Exam I Review for mktg310- Principles of Marketing
Spring 2015
Professor Chen
Coverage
Chapters 1,2,3,4,5
Format
Part I. 20 M/C Questions with business scenarios (@3.5 points) Total 70 points
Part II. 1 Essay question: 30 points
Total possible points : 100 points
Read the text book and powerpoints again and thoroughly.
Potential Essay Questions:
1. List four marketing mix variables and describe each one of them.
2. Differentiate between corporate strategy and marketing strategy.
3. Provide an overview (in two issues) of important social responsibility issues in marketing.
4. Why would a personal interview be favored over a mail or telephone survey?
5. a) List and explain clearly on three types of targeting strategies.
b) What are the conditions under which an undifferentiated targeting strategy is effective? Why
are these conditions essential?
An Example on Business Scenario:
WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in manufacturing
innovative and nutritious food products. Silk Soymilk was first launched in 1996, and is
committed to the health of its customers, as well as the health of the planet. At Silk, they have
offset all of their energy consumption with wind power, preventing over 16,000 tons of
greenhouse gasses from entering the atmosphere each year. Silk Soymilk is made from a mixture
of organic and natural, non-genetically modified soy beans, reducing the amount of pesticides in
the air, soil, and water. Since 2002 they have been sponsoring the FarmAid concert, whose
mission is to keep family farmers on their own land and ensure a safe, healthy food supply for all
Americans.
Refer to the above scenario. Silk Soymilk's sponsorship of the FarmAid concert is best thought of
as an example of its:
a. cause-related marketing effort.
b. ethical responsibility.
c. green marketing strategy.
d. philanthropic activities.
e. environmental strategy.
Refer to the above scenario. The use of wind power to offset energy consumption by Silk
Soymilk's parent company demonstrates its commitment to:
a. consumerism.
b. ethical marketing.
c. social responsibility.
d. philanthropic strategy.
e. environmental marketing.