MGT 103 MARKETING EBERHARD
FINAL CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ Tagline.
Answer: Taglines are short external statements (3-6 words)intended to brand
a positive image* in the consumer's mind*tone and purposeExample:
'Minnesota: We Like It here."
◍ Marketing Definition (AMA).
Answer: is the activity for creating, communicating, delivering, and
exchanging offerings that benefit its customers, theorganization, its
stakeholders, and society at large
◍ Simple Marketing Definition.
Answer: 1. to discover the needs and wantsof prospective customers2.
satisfy customers
◍ Want vs. Need?.
Answer: A want is a need that is shaped by a person'sknowledge, culture,
and personality
◍ marketing.
Answer: is the activity, set of institutions and processes of creating,
communicating, delivering and exchanging offerings that have value for the
customer, clients, partners, ans soicety at large.
◍ 4Ps of Marketing.
Answer: product, price , promotion and place
◍ maslows hierarchy of needs.
, Answer: physiological (water sleep), safety(security, shelter),
love/belonging(friendship, acceptance by others), ego needs (prestige,
status), self-actualization (self-fulfillment)
◍ Value Proposition.
Answer: These are the benefits that an organization promises to the
customer
◍ Selling Concept.
Answer: products --> selling and promoting --> profits through sales volume
◍ What's Needed for Marketing to Occur?.
Answer: 1. Two or more parties with unsatisfied needs2. A desire and ability
on their part to have their needssatisfied3. A way for the parties to
communicate4. Something to exchange
◍ Marketing Mix (4 P's).
Answer: 1. Product: A good, service, or idea to satisfy thecustomers' needs2.
Price: What is exchanged for the product3. Promotion: A means of
communication between theseller and buyer4. Place: A means for getting
the product to the customer
◍ Customer Value Prop.
Answer: Operational ExcellenceProduct InnovationCustomer Service
◍ marketing concept.
Answer: customers needs --> integrated marketing --> profits thorugh
customers satisfaction
◍ Visionary organizations:.
Answer: (1) establish a foundation, (2) set a direction,and (3) create
strategies to successfullydevelop and market their offerings
◍ triple bottom line.
Answer: profit, people, planets: financial, social, and environmental
consequences of business decisions.
◍ types of organizations (for profits, non-profits, government agency.
, Answer: - for-profits - often called a business firm (nike)- non-profits -
non-governmental organization that does not have profit as a main goal
(khan academy)- government agency - state, county, or city organization
that provides a specific service.
◍ organizational structure (corporate level, strategic business unit (SBU),
functional level.
Answer: corporate level - directs overall strategy for the organization (senior
mgt)strategic business unit (SBU) -subsidiary of an organization that targets
a specific market functional level - a more specific group of specialists (
marketing department)
◍ Visionary Organizations.
Answer: - Anticipate future events (and opportunities), respond quickly-
Specify its foundation (why exist)- Set direction (what do)- Formulate
strategies (how do)- Execute on these strategies (tactics)- Acknowledge and
reward team and individualsuccess
◍ STRATEGY IN VISIONARY ORGANIZATIONS.
Answer: - core values: stakeholders- mission or vision: mission statement-
organizational culture- Goals or Objectives: profit, sales, market
share,quality, Customer Satisfaction, Employee Welfare, Social
Responsibility, Efficiency
◍ Culture: who are we?.
Answer: Company Culture: the"fabric" or "essence" of the company.•It's the
"heartbeat"of the company (not "brain")•Something that is pre-existing in a
company'sgenetic code
◍ Goals or Objectives:
S. M.
A. R.T.
Answer: SpecificMeasurableAttainableRelevantTime-based
◍ S.
M. A.
FINAL CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ Tagline.
Answer: Taglines are short external statements (3-6 words)intended to brand
a positive image* in the consumer's mind*tone and purposeExample:
'Minnesota: We Like It here."
◍ Marketing Definition (AMA).
Answer: is the activity for creating, communicating, delivering, and
exchanging offerings that benefit its customers, theorganization, its
stakeholders, and society at large
◍ Simple Marketing Definition.
Answer: 1. to discover the needs and wantsof prospective customers2.
satisfy customers
◍ Want vs. Need?.
Answer: A want is a need that is shaped by a person'sknowledge, culture,
and personality
◍ marketing.
Answer: is the activity, set of institutions and processes of creating,
communicating, delivering and exchanging offerings that have value for the
customer, clients, partners, ans soicety at large.
◍ 4Ps of Marketing.
Answer: product, price , promotion and place
◍ maslows hierarchy of needs.
, Answer: physiological (water sleep), safety(security, shelter),
love/belonging(friendship, acceptance by others), ego needs (prestige,
status), self-actualization (self-fulfillment)
◍ Value Proposition.
Answer: These are the benefits that an organization promises to the
customer
◍ Selling Concept.
Answer: products --> selling and promoting --> profits through sales volume
◍ What's Needed for Marketing to Occur?.
Answer: 1. Two or more parties with unsatisfied needs2. A desire and ability
on their part to have their needssatisfied3. A way for the parties to
communicate4. Something to exchange
◍ Marketing Mix (4 P's).
Answer: 1. Product: A good, service, or idea to satisfy thecustomers' needs2.
Price: What is exchanged for the product3. Promotion: A means of
communication between theseller and buyer4. Place: A means for getting
the product to the customer
◍ Customer Value Prop.
Answer: Operational ExcellenceProduct InnovationCustomer Service
◍ marketing concept.
Answer: customers needs --> integrated marketing --> profits thorugh
customers satisfaction
◍ Visionary organizations:.
Answer: (1) establish a foundation, (2) set a direction,and (3) create
strategies to successfullydevelop and market their offerings
◍ triple bottom line.
Answer: profit, people, planets: financial, social, and environmental
consequences of business decisions.
◍ types of organizations (for profits, non-profits, government agency.
, Answer: - for-profits - often called a business firm (nike)- non-profits -
non-governmental organization that does not have profit as a main goal
(khan academy)- government agency - state, county, or city organization
that provides a specific service.
◍ organizational structure (corporate level, strategic business unit (SBU),
functional level.
Answer: corporate level - directs overall strategy for the organization (senior
mgt)strategic business unit (SBU) -subsidiary of an organization that targets
a specific market functional level - a more specific group of specialists (
marketing department)
◍ Visionary Organizations.
Answer: - Anticipate future events (and opportunities), respond quickly-
Specify its foundation (why exist)- Set direction (what do)- Formulate
strategies (how do)- Execute on these strategies (tactics)- Acknowledge and
reward team and individualsuccess
◍ STRATEGY IN VISIONARY ORGANIZATIONS.
Answer: - core values: stakeholders- mission or vision: mission statement-
organizational culture- Goals or Objectives: profit, sales, market
share,quality, Customer Satisfaction, Employee Welfare, Social
Responsibility, Efficiency
◍ Culture: who are we?.
Answer: Company Culture: the"fabric" or "essence" of the company.•It's the
"heartbeat"of the company (not "brain")•Something that is pre-existing in a
company'sgenetic code
◍ Goals or Objectives:
S. M.
A. R.T.
Answer: SpecificMeasurableAttainableRelevantTime-based
◍ S.
M. A.
