The document is a final exam guide for marketing course MKTG 522, featuring ten questions that cover various topics such as research methods for product concepts, Michael Porter's value chain, marketing strategies for services, competitive pricing reactions, sales compensation structures, channel promotion strategies, trade relations in distribution, ethical marketing practices, marketing plan reflections, and sales promotion tools. Each question addresses essential marketing principles and strategies relevant to the course. This guide aims to prepare students for their final exam by focusing on critical aspects of marketing management.

1. MKTG 522 Week 8 Final Exam Guide
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MKTG 522 Week 8 Final Exam Guide
1. (TCO B) Your company has developed a new
educational electronic game. Your target market is 4-6
year old children. What research methods would you
use to test this product concept? Choose at least three
methods that you believe will provide valuable
information, and describe your research strategy.
(Points : 25)
2. (TCO C) Michael Porter proposed a tool, the value
chain, for identifying ways to create more value.
According to the value chain model, every company is a
combination of activities that are performed to design,

2. produce, market, deliver, and support their products.
Identify the types of activities that would create value
within the organization. How can an organization use
this tool? What makes this an effective approach?
(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 ensure positive results? In
your answer, provide an example of a service to which
your strategies would be utilized. (Points : 25)
4. (TCO D) Your company manufactures a quality line of
home kitchen appliances, refrigerators, stoves,
dishwashers, and so forth, and you are highly
competitive with companies such GE, Frigidaire,
KitchenAid, Whirlpool, LG, and others. The market is
quite price sensitive.
You've just learned that your primary competitor has
cut their prices to the consumer by 7%. What might be
some reasons that would support their decision to make
a price reduction? What should be your thoughtful
reaction? (Points : 25)

3. 5. (TCO F) You are the Sales Manager for your company.
Your sales team is one that, once they gain the initial
sale, enjoys considerable repeat business. Sales reps are
paid a base of $35K and their commission package can
add as much as $49K a year (average). Top producers
make as much as $65K a year in commission--along with
their base pay, they make $100K.
Sales reps have not been aggressive in pursuing new
business. They have become comfortable in making
repeated sales calls on their existing customers "to be
visible" and to handle any issues.
Your VP of Sales wants to see a 12% increase in NEW
business next year. How might you structure the
compensation plan to drive selling behaviors that would
result in more effort being made to gain new business?
(Points : 25)
6.(TCO E) As the marketing manager for the
manufacturer of a new line of computer jump drives,
what strategy would you use to get your channel
members to promote your product? What is the
difference between a Push marketing strategy and a Pull
marketing strategy? Explain how you might use each of
these strategies. (Points : 25)
7.(TCO I) When a company chooses their distribution
channels, they must keep in mind that each channel
member must be given the opportunity to be profitable.
The main elements in the "trade-relations mix" are Price
policy, Conditions of sale, Distributors' territorial rights,
and Mutual services and responsibilities. Explain how

4. these terms of doing business can affect the profitability
of all channel members. (Points : 25)
8.(TCO J) Discuss the importance of a company being
seen by its public as "being ethical" in its marketing
practices. What can a company do to ensure its
marketers are practicing ethical marketing? (Points :
25)
9 (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 sure to refresh your instructor's mind by providing
one sentence that communicates what your Marketing
Plan brought to market. (Points : 25)
10.(TCO G) Sales Promotions offer consumers an
incentive to buy. Name at least four different types of
sales promotion tools, tell how you would use them, and
provide an example of a type of product or service you
would promote using this tool.
Failure to provide all of the requested information will
result in a loss of points. (Points : 25)