MKT 421 ACTUAL EXAM QUESTIONS AND
COMPLETE STUDY GUIDE 2026
▶ 4 P's Answer: product
place
price
promotion
▶ SAVE Answer: solution (product)
access (place)
value (price)
education (promotion)
* more consumer focused than the 4 P's
▶ solution Answer: blockbuster
apple tv
cd
online music streaming
▶ access Answer: own a car
uber or lyft
stadium experience
at home all access experience
▶ value Answer: price of dback ticket in the outfield .... not great value
▶ education Answer: why do people need it
quickly educate on benefits
ex. gieco - 15 mins can save u
ex. apple make ppl more familair with their tech by holding teaching classes
ex. google trands - how to play baseball ... little league could act on this
and bring in consumers
, ▶ inbound marketing Answer: providing the information people are
seeking out
▶ what is consumer buying? Answer: consumers buy self esteem
ex. luxury cars
ex. cam newton endorsed under armor gear
ex. gatorade mj endorsed
▶ use social media to ... Answer: brand yourself
get exposure
better your brand
▶ marketing IS Answer: consumer behavior
▶ consumer behavior Answer: we are always consuming
past consumptions
currently always consuming
planning future consumption
▶ inputs --> process --> sales Answer: billboards --> customers seeing
and liking --> sales of that product
under armor --> cam newton --> sales
proces = black box
- emotions
- thoughts
- needs
- emotions
- wants
- memories
- learning
▶ how can we influence each stage Answer: need recognition
information search
alternative eval
purchase
consumption
COMPLETE STUDY GUIDE 2026
▶ 4 P's Answer: product
place
price
promotion
▶ SAVE Answer: solution (product)
access (place)
value (price)
education (promotion)
* more consumer focused than the 4 P's
▶ solution Answer: blockbuster
apple tv
cd
online music streaming
▶ access Answer: own a car
uber or lyft
stadium experience
at home all access experience
▶ value Answer: price of dback ticket in the outfield .... not great value
▶ education Answer: why do people need it
quickly educate on benefits
ex. gieco - 15 mins can save u
ex. apple make ppl more familair with their tech by holding teaching classes
ex. google trands - how to play baseball ... little league could act on this
and bring in consumers
, ▶ inbound marketing Answer: providing the information people are
seeking out
▶ what is consumer buying? Answer: consumers buy self esteem
ex. luxury cars
ex. cam newton endorsed under armor gear
ex. gatorade mj endorsed
▶ use social media to ... Answer: brand yourself
get exposure
better your brand
▶ marketing IS Answer: consumer behavior
▶ consumer behavior Answer: we are always consuming
past consumptions
currently always consuming
planning future consumption
▶ inputs --> process --> sales Answer: billboards --> customers seeing
and liking --> sales of that product
under armor --> cam newton --> sales
proces = black box
- emotions
- thoughts
- needs
- emotions
- wants
- memories
- learning
▶ how can we influence each stage Answer: need recognition
information search
alternative eval
purchase
consumption
