GB 350 2 (CASCIO - OLE MISS)
CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ what is selective distribution?.
Answer: goal is to manage distribution costs and avoid horizontal conflict
◍ Ethnocentrism.
Answer: viewing outside others and their culture traditions through the lens
of our own culture
◍ what is rebate?.
Answer: customer earns designated amount of money as reward for
purhcase
◍ undifferentiated targeting strategy.
Answer: treat entire market as the same segment -often happens by default;
not usually effective long-term Ex: Takorean, food truck did bad after
moving locations
◍ what are the four types of consumer products?.
Answer: convenience, shopping, specialty, unsought
◍ what is licensing?.
Answer: gives international entities the right to sell a product under the
brands business model
◍ hedonic value.
Answer: value that acts as an end in itself rather than as a means to an end
Ex: Stephen king movies, engage people with the brand Ex: Six Flags coffin
challenge
,◍ What is a convience product?.
Answer: a relatively inexpensive product that requires little shopping
effortex - paper towels
◍ what is product modification?.
Answer: changing one or more of a products characteristics
◍ Gray markets.
Answer: practice of selling and distributing products outside of normal
distribution channels -legal, but typically void warranty/guarantee deals Ex:
Japan Nikons description of gray market cameras Ex: sisters iPhone fix it
phone, void warranty
◍ limited decision making.
Answer: -90 wines under $20, helping customers find good wines -in
between extensive and routine
◍ what makes segmentation effective?.
Answer: must be substantial, measurable, identifiable, accessible, and
responsive
◍ accesible segmentation.
Answer: can be reached by marketing mix Ex: Jimmy Johns "Fake House"
commercial
◍ What are the different stages of the customer relationship.
Answer: A R E A adoption - teaching the customer how to use the product
after they make the saleretention - delivering such a good experience that
they come back when need arises agianexpansion - offering products that
the existing customer may needadvocacy - having the ability to let happy
companies sing your praise
◍ what are the goals of promotion?.
Answer: PIRCinform - create/convert needpersuade - stimulate desired
actinremind - keep product in mindconnect- form/maintain relatinship with
consumer
, ◍ what is utilitarian vs hedonic value?.
Answer: a means to an end (ex - putting gas in car) vs an end in itself ( ex -
watching a scary movie)
◍ what is proactive v reactive public relations?.
Answer: proactive - nuture brand relationshipsreactive - damage control
◍ what are the five methods for entering the global market place.
Answer: exportingliscensingcontract manufacturingjoint venturedirect
investment
◍ what factors influence the decison to enter the global market.
Answer: culture; econmic development; global economy; politics;
demographics; natural resources
◍ What is undifferentiated marketing?.
Answer: ignoring segment differences and offering just one product or
service to the entire market
◍ what happens if there is too much/little supply?.
Answer: too little = prices go up too much = prices go down
◍ Post-decison behavior: equity theory.
Answer: proposes that consumers evaluate experiences (products, brands,
services) based on ration of outcome to investments, through assessments of
three forms of justice (Schneider and Bowen 1999)
◍ external positioning.
Answer: Ex: Chicken salad chick VS Newks VS Beagle Bagel
◍ what does the adoption curve show?.
Answer: most of the adoption process happens by early and late majority
◍ procedural post decision behavior.
Answer: -policy/process -"cash discount? who carries cash anymore?"
◍ what is sales orientation?.
Answer: aggressive sales techniques and belief that high sales result in high
CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ what is selective distribution?.
Answer: goal is to manage distribution costs and avoid horizontal conflict
◍ Ethnocentrism.
Answer: viewing outside others and their culture traditions through the lens
of our own culture
◍ what is rebate?.
Answer: customer earns designated amount of money as reward for
purhcase
◍ undifferentiated targeting strategy.
Answer: treat entire market as the same segment -often happens by default;
not usually effective long-term Ex: Takorean, food truck did bad after
moving locations
◍ what are the four types of consumer products?.
Answer: convenience, shopping, specialty, unsought
◍ what is licensing?.
Answer: gives international entities the right to sell a product under the
brands business model
◍ hedonic value.
Answer: value that acts as an end in itself rather than as a means to an end
Ex: Stephen king movies, engage people with the brand Ex: Six Flags coffin
challenge
,◍ What is a convience product?.
Answer: a relatively inexpensive product that requires little shopping
effortex - paper towels
◍ what is product modification?.
Answer: changing one or more of a products characteristics
◍ Gray markets.
Answer: practice of selling and distributing products outside of normal
distribution channels -legal, but typically void warranty/guarantee deals Ex:
Japan Nikons description of gray market cameras Ex: sisters iPhone fix it
phone, void warranty
◍ limited decision making.
Answer: -90 wines under $20, helping customers find good wines -in
between extensive and routine
◍ what makes segmentation effective?.
Answer: must be substantial, measurable, identifiable, accessible, and
responsive
◍ accesible segmentation.
Answer: can be reached by marketing mix Ex: Jimmy Johns "Fake House"
commercial
◍ What are the different stages of the customer relationship.
Answer: A R E A adoption - teaching the customer how to use the product
after they make the saleretention - delivering such a good experience that
they come back when need arises agianexpansion - offering products that
the existing customer may needadvocacy - having the ability to let happy
companies sing your praise
◍ what are the goals of promotion?.
Answer: PIRCinform - create/convert needpersuade - stimulate desired
actinremind - keep product in mindconnect- form/maintain relatinship with
consumer
, ◍ what is utilitarian vs hedonic value?.
Answer: a means to an end (ex - putting gas in car) vs an end in itself ( ex -
watching a scary movie)
◍ what is proactive v reactive public relations?.
Answer: proactive - nuture brand relationshipsreactive - damage control
◍ what are the five methods for entering the global market place.
Answer: exportingliscensingcontract manufacturingjoint venturedirect
investment
◍ what factors influence the decison to enter the global market.
Answer: culture; econmic development; global economy; politics;
demographics; natural resources
◍ What is undifferentiated marketing?.
Answer: ignoring segment differences and offering just one product or
service to the entire market
◍ what happens if there is too much/little supply?.
Answer: too little = prices go up too much = prices go down
◍ Post-decison behavior: equity theory.
Answer: proposes that consumers evaluate experiences (products, brands,
services) based on ration of outcome to investments, through assessments of
three forms of justice (Schneider and Bowen 1999)
◍ external positioning.
Answer: Ex: Chicken salad chick VS Newks VS Beagle Bagel
◍ what does the adoption curve show?.
Answer: most of the adoption process happens by early and late majority
◍ procedural post decision behavior.
Answer: -policy/process -"cash discount? who carries cash anymore?"
◍ what is sales orientation?.
Answer: aggressive sales techniques and belief that high sales result in high
