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Course
BUS 620
Subject
Marketing
Date
Dec 11, 2024
Pages
6
Uploaded by MatePencilIbex42
```plaintextExam Name: Advanced Marketing AnalysisExam Time: 2 Hours 30 MinutesTotal Score: 100 PointsInstructions:1. Answer all questions.2. Show all calculations and reasoning for calculation questions.3. You may use a calculator.4. Some questions require graphing or chart analysis.5. Please write clearly and legibly.6. For multiple-choice questions, circle the correct answer.---1. Multiple Choice (2 Points Each)Which of the following is NOT a major component of the marketing mix?A) ProductB) PriceC) PlaceD) Promotion2. Solution Question (4 Points)Explain the concept of the "marketing concept" and discuss its importance in modern marketing strategy.---3. Calculation Question (5 Points)A company is considering the launch of a new product. The expected revenue for the first year is $200,000, and the expected variable cost is $100,000. The fixed cost for the product is $50,000. Calculate the break-even point for this product.---4. Multiple Choice (2 Points Each)In the context of consumer behavior, what is meant by "heuristic" decision-making?A) The process of making decisions based on detailed analysis.B) The process of making decisions based on intuition and past experience.
C) The process of making decisions based on cost-benefit analysis.D) The process of making decisions based on consumer surveys.5. Solution Question (4 Points)Discuss the difference between market segmentation and market targeting in the context of marketing strategy.---6. Calculation Question (5 Points)A company wants to achieve a net profit margin of 10% on a product that has a variable costof $40 per unit and a fixed cost of $500,000. If the product is sold for $100 per unit, how many units must be sold to achieve the desired profit margin?---7. Multiple Choice (2 Points Each)Which of the following digital marketing strategies is most effective in reaching a global audience?A) Social media marketingB) Search engine optimizationC) Influencer marketingD) Email marketing8. Solution Question (4 Points)Explain the role of branding in marketing. How can a strong brand impact consumer behavior?---9. Calculation Question (5 Points)A service company has a fixed cost of $30,000 and a variable cost of $10 per service. If the service is sold for $100, what is the company's break-even point in terms of the number of services provided?---10. Solution Question (4 Points)Discuss the importance of marketing research in the development of a new product. What types of information should be collected, and how should it be used?---
11. Multiple Choice (2 Points Each)In international marketing, what does the acronym "PESTEL" stand for?A) Product, Environment, Strategy, Tactics, Execution, and LeadershipB) Political, Economic, Social, Technological, Environmental, and LegalC) Price, Employee, Stock, Total, Equipment, and LocationD) Product, Environment, Sales, Technique, Equipment, and Labor12. Solution Question (4 Points)Describe the process of strategic marketing planning. What are the key steps involved, and how do they contribute to the overall marketing strategy?---13. Multiple Choice (2 Points Each)Which of the following is a key metric used in sales management to measure the performance of a sales team?A) Customer Lifetime ValueB) Sales Conversion RateC) Marketing MixD) Brand Equity14. Solution Question (4 Points)Explain the concept of "customer relationship management" (CRM) and discuss how it can be used to improve customer satisfaction and retention.---15. Calculation Question (5 Points)A company has a gross margin of 50% on its products. If the average sale price of a product is $300 and the company sells 10,000 products, calculate the total gross profit.---16. Solution Question (4 Points)Discuss the unique challenges faced by service industries in marketing their products. What strategies can be employed to overcome these challenges?---17. Multiple Choice (2 Points Each)
In marketing analytics, what is the purpose of a "funnel analysis"?A) To measure the effectiveness of a marketing campaign over time.B) To analyze the customer journey from awareness to conversion.C) To calculate the return on investment (ROI) for a marketing campaign.D) To segment customers based on their purchase behavior.18. Solution Question (4 Points)Explain the concept of "predictive analytics" in marketing. How can it be used to improve marketing effectiveness?---19. Calculation Question (5 Points)A company has a marketing budget of $100,000. If the company wants to spend 60% of its budget on online advertising, how much will be allocated to online advertising?---20. Solution Question (4 Points)Discuss the role of ethics in marketing. How can ethical considerations impact marketing decisions and consumer perceptions of a brand?---21. Multiple Choice (2 Points Each)Which of the following is a key factor in the success of a digital marketing campaign?A) The quality of the productB) The reach of the campaignC) The creativity of the campaignD) The timing of the campaign22. Solution Question (4 Points)Explain the concept of "market orientation" and how it differs from "sales orientation" in marketing strategy.---23. Calculation Question (5 Points)A company has a target profit of $200,000. If the contribution margin per unit is $20 and thefixed costs are $100,000, how many units must be sold to achieve the target profit?
---24. Solution Question (4 Points)Discuss the importance of cross-cultural awareness in international marketing. How can understanding cultural differences lead to more effective marketing strategies?---25. Multiple Choice (2 Points Each)Which of the following is a key component of a SWOT analysis?A) Strengths, Weaknesses, Opportunities, and ThreatsB) Social, Technological, Economic, and PoliticalC) Sales, Workers, Opportunity, and TimeD) Strategy, Tactics, Operations, and Management26. Solution Question (4 Points)Explain the concept of "value proposition" in marketing. How can a strong value propositiondifferentiate a brand in a competitive market?---27. Calculation Question (5 Points)A company has a target market size of 10,000 potential customers. If the company wants to capture 20% of the market, how many customers must be acquired?---28. Solution Question (4 Points)Discuss the importance of customer satisfaction in services marketing. How can customer satisfaction be measured and improved?---29. Multiple Choice (2 Points Each)Which of the following is a key metric used in measuring the effectiveness of a marketing campaign?A) Customer Acquisition CostB) Conversion RateC) Customer Satisfaction ScoreD) All of the above
30. Solution Question (4 Points)Explain the concept of "co-creation" in marketing. How can involving customers in the product development process improve marketing outcomes?---End of Exam.```Please note that the above test paper was generated with random content and may not alignwith the actual curriculum or difficulty level of a master's level marketing exam.