Marketing Final Short Answer and Essay Review

Possible Short Answer Questions:

1. Briefly explain the following statement: Too much information can be as harmful as too little. 2. You want to determine whether no-smoking policies have impacted employee morale in the United States in the past few years. Are any secondary data likely available? Why? 3. Give an example of primary data that could effectively be collected via observation. 4. Give an example of a closed-end question. 5. Give an example of how consumers in different family life-cycle stages may respond to a marketers promotional strategy. 6. An upscale nightclub was filled to capacity with patrons. After an upset candle ignited a tablecloth, the club was engulfed in flames. Briefly explain the shift in needs in this scenario, according to Maslows Hierarchy. 7. How have relationships between customers and suppliers changed in recent years? 8. When might be the best time for a marketer to use geographic segmentation? 9. What is one way in which a marketer can attract nonloyal consumers? 10. What factors may impact segment attractiveness?

Possible Essay Questions

1. Explain Maslows needs hierarchy. 2. Describe the basic marketing research process. 3. Compare and contrast closed-end questions and open-end questions for gathering data. 4. Explain the four major segmenting variables for consumer markets. 5. Why do businesses segment their markets?