BA 503 Essay Exam 3 - SSII
Points 150
Due Saturday 9:00 AM, Aug 4 by email to bill.archer@nau.edu
Instructions revised (and corrected) 7/24 per our discussions. Please read again,
revisions in bold.
Presented below is a list of 18 topics for discussion. You are to select any SIX topics
from this menu and write a response or discussion of the topic or concept. The written
response must be on Windows Word font size 12. Your exam responses should total
between 6 and 8 pages. You may not go less than 6 pages or more than 8 pages in
total. As discussed, there is no restriction on the length of any one response.
You are to return the exam to me by attaching your windows word document to a single
email and send to me by Saturday morning. Please put your name on the first page
and indicate which question you are doing at the beginning of each response.
I will not score for spelling and grammar, although I may make notations of any errors. I
may take points off if your wording is unclear or creates ambuguity. I will score your
ability to understand and grasp the concepts taught in our class. It is best to keep in mind
when writing your responses – we are teaching these concepts as management skills,
knowledge or techniques needed to be an effective manager. It is within this context you
are to prepare your answers. In addition, some of the exam-taking tips following
exam 1 were: (a) be sure to watch the context or specific focus of each question, (b)
be sure to do all the parts – an outline format is acceptable, if you prefer, depending
on the question, (c) Specific wording is important – chose words carefully, avoid
slang and idioms, (d) be sure when copying from the texts that you add lecture or
personal examples. 2-3 words in parentheses will do the job, (e) be sure to explain
yourself and complete thoughts.
Each response or discussion is valued equally at 25 points, although within each
response, different weights may me given to the component parts. Your exam is open
book and will be graded accordingly. I ask you do not use any other person to assist you.
I ask you use only: (a) our text, (b) the lectures, and examples - or better (c) examples
arising from your own observations at work or work experiences and (d) current events
from news media such as TV, newspapers or magazines as applicable. In other words,
going to other texts or other college-based resources makes scoring you difficult because
I do not have access to these other sources. However, if you see something on TV or in
a newspaper, you may refer to that in the body of your response. For example, “I saw in
USA Today or saw on CNN…and then what information you acquired” if this is
applicable to your response. News media is information is not applicable to all topics.
Remember, you must do SIX - any 6 topics of your choice.
________________________________________________________________________
The Topics Menu:
1. Chapter1 Scope of Marketing - Basics – (a) Define Marketing, any one
definition will do, (b) briefly describe the 10 things (Products) marketers sell and
(c) briefly describe (1) Market and (2) Meta Market. (doing only these two out of
four items).
2. Chapter 1 Scope of Marketing - Needs, Wants, Demands, 4 P’s – (a) describe
Needs, Wants and Demands from a marketers stand point, (b) describe the four
P’s of marketing cover from a marketers stand-point.
3. Chapter 2 Satisfaction, Value - Customer Value – discuss Customer Delivered
Value and the 10 component parts using your own shopping experience(s).
4. Chapter 2 Satisfaction, Value - Chains & Networks – (a) Describe a Value
Chain and (b) describe a Value Delivery Network, (c) describe why a marketers
need to have influence or control over a chain or network.
5. Chapter 3 Strategy, Planning - Missions & SBU’s – (a) describe the purpose of
a corporate mission from a control or strategy focus, (b) define an SBU and give
an example of one corporation utilizing SBU’s and (c) briefly define the SBU
types: Cash Cows, Stars, Question Marks and Dogs and using 1-2 words, provide
an example product for each of the four.
6.
Chapter 3 Strategy, Planning - SWOT – (a) what does SWOT stand for, (b)
describe using the text and lecture, the kinds of things - both External and Internal
- businesses include in the four areas of SWOT.
7. Chapter 4 Markets & Demand - Research & Demand – (a) define Market
Research, (2) define Secondary data and provide three example sources, (c) define
Primary data and provide three ways to obtain and (d) define market Demand.
8. Chapter 4 Markets & Demand – Environments, Market Research – describe
and discuss any three of the six environments used for market research.
9. Chapter 4 Markets & Demand – Steps to Buy – describe the five steps to the
buying process covering two products for each of the five steps (a) a New Car and
(b) a Package of Gum.
10. Chapter 5 Consumer Behaviors – 2 of the 4 areas, Social, Personal - describe
and summarize Social and Personal including the four areas for each (we are
omitting culture and psychological).
11. Chapter 6 Business Markets – Basics & Buying Steps – (a) briefly describe the
three kinds of markets and (b) list and describe the six steps to the business
buying process.
12. Chapter 8 Segments – Basics, Terms – (a) define a Segment, (b) define a Niche
market, (c) describe the Two Segmentation Variables: (1) Geographic and (2)
Behavioral.
13. Chapter 8 Segments, 5 ways to Segment – describe and discuss the five ways
marketers or businesses segment their markets.
14. Chapter 9 Differentiation/Positioning -Terms & Differentiation Variables –
(a) define Differentiation, (b) define Positioning and (c) describe the five
Differentiation Variables.
15. Chapter 9 Differentiation/Positioning, Product Life Cycle – (a) describe the
four stages of a products Life Cycle, (b) describe the basic marketing strategy for
each stage and (c) provide (1-2 words will do) an example product or service for
each stage.
16. Chapter 10 Products & Brands – Product Levels – (a) define Product, (b)
describe the five Product Levels using a product, does not have to be the same
product.
17. Chapter 10 Products & Brands, Brands – (a) define brand, (b) define brand
Equity and (c) describe the four levels or kinds of Brands and provide an example
brand for each level.
18. Chapter 10 Product & Brands – Packaging, Labeling – (a) discuss the
importance of Packaging, (b) briefly describe the four areas we covered for
Packaging and (c) briefly describe Labeling as a part of the Package.