MKTG201 Fundamentals of Marketing
American Public University System
(APUS)
MKTG201
Week 1 Assignment 1 Score 99 PERCENT
Compare and contrast a four Ps approach to marketing versus
the value approach (creating, communicating, and delivering value). Select and
examine these approaches for at least one routine and non-routine
problem. What would you expect to be the same and what would you expect
to be different between two companies that apply one or the other
approach?
(3 pages with reference and citations)
MKTG201
Week 2 Assignment 2
Assignment Instructions
Assignment Two
Chapter 3 & 4
Motivation is the inward drive we have to get what we need. In the
mid-1900s, Abraham Maslow, an
American psychologist, developed
the hierarchy of needs shown in Figure 3.4.
1. Select two advertisements and
describe the needs identified by Abraham Maslow that each ad addresses.
2. Analyze the advertisement using
the concepts of marketing and consumer segmentation, and discuss how it aligns
to the organization's mission.
3. Find an international version of an advertisement for one of the products.
4. What differences do you detect in the international version of the ad?
How did the underlying aspects of marketing and psychology utilized in
the advertisement change?
MKTG201
Week 2 Quiz SCORE 100 PERCENT
Question 1 of 10
10.0 Points
Which one of the following are not one of the "Big Five" personality
traits?
A. opennes
B. enthusiastic
C. conscientiousness
D. neuroticism
E. none of the above
Question 2 of 10
10.0 Points
Which of the following factors influence consumers' buying behavior
A. Social Situation
B. Time
C. Reason for the Purchase
D. Mood
E. All of the above
Question 3 of 10
10.0 Points
________ is how you interpret the world around you and make sense of it in your
brain.
A. Perception
B. Motivation
C. Consumer attitudes
D. Internal influences
E. None of the above
Question 4 of 10
10.0 Points
What is the first Stage in the Consumer's Purchasing Process
A. Search for Information
B. Need Recognition
C. Product Evaluation
D. Supplier specification analysis
E. None of the above
Question 5 of 10
10.0 Points
Which of the following are types of B2B buyers?
A. Governments
B. Resellers
C. Producers
D. All of the above
E. None of the above
Question 6 of 10
10.0 Points
Which one of the following is not someone who provides their firms' buyers with
input
A. Initiators
B. Users
C. Buyers
D. Influencers
E. None of the above
Question 7 of 10
10.0 Points
Derived demand is
A. when the demand for one product increases the demand for
another.
B. demand that springs from, or is derived from, a source other
than the primary buyer of a product.
C. a small change in demand by consumers that can have a big
effect throughout the businesses
D. None of the above
Question 8 of 10
10.0 Points
Is the following statement true or false.
B2B markets firms in the same industry tend to cluster in the same geographic
areas.
A. True
B. False
Question 9 of 10
10.0 Points
Planned obsolescence is
A. A. when they already have some information about a good or service
but continue to search for a little more information.
B. B. certain characteristics that are important to you such as
the price of the backpack, the size, the number of compartments, and color
C. C. a deliberate effort by companies to make their products
obsolete, or unusable, after a period of time.
D. D. developing appropriate action programs to reach the
targeted segments.
E. None of the above
Question 10 of 10
10.0 Points
Is the following statement true or false.
Companies that sell to the government must, by law, follow very strict ethical
guidelines.
A. True
B. False
MKTG201
Week 3 Asignment
Describe a product you like that you believe more people
should purchase. As a marketer, how would you reposition the product in the
customer's mind to increase its purchase? Outline your strategy. Create a new
tagline for this product.
3 pages plus reference page.
MKTG201
Week 3 Quiz.
Question 1 of 10
10.0 Points
Your marketing target analysis does not have to include which of the following:
A. Identifying and analyzing the relevant purchasing organizations
and people
B. Collecting and analyzing relevant data regarding the
demographics and psychographics of the targeted segments
C. Identifying payment terms used by the targeted organizations
and consumers
D. Developing appropriate action programs to reach the targeted
segments
Question 2 of 10
10.0 Points
Which one of the following is not a demographic base for segmentation?
A. Education
B. Occupation
C. Religion
D. Personality
Question 3 of 10
10.0 Points
Is the following statement true or false. Your Target market is the
segment/group of people you choose to not sell to.
A. True
B. False
Question 4 of 10
10.0 Points
Which of the following are types of Segmentation Bases?
A. Geographic segmentation
B. Psychographic segmentation
C. Demographic segmentation
D. Behavioral segmentation
E. All of the above
Question 5 of 10
10.0 Points
Behavioral segmentation
A. is segmenting buyers by personal characteristics such as age,
income, ethnicity and nationality, education, occupation, religion, social
class, and family size
B. refers to the stages families go through over time and how it
affects people's buying behavior.
C. divides people and organization into groups according to how
they behave with or act toward products
Question 6 of 10
10.0 Points
Multisegment Marketing Strategy
A. is a new effort to isolate markets and target them.
B. involves targeting an even more select group of consumers.
C. involves targeting a very select group of customers.
D. can allow firms to respond to demographic changes and other
trends in markets.
E. None of the above
Question 7 of 10
10.0 Points
Is the following statement true or false.
Firms that compete in the global marketplace can use any combination of the
segmenting strategies or none at all.
A. True
B. False
Question 8 of 10
10.0 Points
Targeting Strategies Used in Global Markets consist of the following.
A. Multisegmenting Marketing
B. Concentrated Marketing
C. Targeted Marketing
D. All of the above
E. None of the above
Question 9 of 10
10.0 Points
Positioning is
A. is a two-dimensional graph that visually shows where your
product stands, or should stand, relative to your competitors, based on
criteria important to buyers.
B. is how consumers perceive a product relative to the
competition.
C. is a catchphrase designed to sum up the essence of a product.
D. is an effort to "move" a product to a different
place in the minds of consumers
E. None of the above
Question 10 of 10
10.0 Points
Is the following statement true of false. Repositioning is an effort to
"move" a product to a different place in the minds of consumers.
A. True
B. False
MKTG201
Week 4 Midterm Exam
Mid Term: Covers chapters 1
through chapters 7
For the Mid-term you will create a new product and provide how you would market
your product. You will need to provide information on how your product is
superior to your competitions product.
1) Define and explain each of the following tools/concepts below.
- The strategic planning
process
- S.W.O.T
- Market Segmenting
- Target Marketing
- Product Positioning
- Offerings: —product,
price, and service.
2) Use two or more of the concepts
from part 1 in your product assessment.
3) Analyze security, privacy,
ethical, and legal issues related to the digital information world and
marketing
Assignment
5
Would
you like to own an all-electric car? Do you think there is a viable market for
such a product?
Provide
secondary data to research the viability of selling electric cars profitably.
Utilize some of the sources mentioned in chapter 10 of our e-book. Try to
determine the population of electric-car buyers.
Provide
a research report based on your findings.
Assignment 6
There are two parts to this assignment.
Part 1: Try to remember
the billboards on your commute to work or school. How many do you think there
are? Explain why you remembered any of them. Next time you are on that route,
note how many billboards there actually are. Are they effective?
Part 2--You've been
asked to create a new social media networking site. What would you name the
site and what would you suggest to make it better than existing sites?
MKTG201 Week 7 Quiz SCORE 100 PERCENT
Question 1 of 10
10.0 Points
Salespeople act on behalf of their companies by doing which of the following?
A. Managing relationships
B. Relaying customer and market information back to their
organizations
C. Creating value for their firms' customers
D. All of the above
E. None of the above
Question 2 of 10
10.0 Points
Which of the following, according to the e-book, are NOT types of order
getters; that is, they actively seek to make sales by calling on customers.
A. Missionary Sales people
B. Sales support
C. Trade Sales people
D. Prospectors
E. Account Managers
Question 3 of 10
10.0 Points
The process of asking questions to identify a buyer's problems and needs and
then tailoring a sales pitch to satisfy those needs is called ________________.
A. consultative selling
B. strategic-partner selling
C. needs-satisfaction selling
D. none of the above
Question 4 of 10
10.0 Points
Common Ethical Issues for Salespeople
Which of the following are the most common ethical issues facing salespeople?
A. A customer asking for information about one of their
competitors, who happens to be one of your customers
B. Deciding to play golf on a nice day, since no one knows if you
are actually at work or not
C. A buyer asking for something special, which you could easily
provide, but aren't supposed to give away
D. Deciding how much to spend on holiday season gifts for your
customers
E. All of the above
Question 5 of 10
10.0 Points
____________ is the process of identifying and qualifying leads in order to
grow new business
A. Lead scoring
B. Blog newsletters
C. White papers
D. Lead management
E. None of the above
Question 6 of 10
10.0 Points
_________ are salespeople who are not employees of the company. They set their
own hours, determine their own activities, and for the most part, manage themselves.
A. Manufacturer's representative
B. Spiffs
C. Distributors
D. Independent agents
E. None of the above
Question 7 of 10
10.0 Points
___________ is a catchall phrase for the online channels of communication that
build communities
A. Direct marketing through e-mails
B. Web advertising
C. Social media
D. Web publishing
E. None of the above
Question 8 of 10
10.0 Points
Loyalty has two dimensions. One dimension of loyalty is customer loyalty,
meaning that the customer buys the product regularly and does not respond to
competitors' offerings.
A. True
B. False
Question 9 of 10
10.0 Points
Customer satisfaction is typically defined as the feeling that a person
experiences when an offering meets his or her expectations
A. True
B. False
Question 10 of 10
10.0 Points
The CAN-SPAM Act prohibits the use of e-mail, faxes, and other technology to
randomly push a message to a potential consumer
A. True
B. False
Assignment 7
Are you especially loyal to any one brand? If so, what is it and why are you so
loyal? When successfully building loyalty and community, trust seems to be the
biggest factor. How can a company build trust and what is the best approach to
do so (incorporating concepts from both the field of marketing and psychology)?
What are the ethical issues and obligations that come with trust once it is
built? Should consumers trust companies? Why or why not? Do you think some
consumers are just more prone to be loyal to companies and other consumers are
not? Why or why not?
Assignment
Instructions
Hi
Colleagues,
Final
Project: Covers chapters 1 through chapters 16
In
this course on the Fundamentals of Marketing, we learned about a variety of
elements/components of business and marketing that contribute to the marketing
and promotion of products. The underlying purpose of these activities is
to achieve a return on investment or sales, which should result in profit for
companies and businesses. Your final assignment has two parts.
Part 1
Discuss
what a marketing plan is and describe the different components of the marketing
plan in your own words (see figure 16.2 in the text). Also explain how the
marketing plan is helpful to the organization. You do not have to put together
a marketing plan for this assignment
Part
2
Please
take the elements/components you have learned in this course (such as the SWOT,
goals/objectives, etc.) and translate/apply them into how they would be carried
out into the execution of a marketing strategy.
For
instance (note that these examples may not be used in your assignment):
In
a SWOT analysis you determined that one of the strengths of a company was that
weekly team meetings were held where ideas are exchanged and commendations are
awarded to team members who have met or exceeded goals or expectations for the
week. How can we translate or incorporate that Strength into a marketing
strategy?
Since
the ideas being exchanged in the weekly meeting are to foster growth and
innovation, camaraderie, excitement, and motivation, they can also be used to
generate new ideas for promotion. This weekly team meeting can be
leveraged to spur perhaps a name of a new product that company X has been
trying to launch for considerable amount of time but just haven't thought of
the right one.
A
real world example, Lays Potato Chips reached out to the general public using
their social media strength to ask them to come up with a new flavor of potato
chip. This combined the strengths the company had with the need to execute a
new marketing strategy. Through this process, a consumer won $1mm for coming up
with a new potato chip flavor, and Lay's of course won tons of new customers
and multiple millions in sales of new product.
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