MBA - 706 Darrat (Exam 1). Newest
2026-2027. Questions and Correct
Answers. Graded A
3 Key Marketing Outcomes - ANSNew Consumer Capabilities:
-online resources as a powerful information and purchasing aid
-mobile connectivity to search, communicate, and purchase on the go
-tap into social media to share opinions and express loyalty
-actively interact with companies
-reject marketing they find inappropriate or annoying
-extract more value from what they already own
New Company Capabilities:
-use the internet as a powerful information and sales channel, including for
individually differentiated goods.
-collect fuller and richer information about markets, customers, prospects,
and competitors.
-reach consumers quickly and efficiently via social media and mobile
marketing, sending targeted ads, coupons, and information.
-improve purchasing, recruiting, training, and internal and external
communications.
-improve their cost efficiency.
New Competitive Environment:
1
,-Deregulation
-Privatization
-Retail transformation
-Disintermediation
-Private labels
-Mega-bands
4 Major Market Forces - ANSTechnology: Massive amounts of information
and data about almost everything are now available to both consumers and
marketers.
Globalization: Geographic and political barriers have been eroded as
advanced telecommunication technologies and workflow platforms that
enable all types of comput- ers to work together continue to create almost
limitless opportunities for communication, collabora- tion, and data mining.
Physical Environment: Climate change—a term referring to lasting changes
in Earth's global climate as well as changes in regional climates—can have
a significant impact on a company's business activities. Health conditions-
range from short-term illnesses that are confined to a particular geographic
area to pandemics that spread across the globe. Changes in health
conditions can influence not only the operations of pharmaceutical,
biotechnology, and health management companies but also companies
that are not directly related to health care.
2
, Social Responsibility: Because marketing's effects extend to society as a
whole, marketers must consider the ethical, environmental, legal, and
social context of their activities.
4-P Framework - ANSidentifies four key decisions that managers must
make when designing an offering:
-Product
-Price
-Promotion
-Place
A Marketing Plan - ANSdirects and coordinates all company marketing
efforts:
-Executive summary: "elevator pitch"for the marketing plan.
-Situation Overview: overall evaluation of the environment in which the
company operates, as well as of the markets in which the company
competes and/or will compete.
-G-STIC: plan core: goal, strategy, tactics, implementation, control
-Exhibits: streamline the marketing plan
The ultimate goal of the marketing plan is to guide a company's actions
Competitive Advantage - ANScompany's ability to perform in one or more
ways that competitors cannot or will not match.
3
2026-2027. Questions and Correct
Answers. Graded A
3 Key Marketing Outcomes - ANSNew Consumer Capabilities:
-online resources as a powerful information and purchasing aid
-mobile connectivity to search, communicate, and purchase on the go
-tap into social media to share opinions and express loyalty
-actively interact with companies
-reject marketing they find inappropriate or annoying
-extract more value from what they already own
New Company Capabilities:
-use the internet as a powerful information and sales channel, including for
individually differentiated goods.
-collect fuller and richer information about markets, customers, prospects,
and competitors.
-reach consumers quickly and efficiently via social media and mobile
marketing, sending targeted ads, coupons, and information.
-improve purchasing, recruiting, training, and internal and external
communications.
-improve their cost efficiency.
New Competitive Environment:
1
,-Deregulation
-Privatization
-Retail transformation
-Disintermediation
-Private labels
-Mega-bands
4 Major Market Forces - ANSTechnology: Massive amounts of information
and data about almost everything are now available to both consumers and
marketers.
Globalization: Geographic and political barriers have been eroded as
advanced telecommunication technologies and workflow platforms that
enable all types of comput- ers to work together continue to create almost
limitless opportunities for communication, collabora- tion, and data mining.
Physical Environment: Climate change—a term referring to lasting changes
in Earth's global climate as well as changes in regional climates—can have
a significant impact on a company's business activities. Health conditions-
range from short-term illnesses that are confined to a particular geographic
area to pandemics that spread across the globe. Changes in health
conditions can influence not only the operations of pharmaceutical,
biotechnology, and health management companies but also companies
that are not directly related to health care.
2
, Social Responsibility: Because marketing's effects extend to society as a
whole, marketers must consider the ethical, environmental, legal, and
social context of their activities.
4-P Framework - ANSidentifies four key decisions that managers must
make when designing an offering:
-Product
-Price
-Promotion
-Place
A Marketing Plan - ANSdirects and coordinates all company marketing
efforts:
-Executive summary: "elevator pitch"for the marketing plan.
-Situation Overview: overall evaluation of the environment in which the
company operates, as well as of the markets in which the company
competes and/or will compete.
-G-STIC: plan core: goal, strategy, tactics, implementation, control
-Exhibits: streamline the marketing plan
The ultimate goal of the marketing plan is to guide a company's actions
Competitive Advantage - ANScompany's ability to perform in one or more
ways that competitors cannot or will not match.
3
