MKT 200 LATEST EXAM PREP QUESTIONS
AND ANSWERS PDF 2026
▶ average order value Answer: total revenue / total orders
-See how much a customer is spending on average
-Increase the AOV cap to reach free shipping
$5,939 total revenue / 104 total orders = $57.10
▶ Shopping Cart Abandonment Answer: ppl who added to cart but didn't
complete checkout / total people with items in cart
-Why are ppl bailing?
-Add free shipping
-Price match
▶ IBM Answer: Portraits of a Smarter Plants
•Take advantage of data and then turn it into insight
•Analytics potential data possibilities
•Unstructured data
Ex. tweets ... don't know what the words mean
•Churn - telecommunication
-Percent of customers that don't come back
Ex. season ticket turnover ... how do we retain them?
•Look at data to see where there are opportunities
▶ STP Answer: segmentation
targeting
positioning
▶ segmentation Answer: divide mkt into distinct groups
-Demographic ... age, gender, income, occupation, location
-Psychographic ... lifetstyle, personality, values, interests
-Behavioral ... consumptions, usage, activity, frequency, time spent
, Ex. diamond backs fans ... average, avid, season, casual, students, social,
family,
Ex. hertz rental cars - business, family, tourist, accident/insurance, student
▶ targeting Answer: select the segment to go after
Ex. Facebook - ads are different for everyone
Ex. enterprise commercial
▶ positioning Answer: position/placing the product/service in the minds of
target customers
Quality and Price
Ex. apparel brands
-high quality, high price = nike, Jordan, adidas,
-medium quality, medium price
-high price, low quality = low baller
-low price low quality = Walmart, Kirkland,
▶ the process Answer: Segment --> Target --> Position --> Create VALUE
for targeted customers
▶ marketing myopia Answer: Over emphasis on product rather than
experience or benefit from product
Ex. evolution of music
-What did people want? To listen to music
Ex. sports games
Ex. blockbuster
Ex. books - amazon
Ex. taxis - uber and lyft
Ex. sports gear places - sports authority, sports chalet
▶ Benefits & experiences of a product is more important than the product
itself Answer: Ex. watching a movie is more important than going to
blockbuster
Ex. watching the game is more important that being there or not
- Cater to the customer
AND ANSWERS PDF 2026
▶ average order value Answer: total revenue / total orders
-See how much a customer is spending on average
-Increase the AOV cap to reach free shipping
$5,939 total revenue / 104 total orders = $57.10
▶ Shopping Cart Abandonment Answer: ppl who added to cart but didn't
complete checkout / total people with items in cart
-Why are ppl bailing?
-Add free shipping
-Price match
▶ IBM Answer: Portraits of a Smarter Plants
•Take advantage of data and then turn it into insight
•Analytics potential data possibilities
•Unstructured data
Ex. tweets ... don't know what the words mean
•Churn - telecommunication
-Percent of customers that don't come back
Ex. season ticket turnover ... how do we retain them?
•Look at data to see where there are opportunities
▶ STP Answer: segmentation
targeting
positioning
▶ segmentation Answer: divide mkt into distinct groups
-Demographic ... age, gender, income, occupation, location
-Psychographic ... lifetstyle, personality, values, interests
-Behavioral ... consumptions, usage, activity, frequency, time spent
, Ex. diamond backs fans ... average, avid, season, casual, students, social,
family,
Ex. hertz rental cars - business, family, tourist, accident/insurance, student
▶ targeting Answer: select the segment to go after
Ex. Facebook - ads are different for everyone
Ex. enterprise commercial
▶ positioning Answer: position/placing the product/service in the minds of
target customers
Quality and Price
Ex. apparel brands
-high quality, high price = nike, Jordan, adidas,
-medium quality, medium price
-high price, low quality = low baller
-low price low quality = Walmart, Kirkland,
▶ the process Answer: Segment --> Target --> Position --> Create VALUE
for targeted customers
▶ marketing myopia Answer: Over emphasis on product rather than
experience or benefit from product
Ex. evolution of music
-What did people want? To listen to music
Ex. sports games
Ex. blockbuster
Ex. books - amazon
Ex. taxis - uber and lyft
Ex. sports gear places - sports authority, sports chalet
▶ Benefits & experiences of a product is more important than the product
itself Answer: Ex. watching a movie is more important than going to
blockbuster
Ex. watching the game is more important that being there or not
- Cater to the customer
