UCF MAR 3023 EXAM 3 REVIEW (CH. 9 -
12 STUDY GUIDE) EXAM QUESTIONS
AND ANSWERS 100% PASS 2026/2027
Calculating segment profitability - ANS Segment size
x segment adoption percentage
x purchase behavior (x amount of times purchased per year)
x profit margin %
- Fixed costs
Calculating market share ratios - ANS company's sales / total market share x 100
Changing product mix breadth - ANS Decrease: to address changing market conditions or
meet internal strategic priorities (ex: to focus on a different product line)
Increase: to capture new or evolving markets and increase sales (ex: adding a new line of jam
products to compliment its bread line)
Top 5 global brands in order - ANS 1. Apple
2. Google
3. Microsoft
4. Coke
@2026 ALLRIGHTS RESERVED 1
, 5. Amazon
Changing product assortment depth - ANS Increase: changing consumer preference or to
preempt competitors while boosting sales
Decrease: realign firms resources. eliminate unprofitable and low margin items
Advantages to using the same brand name for new products - ANS -Brand is already
established; spend less on consumer awareness and brand association
-Perception can carry over
-synergy between existing products can increase sales
What firms should consider in order to prevent negative consequences of brand extensions -
ANS - evaluate the fit between the product class of the core brand and the extension
-evaluate perception of core brand attributes and apply to extension
-refrain from overally extending the brand into too many products and categories
-should consider if brand extension distances from core
What are the 5 steps of STP Analysis? - ANS 1. Establish Strategy or Objectives
2. Use Segmentation Methods
3. Evaluate Segment Attractiveness
4. Select Target Market
5. Identify and Develop Positioning Strategy
Idea generation - ANS development of viable new product ideas.
Sources of new product ideas - ANS 1. internal R&D
@2026 ALLRIGHTS RESERVED 2
12 STUDY GUIDE) EXAM QUESTIONS
AND ANSWERS 100% PASS 2026/2027
Calculating segment profitability - ANS Segment size
x segment adoption percentage
x purchase behavior (x amount of times purchased per year)
x profit margin %
- Fixed costs
Calculating market share ratios - ANS company's sales / total market share x 100
Changing product mix breadth - ANS Decrease: to address changing market conditions or
meet internal strategic priorities (ex: to focus on a different product line)
Increase: to capture new or evolving markets and increase sales (ex: adding a new line of jam
products to compliment its bread line)
Top 5 global brands in order - ANS 1. Apple
2. Google
3. Microsoft
4. Coke
@2026 ALLRIGHTS RESERVED 1
, 5. Amazon
Changing product assortment depth - ANS Increase: changing consumer preference or to
preempt competitors while boosting sales
Decrease: realign firms resources. eliminate unprofitable and low margin items
Advantages to using the same brand name for new products - ANS -Brand is already
established; spend less on consumer awareness and brand association
-Perception can carry over
-synergy between existing products can increase sales
What firms should consider in order to prevent negative consequences of brand extensions -
ANS - evaluate the fit between the product class of the core brand and the extension
-evaluate perception of core brand attributes and apply to extension
-refrain from overally extending the brand into too many products and categories
-should consider if brand extension distances from core
What are the 5 steps of STP Analysis? - ANS 1. Establish Strategy or Objectives
2. Use Segmentation Methods
3. Evaluate Segment Attractiveness
4. Select Target Market
5. Identify and Develop Positioning Strategy
Idea generation - ANS development of viable new product ideas.
Sources of new product ideas - ANS 1. internal R&D
@2026 ALLRIGHTS RESERVED 2
