BUSN 319 Marketing DeVry

Visit: www.academicguider.com

BUSN 319 All Discussion Questions Week 1 7

Price: USD 29
BUSN 319 Week 1 DQ 1 What Is Needed for Marketing to Occur
BUSN 319 Week 1 DQ 2 Strategic Marketing Process
BUSN 319 Week 2 DQ 1 Purchase Decision Process
BUSN 319 Week 2 DQ 2 Buyers and Markets
BUSN 319 Week 3 DQ 1 Understanding Consumers
BUSN 319 Week 3 DQ 2 Target Marketing
BUSN 319 Week 4 DQ 1 New Products
BUSN 319 Week 4 DQ 2 Building a Brand
BUSN 319 Week 5 DQ 1 Price Perception
BUSN 319 Week 5 DQ 2 Flexible Pricing
BUSN 319 Week 6 DQ 1 Integrated Marketing Communications
BUSN 319 Week 6 DQ 2 Using Social Media
BUSN 319 Week 7 DQ 1 Delivering the Goods
BUSN 319 Week 7 DQ 2 Marketing Mash Up-The Four Ps Marketing Mix

BUSN 319 Week 8 Final Exam Solutions

Price: USD 35
Question 1. (TCO 4) Three commonly used methods of evaluating marketing programs are
(Points : 5)
Question 2. (TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of
what is to be accomplished and when. (Points : 5)
Question 3. (TCO 3) Which marketing strategy focuses on a single market segment but adds
additional product lines? (Points : 5)
Question 4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and
source of competitive advantage (lower cost to differentiation), Porter's four generic business
strategies are differentiation, cost focus, cost leadership, and (Points : 5)
Question 5. (TCO 2) Which of the following pieces of information is used in the
implementation phase of the strategic marketing process? (Points : 5)
Question 6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis,
the first step of the planning phase of the strategic marketing process? (Points : 5)
Question 7. (TCO 3) The first decision in developing an advertising program is to (Points : 5)
Question 8. (TCO 2) The proper blend of elements in the promotional mix depends on the type
of product. The three specific characteristics to be considered are _____, risk, and ancillary
services. (Points : 5)
Question 9. (TCO 4) Reminding buyers of the products existence is the promotional objective
during which stage of the product life cycle? (Points : 5)
Question 10. (TCO 2) The _____ can be used to inform prospective buyers about the benefits of
the product. (Points : 5)
Question 11. (TCO 8) Which of the following statements about the terms used for marketing
intermediaries is true? (Points : 5)

Question 12. (TCO 7) Which of the following statements about the legal and regulatory aspect
of pricing is true? (Points : 5)
Question 13. (TCO 2) Pricing objectives may change depending on (Points : 5)
Question 14. (TCO 3) The ratio of perceived benefits to _____ is called value. (Points : 5)
Question 15. (TCO 6) Market segmentation involves aggregating prospective buyers into
groups that will respond similarly to a marketing action and (Points : 5)
Question 16. (TCO 5) The process of continually acquiring information on events occurring
outside the organization to identify and interpret potential trends is called (Points : 5)
Question 17. (TCO 1) The marketing department helps keep the organization focused on
creating value both for it and for customers. This is accomplished by (Points : 5)
Question 18. (TCO 1) Which of the following acts as a barrier to the development of
relationship marketing? (Points : 5)
Question 19. (TCO 1) Your neighbor is tired of conventional soft drinks and wants something
different. Coincidentally, Cadbury Beverages Inc. has begun distributing Country Time lemonade
through the supermarket at a price comparable to that of soft drinks. Which of the conditions
needed for marketing to occur is described in this situation? (Points : 5)
Question 20. (TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of
several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri
Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the
quantity of food contained within is small. The target market for Kraft Lunchables is most likely
(Points : 5)
Question 21. (TCO 3) Which element of the marketing mix is demonstrated when the Mars
Company has a sale on M&Ms brand candies? (Points : 5)
Question 22. (TCO 5) The Lemon Tree is a high-fashion boutique selling top-of-the-line
women's clothing and accessories. The keys to its success include knowing the customers'
changing tastes and providing something different from other retailers. In addition, because of
the high value of the merchandise, The Lemon Tree's management is exploring the use of
computerized inventory controls and sales order processing. From this description, one can infer
that the environmental category of least importance to The Lemon Tree is (Points : 5)
Question 23. (TCO 7) In 1998, F. Hoffman-LaRoche Ltd. and BASF AG, two international
pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and fix
prices of vitamins used in virtually every home in the United States. This is an example of how
_____ forces affect the marketing environment. (Points : 5)
Question 24. (TCO 6) Mile High Frozen Foods is a distributor for McDonalds. It also bakes the
buns used by McDonalds in several states. Mile High purchases flour, yeast, and sesame seeds,
manufactures the buns, and then distributes them to the retail stores. Mile High Frozen Foods is
operating in a(n) _____ market. (Points : 5)
Question 25. (TCO 1) Several years ago, SwissAir made some unwise investments to pay for a
planned expansion. As a result, the company had to make some cost-cutting moves that alienated
its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to
resume business. Its board of directors recently announced that the company would like to
resume flying. Before resuming flying, SwissAir needed to determine what percentage of its
former customers it could expect to return to the airline. If not enough former customers were
willing to use SwissAir again, the resumption of flights would not be profitable. The
determination of the percentage of returning patrons that would be needed to resume operation is
an example of a (Points : 5)

Question 26. (TCO 3) When Marine Midland Bank sent market researchers with surveys doorto-door in the neighborhoods of its branch banks to ask people with savings accounts why they
did not also have checking accounts and credit cards with Marine Midland, the researchers were
gathering _____ data. (Points : 5)
Question 27. (TCO 4) Sara Burns is the owner of a company called Spice and was looking for a
new product to go with her company's line of food condiments when a friend suggested
combining spices with tea. In the _____ stage of the new-product process, the spices and tea
mixtures were exposed to prospective consumers under realistic purchase conditions. (Points : 5)
Question 28. (TCO 4) A few years ago, Who Wants to Be a Millionaire premiered as the first
nighttime game show in several decades. The marketing for the show was intent on making
television viewers aware of its existence and excited enough about the show that they would
watch the first episode. Based on this description, in which stage of the product life cycle would
this show be? (Points : 5)
Question 29. (TCO 8) In an episode of the Andy Griffith television series, two local farmers
were selling the produce they grew on their farms from the backs of their pickup trucks to local
people who drove by on the road. The farmers selling their products without wholesalers or
retailers were an example of a (Points : 5)
Question 30. (TCO 2) Disney is using an integrated marketing communications program (IMC)
to promote group travel to its theme parks, because (Points : 5)
Question 31. (TCO 2) When a news story covers a terrible disaster and viewers are asked to
send donations to the American Red Cross, the American Red Cross is receiving (Points : 5)
Question 32. (TCO 8) For several years, advertisements for Arm & Hammer Baking Soda have
prompted consumers to place an opened box of the product in the refrigerator to lessen food odor
and to replace that box monthly. The same ads advise customers to pour the used box down their
kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell
more baking soda. (Points : 5)
Question 33. (TCO 3) Imagine that you are creating a marketing plan for a company that will
sell motor scooters . As you consider the marketing program, what types of strategy should you
consider including in the plan? Propose one specific example of each type of strategy that you
are considering, and present your rationale (reasoning) for your strategy selections. (Points : 30)
Question 34. Discriminate between primary data and secondary data and their usefulness to
business decision making, being sure to discuss the advantages and disadvantages of each. Your
response should also identify the typical sources for primary and secondary data and what you
would rely on most heavily in making your marketing decisions. (Points : 30)
Question 35. (TCO 4) You are the product manager responsible for a horrible product failure,
but in your wisdom, you are evaluating why the product failed. What factors would you consider
in your evaluation? What actions could you have taken to prevent the failure? Does product
innovation need a willingness to accept failure? (Points : 30)

Visit: www.academicguider.com