COB 300D MARKETING FINAL EXAM
(ATAV) QUESTIONS & A+ GRADED
ANSWERS
Marketing helps create - correct answer ✔✔Value
Production-Oriented Era - correct answer ✔✔Turn of the 20th century
Believed a good product would sell itself
Sales-Oriented Era - correct answer ✔✔1920-1950
production and distribution techniques became more sophisticated
customers consume less or manufacture items themselves.
Firms responded to their overproduction depending on heavy doses of personal selling and
advertising.
Market-Oriented Era - correct answer ✔✔After WWII,
Buyers market (lots of options to buy)
Value-Based Era - correct answer ✔✔-Focused on giving the customer what they want, but at a
better value
-You get what you pay for... but price is not the most important factor
SWOT analysis - correct answer ✔✔strengths, weaknesses, opportunities, threats
portfolio analysis (BCG matrix) - correct answer ✔✔stars, cash cows, question marks, dogs
,Stars - correct answer ✔✔high market share, high market growth
Cash Cows - correct answer ✔✔high market share, low market growth
Dogs - correct answer ✔✔low market share, low market growth
Question Marks - correct answer ✔✔low market share, high market growth
market penetration - correct answer ✔✔selling more of the same to the same types of people
(lowest risk)
market development - correct answer ✔✔selling the existing products to new types of
consumer (medium risk)
product development - correct answer ✔✔selling new products to existing customers (medium
risk)
diversification - correct answer ✔✔selling new products to new consumer (highest risk)
Ansoff Growth Matrix - correct answer ✔✔
Segmentation - correct answer ✔✔divide the total market into smaller segments
geographic segmentation - correct answer ✔✔Value by region, Market Size, Customer
Convenience, Population Shifts
, demographic segmentation - correct answer ✔✔segmenting markets by age, gender, income,
ethnic background, and family life cycle
psychographic segmentation - correct answer ✔✔segmenting markets on the basis of
personality, motives, lifestyles
geodemographic segmentation - correct answer ✔✔geographic, demographic, lifestyle
Benefit Segmentation - correct answer ✔✔the process of grouping customers into market
segments according to the benefits they seek from the product
Behavioral Segmentation - correct answer ✔✔dividing a market into segments based on
consumer knowledge, attitudes, uses of a product, or responses to a product
Segment Identification - correct answer ✔✔Who is in the market
What are their needs
Distinct separation of segments
Segment Substantiality - correct answer ✔✔segment must be large enough to warrant
marketing mix
Segment Reachability - correct answer ✔✔Market must be accessed through persuasive
communications and product distribution
Segment Responsiveness - correct answer ✔✔Customers reaction must be similar to and
positive to the firm's offering
(ATAV) QUESTIONS & A+ GRADED
ANSWERS
Marketing helps create - correct answer ✔✔Value
Production-Oriented Era - correct answer ✔✔Turn of the 20th century
Believed a good product would sell itself
Sales-Oriented Era - correct answer ✔✔1920-1950
production and distribution techniques became more sophisticated
customers consume less or manufacture items themselves.
Firms responded to their overproduction depending on heavy doses of personal selling and
advertising.
Market-Oriented Era - correct answer ✔✔After WWII,
Buyers market (lots of options to buy)
Value-Based Era - correct answer ✔✔-Focused on giving the customer what they want, but at a
better value
-You get what you pay for... but price is not the most important factor
SWOT analysis - correct answer ✔✔strengths, weaknesses, opportunities, threats
portfolio analysis (BCG matrix) - correct answer ✔✔stars, cash cows, question marks, dogs
,Stars - correct answer ✔✔high market share, high market growth
Cash Cows - correct answer ✔✔high market share, low market growth
Dogs - correct answer ✔✔low market share, low market growth
Question Marks - correct answer ✔✔low market share, high market growth
market penetration - correct answer ✔✔selling more of the same to the same types of people
(lowest risk)
market development - correct answer ✔✔selling the existing products to new types of
consumer (medium risk)
product development - correct answer ✔✔selling new products to existing customers (medium
risk)
diversification - correct answer ✔✔selling new products to new consumer (highest risk)
Ansoff Growth Matrix - correct answer ✔✔
Segmentation - correct answer ✔✔divide the total market into smaller segments
geographic segmentation - correct answer ✔✔Value by region, Market Size, Customer
Convenience, Population Shifts
, demographic segmentation - correct answer ✔✔segmenting markets by age, gender, income,
ethnic background, and family life cycle
psychographic segmentation - correct answer ✔✔segmenting markets on the basis of
personality, motives, lifestyles
geodemographic segmentation - correct answer ✔✔geographic, demographic, lifestyle
Benefit Segmentation - correct answer ✔✔the process of grouping customers into market
segments according to the benefits they seek from the product
Behavioral Segmentation - correct answer ✔✔dividing a market into segments based on
consumer knowledge, attitudes, uses of a product, or responses to a product
Segment Identification - correct answer ✔✔Who is in the market
What are their needs
Distinct separation of segments
Segment Substantiality - correct answer ✔✔segment must be large enough to warrant
marketing mix
Segment Reachability - correct answer ✔✔Market must be accessed through persuasive
communications and product distribution
Segment Responsiveness - correct answer ✔✔Customers reaction must be similar to and
positive to the firm's offering
