©THESTAR 2024/2025 ALL RIGHTS RESERVED 11:32AM. A+
UPenn Marketing 101 Quiz 1, Marketing 101
Midterm Exam Study Guide 100% Verified.
Unit Contribution Formula - Answer✔Revenue per Unit - Variable Costs per Unit
Contribution Margin Formula - Answer✔Unit Contribution/Revenue per Unit (in %)
Break-Even Volume Formula - Answer✔Fixed Costs/Unit Contribution
Profit Formula - Answer✔(Unit Contribution*Units Sold) - Fixed Costs
Customer Lifetime Value Formula - Answer✔Annual Contribution per Customer*Years as
Customer
Annual Contribution Formula - Answer✔Unit Contribution*Units per Customer per Year
Five Cs of Marketing (Strategic) - Answer✔Company, Customers, Collaborators, Competitors,
Context
SWOT - Answer✔Strengths, Weaknesses, Opportunities, Threats
apart of Company analysis in 5 C's
Four Ps of Marketing Mix (Tactical) - Answer✔Product, Promotion, Price, Place
G-STIC - Answer✔Situational 5 C analysis
Goal
Strategy
Tactics
Implementation
Control
Need - Answer✔A discrepancy between actual and ideal state
1
, ©THESTAR 2024/2025 ALL RIGHTS RESERVED 11:32AM. A+
Four Basic Needs - Answer✔Esteem, Control, Belonging, Meaningfulness
Multi-Attribute Model - Answer✔Attitude Towards Brand = Sum(Belief Strength*Importance of
Attributes)
Types of Segmentation - Answer✔Geographic, Demographic, Psychological, Psychographic
(Lifestyle), Sociocultural, Behavioral, Hybrid
Targeting - Answer✔Directing a marketing campaign at a specific segment(s)
Positioning - Answer✔To (target segment and need), our (brand) is the (concept) that (point to
difference)
Goal of Segmenting Targeting Positioning - Answer✔Target a group, extract max value from
customers, retain customers, improve CLV
Variable Costs - Answer✔Change with volume of production (e.g. - manufacturing, shipping,
sales commissions)
Fixed Costs - Answer✔Stay the same regardless of level of production (e.g. - executive salaries,
rent, insurance, overhead)
Sales/Revenue/Volume Market Share - Answer✔Firm sales / total market sales
can also be for units or customers
Sunk Costs - Answer✔Money spent on items that is considered unrecoverable (e.g. - market
research, R&D, past expenses)
Customer Centricity - Answer✔Aligning your entire company's development and delivery of
products and services with the current and future needs of a select group of customers in order
to maximize their long-term financial value to the firm.
Outside In
PEST - Answer✔Political and Legal
Economic
Social
Technological
2
UPenn Marketing 101 Quiz 1, Marketing 101
Midterm Exam Study Guide 100% Verified.
Unit Contribution Formula - Answer✔Revenue per Unit - Variable Costs per Unit
Contribution Margin Formula - Answer✔Unit Contribution/Revenue per Unit (in %)
Break-Even Volume Formula - Answer✔Fixed Costs/Unit Contribution
Profit Formula - Answer✔(Unit Contribution*Units Sold) - Fixed Costs
Customer Lifetime Value Formula - Answer✔Annual Contribution per Customer*Years as
Customer
Annual Contribution Formula - Answer✔Unit Contribution*Units per Customer per Year
Five Cs of Marketing (Strategic) - Answer✔Company, Customers, Collaborators, Competitors,
Context
SWOT - Answer✔Strengths, Weaknesses, Opportunities, Threats
apart of Company analysis in 5 C's
Four Ps of Marketing Mix (Tactical) - Answer✔Product, Promotion, Price, Place
G-STIC - Answer✔Situational 5 C analysis
Goal
Strategy
Tactics
Implementation
Control
Need - Answer✔A discrepancy between actual and ideal state
1
, ©THESTAR 2024/2025 ALL RIGHTS RESERVED 11:32AM. A+
Four Basic Needs - Answer✔Esteem, Control, Belonging, Meaningfulness
Multi-Attribute Model - Answer✔Attitude Towards Brand = Sum(Belief Strength*Importance of
Attributes)
Types of Segmentation - Answer✔Geographic, Demographic, Psychological, Psychographic
(Lifestyle), Sociocultural, Behavioral, Hybrid
Targeting - Answer✔Directing a marketing campaign at a specific segment(s)
Positioning - Answer✔To (target segment and need), our (brand) is the (concept) that (point to
difference)
Goal of Segmenting Targeting Positioning - Answer✔Target a group, extract max value from
customers, retain customers, improve CLV
Variable Costs - Answer✔Change with volume of production (e.g. - manufacturing, shipping,
sales commissions)
Fixed Costs - Answer✔Stay the same regardless of level of production (e.g. - executive salaries,
rent, insurance, overhead)
Sales/Revenue/Volume Market Share - Answer✔Firm sales / total market sales
can also be for units or customers
Sunk Costs - Answer✔Money spent on items that is considered unrecoverable (e.g. - market
research, R&D, past expenses)
Customer Centricity - Answer✔Aligning your entire company's development and delivery of
products and services with the current and future needs of a select group of customers in order
to maximize their long-term financial value to the firm.
Outside In
PEST - Answer✔Political and Legal
Economic
Social
Technological
2
