Essay on Mm522 Final Exam

1020 Words Dec 19th, 2011 5 Pages
Page 1

1. (TCO B) What are the advantages of qualitative measurements when doing marketing research? What are the disadvantages? Be sure to answer both questions. (Points : 25)

| 2. (TCO C) What are the benefits to a company of a well-executed BRANDING strategy? What are the benefits to a consumer? (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
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It is important to understand what the customer expects channels of distribution or channel members will provide them. Consumers desire certain key service outputs: lot size, waiting and delivery time, spatial convenience, product variety, and service backup. How does each of these affect the design of the marketing channel? (Points : 25)

| 2. (TCO I) Describe the supply chain strategy using demand chain planning. By looking at the company as the center of a value network, how will this approach enable the company to be more financially efficient? (Points : 25)

| 3. (TCO J) With the memory of the many companies showing poor judgment and poor ethics, such as B&P, Toyota, Enron, WorldCom, Arthur Andersen, and others fresh in your mind, you have been asked to advise your company's CEO on to how to minimize the risk of a similar event occurring at your company. Specifically, what recommendations would you make to your CEO that would minimize unethical business and marketing practices by your employees, such as those alleged to have occurred at these and other companies?(Points : 25)

| 4. (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

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