Final Exam
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Final Exam will be on Monday 10th December.
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Exam will be based on a mini-case and on all the course materials and you will
be asked 2-3 specific questions.
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Mini case will be about 5 pages long and you will be asked to answer specific
questions based on the case.
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Open book, you will be able to bring your class notes and materials.
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This is not a test of how well you can cram.
Will be a test of how well you can apply the concepts and theory to real world
situations.
You will have plenty of time…a total of 3 hours.
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Most people should be able to finish the exam in 2.5 hours…but want to make the
exam stress-free.
Will not be a test of how fast you read and how quick on the draw you are.
Rather it will be a test of how well you understand the material and how well you can
apply it to real-life decision situations.
Ganesh Iyer
1
Final Exam
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Questions may involve an application of the theory or technique
to the actual marketing problem facing the company.
» Examples
– Application of perceptual mapping to understand consumer
segments.
– Considerations in choosing a pricing policy for a new product.
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Questions may also be related to the concepts or case facts that
we have already discussed in the class so that the question is
easy for you to understand
» For example on pricing may relate it to optical distortion.
» On the marketing concept may use bombardier as an example.
Ganesh Iyer
2
Final exam
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4 possible types of questions
1. What is the decision problem in the case? What is your recommendation?
Justify your recommendation.
2. Consumer analysis.
– How will you segment the market? Which segment will you pick and why?
– Market research: what are the market research needs. Which type of market
research among the ones you have studied would be relevant for the situation at
hand.
– What kind of information will you want.?
3. Competition Analysis
– Who are the competitors? How will you position against competition?
4. Marketing strategy analysis:
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How will you price?
What channel of distribution will you choose?
What type of advertising strategy will you use?
Product decisions, product line
Ganesh Iyer
3
How to prepare for the finals?
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Read and understand all the assigned materials for each week.
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Read all the lecture notes and understand the lecture notes.
» Study the theory and understand how they apply to the case
materials.
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Solve the sample final
» Will be on the website on Friday and will also be distributed next
week in class.
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I will also hold an extra help session on Saturday 8th December
in the last week before the exams.
Ganesh Iyer
4