popping up on campuses throughout the country, and most are serviced by for-profit companies such as Academic Partnerships, StraighterLine, and Smarthinking. These partnerships translate into bigger profit margins for both the university and the instructional partner. Discuss the pros and cons of outsourcing instructors for courses or even entire degrees from the point of view of both the school and the students. Should technology be used in this way to deliver this type of product? Are there any ethical or potential legal issues?

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MKT 571 Week 6 DQ 2 NEW

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MKT 571 Week 6 DQ 2 NEW
Would you buy that?
Who would pay $330,000 for a virtual space station? Or $100,000 for an asteroid space resort? How about $99,000 for a virtual bank license? Players of the massively multiplayer online (MMO) game called Entropia Universe did. Those players are making money, and so are the game developers. There’s a new business model—called “freemium”—driving the economics of these games. Under this model, users play for free but can purchase virtual goods with real money. Worldwide sales of virtual goods were $2.2 billion in 2009 and are predicted to reach $6 billion by 2013. Most virtual goods are inexpensive—costing about $1—such as the tractor you can buy in FarmVille or a weapon in World of Warcraft. That doesn’t seem like much, but when you consider that game-maker Zynga’s FrontierVille had 5 million players within one month of launch, we’re talking real money! Are there ethical issues with the sale of virtual goods? What are some of these potential issues?

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MKT 571 Week 6 DQ 1 NEW

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MKT 571 Week 6 DQ 1 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed.

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4
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UOP MKT 571 Week 6 Assignment Social, Ethical, and Legal Implications (Nike) NEW

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Purpose of Assignment
The purpose of this assignment is to help students think through the importance of social, legal, and ethical issues that may arise with their product or service and the implications of decisions made within those frameworks. It is designed to help the learners understand ethical and legal issues related to marketing practices. This knowledge helps to prevent such issues when developing the marketing strategies in their marketing plan. The executive overview of the marketing plan is not a summary and conclusion, but an overview of what the plan entails and what it does not address.
Assignment Steps
Producing and marketing a product without regard to ethical, legal, and social considerations is detrimental to the overall success of any company.
Assess in a maximum of 700 words the ethical, legal, and social issues affecting your product or service in two markets: the United States and one international market. Domestic market generally means the market where the company headquarters are located. If you choose a domestic market that is not the U.S., then your other market is required to be the U.S. marketplace. This should added to the Target Market section of your Marketing Plan.
Include the following:
• Develop a process to monitor and control marketing performance. This process could be a flowchart but a flowchart is not required (flowcharts do not count towards your word count requirement).
Formulate a maximum 350-word executive summary including at a minimum the following elements:
• Required executive summary elements:
o Strategic Objectives
o Products or Services
• Optional executive summary elements:
o Resources Needed
o Projected Outcomes
Integrate the previous weeks’ sections, and incorporate corrections and suggestions from the instructor’s weekly feedback. The marketing plan should be a minimum of 3,850 words and include the following:
• Incorporate Understanding Target Markets (Week 2)
• Incorporate Promotion and the Product Life Cycle (Week 3)
• Incorporate Price and Channel Strategy (Week 4)
• Incorporate Marketing Communication and Brand Strategy (Week 5)
• Incorporate Executive Summary, Legal, Social and Ethical Considerations (Week 6)
Cite a minimum of three peer-reviewed references.
Include all peer-reviewed references from the previous weeks’ individual assignments in your marketing plan.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

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5
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UOP MKT 571 Week 5 Team Assignment Media Options (StarBucks) NEW
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MKT 571 Week 5 Team Assignment Media Options (StarBucks) NEW
Purpose of Assignment
The purpose of this assignment is to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome. It provides the Learning Team the opportunity to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome.
Assignment Steps
As a Learning Team choose a brand (different from the Week 3 Learning Team Assignment) and a related brand strategy.
Create a Microsoft® PowerPoint® presentation, Prezi, or Vimeo video, etc. which illustrates one traditional media option (print, TV, radio, billboard, etc.) and one new (social media) media option for your brand and brand strategy. Each presentation should be a minimum of 7-10 slides or, if Prezi or Vimeo video, an 8-minute minimum.
Note: Prezi presentations cannot be uploaded to the classroom. Please provide your instructor with the link to the presentation on the web. Prezi will provide you with a URL link to the presentation.
Discuss in a minimum 700 words the differences between the traditional media option and the new media option in terms of audience, reach, channel and content. A table of differences may be used to concisely illustrate the differences but you must include a discussion of insights/concerns/issues between the media options.
Note: Charts/graphs/tables in your Microsoft® Word write-up do not count towards the word count.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

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6
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MKT 571 Week 5 DQ 4 NEW

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MKT 571 Week 5 DQ 4 NEW
Marketing Communications
Marketers are developing branded Web series to get consumers involved with their brands. One successful series is “The Real Women of Philadelphia” from Kraft (www.realwomenofphiladelphia.com). Fans can watch videos of professionals making delicious, simple recipes with one common ingredient—Philadelphia Cream Cheese, of course! The site features a recipe contest, and entrants even get training on how to photograph their entries to make them look as yummy as possible. Visit this Web site and find two other branded Web series. Critique the sites and describe how viewers interact with the Web sites.

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7
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MKT 571 Week 5 DQ 3 NEW

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MKT 571 Week 5 DQ 3 NEW
Marketing Communications
Identify two current commercials airing on television or the Internet today. Describe the commercials, and include links to them. Do you think these advertisements are effective from a branding standpoint? Why or why not?

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8
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MKT 571 Week 5 DQ 2 NEW

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MKT 571 Week 5 DQ 2 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed.

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9
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MKT 571 Week 5 DQ 1 NEW

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MKT 571 Week 5 DQ 1 NEW
Complete the Online Marketing Simulation in MyMarketingLab®.

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10
Q

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UOP MKT 571 Week 5 Assignment Marketing Communication and Brand Strategy (Nike) NEW

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Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.
Assignment Steps
Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.
• Situational Analysis:
o Vision , Mission, Strategic objectives, Values
o Strengths/Weaknesses
o Competitor’s Strengths/Weaknesses
o Market Segments
• Product, Place/Distribution, Promotion, and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

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11
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MKT 571 Week 4 DQ 5 NEW

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MKT 571 Week 4 DQ 5 NEW
Willing to Pay
What are some products or services that would be considered high priced, but that you are willing to pay for? What is the value you are receiving in exchange for the price?

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12
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MKT 571 Week 4 DQ 4 NEW

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MKT 571 Week 4 DQ 4 NEW
Starting a Franchise
You have $250,000 to start a company, and you’re considering purchasing a franchise business. What are some of the advantages and disadvantages of franchise ownership?

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13
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MKT 571 Week 4 DQ 3 NEW

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MKT 571 Week 4 DQ 3 NEW
Southwest Airlines Pricing Strategies
Read the Marketing Excellence case study on Southwest Airlines at the end of Ch. 14 in Marketing Management. How will the low-cost airline need to differentiate itself beyond pricing in the future?

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14
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MKT 571 Week 4 DQ 2 NEW

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MKT 571 Week 4 DQ 2 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed

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15
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MKT 571 Week 4 DQ 1 NEW

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MKT 571 Week 4 DQ 1 NEW
Watch the Dunkin Donuts Video in MyMarketingLab®.
Complete the corresponding video guide.

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16
Q

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UOP MKT 571 Week 4 Assignment Price and Channel Strategy (Nike) NEW

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Purpose of Assignment
This assignment is designed to help students analyze and understand how price setting and go to market (distribution) are interrelated and affects the profitability and growth of the business. It has been designed to be a short overview on purpose: the concepts of pricing and distribution are complex and a general understanding is what should be absorbed in one week of study.
Assignment Steps
Construct a minimum 700-word plan for setting price and a distribution model (place/distribution) in Microsoft® Word. This plan should address at least three elements (from the Price and Place/Distribution list below) of the Price and Place/Distribution section of the marketing plan.
• Price and Place/Distribution:
o Distribution Strategies
o Channels, Mass, Selective, Exclusive
o Positioning within channels
o Dynamic/Static Pricing Strategies
o Channel tactics (Pricing)
o Daily pricing, promotion pricing, List pricing
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

17
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UOP MKT 571 Week 3 Team Assignment New Product Launch (Apple Iphone) NEW

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MKT 571 Week 3 Team Assignment New Product Launch (Apple Iphone) NEW

Purpose of Assignment
Understanding the various phases of a product or service lifecycle is critical when addressing a market. If your product is in decline and the competitor’s product is in growth, your strategy for the product or service will be different. This exercise will enable students to demonstrate an understanding of both their product/service life cycle stage and a competitor’s product. It is designed to help students explore product mix strategies in the various phases of a product or service life cycle. This tool is critical when addressing a market penetration, market saturation or product/service decline.
Assignment Steps
Resource: Plunkett Research Online located in the University Library.
Design a minimum 1,050-word New or Product Refresh Product Launch Plan in Microsoft® Word. The product launch plan will be for two markets: U.S. and one international market. Domestic market generally means the market where the company headquarters are located. If you choose a domestic market that is not the U.S. than your other market is required to be the U.S. Compare your product/service to at least one other competitor. This can be a product/service that is used by a team member in their individual assignment. The competitor does not need to be in both markets, you can have two different competitors, one for each market.
Include the following:
• Brief SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) and/or TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength).
• A graph or chart if the team deems it necessary.
Include two of the following:
• Definition of product or service.
• Description of product or service–marketing message.
• Why the product or service needs to be introduced or refreshed (target audience).
• Address competition in each region and how the new product or refresh provides a competitive advantage.
• Evaluate the potential growth rate. Look for information on similar products/services to determine a 3 year growth rate (Compound Annual Growth Rate-CAGR). Information may be located in the University Library.
Note: Charts/graphs/tables do not count toward the word count.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

18
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MKT 571 Week 3 Quiz NEW

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MKT 571 Week 3 Quiz NEW
1. Most new-product activities are devoted to
introducing backward integration
changing the target markets
improving existing products
changing the existing market dynamics
  1. Which of the following is the best example of a new-to-the-world product?
    Tata Motors, an Indian automobile company, acquires Jaguar to extend its business
    Kids-Med, a company that produces childcare products, launches a non-contact thermometer
    Walmart, the retail giant, opens new stores in an underdeveloped African country
    Pestorica, a publishing company, decides to launch a new sports magazine
3. \_\_\_\_\_\_\_\_ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.
Interoperability
Mass customization
Reverse engineering
Backward compatibility
4. Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?
Sharing services
Using brand symbols
Working with larger groups
Cultivating non-peak demand
5. Which of the following is most closely related with the organic growth of an organization?
Developing new products from within
Increasing productivity of employees
Acquiring a product or service brand
Increasing the operational profitability
6. When the physical product cannot be easily differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, \_\_\_\_\_\_\_\_, customer consulting, maintenance, and repair.
ease of use
technology intensity
adaptability
customer training
7. Services high in \_\_\_\_\_\_\_\_ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.
credence qualities
trial qualities
search qualities
experience qualities
8. Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product \_\_\_\_\_\_\_\_ of five lines.
width
type
class
length
9. Campbell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring huge production costs, nonexistent profits, and slow sales growth. The company is in the \_\_\_\_\_\_\_\_ phase of its life cycle.
introduction
growth
maturity
decline
10. The five product levels constitute a \_\_\_\_\_\_\_\_. At each level more customer value is added.
value grid
demand chain
business model
customer-value hierarchy
11. A dance school in the Bronx teaches professional hip-hop and salsa. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the \_\_\_\_\_\_\_\_ phase of its life cycle.
introduction
decline
growth
maturity
12. Poga International, a multinational beverage corporation, identifies that one of its competitors is launching an apple flavored drink. The company decides to launch an apple flavor brand along with its competitor. What timing strategy is used here?
Exchange entry
Parallel entry
Late entry
First entry
13. Using the \_\_\_\_\_\_\_\_ level of the product hierarchy to market its soups, Campbell Soups feature the company name first, then the soup variety on their packaging.
product-family
product-line
product-class
product-type
14. It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) \_\_\_\_\_\_\_\_.
emergency good
heterogeneous shopping good
specialty good
impulse good
15. Which of the following is the level at which the product’s primary characteristics operate?
Design
Durability
Conformance quality
Performance quality
16. One of the ways to change the course of a brand is to modify the product. Under product modification, \_\_\_\_\_\_\_\_ adds size, weight, materials, supplements, and accessories that expand the product’s performance, versatility, safety, or convenience.
feature improvement
technological improvement
quality improvement
style improvement
17. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
Pure tangible product
Potential product
Basic product
Augmented product
18. Product launches include many tasks and often take longer than expected. To coordinate effectively, a planning technique such as \_\_\_\_\_\_ can be used.
master scheduling
key path scheduling
task scheduling planner
critical path scheduling
19. Some firms might delay the launch of their products until after the competitor has borne the cost of educating the market. Such an entry is called \_\_\_\_\_\_\_\_ entry.
balancing
strategic pay off
late
compensating
  1. Which of the following steps will help service firms to increase their quality control?
    Adopting differential pricing
    Providing complementary services to customers
    Cultivating non-peak demand
    Standardizing the service performance process
21. Product-line analysis provides information for two key decision areas: product-line length and \_\_\_\_\_\_\_\_.
product-class composition
product mix-pricing
popular pricing
product need family
19
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MKT 571 Week 3 DQ 3 NEW

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MKT 571 Week 3 DQ 3 NEW
Product Failure
Can you think of some new products that have failed (Failure means it is no longer on the market or is going out of business in the next few months)? What do you believe were the causes of this failure? How would you have handled the product launch or maintenance differently?

20
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MKT 571 Week 3 DQ 2 NEW

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MKT 571 Week 3 DQ 2 NEW
Marketing Something New
Explain whether you would test market the following newly developed products prior to a full-market launch:
• Blueberry flavored milk
• Eyeglasses with mapping technology
What are the benefits and risks of performing test marketing to product developers or product managers?

21
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MKT 571 Week 3 DQ 1 NEW

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MKT 571 Week 3 DQ 1 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed.

22
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UOP MKT 571 Week 3 Assignment Promotion and the Product Life Cycle (Nike) NEW

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Purpose of Assignment
All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a product strategy that addresses at least 3 areas of the product life cycle. The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the launch of a product or service. A secondary objective is to understand the differences in a product launch in the U.S. (domestic market) and an international market.
Assignment Steps
Generate a minimum 700-word product strategy in Microsoft® Word.
Incorporate a product strategy that addresses the following:
• At least three areas of the product life cycle (NPI-new product introduction, growth, maturity and decline).
• How you will measure (what metrics will be used to determine success or failure) the marketing activities.
• Create at least two different types of media methods for the products. One media method must be a print method and one must be non-print. A media method is a media strategy which highlights your product. For example, (this cannot be used in this assignment), a non-print media method would be a Facebook campaign that provides a user a reward for each review, positive or negative, posted about the use/appearance/price/etc. of the product. In your assignment, you should have 2-3 sentences about each media method (i.e. one paragraph of what you would do, not how to do it).
• Address three elements of the Product and Promotion List (see below).
o Product and Promotion List:
 Integrated Marketing Communication
 Advertising Strategy/Objectives
 Push and Pull
 Media Strategy
 Advertising Execution
 Direct Marketing
 Public Relations/Strategies
 Positioning
The plan will be a continuation of your global or multi-regional company you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
Note: Charts/graphs/tables do not count toward the word count.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

23
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MKT 571 Week 2 DQ 5 NEW

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MKT 571 Week 2 DQ 5 NEW
Buying Behavior
What are some ways your personal consumer behavior has been influenced by your culture, subculture, or personal factors? Have marketers been successful in targeting your personal demographic? Why or why not?

24
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MKT 571 Week 2 DQ 4 NEW

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MKT 571 Week 2 DQ 4 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed.

25
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MKT 571 Week 2 DQ 3 NEW

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MKT 571 Week 2 DQ 3 NEW
Complete the Segmentation, Targeting, and Positioning Simulation in MyMarketingLab®.

26
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MKT 571 Week 2 DQ 2 NEW

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MKT 571 Week 2 DQ 2 NEW
Watchthe Harley Davidson Video in MyMarketingLab®.
Completethe corresponding video guide.

27
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MKT 571 Week 2 DQ 1 NEW

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MKT 571 Week 2 DQ 1 NEW
Watch the Marriott Video in MyMarketingLab®.
Complete the corresponding video guide.

28
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UOP MKT 571 Week 2 Assignment Understanding Target Markets (Nike) NEW

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Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.
Assignment Steps
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan.
Create the research section of your marketing plan in minimum of 700 words.
Include at least 3 elements of the Research List of Topics (see list below):
• Research List of Topics:
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring & Research
o Environmental Scanning
o Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
• Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.
Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).
Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found.
This assignment will be incorporated into your overall marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.

29
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MKT 571 Week 1 DQ 3 NEW

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MKT 571 Week 1 DQ 3 NEW
Art or Science
How is marketing management both an art and a science? What marketing challenges and opportunities do businesses face today? What marketing challenges and opportunities does your organization face?

30
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MKT 571 Week 1 DQ 2 NEW

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MKT 571 Week 1 DQ 2 NEW
My Personal Information
How responsive are you to personal questions asked on a survey? Are you more likely to answer questions if you are a customer? What incentive do you need to respond to questions from a company that is not your employer or with whom you are not a customer?

31
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MKT 571 Week 1 DQ 1 NEW

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MKT 571 Week 1 DQ 1 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing implications of those events? Discuss the strengths and the room for improvement in what you have noticed.

32
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UOP MKT 571 Week 1 Assignment Researching Marketing Questions

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Purpose of Assignment

This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.

Assignment Steps

Part 1:

Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.

Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:

Major areas of increase and decrease in revenue or type and/or category of business
Trends that are evident in terms of revenue or type and/or category of business
Insights that would help formulate marketing strategies to either continue growth or reverse decline
Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)
Part 2:

Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company’s business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.

Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management.

Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following:

Name of Company
Location of Company Headquarters
Name of Product or Service selected
General description of company (number of employees, revenue, type of ownership, web page, etc.)
General description of product or service
Format your assignment consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

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UOP MKT 571 Final Exam Guide (New, 2018) NEW

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  1. A fundamental and distinctive mode of expression that appears in a field of human endeavor is called a __________.
  • style

  • 

theme

  • 
trend

  • pattern
  1. A firm should use undifferentiated marketing to promote its products when:
    • 

the market shows several natural segments.

    • 

it wants to appeal to multiple market segments.
—not sure
    • 

it wants to customize its products for each consumer.

    

all consumers have roughly the same wants and preferences.
3. The marketing department of StyleWheel Inc., a manufacturer of luxury cars, initiates intensive marketing efforts prior to the launch of a new model. Three months into the launch of the new model, the department decides to assess the short-term effects of its marketing activities. Which of the following is a reliable measure of performance for this purpose?
• 

Perceived quality

• 

Market share

• 

Customer awareness



Shareholder value
4. ----------is the first step a firm should take while setting the price for a product.
• 

Determining demand

• 

Selecting the pricing objective

• 

Selecting a pricing method



Estimating cost
  1. Business markets differ from consumer markets in that:
    • 

in business markets, purchasing is often executed through intermediaries.

    • 

the total demand for many goods and services in business markets is elastic.

    • 

buying decisions in business markets are subject to multiple influences.

    

in business markets, a marketer typically deals with several smaller buyers.
  2. Which of the following best describes the term product system?
    • 

It is a set of variants that are developed for a single product.

    • 

It is a group of products that perform a similar function and belong to a single product class.

    • 

It refers to a set of products available only to high-income consumers.

    

It refers to a set of different but related items that operate in a compatible manner.
  3. The width of a company’s product mix refers to:
    • 

the extent to which the different product lines in the mix are related in terms of end use.

    • 

the number of variants offered for each product in a product line.

    • 

the number of different product lines carried by the company.

    

the total number of items in the product mix.
8. Nowadays, a \_\_\_\_\_\_\_\_\_\_ is being appointed by many firms so as to place the marketing function on a more equal footing with the functions performed by other C-level executives.
• 

chief marketing officer

• 

finance manager

• 

chief information officer



marketing manager
9. In which of the following stages of a product life cycle are profits nonexistent?
• 

Introduction

• 

Maturity

• 

Decline



Growth
  1. Which of the following statements is true of personal communications channels?
    • 

Their influence on purchase decisions is significant when products are purchased frequently.

    • 

Their effectiveness derives from individualized presentation and feedback.

    • 

They are often less effective than mass communication channels.

    

They include public relations, advertising, and sales promotions.
11. \_\_\_\_\_\_\_\_\_\_ refers to the capacity to satisfy humanity’s needs without harming future generations.
• 

Profitability

• 

Sustainability

• 

Accountability



Durability
12. Fashion Vista Designers, a firm that sells designer clothes, has outlets in four countries. In each country, it offers clothes that suit the climatic conditions of the country and match the cultural sensibilities of the local population. The marketing department of Fashion Vista often releases advertisements that show regional celebrities endorsing the company’s products. In this scenario, which of the following types of market segmentation does Fashion Vista employ?
• 

Geographic segmentation

• 

Psychographic segmentation

• 

Demographic segmentation



Behavioral segmentation
  1. Which of the following is a difference between business markets and consumer markets?
    • 

In business markets, buyers usually purchase products through intermediaries, whereas in consumer markets, buyers usually purchase products directly from manufacturers.

    • 

Suppliers in business markets are often expected to customize their products to suit the requirements of individual business customers, whereas suppliers in consumer markets are seldom expected to do so.

    • 

In business markets, the total demand for goods and services is significantly affected by price changes, whereas in consumer markets, the total demand for goods and services is not significantly affected by price changes.

    

Purchasing decisions in business markets are made by the end user, whereas purchasing decisions in consumer markets are made by a buying committee.
14. Which of the following measures reflects the short-term results of a firm’s marketing efforts?
• 

Perceived quality

• 

Customer awareness

• 

Sales turnover



Market share
15. \_\_\_\_\_\_\_\_\_\_ refers to the activity of designing a company’s product and image so that they occupy a distinctive place in the minds of the target market.
• 

Targeting

• 

Segmentation

• 

Positioning



Customization
16. \_\_\_\_\_\_\_\_\_\_ is the process of maximizing customer loyalty by cautiously handling detailed information about customers and all customer touch points.
• 

Product modification

• 

Customer cloning

• 

Customer relationship management



Enterprise resource planning
17. The \_\_\_\_\_\_\_\_\_\_ encompasses the actors engaged in producing, distributing, and promoting a product or a service.
• 

legal environment

• 

demographic environment

• 

natural environment



task environment
18. \_\_\_\_\_\_\_\_\_\_ divides the market into units such as nations, states, regions, cities, or neighborhoods.
• 

Geographic segmentation

• 

Behavioral segmentation

• 

Demographic segmentation



Psychographic segmentation
19. In the context of the value chain, \_\_\_\_\_\_\_\_\_\_ is a primary activity that involves bringing materials into the business.
• 
operations

• 

inbound logistics

• 

technology development



marketing
20. \_\_\_\_\_\_\_\_\_\_ refers to a marketing strategy in which a firm tries to cater to all customer groups with all the products they might require.
• 

Multiple segment specialization

• 

Single-segment concentration

• 

Individual marketing



Full market coverage
21. Entities that assist in the distribution process of a product but neither take title to goods nor engage in the negotiation of purchases or sales are called \_\_\_\_\_\_\_\_\_\_.
• 

agents

• 

merchants

• 

jobbers



facilitators
  1. Which of the following statements is true of a sharing economy?
    • 

An organization’s trust and reputation have little role in determining its place in a sharing economy.

    • 

A sharing economy is primarily the result of two activities, harvesting and divesting.

    • 

Self-policing mechanisms are typically absent in most platforms that form part of a sharing-related business.

    

In a sharing economy, an individual experiences the benefits of being both a consumer and a producer.
  2. Which of the following statements is true of fads?
    • 

They usually satisfy a strong customer need.

    • 

They tend to win over only a limited following.

    • 

They have a long acceptance cycle.

    

They last for several generations.
  3. The __________ refers to the core business process in which an organization researches, develops, and introduces novel, high-quality products quickly and within the firm’s budget.
    • 

customer acquisition process

    • 

customer relationship management process

    • 

new-offering realization process

    

fulfillment management process
25. When marketers combine an existing brand with a new brand, the product is called a \_\_\_\_\_\_\_\_\_\_.
• 

sub-brand

• 

parent brand

• 

master brand



family brand
26. \_\_\_\_\_\_\_\_\_\_ is a period in a typical product life cycle characterized by rapid market acceptance and significant profit improvement.
• 

Introduction

• 

Growth

• 

Decline



Maturity
27. \_\_\_\_\_\_\_\_\_\_ seeks to create brand awareness among consumers and communicate to them about new products or new features of existing products.
• 

Informative advertising

• 

Reinforcement advertising

• 

Reminder advertising



Persuasive advertising
28. A customer-focused \_\_\_\_\_\_\_\_\_\_ presents a strong, convincing reason why the target market should purchase a product or service.
• 

value proposition

• 

value network

• 

project objective



mission statement
  1. A company that interacts with its customers to get product ideas should:
    • 

engage the right customers in the right way.

    • 

allow all its customers to participate in the product-design process.

    • 

focus solely on its lead users.

    

prohibit customers from innovating products without its consent.
30. \_\_\_\_\_\_\_\_\_\_ is one of the methods used to develop ideas for a new product in which each feature of an existing product is noted and modified.
• 

Attribute listing

• 

Morphological analysis

• 

Mind mapping



Reverse-assumption analysis

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