LSUS MBA 706 Exam 2 Questions and Answers 2026 | 500+ Marketing Management, Product Strategy, Pricing, Distribution, IMC & Market Segmentation Questions | Consumer Behavior, Supply Chain & Target Marketing | Louisiana State University Shreveport (LSUS)

This comprehensive LSUS MBA 706 Exam 2 study guide contains more than 500 exam-style questions and verified answers covering product strategy, pricing management, distribution channels, supply chain management, integrated marketing communications (IMC), consumer behavior, business buying behavior, market segmentation, and target marketing taught in MBA 706 at Louisiana State University Shreveport (LSUS). Designed for MBA students, graduate business students, marketing professionals, entrepreneurs, consultants, and strategic managers, this resource provides an in-depth review of the frameworks, theories, and managerial concepts most frequently assessed in Exam 2. The question-and-answer format enables efficient exam preparation while reinforcing practical applications of marketing strategy and customer-focused decision-making. A major focus of the guide is product strategy and product portfolio management. Students will explore the strategic role of products within the marketing mix, including product design, development, branding, positioning, product lines, and product portfolios. The material examines consumer products and business products, including convenience products, shopping products, specialty products, unsought products, installations, raw materials, component parts, business services, and maintenance, repair, and operating (MRO) products. Students will also learn how organizations use product mix width and depth decisions to diversify risk, increase market coverage, and create competitive advantages. These concepts are essential for understanding how firms develop offerings that create meaningful customer value and support long-term business growth. The study guide provides extensive coverage of services marketing and service management. Students will review the unique characteristics of services, including intangibility, simultaneous production and consumption, perishability, heterogeneity, and client-based relationships. The material explains the strategic challenges associated with pricing, promoting, standardizing, and delivering services while maintaining customer satisfaction and loyalty. Particular attention is given to the importance of long-term customer relationships, service quality management, demand balancing, and service differentiation strategies in highly competitive service industries. New product development and innovation management receive significant attention throughout the document. Students will examine strategic innovation options including new-to-the-world products, new product lines, product line extensions, product improvements, repositioning strategies, and cost-reduction initiatives. The guide thoroughly explains the New Product Development (NPD) process, including idea generation, screening and evaluation, development, test marketing, and commercialization. Students will learn how firms identify market opportunities, evaluate innovation potential, reduce product failure risk, and launch successful products into competitive markets. Pricing strategy is explored in exceptional detail as one of the most important and frequently tested areas of MBA 706. Students will study pricing objectives, revenue management, perceived value, customer benefits, customer costs, break-even analysis, price elasticity, pricing psychology, and customer value creation. Topics include profit-oriented pricing, volume-oriented pricing, market share pricing, cash flow pricing, prestige pricing, competitive matching, and market demand pricing. The material also covers price skimming, penetration pricing, value-based pricing, odd pricing, reference pricing, price bundling, price lining, and service pricing strategies. These concepts provide students with a comprehensive understanding of how pricing decisions influence profitability, customer behavior, competitive positioning, and market performance. Distribution channels and supply chain management form another major section of the study guide. Students will review marketing channel structures, physical distribution systems, supply chain integration, channel functions, and channel relationship management. Topics include exclusive distribution, selective distribution, intensive distribution, supply chain connectivity, collaboration, community, trust, mutual benefit, cooperation, and interdependence. The guide explains how organizations coordinate product flows, information sharing, inventory management, and distribution activities to create time, place, and possession utility for customers. Additional coverage includes supply chain power structures, outsourcing, offshoring, RFID technology, e-commerce, and emerging distribution trends that influence modern business operations. Integrated Marketing Communications (IMC) is examined comprehensively through detailed coverage of promotional strategy and customer communication. Students will learn how firms coordinate advertising, public relations, personal selling, and sales promotion to deliver consistent messages across multiple communication channels. The material explores the AIDA model (Attention, Interest, Desire, Action), push and pull promotional strategies, digital advertising, mobile advertising, publicity, event sponsorship, employee relations, sales force management, and customer engagement initiatives. The guide emphasizes the importance of message consistency, customer relationship building, and strategic communication planning in achieving marketing objectives and enhancing brand value. Consumer behavior and purchasing decision-making receive extensive attention throughout the document. Students will review the five-stage consumer buying process, including need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase evaluation. Topics include internal and external stimuli, consumer wants and demands, active and passive information searches, evoked sets, perceived risk, customer satisfaction, delight, dissatisfaction, cognitive dissonance, and post-purchase behavior. The guide also examines individual influences, social influences, situational influences, demographics, attitudes, motivations, perceptions, lifestyles, and cultural factors that shape purchasing decisions. These concepts are critical for understanding how consumers evaluate products and develop long-term relationships with brands. The study guide further explores business markets and organizational buying behavior. Students will learn about commercial markets, reseller markets, government markets, and institutional markets while examining the unique characteristics of business purchasing decisions. Topics include buying centers, hard and soft costs, reciprocity, mutual dependence, vendor selection, proposal evaluation, product specifications, supplier qualification, and vendor performance reviews. The material demonstrates how organizational buying decisions differ from consumer purchases and highlights the importance of relationship management in business-to-business marketing environments. Market segmentation and target marketing are covered in substantial depth. Students will examine segmentation criteria, differentiated marketing, niche marketing, one-to-one marketing, mass customization, permission marketing, and target market selection strategies. The guide explores demographic, geographic, psychographic, behavioral, organizational, and relationship-based segmentation variables while emphasizing the importance of identifiability, accessibility, responsiveness, viability, and sustainability. Additional topics include market concentration, product specialization, market specialization, mass-market targeting, selective targeting, and strategies for attracting noncustomers. These frameworks help students understand how organizations identify profitable market opportunities and develop customer-focused marketing programs. The content aligns closely with graduate-level marketing management curricula and leading academic references, including Marketing Strategy by O.C. Ferrell and Michael Hartline, Marketing Management by Philip Kotler and Kevin Keller, Principles of Marketing by Kotler and Armstrong, and contemporary research in consumer behavior, integrated marketing communications, supply chain management, pricing strategy, and market segmentation. These frameworks provide the theoretical and practical foundation for effective marketing management and strategic decision-making in modern organizations. Relevant Students: LSUS MBA students, MBA 706 students, graduate marketing students, business administration students, strategic marketing students, executive MBA candidates, entrepreneurs, consultants, product managers, brand managers, marketing analysts, sales managers, business strategists, supply chain professionals, and individuals preparing for MBA marketing examinations, graduate business assessments, and advanced marketing management coursework. Keywords LSUS MBA 706, MBA 706 Exam 2, MBA 706 Minseong Kim, product strategy, product management, product portfolio, product mix, product line, consumer products, business products, convenience products, shopping products, specialty products, unsought products, services marketing, intangibility, perishability, heterogeneity, client based relationships, new product development, innovation management, commercialization, test marketing, product line extensions, repositioning strategy, pricing strategy, perceived value, customer benefits, customer costs, break even analysis, price elasticity, profit oriented pricing, market share pricing, prestige pricing, value based pricing, price skimming, penetration pricing, reference pricing, odd pricing, price bundling, price lining, service pricing, yield management, marketing channels, distribution strategy, supply chain management, channel integration, logistics management, physical distribution, RFID, e commerce, outsourcing, offshoring, exclusive distribution, selective distribution, intensive distribution, integrated marketing communications, IMC, AIDA model, advertising, public relations, personal selling, sales promotion, push strategy, pull strategy, consumer behavior, buyer decision process, need recognition, information search, evaluation of alternatives, purchase decision, postpurchase evaluation, customer satisfaction, cognitive dissonance, business markets, buying center, vendor selection, organizational buying behavior, market segmentation, target marketing, niche marketing, mass customization, permission marketing, demographic segmentation, geographic segmentation, psychographic segmentation, behavioral segmentation, marketing management, graduate marketing course