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1

MKTG 522 Week 8 Final Exam Guide
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MKTG 522 Week 8 Final Exam Guide
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1. (TCO B) Your company has developed a new educational electronic game. Your target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points : 25)

2. (TCO C) Michael Porter proposed a tool, the value chain, for identifying ways to create more value. According to the value chain model, every company is a combination of activities that are performed to design, produce, market, deliver, and support their products. Identify the types of activities that would create value within the organization. How can an organization use this tool? What makes this an effective approach? (Points : 25)

3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer?
What are some marketing strategies that might be employed with services to ensure positive results? In your answer, provide an example of a service to which your strategies would be utilized. (Points : 25)
4. (TCO D) Your company manufactures a quality line of home kitchen appliances, refrigerators, stoves, dishwashers, and so forth, and you are highly competitive with companies such GE, Frigidaire, KitchenAid, Whirlpool, LG, and others. The market is quite price sensitive.
You’ve just learned that your primary competitor has cut their prices to the consumer by 7%. What might be some reasons that would support their decision to make a price reduction? What should be your thoughtful reaction? (Points : 25)

5. (TCO F) You are the Sales Manager for your company. Your sales team is one that, once they gain the initial sale, enjoys considerable repeat business. Sales reps are paid a base of $35K and their commission package can add as much as $49K a year (average). Top producers make as much as $65K a year in commission–along with their base pay, they make $100K.
Sales reps have not been aggressive in pursuing new business. They have become comfortable in making repeated sales calls on their existing customers “to be visible” and to handle any issues.
Your VP of Sales wants to see a 12% increase in NEW business next year. How might you structure the compensation plan to drive selling behaviors that would result in more effort being made to gain new business? (Points : 25)

6.(TCO E) As the marketing manager for the manufacturer of a new line of computer jump drives, what strategy would you use to get your channel members to promote your product? What is the difference between a Push marketing strategy and a Pull marketing strategy? Explain how you might use each of these strategies. (Points : 25)

7.(TCO I) When a company chooses their distribution channels, they must keep in mind that each channel member must be given the opportunity to be profitable. The main elements in the “trade-relations mix” are Price policy, Conditions of sale, Distributors’ territorial rights, and Mutual services and responsibilities. Explain how these terms of doing business can affect the profitability of all channel members. (Points : 25)

8.(TCO J) Discuss the importance of a company being seen by its public as “being ethical” in its marketing practices. What can a company do to ensure its marketers are practicing ethical marketing? (Points : 25)

9 (TCO A) Now that you have completed the Final Draft of your Marketing Plan, were you to begin anew, what would you have done differently insofar as your efforts to segment your TARGET MARKET and your efforts to reach that TARGET MARKET via your promotional mix? What would you have done differently?
Be sure to refresh your instructor’s mind by providing one sentence that communicates what your Marketing Plan brought to market. (Points : 25)

10.(TCO G) Sales Promotions offer consumers an incentive to buy. Name at least four different types of sales promotion tools, tell how you would use them, and provide an example of a type of product or service you would promote using this tool.
Failure to provide all of the requested information will result in a loss of points. (Points : 25)

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2

MKTG 522 Week 7 DQ 2 Ethics and Social Responsibility
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MKTG 522 Week 7 DQ 2 Ethics and Social Responsibility
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Customer complaints about Toyota cars suddenly accelerating were initially downplayed by Toyota Motor Sales in December 2009, which initially stated that it was caused by the driver’s side carpeting getting in the way of the pedal. Toyota’s announcements at the beginning of 2010, however, suggested that the real culprit was a defective gas pedal. This resulted in many calls for an investigation, as the initial claim about the carpeting was seen as apparent camouflage for a more serious situation, one that is alleged to have resulted in hundreds of Toyota cars suddenly accelerating and unable to stop, as well as several passengers dying in accidents.

Additional issues have since emerged that suggested other mechanical problems at this major automobile manufacturer. Within the automobile world, the recalls have affected over eight million Toyota automobiles.

Research this incident online. Share what you see as the responsibilities that a marketer (Toyota) has to the society in which it markets its goods. Was there an ethical breach by Toyota in not coming forth when the problem with acceleration was first reported, or was it simply a series of poor business decisions? Or was it both? Substantiate your response.

Given the current situation, what would you suggest that Toyota do to ensure that its marketing practices are seen by the public as ethical and above board? At the same time, how should Toyota market itself to regain consumer trust that has been shaken by the many deaths that resulted because of the initial gas pedal defect?

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3

MKTG 522 Week 7 DQ 1 International Markets
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MKTG 522 Week 7 DQ 1 International Markets
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Kellogg Company (you know them as Kellogg’s, makers of Rice Krispies, Corn Flakes, and a variety of other cold cereal products) celebrated its 100th anniversary a few years ago in 2006. As with many companies, it has attempted to expand internationally.

To see where Kellogg competes internationally, view their Brand Portfolio, and then select the Availability link.

Take a look a few of the websites for Kellogg Company in other countries. How do their marketing efforts in these countries differ? Do they offer the same products everywhere? What are some of the major concerns and consi

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4

MKTG 522 Week 7 Complete Course Project (Marketing Plan)
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MKTG 522 Week 7 Complete Course Project (Marketing Plan)
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Course Project – Final Marketing Plan Submission
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contingency Planning
5.0 Conclusion
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5

MKTG 522 Week 6 DQ 2 Advertising Effectiveness
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MKTG 522 Week 6 DQ 2 Advertising Effectiveness
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Select an advertisement to which you have recently been exposed. It can be in any paid communications medium, such as TV, radio, newspaper, or magazine. The ad that you select should be one to which others in the class can easily relate, such as Verizon’s “Can you hear me now?” ads or the Aflac ad (with the white duck that squawks “AFFFFLAAAAAAAC!”)

Evaluate the ad from a consumer perspective. Why do you feel the ad was created in the first place? What is the MESSAGE that the ad is attempting to communicate? What do you see as this ad’s major strengths or weaknesses? Do you think the ad was a success?

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6

MKTG 522 Week 6 DQ 1 Marketing Communications
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MKTG 522 Week 6 DQ 1 Marketing Communications
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Describe Integrated Marketing Communications (IMC). Why is it so important in the 21st century for marketers to embrace this? What are some of the concerns of the marketer when it comes to creating an IMC approach via the promotional mix components of advertising, public relations, sales promotion, direct marketing, and personal selling?

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7

MKTG 522 Week 6 Course Project Marketing Plan
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MKTG 522 Week 6 Course Project Marketing Plan
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Course Project – Marketing Plan Submission #3
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research

This week, your third draft of the Marketing Plan is due for review and feedback. For complete details, click on the Marketing Plan tab in Course Home and download the Marketing Plan Guide in Doc Sharing.

In the third draft of your Marketing Plan, you will be providing your second draft, which includes Section 3.0 in your Marketing Plan. Please remember to go back and revise these sections based upon the grading feedback, the readings, lectures, and discussions throughout the course.Submit only these sections due for review.

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8

MKTG 522 Week 5 DQ 2 Retailing, Wholesaling, and Logistics
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MKTG 522 Week 5 DQ 2 Retailing, Wholesaling, and Logistics
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Describe Market Logistics. What are some of the steps necessary for market logistics planning? Please provide an example.

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9

MKTG 522 Week 5 DQ 1 Channels of Distribution
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MKTG 522 Week 5 DQ 1 Channels of Distribution
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As part of the Marketing Mix, Place, or Channels of Distribution, is important to understand. What is the difference between Direct channels of distribution and Indirect channels of distribution?

It has been said that “channels of distribution may be the best opportunity for a sustained competitive advantage.” Based on your Kotler text, would you agree or disagree? Why?

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10

MKTG 522 Week 5 Checkpoint
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MKTG 522 Week 5 Checkpoint
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1.Question : (TCOs E, I) What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work.

2.Question : (TCOs E, I) Describe channel conflict and provide an example.

3.Question : (TCOs E, I) What is a direct marketing channel? Please provide an example.

4.Question : (TCOs E, I) What are the differences between exclusive distribution, selective distribution, and intensive distribution? Why would you choose one of these strategies over another?

5.Question : (TCOs E, I) How would you describe retailing? What are the four levels of service?

6.Question : (TCOs E, I) Why do intermediaries bother to sponsor their own brand? What is the role of private label brands in the market place?

7.Question : (TCOs E, I) Describe wholesaling. Why do manufacturers not sell directly to retailers or final customers?

8.Question : (TCOs E, I) Explain supply chain management and market logistics. Why are these efficient processes important to many industries?

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11

MKTG 522 Week 4 DQ 2 Marketing of Services
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MKTG 522 Week 4 DQ 2 Marketing of Services
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How is the marketing of services different than the marketing of a product? What are the challenges of marketing a service? How is marketing shoes different from marketing shoe repair?



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12

MKTG 522 Week 4 DQ 1 Pricing Strategies
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MKTG 522 Week 4 DQ 1 Pricing Strategies
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As part of the Marketing Mix, PRICE, P, is important to the marketer. Yet when we look at price, it is more than just a dollar figure. What does price represent to the consumer? What does price represent to the marketer?



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13

MKTG 522 Week 4 Course Project Marketing Plan
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MKTG 522 Week 4 Course Project Marketing Plan
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Course Project – Marketing Plan Submission #2
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets

This week, your second draft of the Marketing Plan is due for review and feedback. For complete details, click on the Marketing Plan tab in Course Home and download the Marketing Plan Guide in Doc Sharing.

In the second draft of your Marketing Plan, you will be adding the first four parts of Section 3.0 to the working copy of your Marketing Plan. Please remember to go back and revise each of these sections based upon the grading feedback, and the readings, lectures, and discussions throughout the course. Submit only these sections due for review.

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14

MKTG 522 Week 3 DQ 2 Competitive Strategies
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MKTG 522 Week 3 DQ 2 Competitive Strategies
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As part of the Marketing Mix, PRICE, P, is important to the marketer. Yet when we look at price, it is more than just a dollar figure. What does price represent to the consumer? What does price represent to the marketer?

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15

MKTG 522 Week 3 DQ 1 Branding
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MKTG 522 Week 3 DQ 1 Branding
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Procter & Procter & Gamble (P&G) perhaps epitomizes the ability to create highly successful brands and marketing efforts. Read the Breakthrough Marketing case study about Procter & Gamble on page 269 in chapter 9 of your e-text.
Given our study through the first three weeks, to what do you attribute P&G’s success and its ability to continually grow its business? Were you to project into the future, what recommendations would you make to P&G marketing executives, especially as to where the company might be vulnerable?
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16

MKTG 522 Week 3 Checkpoint
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MKTG 522 Week 3 Checkpoint
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(TCOs C, H) Describe customer perceived value, total customer benefit, and total customer cost. How do the total customer benefit and the total customer cost affect the consumer’s perception? Explain.

(TCOs C, H) What are some of the ways that a business can attract and retain customers?

(TCOs C, H) What are the five stages in the buying decision process? Briefly describe each.

(TCOs C, H) What is a niche market? What does an attractive niche market look like?

(TCOs C, H) What is a market segment? What are some of the factors that may be used to narrow the market down into segments?

(TCOs C, H) How would you describe a brand? What roles do brands play in the market?

(TCOs C, H) What is brand equity? Provide an example.

(TCOs C, H) When you analyze your competitors, what are the areas of greatest concern? Using the soft drink industry, provide examples of the type of information required.

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17

MKTG 522 Week 2 DQ 2 Target Market Selection
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MKTG 522 Week 2 DQ 2 Target Market Selection
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What are some of the challenges faced by marketers as they attempt to define their target markets?
How necessary is it to fine-tune your Marketing Plan so that your target market is clearly defined and measurable?
Why is extensive research necessary for an accurate definition of a target market?

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18

MKTG 522 Week 2 DQ 1 Consumer Buying Behavior
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MKTG 522 Week 2 DQ 1 Consumer Buying Behavior
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What are some of the factors that influence consumers’ buying behavior?
Have the purchasing habits of your parents and/or grandparents influenced your buying behavior?
If you were to open your refrigerator and cupboards and compare the contents with those of your parents, would you find some brands in common?

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19

MKTG 522 Week 1 DQ 2 Strategic Marketing Planning
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MKTG 522 Week 1 DQ 2 Strategic Marketing Planning
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Why is it important for a company to have a well written mission statement?
What key points do you think need to be included in the mission statement?
Should a mission statement also be a marketing tool?
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20

MKTG 522 Week 1 DQ 1 Market Research
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MKTG 522 Week 1 DQ 1 Market Research
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Name the six steps in the marketing research process as discussed in the Kotler text.
Why is it important to include all of these steps in the research process?
Why is the first step the most important?
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21

MKTG 522 Week 1 Course Project Marketing Plan Topic
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MKTG 522 Week 1 Course Project Marketing Plan Topic
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Course Project
This week, you will begin working on your Marketing Plan that is due in Week 7. Click on the Marketing Plan tab in Course Home for the full details.
Submit your Marketing Plan topic using the Marketing Plan Topic Form found in Doc Sharing.

Please download and review the Marketing Plan Guide in Doc Sharing prior to beginning your marketing plan. Also, see the Sonic Marketing Plan Example and Exercises in the Appendix of your Kotler textbook. The questions asked in the exercises may help you further develop your marketing plan.

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22

MKTG 522 Entire Course With Final Exam
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MKTG 522 Week 1 Course Project Marketing Plan Topic

MKTG 522 Week 2 Course Project Marketing Plan Draft 1

MKTG 522 Week 3 Checkpoint

MKTG 522 Week 4 Course Project Marketing Plan Draft 2

MKTG 522 Week 5 Checkpoint

MKTG 522 Week 6 Course Project Marketing Plan Draft 3
MKTG 522 Week 7 Course Project Marketing Plan
MKTG 522 Week 1 DQ 1 Market Research

MKTG 522 Week 1 DQ 2 Strategic Marketing Planning

MKTG 522 Week 2 DQ 1 Consumer Buying Behavior

MKTG 522 Week 2 DQ 2 Target Market Selection

MKTG 522 Week 3 DQ 1 Branding

MKTG 522 Week 3 DQ 1 Competitive Strategies

MKTG 522 Week 3 DQ 2 Competitive Strategies

MKTG 522 Week 4 DQ 1 Pricing Strategies

MKTG 522 Week 4 DQ 2 Marketing of Services

MKTG 522 Week 5 DQ 1 Channels of Distribution

MKTG 522 Week 5 DQ 2 Retailing, Wholesaling, and Logistics

MKTG 522 Week 6 DQ 1 Marketing Communications

MKTG 522 Week 6 DQ 2 Advertising Effectiveness

MKTG 522 Week 7 DQ 1 International Markets

MKTG 522 Week 7 DQ 2 Ethics and Social Responsibility

MKTG 522 Week 8 Final

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23

MKTG 522 All Discussion Questions
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MKTG 522 Week 1 DQ 1 Market Research

MKTG 522 Week 1 DQ 2 Strategic Marketing Planning

MKTG 522 Week 2 DQ 1 Consumer Buying Behavior

MKTG 522 Week 2 DQ 2 Target Market Selection

MKTG 522 Week 3 DQ 1 Branding

MKTG 522 Week 3 DQ 1 Competitive Strategies

MKTG 522 Week 3 DQ 2 Competitive Strategies

MKTG 522 Week 4 DQ 1 Pricing Strategies

MKTG 522 Week 4 DQ 2 Marketing of Services

MKTG 522 Week 5 DQ 1 Channels of Distribution

MKTG 522 Week 5 DQ 2 Retailing, Wholesaling, and Logistics

MKTG 522 Week 6 DQ 1 Marketing Communications

MKTG 522 Week 6 DQ 2 Advertising Effectiveness

MKTG 522 Week 7 DQ 1 International Markets

MKTG 522 Week 7 DQ 2 Ethics and Social Responsibility

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