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    Final Exam For Marketing Management Instructions

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    Janinne Bianes
    This document contains instructions for a final exam in marketing management. It explains that the exam has 4 pages and 10 questions to be answered within 60 minutes, allowing 8 minutes per question. It provides guidelines on writing legibly and concisely while demonstrating understanding of concepts. It notes some opportunities to earn extra points and wishes students good luck. The exam proper then lists 20 multiple choice and short answer questions covering various marketing topics.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Final Exam For Marketing Management Instructions

    Uploaded by

    Janinne Bianes
    291 views3 pages
    This document contains instructions for a final exam in marketing management. It explains that the exam has 4 pages and 10 questions to be answered within 60 minutes, allowing 8 minutes per question. It provides guidelines on writing legibly and concisely while demonstrating understanding of concepts. It notes some opportunities to earn extra points and wishes students good luck. The exam proper then lists 20 multiple choice and short answer questions covering various marketing topics.

    Original Title

    Final-Exam-Marketing-Management

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    This document contains instructions for a final exam in marketing management. It explains that the exam has 4 pages and 10 questions to be answered within 60 minutes, allowing 8 minutes per question. It provides guidelines on writing legibly and concisely while demonstrating understanding of concepts. It notes some opportunities to earn extra points and wishes students good luck. The exam proper then lists 20 multiple choice and short answer questions covering various marketing topics.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    291 views3 pages

    Final Exam For Marketing Management Instructions

    Uploaded by

    Janinne Bianes
    This document contains instructions for a final exam in marketing management. It explains that the exam has 4 pages and 10 questions to be answered within 60 minutes, allowing 8 minutes per question. It provides guidelines on writing legibly and concisely while demonstrating understanding of concepts. It notes some opportunities to earn extra points and wishes students good luck. The exam proper then lists 20 multiple choice and short answer questions covering various marketing topics.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    The key takeaways are that the exam contains 20 multiple choice questions to be answered within 60 minutes about marketing management concepts. Extra points can be earned for participating in school events and naming continents at the end.

    The purpose of the exam is to test the students' understanding of marketing management concepts through 20 multiple choice questions to be answered within 60 minutes.

    The elements of the Brand Value Chain are identification, differentiation, positioning, extension and protection.

    COLEGIO

     DE  SAN  LORENZO  


    Congressional  Avenue,  Quezon  City
     

    SCHOOL  OF  BUSINESS  AND  MANAGEMENT  


     Bachelor  of  Science  in  Business  Administration    
     
     
     
       
    FINAL  EXAM  FOR  MARKETING  MANAGEMENT  
     
    INSTRUCTIONS  
     
    This  Exam  contains  4  pages.  Check  the  number  of  pages  and  make  sure  it  has  the  correct  number  of  pages  
    and  their  proper  numbers.  
     
    All   the   items   have   to   be   answered   within   sixty   minutes.   Since   there   are   ten   questions,   you   have   eight  
    minutes  to  answer  each  questions.  Write  all  of  your  answers  in  the  space  provide  for  after  each  question.      
     
    Answer   the   questions   legibly,   clearly,   and   concisely.   Your   answer   should   demonstrate   your   ability   to  
    explain  the  concepts  involved  while  being  to  provide  for  relevant  examples  if  necessary.  
     
    You  may  start  the  exam  when  you  are  ready.  You  may  leave  the  room  at  any  time  if  you  need  to  do  so.  
    Please  leave  your  exam  on  the  professor’s  table  while  you  step  out.  Encircling  or  drawing  a  star  around  the  
    logos  will  help  earn  you  5  extra  points,  if  this  was  the  midterm  exam.  But  it  is  not.  Five  points  will  be  given  
    to   those   who   participated   during   the   Paligsamahan.   So,   if   you   had   any   type   of   participation   during   that  
    event,   please   don’t   forget   to   write   it   at   the   top   of   this   page.   Name   all   the   continents   of   the   end   of   the  
    exam  and  you  can  get  five  points,  too.  Please  do  not  leave  you  seat  unless  your  first  ask  for  permission  to  
    do  so.  GOODLUCK!  
     
     
    EXAM  PROPER  
     
    1.    What  is  the  Brand  Value  Chain,  and  what  are  its  elements?  

     
     
    2.   Bob   Narley   is   a   talented   chemist.   He   was   able   to   produce   wildly   popular   flavor   of   Vape   Liquids   that  
    mixes  nicotine  and  caffeine.  This  is  the  first  of  its  kind,  and  cannot  be  easily  duplicated  by  just  anyone.  He  
    wants  the  marketing  of  his  company  to  be  positioned  based  on  this  achievement.  What  would  you  say  to  
    Bob  Narley  in  order  to  help  him  come  up  with  a  positioning?  
     
     
     
    3.  Same  facts  as  above.  Identify  the  Point  of  Parity  of  the  product.  
     
     
     
     
    4.  What  is  Search  Engine  Advertising?  

     
     
     
     
     
    (FIN201)/AY2017-­‐2018      Page  1  of  3  
     
    5.  Differentiate  Firm-­‐based  equity  and  Consumer-­‐based  equity.  

     
     
     
    6.  What  is  Selective  Distortion?  
     
     
     
     
    7.  What  is  an  Affinity  Diagram?  
     
     
     
    8.  Explain  Globalization  as  a  new  Marketing  Reality.  

     
     
     
    9.    Explain  the  Hierarchy  of  Marcom.  
     
     
     
     
    10.  Name  at  least  5  VALS  psychological  segment?  
     
     
     
     
    11.  Corporation  Wa  Lang  Pake,  a  distributor  of  chicken  in  the  Metro  area,  was  struck  by  bad  luck.  Its  
    chicken  has  been  connected  with  the  avian  flu.  After  through  examination  and  a  quarantine  imposed  by  
    the  DOH,  it  was  found  out  that  the  whole  issue  was  false.  The  corporation  now  seeks  to  offset  the  bad  
    publicity.  What  is  your  advice  on  the  matter?  
     
     
     
    12.  Same  facts  as  above.  How  would  you  help  rebuild  the  Brand  of  the  corporation?  

    13.  Explain  Herzberg’s  Theory?  

     
    (FIN201)/AY2017-­‐2018      Page  2  of  3  
     
    14.What  is  the  Competitive  Parity  Method?  

    15.  Explain  Online  Behavioral  Targeting?  

    16.    What  is  customer-­‐defined  value?  

    17.  Explain  Customer  Loyalty  vs.  Customer  Profitability.  

    18.  Briefly  explain  the  relationship  between  Advertisers  and  3rd  Party  Ad  Servers  in  the  Online  Advertising  
    Process.  

    19.    How  do  you  ensure  Customer  Retention?  

    20.  Identify  and  explain  at  least  3  different  types  of  Rich  Media  in  Online  Advertising.  

     
     
     
     
     
     
     
     
     
     
     

    (FIN201)/AY2017-­‐2018      Page  3  of  3  

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