SI CHEN EXAM 1 MBA 706 SCRIPT
COMPLETE ANSWERS GRADED A+
◉ What are some examples of forces against change?
Answer: - Conservative management policies
- Managerial adherence to tired formulae
- Perceptions of risk
- Compromise solutions
- Resource implications
- Cultural paradigms
- Previous failures and mistakes
◉ list the Marketing Shift of Focus
Answer: - mass marketing
- just in time
- time based competition
- one to one marketing
◉ focuses on large groups of consumers trying to predict there
behavior
Answer: mass marketing
, ◉ Taylors products and services in response to the marketing
changes
Answer: just-in-time
◉ focus on tailoring products and services in response to groups
and individual consumer needs
Answer: time based competition
◉ focuses on satisfying indidvual consumer needs and wants
Answer: one to one marketing
◉ "The means by which a company can identify its own strengths
and weaknesses as they relate to external opportunities and
threats. It is thus a way of helping management to select a
position in that environment based on known factors.
Answer: marketing audit
◉ What are the elements of a marketing audit?
Answer: -detailed analysis of the external environment and
internal situation
- objective evaluation of past performance and present activities
- clearer identification of future opportunities and threats
◉ What are the 5 attributes of Marketing Effectiveness that help a
firm view its strengths and weaknesses?
COMPLETE ANSWERS GRADED A+
◉ What are some examples of forces against change?
Answer: - Conservative management policies
- Managerial adherence to tired formulae
- Perceptions of risk
- Compromise solutions
- Resource implications
- Cultural paradigms
- Previous failures and mistakes
◉ list the Marketing Shift of Focus
Answer: - mass marketing
- just in time
- time based competition
- one to one marketing
◉ focuses on large groups of consumers trying to predict there
behavior
Answer: mass marketing
, ◉ Taylors products and services in response to the marketing
changes
Answer: just-in-time
◉ focus on tailoring products and services in response to groups
and individual consumer needs
Answer: time based competition
◉ focuses on satisfying indidvual consumer needs and wants
Answer: one to one marketing
◉ "The means by which a company can identify its own strengths
and weaknesses as they relate to external opportunities and
threats. It is thus a way of helping management to select a
position in that environment based on known factors.
Answer: marketing audit
◉ What are the elements of a marketing audit?
Answer: -detailed analysis of the external environment and
internal situation
- objective evaluation of past performance and present activities
- clearer identification of future opportunities and threats
◉ What are the 5 attributes of Marketing Effectiveness that help a
firm view its strengths and weaknesses?
