COB 300D MARKETING FINAL EXAM
(ATAV) QUESTIONS WITH CORRECT
ANSWERS
\.Marketing helps create - ANSWERS✔-Value
\.Production-Oriented Era - ANSWERS✔-Turn of the 20th century
Believed a good product would sell itself
\.Sales-Oriented Era - ANSWERS✔-1920-1950
production and distribution techniques became more sophisticated
customers consume less or manufacture items themselves.
Firms responded to their overproduction depending on heavy doses of personal
selling and advertising.
\.Market-Oriented Era - ANSWERS✔-After WWII,
Buyers market (lots of options to buy)
\.Value-Based Era - ANSWERS✔--Focused on giving the customer what they want,
but at a better value
-You get what you pay for... but price is not the most important factor
,\.SWOT analysis - ANSWERS✔-strengths, weaknesses, opportunities, threats
\.portfolio analysis (BCG matrix) - ANSWERS✔-stars, cash cows, question marks,
dogs
\.Stars - ANSWERS✔-high market share, high market growth
\.Cash Cows - ANSWERS✔-high market share, low market growth
\.Dogs - ANSWERS✔-low market share, low market growth
\.Question Marks - ANSWERS✔-low market share, high market growth
\.market penetration - ANSWERS✔-selling more of the same to the same types of
people (lowest risk)
\.market development - ANSWERS✔-selling the existing products to new types of
consumer (medium risk)
\.product development - ANSWERS✔-selling new products to existing customers
(medium risk)
\.diversification - ANSWERS✔-selling new products to new consumer (highest risk)
, \.Ansoff Growth Matrix - ANSWERS✔-
\.Segmentation - ANSWERS✔-divide the total market into smaller segments
\.geographic segmentation - ANSWERS✔-Value by region, Market Size, Customer
Convenience, Population Shifts
\.demographic segmentation - ANSWERS✔-segmenting markets by age, gender,
income, ethnic background, and family life cycle
\.psychographic segmentation - ANSWERS✔-segmenting markets on the basis of
personality, motives, lifestyles
\.geodemographic segmentation - ANSWERS✔-geographic, demographic, lifestyle
\.Benefit Segmentation - ANSWERS✔-the process of grouping customers into
market segments according to the benefits they seek from the product
\.Behavioral Segmentation - ANSWERS✔-dividing a market into segments based
on consumer knowledge, attitudes, uses of a product, or responses to a product
\.Segment Identification - ANSWERS✔-Who is in the market
What are their needs
(ATAV) QUESTIONS WITH CORRECT
ANSWERS
\.Marketing helps create - ANSWERS✔-Value
\.Production-Oriented Era - ANSWERS✔-Turn of the 20th century
Believed a good product would sell itself
\.Sales-Oriented Era - ANSWERS✔-1920-1950
production and distribution techniques became more sophisticated
customers consume less or manufacture items themselves.
Firms responded to their overproduction depending on heavy doses of personal
selling and advertising.
\.Market-Oriented Era - ANSWERS✔-After WWII,
Buyers market (lots of options to buy)
\.Value-Based Era - ANSWERS✔--Focused on giving the customer what they want,
but at a better value
-You get what you pay for... but price is not the most important factor
,\.SWOT analysis - ANSWERS✔-strengths, weaknesses, opportunities, threats
\.portfolio analysis (BCG matrix) - ANSWERS✔-stars, cash cows, question marks,
dogs
\.Stars - ANSWERS✔-high market share, high market growth
\.Cash Cows - ANSWERS✔-high market share, low market growth
\.Dogs - ANSWERS✔-low market share, low market growth
\.Question Marks - ANSWERS✔-low market share, high market growth
\.market penetration - ANSWERS✔-selling more of the same to the same types of
people (lowest risk)
\.market development - ANSWERS✔-selling the existing products to new types of
consumer (medium risk)
\.product development - ANSWERS✔-selling new products to existing customers
(medium risk)
\.diversification - ANSWERS✔-selling new products to new consumer (highest risk)
, \.Ansoff Growth Matrix - ANSWERS✔-
\.Segmentation - ANSWERS✔-divide the total market into smaller segments
\.geographic segmentation - ANSWERS✔-Value by region, Market Size, Customer
Convenience, Population Shifts
\.demographic segmentation - ANSWERS✔-segmenting markets by age, gender,
income, ethnic background, and family life cycle
\.psychographic segmentation - ANSWERS✔-segmenting markets on the basis of
personality, motives, lifestyles
\.geodemographic segmentation - ANSWERS✔-geographic, demographic, lifestyle
\.Benefit Segmentation - ANSWERS✔-the process of grouping customers into
market segments according to the benefits they seek from the product
\.Behavioral Segmentation - ANSWERS✔-dividing a market into segments based
on consumer knowledge, attitudes, uses of a product, or responses to a product
\.Segment Identification - ANSWERS✔-Who is in the market
What are their needs
