MKTG 396 INTRODUCTION TO
MARKETING ACTUAL EXAM PAPER 2026
QUESTIONS WITH ANSWERS GRADED A+
◍ Secondary research.
Answer: should be carried out before primary research. Without the former,
an expensive primary research survey might be commissioned to provide
information that is already available from secondary sources
◍ Social influences.
Answer: CultureSocial classReference groups
◍ STP.
Answer: Segmentation, Targeting, and Positioning strategy.
◍ 4Ps.
Answer: Marketing mix: Product, Price, Place, Promotion.
◍ Syllabus.
Answer: Course outline including materials and assignments.
◍ Participation Etiquette.
Answer: Guidelines for respectful and engaged classroom behavior.
◍ Technical criteria.
Answer: related to the performance of the product or service and include
reliability, durability, comfort and convenience
◍ Guest Speakers.
Answer: Industry experts sharing marketing experiences.
◍ Price value.
Answer: A product is perceived as being cheaper than those offered by
competitors
,◍ New Coke Case Study.
Answer: Study the marketing failure of New Coke.
◍ Research brief.
Answer: Meeting to decide what form of research will need to take. The
information that should be provided for the research agency includes the
following:1. Background information2. Sources information3. The scale of
the project 4. The timetable
◍ Value.
Answer: core value and brand characteristics
◍ Marketing.
Answer: Process of delivering superior value to consumers.
◍ Penetration strategies are more suitable when.
Answer: Companies are seeking to dominate the market, establish an initial
position on the market, or create a barrier to entry for competitors
◍ Reverse marketing.
Answer: The buyer attempts to persuade the supplier to provide exactly what
the organisation wants
◍ Final Project.
Answer: 20% of grade; group presentation on marketing topic.
◍ Market Research Assignment.
Answer: 5% of grade; involves data collection and analysis.
◍ Perishability.
Answer: In a sense that consumption cannot be stored for the future,
therefore it is important to match supply and demand for services.
◍ Observation.
Answer: Involves gathering primary data by observing people and their
actions
◍ Evaluation Criteria.
, Answer: Class participation, case studies, exams, assignments.
◍ New task.
Answer: occurs when the need for the product has not arisen previously so
that there's a little or no relevant experience in the company, and a great deal
of information is required
◍ Budlight Case Study.
Answer: Evaluate marketing challenges faced by Budlight.
◍ Class Participation.
Answer: 15% of overall evaluation based on attendance.
◍ 3Cs.
Answer: Framework: Customer, Company, Competition analysis.
◍ NYU Brightspace.
Answer: Online platform for course content and submissions.
◍ lIFESTYLE.
Answer: refers to the pattern of living as expressed in a person's activities,
interests, and opinions. Lifestyle analysts group consumers according to
their beliefs, activities, values and demographic characteristics.
◍ Research Participation Option.
Answer: Participate in faculty-led research experiments.
◍ Product Era.
Answer: Emphasis on product quality and innovation.
◍ Consumer-Centric Marketing.
Answer: Focus on customer needs and experiences.
◍ Exercises Option.
Answer: Complete syllabus-described exercises for evaluation.
◍ Unilever in Brazil Case.
Answer: Explore marketing strategies in emerging markets.
◍ Closed Book Exams.
MARKETING ACTUAL EXAM PAPER 2026
QUESTIONS WITH ANSWERS GRADED A+
◍ Secondary research.
Answer: should be carried out before primary research. Without the former,
an expensive primary research survey might be commissioned to provide
information that is already available from secondary sources
◍ Social influences.
Answer: CultureSocial classReference groups
◍ STP.
Answer: Segmentation, Targeting, and Positioning strategy.
◍ 4Ps.
Answer: Marketing mix: Product, Price, Place, Promotion.
◍ Syllabus.
Answer: Course outline including materials and assignments.
◍ Participation Etiquette.
Answer: Guidelines for respectful and engaged classroom behavior.
◍ Technical criteria.
Answer: related to the performance of the product or service and include
reliability, durability, comfort and convenience
◍ Guest Speakers.
Answer: Industry experts sharing marketing experiences.
◍ Price value.
Answer: A product is perceived as being cheaper than those offered by
competitors
,◍ New Coke Case Study.
Answer: Study the marketing failure of New Coke.
◍ Research brief.
Answer: Meeting to decide what form of research will need to take. The
information that should be provided for the research agency includes the
following:1. Background information2. Sources information3. The scale of
the project 4. The timetable
◍ Value.
Answer: core value and brand characteristics
◍ Marketing.
Answer: Process of delivering superior value to consumers.
◍ Penetration strategies are more suitable when.
Answer: Companies are seeking to dominate the market, establish an initial
position on the market, or create a barrier to entry for competitors
◍ Reverse marketing.
Answer: The buyer attempts to persuade the supplier to provide exactly what
the organisation wants
◍ Final Project.
Answer: 20% of grade; group presentation on marketing topic.
◍ Market Research Assignment.
Answer: 5% of grade; involves data collection and analysis.
◍ Perishability.
Answer: In a sense that consumption cannot be stored for the future,
therefore it is important to match supply and demand for services.
◍ Observation.
Answer: Involves gathering primary data by observing people and their
actions
◍ Evaluation Criteria.
, Answer: Class participation, case studies, exams, assignments.
◍ New task.
Answer: occurs when the need for the product has not arisen previously so
that there's a little or no relevant experience in the company, and a great deal
of information is required
◍ Budlight Case Study.
Answer: Evaluate marketing challenges faced by Budlight.
◍ Class Participation.
Answer: 15% of overall evaluation based on attendance.
◍ 3Cs.
Answer: Framework: Customer, Company, Competition analysis.
◍ NYU Brightspace.
Answer: Online platform for course content and submissions.
◍ lIFESTYLE.
Answer: refers to the pattern of living as expressed in a person's activities,
interests, and opinions. Lifestyle analysts group consumers according to
their beliefs, activities, values and demographic characteristics.
◍ Research Participation Option.
Answer: Participate in faculty-led research experiments.
◍ Product Era.
Answer: Emphasis on product quality and innovation.
◍ Consumer-Centric Marketing.
Answer: Focus on customer needs and experiences.
◍ Exercises Option.
Answer: Complete syllabus-described exercises for evaluation.
◍ Unilever in Brazil Case.
Answer: Explore marketing strategies in emerging markets.
◍ Closed Book Exams.
