MARKETING (110481)
List of examination questions
Academic year 2024/2025
Part A. The marketing philosophy, marketing plan, marketing mix and marketing
objectives
1. Explain what the marketing concept is. Give an example of a company which adopted
this concept and explain your choice. Please also name the other concepts (philosophies)
of a company.
2. The different concepts (philosophies) of doing business also exist beside the marketing
concept. Please name, describe and compare them with the marketing concept.
3. What does the marketing concept differ from the selling concept? Please give the
examples of the company’s actions, characteristic for each of these concepts.
4. Name and characterize the elements that should be included in the marketing plan.
What are the connections between the marketing plan and other plans in a company?
5. What is the marketing mix? Characterize every element of the marketing mix on the
market of goods as well as on the market of services.
6. How the change of the company’s target market from high income consumers into
average income consumers will influence the offer positioning and each element of
marketing mix?
7. A company intends to produce luxurious cosmetics for high income consumers.
Propose marketing actions concerning four basic elements of marketing mix. Explain your
answer.
8. How does digitization and the use of the Internet by companies and buyers of goods
and services influence the elements of marketing mix?
9. The company's market goal is to increase the sales volume of its ice cream brand by
5% annually. How to transform this market goal into actions concerning each element of
marketing mix?
10. What is the mission statement of the organization? What is the relation between
mission statement and company goals? What are characteristics of properly formulated
marketing goals? Give examples.
11. How can corporate social responsibility affect each element of marketing mix?
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Part B. The analysis of external and internal environment of the company, the
buying behavior and marketing research
12. Name and describe the groups of factors in the company’s macroenvironment. What
factors in the company’s macroenvironment are important for car manufacturer and how
they influence the company operations?
13. Name and describe the groups of factors in the company’s macroenvironment. What
are the consequences of the increase in the percentage of households with Internet
access for marketing activity of companies operating in different industries? Give
examples to illustrate your answer.
14. Describe what actors in the company’s microenvironment and factors in the
company’s macroenvironment influence the activity of a selected university. Please
describe what is this influence.
15. The businessmen consider opening a new amusement park on the outskirts of a large
city. What information about macroenvironment and microenvironment should they gain
before they decide about marketing strategy?
16. Describe M.E. Porter's 'five forces' framework. What are the substitutes for the
services offered by cinemas and what are the threats to these services from substitutes?
Explain your answer.
17. What purpose the SWOT analysis serves and what are the elements of SWOT
analysis? Give examples by describing each element. Indicate and describe three threats
to a company which offers electric scooter rental services.
18. Name and describe the differences in making purchasing decisions by a business
buyer (company) and by a consumer (person). Give examples to illustrate your answer.
19. Describe the stages of the consumer’s buying decision process. Describe what are
the post-purchase dissonance and the customer satisfaction. Explain of what the postpurchase dissonance and the customer satisfaction result.
20. A consumer considers to buy his first flat. Identify and characterize this type of buying
decision. Name and describe stages of this consumer's buying process. Propose
marketing actions for each stage of the process in order to increase the chances for a
real estate developer to sell the flat.
21. Name and describe the stages in the process of adopting a new product. Name and
describe five groups of customers, depending on how much time they need to accept a
novelty. Give examples of products to illustrate your answer.
22. Name and describe the factors that influence consumer buying behavior. Explain
which factors and how can influence students' behavior on the food market.
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23. Describe A. Maslow’s hierarchy of needs. The customers buy the products in order to
satisfy the following kinds of needs: safety needs, esteem needs, physiological needs,
self-actualization needs, social needs. Give three examples of the products for each kind
of needs. Explain your choice of products.
24. Explain what secondary data is and what primary data is in marketing research. In
what situations are secondary data necessary? In what situations are primary data
necessary? What are the sources of secondary data? What methods are useful in
primary data collection?
25. What is the quantitative research and what is the qualitative research? Describe
differences between them. Explain, which of these research technics is suitable to identify
why customers didn't accept a new product launched by the company. Please explain
your choice.
26. Describe what interviews are and how they differ from other marketing research
methods. Explain how interviews can be used to identify consumers' expectations towards
car manufacturers. Explain your answer.
Part C. The strategic decisions on market targeting and the product/brand
positioning
27. What is market segmentation? What is the purpose of the market segmentation?
Describe the process of market segmentation. Explain what the target market is. Name
and characterize effective segmentation criteria (characteristics which market segment
must have). Give examples to illustrate your answer.
28. What is market segmentation? Describe the criteria of the segment attractiveness
evaluation. How do companies evaluate a segment attractiveness and select the market
targets? Can a segment attractiveness differ from the point of view of small and large
companies? Give examples to illustrate your answer.
29. What is market segmentation? Describe segmentation criteria which companies use
on the consumer market. Propose three criteria useful in the segmentation of car buyers.
Explain the choice of the three proposed segmentation criteria.
30. What is market segmentation? Describe the advantages that may result for the
company from the market segmentation. Propose three criteria useful in the segmentation
of soft drinks buyers. Explain the choice of the three proposed segmentation criteria.
31. What is market segmentation? Describe segmentation criteria which companies use
on the business market. Propose three criteria useful in the segmentation of business
buyers which purchase furniture. Explain the choice of the three proposed segmentation
criteria.
32. Explain what the target market is. Describe what are mass marketing, segment
marketing and niche marketing. Give examples.
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33. Explain what the product/brand positioning is. Propose three different positioning
strategies for new travel agency. Explain your answer.
34. Explain what the product/brand positioning is. Please use examples of two brands and
describe positioning ideas used for each of them. For each example please indicate
elements that distinguish the brand from other competing brands. Please describe how
companies make these differences visible by using marketing mix tools.
35. What is the perceptual map? Should the company always choose the position for its
brand where no competitors are present on the perceptual map? Explain your answer.
Please also describe how the manufacturers of the mobile phones choose the position for
their products. Give examples to illustrate your answer.
36. Explain what the perceptual map is and how it is constructed. Please make a sample
perceptual map for brands of sports footwear. Please describe at least four brands of
sports footwear in terms of selected features. What information will provide such a
perceptual map to a sports footwear manufacturer?
37. What is brand repositioning? In what situations brand repositioning is used? What
threats are connected with brand repositioning? Give and describe an example of a
company which made brand repositioning.
Part D. The product
38. Characterize the concept of three product levels. Describe selected product according
to this concept.
39. Describe the product life-cycle stages. Draw the sales curve and the profits curve in
this cycle. Characterize the growth stage and indicate the actions appropriate in this stage.
40. Describe the product life-cycle stages. The most important product in the assortment
of analyzed company is in the maturity stage of the product life cycle. Evaluate positive
and negative consequences of this situation for the company and propose actions
appropriate in this case.
41. Describe the four basic dimensions of the assortment development (product mix):
width, length, depth and consistency. Propose specific examples of any company’s
actions in each of these dimensions. For each example, please provide benefits that the
company can achieve thanks to it.
42. Characterize functions of the packaging. Describe functions which a packaging of the
coffee should fulfill. Explain your answer.
43. Name and describe branding decisions. Describe desirable qualities for a brand name.
Characterize these qualities on the examples.
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44. Some manufacturers give each product different brand name, however others use one
brand name for all their products. Name four brand development strategies available to
the company. Please select one of the listed strategies and describe the advantages and
disadvantages associated with its use. Give examples describing these advantages and
disadvantages.
45. Brand extension is a frequent marketing practice. Explain what the brand extension
is. Give examples and list positive and negative results of brand extensions for the
company.
46. Explain in what situations it is better for producer to use its brand name
(manufacturer’s brand) and when manufacturer should use the brand of the intermediary
(distributor’s brand). Give examples of both types of brands. Describe what benefits and
risks may result for a manufacturer from offering products under the private (distributors’)
brand.
47. Describe four main characteristics which services differ from material goods. Please
describe challenges for service companies related to these characteristics. On the
example of a hairdressing service, propose actions that respond to these challenges and
increase the perceived quality of services by buyers.
Part E. The price
48. Customers, competitors and costs are the three pillars of pricing decisions. Explain
their significance and describe how to implement these factors in the pricing decisions
process. Please give examples.
49. Name and describe cost-based pricing methods and explain them on the examples.
50. Explain what is the market-skimming pricing? In what situations the company should
use this pricing strategy? Give an example of a company which adopted this strategy.
What are the advantages and disadvantages of using this strategy?
51. Please describe what is the market-penetration pricing? Explain in what situations this
pricing strategy is useful and give an example of a company which adopted this strategy.
What are the advantages and disadvantages of using this strategy?
52. The company enters the market with a new, exclusive brand of loudspeakers, using
the latest technology. Describe the factors which the company must analyze when setting
the price of its product. What kind of pricing strategy should be used in this case and why?
What are advantages and threats connected with recommended strategy?
53. What are price-adjustment (price-adaptation) strategies? Describe which priceadjustment (price-adaptation) strategies and how can be used to sell hotel services.
Explain your answer.
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Part F. The place
54. Describe three types of distribution distinguished by their intensity. Explain the
situations in which these three types of distribution are used. Give examples.
55. Describe the use of a conventional distribution channel. Please name and characterize
the types of vertically integrated marketing systems. Give examples of each of these types
of channels (systems).
56. What is the length of a distribution channel? Explain what the direct-marketing channel
(direct distribution channel) is. Describe advantages and disadvantages of this channel.
Explain in what situations this channel is useful. Give an example of a company which
uses the direct-marketing channel.
57. What is the length of a distribution channel? Explain what indirect distribution is.
Please discuss the advantages and disadvantages of indirect distribution and describe in
what situations it is used. Give an example of the company that uses it.
58. Explain what multichannel systems are. On the selected example, describe the
advantages and disadvantages of multichannel system from the point of view of the
company that uses it.
59. The manufacturer is launching a footwear brand with a relatively high price. Propose
distribution decisions concerning footwear for this manufacturer and explain your answer.
Part G. The promotion (communication)
60. Name and describe the methods of setting the advertising budget. Describe
advantages and disadvantages of implementing each of the method. Explain your answer.
61. Name the five basic promotional (communication) tools. Describe main advertising
decisions. Please describe how the advertising message is created. Describe advantages
and disadvantages of TV and Internet advertising. Give examples.
62. Describe all basic promotional (communication) tools (promotion mix). Which of them
will be the most useful to quickly increase the brand awareness of a new cereal bars?
Explain your answer and propose a promotional campaign.
63. Sportswear manufacturer decided to acquire, as a target market, people aged 25-35
who work professionally, are interested in fashion and play sports recreationally. What
promotional (communication) tools and how should be used and which should not be
used? Explain your answer.
64. A marketing agency has a task to design the promotional campaigns for two clients.
One of them is a manufacturer of potato chips. The second one is a manufacturer of
packaging machines for companies. What promotion (communication) tools should be
used in each of the campaign? Describe differences between the two campaigns.
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65. Name the five basic promotional (communication) tools. Describe sales promotion
forms. Describe the advantages and disadvantages of sales promotion. Propose a
promotional campaign using sales promotion for a company that offers sports equipment
for users who exercise in their homes.
66. Describe the push strategy and the pull strategy. What conditions justify the use of
each of these strategies? What are the advantages and disadvantages of each of these
strategies? Give examples.
67. The company has an urgent need to sell a large number of winter jackets that were
produced last season and did not find buyers. Name the five basic promotional (marketing
communication) tools and indicate which of them will be the most appropriate in the
situation of this company and why. Propose four specific promotional actions that belong
to the selected promotional tools.
68. The company has been offering foreign language courses for teenagers and adults
for 20 years. Currently, it is introducing new solutions and facilities to keep up with the
development of technology and the growing expectations of customers. Name the five
basic promotional (communication) tools and indicate which of them will be the most
appropriate in the situation of this company and why. Propose four specific promotional
actions that belong to the selected promotional tools.
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