WKU MKT 422 FINAL STUDY GUIDE 2026/2027 – MARKETING
MANAGEMENT EXAM REVIEW, PRACTICE QUESTIONS & TEST PREP
Tips to fight habituation - correct answer ✔✔1. Look broader (ex: thermostat)
2. Look closer (ex: screws)
3. Think younger (mailbox)
What should you ask yourself every morning? - correct answer ✔✔"How can I experience the world
better?"
Why was there no market for chunky spaghetti sauce when 1/3 of Americans desired it the most? -
correct answer ✔✔PEOPLE DON'T KNOW WHAT THEY WANT!
Horizontal Segmentation - correct answer ✔✔different people have different tastes
-came about from prego ex
Platonic dish - correct answer ✔✔a sort of ideal version of every food product that would be universally
accepted as the best possible version of that thing. This was proved wrong, search from universal to
variability
The three assumptions about choice - correct answer ✔✔1. Make your own choices (ex: anagrams)
2. More options lead to better choices (healthcare)
3. Never say no to a choice (babies on ventilators)
Key Aspects from Jeff Bezos 1999 Interview - correct answer ✔✔do whatever it takes to give obsessive
attention to customer service, build warehouses hire staff etc etc
many successful companies will be born of the internet
Design for.... - correct answer ✔✔1. Appearance
2. Use
3. Distribution and Manufacture
This leads to designing for OUTCOMES instead of inspiration
5 Step Nike Branding Formula - correct answer ✔✔1. first to the challenge
2. in the zone
3. doubt and suffering
4. rededication
5. victory
Why does Nike's strategy work - correct answer ✔✔Everyone universally believes they are above
average and a hard worker, this branding feels personal to everybody, universal story, warrior archetype
Relativity - correct answer ✔✔tendency to estimate value of things according to how they compare with
other items EX: same size portions of food on different sized plates will cause different outcomes
MANAGEMENT EXAM REVIEW, PRACTICE QUESTIONS & TEST PREP
Tips to fight habituation - correct answer ✔✔1. Look broader (ex: thermostat)
2. Look closer (ex: screws)
3. Think younger (mailbox)
What should you ask yourself every morning? - correct answer ✔✔"How can I experience the world
better?"
Why was there no market for chunky spaghetti sauce when 1/3 of Americans desired it the most? -
correct answer ✔✔PEOPLE DON'T KNOW WHAT THEY WANT!
Horizontal Segmentation - correct answer ✔✔different people have different tastes
-came about from prego ex
Platonic dish - correct answer ✔✔a sort of ideal version of every food product that would be universally
accepted as the best possible version of that thing. This was proved wrong, search from universal to
variability
The three assumptions about choice - correct answer ✔✔1. Make your own choices (ex: anagrams)
2. More options lead to better choices (healthcare)
3. Never say no to a choice (babies on ventilators)
Key Aspects from Jeff Bezos 1999 Interview - correct answer ✔✔do whatever it takes to give obsessive
attention to customer service, build warehouses hire staff etc etc
many successful companies will be born of the internet
Design for.... - correct answer ✔✔1. Appearance
2. Use
3. Distribution and Manufacture
This leads to designing for OUTCOMES instead of inspiration
5 Step Nike Branding Formula - correct answer ✔✔1. first to the challenge
2. in the zone
3. doubt and suffering
4. rededication
5. victory
Why does Nike's strategy work - correct answer ✔✔Everyone universally believes they are above
average and a hard worker, this branding feels personal to everybody, universal story, warrior archetype
Relativity - correct answer ✔✔tendency to estimate value of things according to how they compare with
other items EX: same size portions of food on different sized plates will cause different outcomes
