Marketing Management D174 WGU Questions a
u u u u u
nd Correct Answers u u
MilesuanduSnow'suStrategyuTypes
✓ ~~~u 1.uProspector
✓ 2.uAnalyzer
✓ 3.uDefender
✓ 4.uReactor
Prospector
(Milesu&uSnow)
✓ ~~~u Firmuexhibitsucontinualuinnovationubyufindinguanduexploitingunewuproductuandu
marketuopportunities.
Analyzer
(Milesu&uSnow)
✓ ~~~u Firmureliesuheavilyuonuanalysisuanduimitationuofutheusuccessesuofuotheru
organizations,uespeciallyuprospectors.
Defender
(Milesu&uSnow)
✓ ~~~u Firmusearchesuforumarketustabilityuanduproductionuofuonlyuaulimiteduproductulineu
directeduatuaunarrowumarketusegment,ufocusinguonuprotectinguestablisheduturf.
Reactor
(Milesu&uSnow)
, ✓ ~~~u Firmulacksuanyucoherentustrategicuplanuoruapparentumeansuofueffectivelyuc
ompeting;ureactorsudouwellutoumerelyusurviveuinutheucompetitiveumarkerplace.
DirectuProductuExtension
✓ ~~~u Introduceuauproductuproduceduinutheucompany'suhomeumarketuintouanui
nternationalumarketuwithuNOuPRODUCTuCHANGES.
**ThinkuforeignumarketinguoruNoudirectuforeignumarketing.
ProductuAdaptation
✓ ~~~u Alteruanuexistinguproductutoufitulocaluneedsuandulegalurequirements.
**ThinkuInternationaluMarketingu(anduoruGlobaluasutheyuareusimilar)
ProductuInvention
✓ ~~~u Createuaunewuproductuspecificallyuforuanuinternationalumarket.uSometimesuoldu
productsudiscontinueduinuoneumarketucanubeureintroduceduinuaunewumarketuakauBa
ckwarduInvention.
Whatuareutheu6CsuofuChanneluStrategy?
✓ ~~~u -ucost
- capital
- control
- coverage
- character
- continuity
,GlobaluMarketinguThemes
✓ ~~~u Adjustinguonlyutheucoloruandulanguageutoulocalumarketuconditions.
BostonuConsultinguGroupu(BCG)uGrowth-ShareuMatrix
✓ ~~~u Aupopularuapproachuforuin-
firmuportfoliouanalysisuthatucategorizesubusinessuunits'uleveluofucontributionutouoverallufi
rmubaseduonutwoufactors:uMarketugrowthurateuanducompetitiveuposition.
FouruCellsuofuBCGuGrowthuMatrix
✓ ~~~u 1.uStarsu(highushare,uhighugrowth)
2. CashuCowsu(highushare,ulowugrowth)
3. Dogsu(lowushare,ulowugrowth)
4. ProblemuChildren/QuestionuMarksu(lowushare,uhighugrowth)
MarketuInformationuSystemu(MIS)
✓ ~~~u Aucontinuinguprocessuofuidentifying,ucollecting,uanalyzing,uaccumulating,uandu
dispensingucriticaluinformationutoumarketingudecisionumakers.
Essentially,uMISuisuanu"informationubank"uwhereudataurelevantutoutheucompany's
marketingueffortsuareucollecteduandustoreduuntilumanagementuneedsutou"withdraw"
WhatuareutheustepsuofutheuMarketuResearchuProcess?
✓ ~~~u 1.uDefineutheuresearchuproblem
2. Establishuresearchudesign
, 3. Searchusecondaryusources
4. Collectutheudata
5. Analyzeutheudata
6. Reportutheufindings
ExploratoryuResearch
✓ ~~~u Self-explanatory.uITuISuABOUTuDISCOVERY.
- clarifyingutheuresearchuproblem
- developuhypothesisuforudescriptiveuorucasualuresearch
- gaininguadditionaluinsight
- answeringutheuresearchuquestion.
DescriptiveuResearch
✓ ~~~u Seeksutoudescribeuoruexplainusomeuphenomenon.
- Identifyingutheucharacteristicsuofuourutargetumarket
- Assessingucompetitors'uactionsuinutheumarketplace
- Determininguhowucustomersuuseuouruproduct.
CasualuResearch
✓ ~~~u TriesutoudiscoverutheucauseuandueffectubetweenuVariables
u u u u u
nd Correct Answers u u
MilesuanduSnow'suStrategyuTypes
✓ ~~~u 1.uProspector
✓ 2.uAnalyzer
✓ 3.uDefender
✓ 4.uReactor
Prospector
(Milesu&uSnow)
✓ ~~~u Firmuexhibitsucontinualuinnovationubyufindinguanduexploitingunewuproductuandu
marketuopportunities.
Analyzer
(Milesu&uSnow)
✓ ~~~u Firmureliesuheavilyuonuanalysisuanduimitationuofutheusuccessesuofuotheru
organizations,uespeciallyuprospectors.
Defender
(Milesu&uSnow)
✓ ~~~u Firmusearchesuforumarketustabilityuanduproductionuofuonlyuaulimiteduproductulineu
directeduatuaunarrowumarketusegment,ufocusinguonuprotectinguestablisheduturf.
Reactor
(Milesu&uSnow)
, ✓ ~~~u Firmulacksuanyucoherentustrategicuplanuoruapparentumeansuofueffectivelyuc
ompeting;ureactorsudouwellutoumerelyusurviveuinutheucompetitiveumarkerplace.
DirectuProductuExtension
✓ ~~~u Introduceuauproductuproduceduinutheucompany'suhomeumarketuintouanui
nternationalumarketuwithuNOuPRODUCTuCHANGES.
**ThinkuforeignumarketinguoruNoudirectuforeignumarketing.
ProductuAdaptation
✓ ~~~u Alteruanuexistinguproductutoufitulocaluneedsuandulegalurequirements.
**ThinkuInternationaluMarketingu(anduoruGlobaluasutheyuareusimilar)
ProductuInvention
✓ ~~~u Createuaunewuproductuspecificallyuforuanuinternationalumarket.uSometimesuoldu
productsudiscontinueduinuoneumarketucanubeureintroduceduinuaunewumarketuakauBa
ckwarduInvention.
Whatuareutheu6CsuofuChanneluStrategy?
✓ ~~~u -ucost
- capital
- control
- coverage
- character
- continuity
,GlobaluMarketinguThemes
✓ ~~~u Adjustinguonlyutheucoloruandulanguageutoulocalumarketuconditions.
BostonuConsultinguGroupu(BCG)uGrowth-ShareuMatrix
✓ ~~~u Aupopularuapproachuforuin-
firmuportfoliouanalysisuthatucategorizesubusinessuunits'uleveluofucontributionutouoverallufi
rmubaseduonutwoufactors:uMarketugrowthurateuanducompetitiveuposition.
FouruCellsuofuBCGuGrowthuMatrix
✓ ~~~u 1.uStarsu(highushare,uhighugrowth)
2. CashuCowsu(highushare,ulowugrowth)
3. Dogsu(lowushare,ulowugrowth)
4. ProblemuChildren/QuestionuMarksu(lowushare,uhighugrowth)
MarketuInformationuSystemu(MIS)
✓ ~~~u Aucontinuinguprocessuofuidentifying,ucollecting,uanalyzing,uaccumulating,uandu
dispensingucriticaluinformationutoumarketingudecisionumakers.
Essentially,uMISuisuanu"informationubank"uwhereudataurelevantutoutheucompany's
marketingueffortsuareucollecteduandustoreduuntilumanagementuneedsutou"withdraw"
WhatuareutheustepsuofutheuMarketuResearchuProcess?
✓ ~~~u 1.uDefineutheuresearchuproblem
2. Establishuresearchudesign
, 3. Searchusecondaryusources
4. Collectutheudata
5. Analyzeutheudata
6. Reportutheufindings
ExploratoryuResearch
✓ ~~~u Self-explanatory.uITuISuABOUTuDISCOVERY.
- clarifyingutheuresearchuproblem
- developuhypothesisuforudescriptiveuorucasualuresearch
- gaininguadditionaluinsight
- answeringutheuresearchuquestion.
DescriptiveuResearch
✓ ~~~u Seeksutoudescribeuoruexplainusomeuphenomenon.
- Identifyingutheucharacteristicsuofuourutargetumarket
- Assessingucompetitors'uactionsuinutheumarketplace
- Determininguhowucustomersuuseuouruproduct.
CasualuResearch
✓ ~~~u TriesutoudiscoverutheucauseuandueffectubetweenuVariables
