ETS MFT MBA ACTUAL EXAM SCRIPT 2026
QUESTIONS WITH ANSWERS GRADED A+
◉ penetrated market. Answer: set of customers who are buying the
company's product
◉ target market. Answer: qualified available market the company
decides to pursue
◉ available market. Answer: set of consumers who have interest,
income, and access to a particular offer
◉ potential market. Answer: set of consumer with a sufficient level of
interest in a market offer
◉ corporate culture. Answer: shared experiences, stories, beliefs, &
norms that characterize an organization
◉ strategic marketing plan. Answer: lays out the target market and the
firm's value proposition, based on an analysis of the best market
opportunities
,◉ 5 stages of consumer buying process decision process. Answer: (1)
need recognition, (2) information search, (3) evaluation of alternatives,
(4) purchase decision, (5) post-purchase behavior
◉ 8 steps of business purchasing process. Answer: (1) identify need, (2)
select specific product, (3) appoint purchase team, (4) specify
technicalities, (5) budget for purchase, (6) research potential suppliers,
(7) solicit bids, (8) award contracts
◉ 4 factors influencing consumer behavior. Answer: (1) cultural, (2)
social, (3) personal, (4) psychological
◉ 4 factors that influence business purchasing behavior. Answer: (1)
environmental, (2) organizational, (3) interpersonal, (4) individual
◉ competitive intelligence. Answer: defining, gathering, analyzing, &
distributing intelligence about products, customers, competitors, and any
aspects of the environment needed to support executives & managers
making strategic decisions for an organization
◉ managerial decision making process steps (6). Answer: (1) establish
the objective, (2) define the problem, (3) identify possible solutions, (4)
evaluate alternative courses of action, (5) implement the decision, (6)
acquire feedback
,◉ 8 major models of marketing communication. Answer: (1)
advertising, (2) sales promotion, (3) events & experiences, (4) public
relations & publicity, (5) direct marketing, (6) interactive marketing, (7)
word-of-mouth marketing, (8) personal selling
◉ pull strategy. Answer: the manufacturer uses advertising and other
communication to persuade consumers to demand the product from
intermediaries, thus inducing intermediaries to order it
◉ push strategy. Answer: uses the manufacturer's sales force, trade
promotion money, or other means to induce intermediaries to carry,
promote, & sell the product to end users
◉ points-of-parity (POPs). Answer: attributes or benefit associations that
are not necessarily unique to the brand but may be shared with other
brands
◉ points-of-difference (PODs). Answer: attributes of benefits that
consumers strongly associate with a brand, positively evaluate, and
believe they could NOT find to the same extent with a competitive brand
◉ posititioning. Answer: the act of designing a company's offering and
image to occupy a distinctive place in the minds of the target market
, ◉ supersegment. Answer: set of segments sharing some exploitable
similarity
◉ 5 key criteria market segments must rate favorably on to be useful.
Answer: (1) measurable, (2) sustainable, (3) accessible, (4)
differentiable, (5) actionable
◉ pyschographic. Answer: the science of using psychology &
demographics to better understand consumers
◉ variables of demographic segmentation (6). Answer: (1) age and life-
cycle stage, (2) life stage, (3) gender, (4) income, (5) generation, (6) race
& culture
◉ investment banking. Answer: a specific division of banking related to
the creation of capital for other companies, governments, and entities
◉ weak form. Answer: assumes that all info contained in past price
movements is reflected in the current market price. info about recent
trends in a stock price is no use in selecting a stock
◉ semi-strong form. Answer: states the current market price reflects all
publicly available information. to gain abnormal returns insider info is
needed
QUESTIONS WITH ANSWERS GRADED A+
◉ penetrated market. Answer: set of customers who are buying the
company's product
◉ target market. Answer: qualified available market the company
decides to pursue
◉ available market. Answer: set of consumers who have interest,
income, and access to a particular offer
◉ potential market. Answer: set of consumer with a sufficient level of
interest in a market offer
◉ corporate culture. Answer: shared experiences, stories, beliefs, &
norms that characterize an organization
◉ strategic marketing plan. Answer: lays out the target market and the
firm's value proposition, based on an analysis of the best market
opportunities
,◉ 5 stages of consumer buying process decision process. Answer: (1)
need recognition, (2) information search, (3) evaluation of alternatives,
(4) purchase decision, (5) post-purchase behavior
◉ 8 steps of business purchasing process. Answer: (1) identify need, (2)
select specific product, (3) appoint purchase team, (4) specify
technicalities, (5) budget for purchase, (6) research potential suppliers,
(7) solicit bids, (8) award contracts
◉ 4 factors influencing consumer behavior. Answer: (1) cultural, (2)
social, (3) personal, (4) psychological
◉ 4 factors that influence business purchasing behavior. Answer: (1)
environmental, (2) organizational, (3) interpersonal, (4) individual
◉ competitive intelligence. Answer: defining, gathering, analyzing, &
distributing intelligence about products, customers, competitors, and any
aspects of the environment needed to support executives & managers
making strategic decisions for an organization
◉ managerial decision making process steps (6). Answer: (1) establish
the objective, (2) define the problem, (3) identify possible solutions, (4)
evaluate alternative courses of action, (5) implement the decision, (6)
acquire feedback
,◉ 8 major models of marketing communication. Answer: (1)
advertising, (2) sales promotion, (3) events & experiences, (4) public
relations & publicity, (5) direct marketing, (6) interactive marketing, (7)
word-of-mouth marketing, (8) personal selling
◉ pull strategy. Answer: the manufacturer uses advertising and other
communication to persuade consumers to demand the product from
intermediaries, thus inducing intermediaries to order it
◉ push strategy. Answer: uses the manufacturer's sales force, trade
promotion money, or other means to induce intermediaries to carry,
promote, & sell the product to end users
◉ points-of-parity (POPs). Answer: attributes or benefit associations that
are not necessarily unique to the brand but may be shared with other
brands
◉ points-of-difference (PODs). Answer: attributes of benefits that
consumers strongly associate with a brand, positively evaluate, and
believe they could NOT find to the same extent with a competitive brand
◉ posititioning. Answer: the act of designing a company's offering and
image to occupy a distinctive place in the minds of the target market
, ◉ supersegment. Answer: set of segments sharing some exploitable
similarity
◉ 5 key criteria market segments must rate favorably on to be useful.
Answer: (1) measurable, (2) sustainable, (3) accessible, (4)
differentiable, (5) actionable
◉ pyschographic. Answer: the science of using psychology &
demographics to better understand consumers
◉ variables of demographic segmentation (6). Answer: (1) age and life-
cycle stage, (2) life stage, (3) gender, (4) income, (5) generation, (6) race
& culture
◉ investment banking. Answer: a specific division of banking related to
the creation of capital for other companies, governments, and entities
◉ weak form. Answer: assumes that all info contained in past price
movements is reflected in the current market price. info about recent
trends in a stock price is no use in selecting a stock
◉ semi-strong form. Answer: states the current market price reflects all
publicly available information. to gain abnormal returns insider info is
needed
