BYU Marketing 201 Exam 1 2025
QUESTIONS AND ANSWERS
BCG Growth-Share Matrix - ANS Cash Cow - High market share, low market Growth
Stars - High market share, high market growth
?'s - High market growth, Low market share
Dog - Low market growth, low market share
Corporate Strategy - ANS Asks the question - What businesses should we be in?
Strategic Business Unit Strategy - ANS Asks - How do we compete effectively against the
competitors?
Functional Strategy - ANS strategy by which managers in specific areas decide how best to
achieve corporate goals through productivity
Path to Profitability - ANS Marketing Environment--> Marketing Mix-->Capture value--
>Profits
The most powerful marketing strategies begin by seeing the product through the eyes of
_________ - ANS Brand Champions/Love Group
Product Market Expansion Matrix - ANS market penetration -Existing product entering an
existing market
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Page
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, product development - New product entering into an existing market market development -
Existing product entering into a new market
diversification - New product in a new market
Customer Lifetime Value (CLV) - ANS approximate worth of a customer to a company in
economic terms; overall profitability of an individual consumer
How does marketing create value for the customer? - ANS by meeting customers functional
and emotional needs
Target Market - ANS a set of buyers sharing common needs or characteristics that the
company decides to serve
Marketing Mix - ANS Product, Price, Place, Promotion
What are the four profitability drivers? - ANS Customer Acquisition, Customer Retention,
Sales per Customer, margin
What is Customer Acquisition - ANS finding new, profitable ways to acquire customers that
are higher-value
What is Customer Retention? - ANS To eliminate the root causes of customer defections,
develop loyalty initiatives and acquire more loyal customers
What are sales per customer? - ANS How much the customer purchases of your product. As
a profitability driver it serves to increase their purchase of the product
What are margins? - ANS They help to cut down unneeded costs and drive profitability in the
firm
2
Page
@COPYRIGHT BRAINBARTER 2025/2026
QUESTIONS AND ANSWERS
BCG Growth-Share Matrix - ANS Cash Cow - High market share, low market Growth
Stars - High market share, high market growth
?'s - High market growth, Low market share
Dog - Low market growth, low market share
Corporate Strategy - ANS Asks the question - What businesses should we be in?
Strategic Business Unit Strategy - ANS Asks - How do we compete effectively against the
competitors?
Functional Strategy - ANS strategy by which managers in specific areas decide how best to
achieve corporate goals through productivity
Path to Profitability - ANS Marketing Environment--> Marketing Mix-->Capture value--
>Profits
The most powerful marketing strategies begin by seeing the product through the eyes of
_________ - ANS Brand Champions/Love Group
Product Market Expansion Matrix - ANS market penetration -Existing product entering an
existing market
1
Page
@COPYRIGHT BRAINBARTER 2025/2026
, product development - New product entering into an existing market market development -
Existing product entering into a new market
diversification - New product in a new market
Customer Lifetime Value (CLV) - ANS approximate worth of a customer to a company in
economic terms; overall profitability of an individual consumer
How does marketing create value for the customer? - ANS by meeting customers functional
and emotional needs
Target Market - ANS a set of buyers sharing common needs or characteristics that the
company decides to serve
Marketing Mix - ANS Product, Price, Place, Promotion
What are the four profitability drivers? - ANS Customer Acquisition, Customer Retention,
Sales per Customer, margin
What is Customer Acquisition - ANS finding new, profitable ways to acquire customers that
are higher-value
What is Customer Retention? - ANS To eliminate the root causes of customer defections,
develop loyalty initiatives and acquire more loyal customers
What are sales per customer? - ANS How much the customer purchases of your product. As
a profitability driver it serves to increase their purchase of the product
What are margins? - ANS They help to cut down unneeded costs and drive profitability in the
firm
2
Page
@COPYRIGHT BRAINBARTER 2025/2026
