Exam (elaborations) MKT824 CONSUMER BEHAVIOUR

This exam assesses students’ knowledge and application of key marketing concepts for today's business practices. It evaluates students’ knowledge of the essential techniques managers need to compete successfully, whether in large companies or small businesses, profit-oriented firms or not-for-profit organizations. Topics include customer-oriented marketing strategies, buyers and markets, target market selection, and the marketing variables of products (and services), price, promotion, and distribution. (3 credits) ● Test format: o 74 multiple choice questions (1 point each) o 8 short answer questions (2 points each) o 2 essay questions (5 points each) ● Passing score: 65% (65/100 points). Your grade will be reported as CR (Credit) or NC (No Credit). ● Time limit: 3 hours OUTCOMES ASSESSED ON THE TEST ● Explain contemporary customer-oriented marketing strategies ● Identify key aspects of affective consumer and business-to-business marketing ● Outline ways to research, establish, and develop target markets ● Discuss the essential decisions markets make regarding products and services ● Explain the processes used in marketing channels and supply-chain management ● Describe various means for promoting products and services ● Identify common pricing concepts and strateg