BYU Marketing Swenson 201 Final Fall 2025 questions and solutions

BYU Marketing Swenson 201 Final Fall 2025 questions
and solutions

BCG (Boston Consulting Group) Portfolio Model - answersQuantify performance measures and growth targets of
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ABU/products (Dog, Cash Cow, Star, Question Mark)
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Dog - answersLow market share, slow growth
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Cash Cow - answersmarket leader, slow growth, generates more cash than it needs
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Question Mark - answersLow market share, fast growth
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Star - answersMarket leader, fast growth
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Market Penetration - answersexisting products, existing markets
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Market Development - answersexisting products, new markets
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Product Development - answersnew products, existing markets
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Diversification - answersnew products, new markets wu wu wu wu wu




Marketing's role within the firm - answersCreate value for the firms chosen customers. No value = No customers
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3 Levels of Strategy - answersCorporate, Business, Functional
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Corporate Strategy - answersWhat businesses should we be in
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Business (SBU) Strategy - answersHow do we compete effectively in a given business
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Market Growth Rate - answersGrowth rate for the industry
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Market Share - answersTotal units sold or revenue by the firm/total units sold or revenue by the industry
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Marketing Strategy - answersAddresses a specific target market with a cohesive marketing mix (product, price,
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promotion, place)
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Product Orientation - answersFocuses on the firms capabilities, Does not consider the needs of the market,
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Doesn't consider competitors
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Sales Orientation - answersAggressive sales techniques will result in higher sales, May fail to understand
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customers' needs
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Market Orientation - answersUnderstand customer needs/wants, Knows company capabilities, Knows
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competitors, Satisfy customer needs and wants at a profit
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, Societal Orientation - answersConcern about the environment, Provide environmentally friendly products,
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Consider society's long-term best interest
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Customer acquisition - answersInitiatives created by an organization through sales, advertisements, and
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promotions. Used to attract new customers. More expensive for the company $$$
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Customer Retention - answersEfforts by an organization used to keep customers buying. More profitable for the
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company
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Strategic Triangle - answersCustomer, Company, Competition
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Value - answersBenefits - Cost
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Probability Drivers - answersCustomer acquisition, customer retention, sales per customer, margin
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What is the strategy for short term customers in High Profitability CLV? - answersSatisfy transaction, cross sell,
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move to long term.
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What is the strategy for long term customers in High Profitability CLV? - answersNurture relationship, build loyalty,
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retain.
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What is the strategy for short term customers in Low Profitability CLV? - answersSatisfy transaction, no
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investment.
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What is the strategy for Long term customers in low profitability CLV? - answersIncrease share of wallet, up sell,
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cross sell
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Marketing Environment - answerscompany, customers, competitors wu wu wu wu wu




Types of Income - answersGross income, Disposable income, Discretionary income
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Gross Income - answersRepresents the total amount of money (before taxes).
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Disposable Income - answersThe money available after paying taxes. Typically spent on food, housing, clothing
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and transportation
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Discretionary income - answersThe money after paying for taxes and necessities. The opportunity for consumers
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to obtain luxury products and services.
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Controllable variables - target market - answersProduct, place, price, promotion, place
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Uncontrollable variables - target market - answersOutside forces - Social, economic, technological, competitive,
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regulatory
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Olivia wants to buy luxury Valentino shoes for $995, plus tax. Olivia is using her _________ income. -
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answersDiscretionary
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What is the primary driver of household income? - answersEducation
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