Marketing
Please answer the following questions briefly, in your own words. Each question is worth 10 points.
1. Are we living in an era of mass marketing or target marketing ? Defend your answer.
2. Charles Revson (founder of Revlon) said: "In the factory we make cosmetics. In the store we sell hope." What did he mean ?
3. The text mentions three approaches to marketing: the production orientation, the sales orientation and the marketing orientation. Identify which orientation is expressed in the following ad pitches:
a. "This is the best smart phone, bar none."
b. "If you subscribe to our two-year wireless plan, you will receive, absolutely free, a smart phone !"
c. "OxyClean will remove stains from your clothing."
d. "Earn frequent flyer miles everytime you fly with us."
e. "Our automobile platform represents advanced engineering."
4. Which environmental factor(s) primarily drive demand for each of the following. Explain your answer:
a. fast food
b.automobiles
c. education
d. housing
e. pets
5. List the various ways in which you could segment the market for shoes.
6. Give an example of how culture informs purchasing decisions.
7. Recall the Maslow Hierarchy of Needs. Place each of the currently-running presidential candidates in the level where you think they belong. (FYI, as of this writing, the candidates are Clinton, Trump, Cruz, Sanders and Kasich.)
8. The concept of "exchange" is central to marketing, and by extension, to economic development. Justify why marketing drives exchanges and is therefore the most important tool in the business tool box.
9. How are the elements of "The Marketing Mix" expressed at Dominican College ?
10. Below are descriptions of some (fictitious) pizza brands. Read each description and decide which brands are targeting one or more of the following segments: gourmets, dieters, poor people on food stamps, college students, folks on the run, big appetites, singletons:
Bonzo - A store brand from Shop-Rite. Regular (cheese) only. Comes in 32 oz. package. Unit price (for 16 oz.) is $1.49.
Gonzo - A popular national brand available in supermarkets. Comes pre-sliced in Cheese and Pepperoni. Comes in 48 oz.. package. Unit
Paisano - A thick-crust (Chicago-style) pizza with national supermarket distribution. Comes in Meat Lovers, Veggie-Heaven and The Works. Unit price is $3.49. Comes in 48 oz, package.
Fratele - Personal pizza, microwaveable, sold in 16 oz. size in supermarkets and convenience stores. Comes in Cheese and Pepperoni. Unit price is $2.99.
Amici - A thin-crust, microwaveable pie sold in delis and upscale markets such as Whole Foods. Comes in 16. oz package. Comes in Cheese, Veggie, and Prosciutto. Unit price is $4.99.
Mafioso - Distributed in gourmet and specialty stores. Available in Four Cheese, Seafood and Eggplant and Garlic. Comes in 32 oz package. Unit price is $6.99.