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MAR 1011 Midterm Exam – MAR-1011 Principles of Marketing

1. Give an example of a company that might be successfully following a production orientation. Why might a firm in this industry be successful following a production orientation?
2. Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, “If we aren’t customer-driven, our cars won’t be either.” Explain how this statement reflects the marketing concept.
3. Explain why it is important to write a marketing plan.
4. After graduation, you decide to take a position as the marketing manager for a small snack-food manufacturer. The company, ShurSnak, is growing, and this is the first time that the company has ever employed a marketing manager. As such, there is no marketing plan in place for you to follow. Outline a basic marketing plan for your boss to give her an idea of the direction you want to take the company. mar 1011 midterm exam
5. What is meant by “having a global vision?” Why is it important?
6. Explain how exchange rates can affect a firm’s global sales.
7. Describe the three categories of consumer decision-making behavior.
8. How do beliefs and attitudes influence consumer behavior?
9. Why is relationship or personal selling the best way to promote in business marketing?
10. Identify the four major categories of business market customer
11. Explain the importance of market segmentation
12. Explain one-to-one marketing
13. Describe the four categories of consumer products
14. Explain the difference between marketing research and a DSS.
15. Explain when marketing research should be conducted
16. Describe how and why product warranties are important marketing tools
17. Explain the importance of developing new products and describe the six categories of new products
18. Explain the concept of product life cycles
19. Describe the components of service quality
20. Explain internal marketing in services