MANAGEMENT-TESTOP覅-K#KTCi5iMd孔tR
.docx
School
University of Bridgeport**We aren't endorsed by this school
Course
MKTG 309
Subject
Marketing
Date
Dec 16, 2024
Pages
4
Uploaded by ChancellorRainDuck28
EXAM NAME: Advanced Marketing Theory and ApplicationsEXAM TIME: 3 hoursTOTAL SCORE: 100 pointsINSTRUCTIONS:1. This exam consists of three parts: multiple-choice questions, open-ended questions, and calculation questions. Please answer each part according to the specified format and time.2. Multiple-choice questions should be marked with the corresponding letter of the answer choice on the answer sheet.3. Open-ended questions should be answered in complete sentences and clearly demonstrate your understanding of the relevant concepts and theories.4. Calculation questions should be solved step by step, with a clear explanation of each step.5. Please adhere to the time limit for each part of the exam and allocate your time appropriately.6. Please use only black or blue ink to write your answers.---MULTIPLE-CHOICE QUESTIONS (20% of the total score)1. In strategic marketing planning, which of the following is NOT considered as one of the four Ps of the marketing mix?a. Productb. Pricec. Placed. Promotion2. Which of the following factors is most likely to influence the adoption of a new product according to the diffusion of innovations theory?a. Complexityb. Divisibilityc. Observabilityd. Trialability3. Which digital marketing tool is used to track and analyze user behavior on a website?a. Search Engine Optimization (SEO)b. Content Management System (CMS)c. Customer Relationship Management (CRM) softwared. Web analytics
---OPEN-ENDED QUESTIONS (40% of the total score)1. Explain the concept of market segmentation and describe two common bases for segmenting consumer markets. (10 points)2. Discuss the role of branding in modern marketing and outline three key strategies for building a strong brand. (10 points)3. Analyze the differences between domestic and international marketing, focusing on the challenges faced by firms when entering global markets. (10 points)---CALCULATION QUESTIONS (40% of the total score)1. Suppose a company has a product with a unit cost of $5 and a fixed cost of $10,000. If the selling price is $10 per unit, calculate the break-even point in units and dollars. (10 points)2. A firm's demand function is given by Q = 100 - 2P, where Q is the quantity sold and P is the price. Calculate the elasticity of demand when the price is $40. (10 points)3. Draw a graph illustrating the relationship between price and quantity for a perfectly competitive market. Label the equilibrium price and quantity, and explain the concept of equilibrium in this context. (10 points)---EXAM NAME: Marketing Metrics and Strategic InsightEXAM TIME: 2 hours 45 minutesTOTAL SCORE: 100 pointsINSTRUCTIONS:1. This exam consists of three parts: multiple-choice questions, open-ended questions, and calculation questions. Please answer each part according to the specified format and time.2. Multiple-choice questions should be marked with the corresponding letter of the answer choice on the answer sheet.3. Open-ended questions should be answered in complete sentences and clearly demonstrate your understanding of the relevant concepts and theories.
4. Calculation questions should be solved step by step, with a clear explanation of each step.5. Please adhere to the time limit for each part of the exam and allocate your time appropriately.6. Please use only black or blue ink to write your answers.---MULTIPLE-CHOICE QUESTIONS (20% of the total score)1. The marketing metric that measures the return on investment for each marketing campaign is known as:a. Customer Lifetime Value (CLV)b. Net Promoter Score (NPS)c. Cost-Per-Acquisition (CPA)d. Gross Rating Point (GRP)2. Which of the following is an example of a push marketing strategy in digital marketing?a. Search Engine Marketing (SEM)b. Email marketingc. Content marketingd. Influencer marketing3. In consumer behavior, the concept that describes how consumers simplify information processing by using heuristics is called:a. Cognitive dissonanceb. Confirmation biasc. The theory of planned behaviord. The elaboration likelihood model---OPEN-ENDED QUESTIONS (30% of the total score)1. Discuss the importance of marketing analytics in decision-making and explain how it can be used to improve marketing effectiveness. (10 points)2. Outline the key components of a SWOT analysis and explain how it can help a company develop its marketing strategy. (10 points)3. Explain the role of customer relationship management (CRM) in maintaining strong customer relationships and describe two strategies for leveraging CRM data. (10 points)---
CALCULATION QUESTIONS (50% of the total score)1. A company has a current customer base of 1,000, with an average annual revenue per customer of $500. If the company acquires 100 new customers, each with an average annualrevenue of $400, calculate the new CLV for the company. (10 points)2. A firm wants to calculate the Customer Acquisition Cost (CAC) for a marketing campaign. The campaign generated 100 leads, of which 10% converted to customers. The total cost of the campaign was $5,000. Calculate the CAC. (10 points)3. The elasticity of demand for a product is -1.5. If the firm increases the price by 5%, calculate the percentage change in quantity demanded. (10 points)---Remember, this exam is designed to test your comprehensive abilities and understanding ofadvanced marketing concepts. Good luck!