Exam 1

Name:

Date:

MARKETING -- TEST #1

Chapters 1-9

Total points – 100

Short Answer: Please indicate your answer to the following eight questions.

1. Discuss the micro-macro dilemma and the importance of social responsibility as they relate to marketing

2. Discuss the four basic types of marketing opportunities (chapter two) a firm might pursue and illustrate your response with an example of your choosing.

3. List and discuss the four components of the marketing mix as they would relate to a specific target market of your choosing

4. Discuss three dimensions for segmenting markets and illustrate your response with an example.

5. Describe the scientific method as it relates to marketing research

6. Briefly discuss the four types of product classes and their importance to an understanding of marketing.

7. Describe how you might use the new product development process if you were thinking about offering some kind of summer service to residents in a beach resort town

8. Your best friend owns a small children's consignment store (clothing store where the store will sell your "used clothing" and will share the proceeds with you) located in the downtown area of a community of 50,000 citizens.  Business has been slow the past year due the construction of several new strip malls and a new Wal Mart store (Increased competition).  She recently discovered you were taking an online marketing class and has asked you for your advice for ideas that will increase her sales. Use the concepts you learned in chapters 1-9 and illustrate their application in your response to your friend.