MKTG 396 INTRODUCTION TO
MARKETING CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS GRADED A+
◍ What are the 5 Marketing Management Orientations?.
Answer: 1. Product Concept2. Societal Concept3. Marketing Concept4.
Production Concept5. Selling Concept
◍ What are the types of Buying Decision Behavior.
Answer: 1. Complex buying behavior2. Dissonance-reducing buying
behavior3. Habitual buying behavior4. Variety-seeking buying behavior
◍ Marketing Channel Tasks.
Answer: 1. Generate Demand2. Fulfill Demand3. After sales service4.
Information/research/feedback
◍ Microenvironment.
Answer: the actors close to the company that affect its ability to serve its
customers - the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics
◍ ranking scale.
Answer: respondents order items from most to least preferred
◍ Microenvironment: suppliers.
Answer: - Provide the resources to produce goods and services- Treat as
partners to provide customer value
◍ sample survey.
Answer: emphasizes respondents' opinions, presumably representing a
sample of the larger target pop'n's opinion
◍ Value chain.
, Answer: series of departments that carry out value creating activities to
design, produce, market, deliver, and support a firm's products
◍ Problems with BCG Matrix.
Answer: - Difficulty in defining SBUs and measuring market share and
growth- Time consuming-Expensive- Focus on current businesses, not
future planning-BCG matrix is good for CURRENT SBU's
◍ spurious relationship.
Answer: looks real, but actually caused by something else (ex: kids who
wear sunglasses eat more ice cream=false. real reason is because it's sunny
outside)
◍ main effect.
Answer: one variable affects the outcome by itself (ex: if testing ad type
(funny vs. serious), the outcome is how many people buy)
◍ Societal Orientation Concept.
Answer: puts human welfare on top before profits and satisfying the wants-
emphasizes on social responsibilities and suggests that to sustain long term
success, the company should develop a marketing strategy to provide value
to the customers to maintain/improve both the customers and society's well
being better than the competitors
◍ convenience products.
Answer: consumer products and services that the customer usually buys
frequently, immediately, and with a minimum comparison and buying
effort- ex. Newspapers, candy, fast food
◍ Microenvironment: Customers.
Answer: - Consumer markets- Business markets- Reseller markets-
Government markets- International markets
◍ experimental treatment.
Answer: the actual thing being given or changed (the independent variable;
ex: chocolate milk is the treatment)
, ◍ Service.
Answer: a product that consists of activities, benefits or satisfaction that is
essentially intangible and does not result in the ownership of anything
◍ Individual Product Decisions.
Answer: 1. product attributes2. branding3. packaging4. labeling and logos5.
product support
◍ steps in marketing process.
Answer: 1. establish need2. state the problem3. define the objectives4.
research design5. data collection instrument?6. determine sample plan &
size7. gather data8. 9. report
◍ Question marks.
Answer: products with high growth but low market share- Has potential but
may need substantial investment to grow market share at the expense of
larger competitors- ex. Instacart, fashion face masks from COVID, Zoom
◍ stratified sampling.
Answer: separates the pop'n into different subgroups then samples all of
these groups
◍ convergent validity.
Answer: measures that are supposed to be related are actually related (ex:
want to measure happiness; "I feel happy most days" "I enjoy my life"; ppl
who score high one one score high on others, therefore the measure comes
together)
◍ purposive (judgement) sampling.
Answer: an "educated guess" as to who should represent the pop'n. used
when a researcher intentionally selects participants who have specific
knowledge/experience relevant to the study
◍ Products.
Answer: anything that can be offered in a market for attention, acquisition,
use, or consumption that might satisfy a need or want
MARKETING CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS GRADED A+
◍ What are the 5 Marketing Management Orientations?.
Answer: 1. Product Concept2. Societal Concept3. Marketing Concept4.
Production Concept5. Selling Concept
◍ What are the types of Buying Decision Behavior.
Answer: 1. Complex buying behavior2. Dissonance-reducing buying
behavior3. Habitual buying behavior4. Variety-seeking buying behavior
◍ Marketing Channel Tasks.
Answer: 1. Generate Demand2. Fulfill Demand3. After sales service4.
Information/research/feedback
◍ Microenvironment.
Answer: the actors close to the company that affect its ability to serve its
customers - the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics
◍ ranking scale.
Answer: respondents order items from most to least preferred
◍ Microenvironment: suppliers.
Answer: - Provide the resources to produce goods and services- Treat as
partners to provide customer value
◍ sample survey.
Answer: emphasizes respondents' opinions, presumably representing a
sample of the larger target pop'n's opinion
◍ Value chain.
, Answer: series of departments that carry out value creating activities to
design, produce, market, deliver, and support a firm's products
◍ Problems with BCG Matrix.
Answer: - Difficulty in defining SBUs and measuring market share and
growth- Time consuming-Expensive- Focus on current businesses, not
future planning-BCG matrix is good for CURRENT SBU's
◍ spurious relationship.
Answer: looks real, but actually caused by something else (ex: kids who
wear sunglasses eat more ice cream=false. real reason is because it's sunny
outside)
◍ main effect.
Answer: one variable affects the outcome by itself (ex: if testing ad type
(funny vs. serious), the outcome is how many people buy)
◍ Societal Orientation Concept.
Answer: puts human welfare on top before profits and satisfying the wants-
emphasizes on social responsibilities and suggests that to sustain long term
success, the company should develop a marketing strategy to provide value
to the customers to maintain/improve both the customers and society's well
being better than the competitors
◍ convenience products.
Answer: consumer products and services that the customer usually buys
frequently, immediately, and with a minimum comparison and buying
effort- ex. Newspapers, candy, fast food
◍ Microenvironment: Customers.
Answer: - Consumer markets- Business markets- Reseller markets-
Government markets- International markets
◍ experimental treatment.
Answer: the actual thing being given or changed (the independent variable;
ex: chocolate milk is the treatment)
, ◍ Service.
Answer: a product that consists of activities, benefits or satisfaction that is
essentially intangible and does not result in the ownership of anything
◍ Individual Product Decisions.
Answer: 1. product attributes2. branding3. packaging4. labeling and logos5.
product support
◍ steps in marketing process.
Answer: 1. establish need2. state the problem3. define the objectives4.
research design5. data collection instrument?6. determine sample plan &
size7. gather data8. 9. report
◍ Question marks.
Answer: products with high growth but low market share- Has potential but
may need substantial investment to grow market share at the expense of
larger competitors- ex. Instacart, fashion face masks from COVID, Zoom
◍ stratified sampling.
Answer: separates the pop'n into different subgroups then samples all of
these groups
◍ convergent validity.
Answer: measures that are supposed to be related are actually related (ex:
want to measure happiness; "I feel happy most days" "I enjoy my life"; ppl
who score high one one score high on others, therefore the measure comes
together)
◍ purposive (judgement) sampling.
Answer: an "educated guess" as to who should represent the pop'n. used
when a researcher intentionally selects participants who have specific
knowledge/experience relevant to the study
◍ Products.
Answer: anything that can be offered in a market for attention, acquisition,
use, or consumption that might satisfy a need or want
