MKT/421 Final Examination Study Guide

This study guide prepares you for the Final Examination you complete in the last week of the course. It contains practice questions, which are related to each week’s objectives. Highlight the correct response, and then refer to the answer key at the end of this Study Guide to check your answers.

Use each week’s questions as a self-test at the start of a new week to reflect on the previous week’s concepts. When you come across concepts that you are unfamiliar with, refer to the Student Guide for that particular week. The Student Guide provides a breakdown of the readings that align to the Final Examination questions.

Week One: Marketing Fundamentals

Objective: Explain the importance of the marketing mix in the development of marketing strategy and tactics.

1. Dell, Inc. wants to offer customers televisions in addition to computers. This is a change in its
a. pricing
b. promotion
c. personnel
d. product

Objective: Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness.

2. Good marketing strategy planners know that
a. firms like Nabisco and WalMart are too large to aim at clearly defined target markets
b. target marketing does not limit one to small market segments
c. mass marketing is often very desirable and effective
d. the terms mass marketing and mass marketer mean basically the same thing

Week Two: Marketing Research

Objective: Identify various segmentation criteria that impact target market selection.

3. A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use
a. the observation method
b. focus group interviews
c. the galvanic skin response (GSR) method
d. quantitative interviews

Week Three: Marketing Strategy: Product and