MMM4

1. MGT201-Questions
Made By Abdullah Alamoudi
CH1
1. What is the definition of marketing?
- Marketing is the activity, set of institutions, and processes for creating,
capturing, communicating, and exchanging offerings that have value for
customer.
2. Marketing is about satisfying Customer needs and Wants.
. 3. What are the four components of the marketing mix?
1- Product
2-Price
3-Place
4-Promotion
4. Who can perform marketing?
- By Individuals and Organizations.
5. What are the various eras of marketing?
- Production
- Sales
- Marketing era
- Value-based marketing

2. 6. How Does Marketing Create Value and How Do Firms Become More Value
Driven?
- Build relationships with customers.
Gather and analyze information.
Balance benefits and costs.
Connect with customers using social and
mobile media.
7. Does providing a good value mean selling at a low price?
- Not necessarily, manufacturers need to satisfy customer needs by keeping
costs down, so they are able to sell at a low price.
8. How are marketers connecting with customers through social and mobile
media?)‫فهمك‬ ‫من‬ ‫التعبير‬ ‫يمكنك‬ ‫إجابات‬ ‫عدة‬ ‫له‬ ‫(السؤال‬
- You can use your social media channels to tell your customers about new
products and give them a sneak peek about what's next. This makes them feel
special (after all, they'll know first!) and can build a stronger connection
between your brand and your customers.

3. CH2
What are the various components of a marketing strategy?
• Target market.
• Marketing mix.
• Plans to build a sustainable competitive advantage.
List the four macro strategies that can help a firm develop a
sustainable competitive advantage.
- Customer Excellence
- Product Excellence
- Operational Excellence
- Locational Excellence
What are the five steps in creating a marketing plan?
- Business mission
- Situation analysis
- Identify opportunities
- Implement marketing mix
- Evaluate performance using marketing mix
What tool helps a marketer conduct a situation analysis?
- Internal Strengths
- Internal Weaknesses
- External Opportunities
- External Threats
What is STP?
- Segmentation
- Targeting
- Positioning

4. What do the four quadrants of the portfolio analysis
represent?
- Stars
- Cash Cows
- Question Marks
- Dogs
What are the four growth strategies?
- Market Development Strategy
- Market Penetration Strategy
- Product Development Strategy
- Diversification Strategy

5. CH3
1.What are the 4 Es?
- Excite the Customer
- Educate the Customer
- Engage the Customer
- Experience the Product or Service
2.What social media elements work best for each of the 4
Es?
- Excite the Customer – Facebook and Google
- Educate the Customer – HubSpot, Twitter and Blogging Tools
- Engage the Customer – YouTube, Blogs, Retailer’s Website
- Experience the Product or Service – Blogging and Micro blogging
Describe the components of the 7C online marketing
framework.
- Core Goals
- Context Elements
- Content
- Community
- Communication
- Commerce
- Connection
Differentiate between organic and paid search.
- organic search focuses on unpaid rankings in search results.
- paid search focuses on paid rankings.
What are the five drivers of social media engagement
described in the Wheel of Social Media Engagement?
- The Information Effect
- The Connected Effect
- The Network Effect
- The Timeliness Effect
- The Dynamic Effect

6. What are the seven types of customer motivations for
using mobile apps?
- Me Time
- Socialize
- Shop
- Accomplish
- Prepare
- Discover
- Self-Express
What are the four options for pricing mobile apps?
- Ad-supported apps
- Freemium apps
- Paid apps
- In-app purchases
What are some of the most popular types of mobile
applications?
- Me Time
- Socialize
- Shopping
How Do Firms Engage Their Customers?
- Listen
- Analyze
- Do
How to Do a Digital Marketing Campaign?
1. Identify strategy and goals
2. Identify the target audience
3. Develop the budget
4. Develop the campaign
5. Monitor & change

7. CH5
What are the components of the immediate
environment?
- Company
- Competitors
- Corporate Partners
- Physical Environment
What are the six key macroeconomic factors?
- Culture
- Demographics
- Social
- Technology
- Economic
- Political/Legal
Differentiate between country culture and regional culture.
- Country Culture: • Subtler aspects can be difficult to navigate.
• Sometimes best answer is to establish universal appeal within specific
identities of country culture.
Regional Culture • For national and global chains, particularly important
to cater to regional preferences.
• McDonald’s – slightly different variations of staple menu.
What are some important social trends shaping consumer
values and shopping behavior?
- Sustainability
- Health and Wellness
- Efficient Utilization and Distribution of Food

8. CH6
1. Name the five stages in the consumer decision process.
- Need Recognition
- Information Search
- Alternative Evaluation
- Purchase and Consumption
- Post Purchase
2. What is the difference between a need and a want?
(GOOGLE)
- Need: A need is something necessary to live and function.
- Want: A want is something that can improve your quality of life.
(QUIZLET)
- Need: Result of an imbalance between actual and desired states.
- Want: Recognition of an unfulfilled need and product that will satisfy it.
3. Distinguish between functional and psychological
needs.
(GOOGLE)
- The functional need is a basic need rooted in logic and is needed for
survival.
- The psychological need is more about an emotional connection to the
product, such as status.
4. What are the various types of perceived risk?
There are five types of perceived risk:
- Performance Risk
- Psychological Risk
- Safety Risk
- Financial Risk
- Social Risk

9. 5. What are the differences between compensatory and
noncompensatory decision rules?
(GOOGLE)
- Noncompensatory rules: suggest that positive and negative
consequences of alternatives do not compensate for each other.
- The compensatory rules: suggests that a consumer will select the
alternative with the highest overall evaluation on a set of choice criteria.
6. How do firms enhance post purchase satisfaction and
reduce cognitive dissonance?
1. Develop realistic expectations.
2. Demonstrate correct product use.
3. Stand behind the product or service.
4. Encourage customer feedback.
5. Periodically contact customers and thank them for
their support.
What are some examples of specific needs suggested by
Maslow’s hierarchy of needs?
- Self-actualization
- Esteem
- Love
- Safety
- Physiological
What situational factors do firms use to influence
consumer purchase behavior?
- Purchase Situation
- Sensory Situation
- Temporal Situation

10. CH7
What are the various B2B markets?
- Resellers
- Institutions
- Government
- Manufactures Services providers
What are the six buying roles?
- Influencer
- Initiator
- Decider
- Buyer
- User
- Gatakeeper
How do new buy, straight rebuy, and modified rebuy differ?
1. Straight rebuy- reordering the same product in the same quantity that
one purchased the last time.
2. Modified rebuy- reordering from the same company but with slight
modifications.
3. New buy- when a company places an order with a certain supplier for the
first time.
What are the types of cultures that exist in buying centers?
 Autocratic.
 Democratic.
 Consultative.
 Consensus.

11. CH8
What metrics can help analyze the economic environment
of a country?
- The general economic environment.
- The market size and population growth rate.
- Real income.
What types of governmental actions should we be
concerned about as we evaluate a country?
- Tariffs
- Quotas
- Exchange Control
- Trade Agreement

12. What are some important cultural dimensions?
- Power Distance
- Uncertainty Avoidance
- Individualism
- Masculinity
- Time Orientation
- Indulgence
Which global entry strategy has the least risk and why?
- Export strategy, because it has no investment in people, capital
equipment, buildings, on infrastructure.
Which global entry strategy has the most risk and why?
- Direct Investment, because it requires the highest level of investment and
exposes the firm to significant risks.
What are the components of a global marketing strategy?
- Segmentation
- Targeting
- Positioning
What are the three global product strategies?
- Sell the same product or service in both the home country market and the
host country.
- Sell a product or service similar to that sold in home country but include
minor adaptations.
- Sell totally new products or services.

13. CH9
1.What are the various segmentation methods? ‫جد‬ ‫(مهم‬
)ً‫ا‬
Geographic
Demographic
Psychographic
Benefit
Behavioral
What is a perceptual map?
A perceptual map displays, in two or more dimensions, the position of
products or brands in the consumer’s mind.

14. Identify the six positioning steps. )ً‫ا‬‫جد‬ ‫(مهم‬
1. Determine consumers’ perceptions and
evaluations in relation to competitors.
2. Identify the market’s ideal points and size.
3. Identify competitors’ positions.
4. Determine consumer preferences.
5. Select the position.
6. Monitor the positioning strategy.
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