BCOR 2201 EXAMS EVALUATION 2025/2026 QUESTIONS
AND SOLUTIONS GRADED A+ TIP
✔✔what does exclusive distribution intensity mean - ✔✔distribution through a single
wholesaling middleman or retailer in the market
✔✔when should each one be used - ✔✔exclusive distribution is mostly meant for luxury
items
selective is for more niche or middle luxury items
All goods that are needs such as water should be intensive
✔✔what are push strategies in distribution - ✔✔A push strategy targets intermediaries
who can distribute and sell a product or service
✔✔what are pull strategies in distribution - ✔✔a pull strategy focuses on end consumers
who need or desire the product or service
✔✔What is cost-based pricing? - ✔✔setting prices based on the costs of producing,
distributing, and selling the product plus a fair rate of return for effort and risk
✔✔What is value-based pricing? - ✔✔setting price based on buyers' perceptions of
value rather than on the seller's cost
✔✔what is dynamic pricing - ✔✔skimming: set a high price and gradually lower it
penetration: set a low price to start off
✔✔What is price discrimination? - ✔✔a selling strategy that charges customers different
prices for the same product or service based on what the seller thinks they can get the
customer to agree to
✔✔what are some of the psychological effects of pricing - ✔✔price differences are not
perceive in objective terms (left digit effect)
Prices can affect actual consumption experiences (prestige pricing)
Price perceptions can be shaped by a variety of internal and external factors (decoy
effect and reference prices)
✔✔what are the 6 M's of effective marketing communication - ✔✔Market - who should
we talk to?
Mission - what do we want to happen?
Message - what should we say?
Media - where, when, and how often should we say it?
Money - how much do we need to spend?
Measurement - campaign evaluation
✔✔What does Market mean in the 6 M's - ✔✔who should we talk to?
, consumers, channel partners, influencers
✔✔What does Mission mean in the 6 M's - ✔✔What do we want to happen?
what do we define as success
✔✔What does Message mean in the 6 M's - ✔✔what should we say?
Affective appeals: influencing feelings
Cognitive appeals: influencing thoughts and beliefs
Behavioral appeals: influencing how one acts
✔✔What does Media mean in the 6 M's - ✔✔Where, when, and how often should we
promote?
choosing a communication vehicle (traditional or new channel
Media scheduling continuous, flighting, pulse
✔✔What does Money mean in the 6 M's - ✔✔How much do we need to spend?
Firm perspective: percentage of sales or affordability
Competition perspective: competitive parity
consumer perspective: match budget to objective and consumer response functions
✔✔What does Measurement mean in the 6 M's - ✔✔Campaign evaluation
key performance indicators (KPI's)
✔✔what is the attribution problem? - ✔✔The issue that we are not able to see all the
steps which lead to success in an advertising campaign. This leads to last click
validation
✔✔What are KPIs? - ✔✔Quantifiable indicators of progress towards the defined goal of
the campaign
✔✔Which aspect of the ACCORD model is most important for "crossing the chasm" -
✔✔Compatibility
✔✔what are the functions of intermediaries for firms - ✔✔transactional, logistical,
facilitating
✔✔what are the functions of intermediaries for consumers - ✔✔informational, logistical
✔✔What is a push strategy? - ✔✔a marketing strategy that uses aggressive personal
selling and trade advertising to convince a wholesaler or a retailer to carry and sell
particular merchandise
✔✔What is a pull strategy? - ✔✔a marketing strategy that stimulates consumer demand
to obtain product distribution
AND SOLUTIONS GRADED A+ TIP
✔✔what does exclusive distribution intensity mean - ✔✔distribution through a single
wholesaling middleman or retailer in the market
✔✔when should each one be used - ✔✔exclusive distribution is mostly meant for luxury
items
selective is for more niche or middle luxury items
All goods that are needs such as water should be intensive
✔✔what are push strategies in distribution - ✔✔A push strategy targets intermediaries
who can distribute and sell a product or service
✔✔what are pull strategies in distribution - ✔✔a pull strategy focuses on end consumers
who need or desire the product or service
✔✔What is cost-based pricing? - ✔✔setting prices based on the costs of producing,
distributing, and selling the product plus a fair rate of return for effort and risk
✔✔What is value-based pricing? - ✔✔setting price based on buyers' perceptions of
value rather than on the seller's cost
✔✔what is dynamic pricing - ✔✔skimming: set a high price and gradually lower it
penetration: set a low price to start off
✔✔What is price discrimination? - ✔✔a selling strategy that charges customers different
prices for the same product or service based on what the seller thinks they can get the
customer to agree to
✔✔what are some of the psychological effects of pricing - ✔✔price differences are not
perceive in objective terms (left digit effect)
Prices can affect actual consumption experiences (prestige pricing)
Price perceptions can be shaped by a variety of internal and external factors (decoy
effect and reference prices)
✔✔what are the 6 M's of effective marketing communication - ✔✔Market - who should
we talk to?
Mission - what do we want to happen?
Message - what should we say?
Media - where, when, and how often should we say it?
Money - how much do we need to spend?
Measurement - campaign evaluation
✔✔What does Market mean in the 6 M's - ✔✔who should we talk to?
, consumers, channel partners, influencers
✔✔What does Mission mean in the 6 M's - ✔✔What do we want to happen?
what do we define as success
✔✔What does Message mean in the 6 M's - ✔✔what should we say?
Affective appeals: influencing feelings
Cognitive appeals: influencing thoughts and beliefs
Behavioral appeals: influencing how one acts
✔✔What does Media mean in the 6 M's - ✔✔Where, when, and how often should we
promote?
choosing a communication vehicle (traditional or new channel
Media scheduling continuous, flighting, pulse
✔✔What does Money mean in the 6 M's - ✔✔How much do we need to spend?
Firm perspective: percentage of sales or affordability
Competition perspective: competitive parity
consumer perspective: match budget to objective and consumer response functions
✔✔What does Measurement mean in the 6 M's - ✔✔Campaign evaluation
key performance indicators (KPI's)
✔✔what is the attribution problem? - ✔✔The issue that we are not able to see all the
steps which lead to success in an advertising campaign. This leads to last click
validation
✔✔What are KPIs? - ✔✔Quantifiable indicators of progress towards the defined goal of
the campaign
✔✔Which aspect of the ACCORD model is most important for "crossing the chasm" -
✔✔Compatibility
✔✔what are the functions of intermediaries for firms - ✔✔transactional, logistical,
facilitating
✔✔what are the functions of intermediaries for consumers - ✔✔informational, logistical
✔✔What is a push strategy? - ✔✔a marketing strategy that uses aggressive personal
selling and trade advertising to convince a wholesaler or a retailer to carry and sell
particular merchandise
✔✔What is a pull strategy? - ✔✔a marketing strategy that stimulates consumer demand
to obtain product distribution
