TESTUL FINAL

la disciplina "Marketing" pentru specialitatea:EMREI,FB an.II , III

Examinator: _______________ lector ,Gaugas Tatiana

Turcu Alexandra EMREI 203eng

Nr. Questions
1. The _____ holds that consumers will favor products that are available and highly 2
affordable
a. Product concept
b. Marketing concept
c. Sales concept
d. Production concept

2. A wholesaler’s strategy of distributing its watches to department and supermarkets 2

involves:
a. satisfying demand c. facilitating demand
b. anticipating demand d. regulating demand
3. In 1985, the Coca-Cola Company made a classic marketing blunder with its deletion of 7
its popular Coca-Cola product and introduction of what it called New Coke. Analysts
now believe that most of the company's problems resulted from poor marketing
research. As the public demanded their “old Coke” back, the company relented and
reintroduced Coca-Cola Classic (which has regained and surpassed its former position)
while New Coke owns only 0.1 percent of the market.
How would you organize the research process in order to help the company to solve
this problem? Give examples of research problem, state some hypotheses and develop
the research plan including secondary data needed and the methods of research that
may be used in this case

4. __Online___ has the advantage of being a promotion way high in selectivity; low cost, 2
immediacy, and interactive capabilities:
a. Online
b. Direct Mail
c. Outdoor
d. Radio
e. Television

5. What macroenvironment factors influence mostly the activity of “MAIB Bank”? Give 5
arguments:

Demographic Forces could be used, as there is an intensive emigration of

Moldovian population abroad and it is lowering its number of customers
Economic forces: economic crisis, inflation may deter people to open bank
accounts
Political forces: if the current political power sustains the bank and
promotes it, the market share of the bank will increase. If it sustains other
banks, its market share will decrease
6. If your company were to make a product such as a suit of clothes and sold that product 2
to a retailer, your company would have sold to the __Reseller___market.
a. Reseller
b. Government
c. Service
d. Industrial
e. None of these

7. Orange Company is an organization that gathers information regarding its service levels 5
and how their customers perceive them. Their corporate culture is highly customer
focused and they work hard to meet the changing needs of the market. Which
Marketing philosophy is this? Why?

8. Technological advances, shifts in consumer tastes, and increased competition, all of 2

which reduce demand for a product are typical of which stage in the PLC?
a. decline stage
b. introduction stage
c. maturity stage
d. growth stage

9. Marketing of Education Loans can be done by 3

a. approaching eligible students
b. approaching colleges
c. approaching the parents
d. All of these
e. None of these

10. Motivation for sales person can be achieved through 2

a. high success rate of conversions
b. better sales incentives
c. continuous training and updating of knowledge
d. All of these
e. None of these

11. Explain the difference between qualitative and quantitative methods of research 5

Quantitative researchQuantitative research is expressed in numbers and

graphs. It is used to test or confirm theories and assumptions. This type of
research can be used to establish generalizable facts about a topic.
Common quantitative methods include experiments, observations recorded as
numbers, and surveys with closed-ended questions.
Qualitative researchQualitative research is expressed in words. It is used to
understand concepts, thoughts or experiences. This type of research enables
you to gather in-depth insights on topics that are not well understood.
 Common qualitative methods include interviews with open-ended questions,
observations described in words, and literature reviews that explore concepts
and theories.
Quantitative research Qualitative Research

Focuses on testing theories and Focuses on exploring ideas and formulating a

hypotheses theory or hypothesis

Analyzed through math Analyzed by summarizing, categorizing and

and statistical analysis interpreting

Mainly expressed in numbers, Mainly expressed in words

graphs and tables

Requires many respondents Requires few respondents

Closed (multiple choice) questions Open-ended questions

12. “Viorica Cosmetic” company wants to enlarge its market share, what distribution 5
system would you recommend ? What distribution strategy it might use?

Viorica Cosmetics could intensive a bit the distribution. It means the producer's
products are stocked in the majority of outlets. This strategy is common for
mass-produced products, such as Viorica Cosmetics products. Distribution
strategy could consist of :
Producer-> Wholesaler->Retailer->Consumer

13. When a firm seeks to balance its sales throughout the year, it is involved with the 2
a. facilitation of demand c. regulation of demand
b. stimulation of demand d. satisfaction of demand
14. When personal interviewing involves inviting nine to eleven people to gather for a few 2
hours with a trained interviewer to talk about a product, service, or organization, the
method is called :
a. selective sponsorship
b. experiment
c. focus-group
d. the Delphi method
e. none of these
15. Give some arguments why would you recommend “Darwin” company to use 5
“relationship marketing”, what strategies and techniques this company might
use?

Relationship marketing is a facet of customer relationship management that

focuses on customer loyalty and long-term customer engagement rather than
shorter-term goals like customer acquisition and individual sales. The goal of
relationship marketing (or customer relationship marketing) is to create strong,
even emotional, customer connections to a brand that can lead to ongoing
business, free word-of-mouth promotion and information from customers that
can generate leads.
Relationship marketing is to create strong, even emotional, customer
connections to a brand. It would be perfect for Darwin, as it can lead to ongoing
business, free word-of-mouth promotion and information from customers that
can generate leads.
To succed to create a strong relationship with clients, Darwin can invest more in
sales representatives training, because personal selling matters the most in the
telephone industry

16. “Tucano Coffee” needs to refresh its menu and introduce a new products, what factors 5
should be considered in price setting process and what pricing approach would you
use? Why?

Penetration pricing is a good pricing strategy for Tucanno, and involves setting
a low price to enter a competitive market and raising it later, because in order to
persuade more and more clients to buy it, a lower price would be convincing.
Then Tucanno should gradually rise the price.

17. The practice of going after a large share of a smaller market or subsets of a few markets 2
is called :
a. undifferentiated marketing
b. differentiated marketing
c. concentrated marketing
d. turbo marketing
e. none of these
18. Give an example of marketing research problem that may be analyzed using experiment 5
method of research

Organizations use marketing research to find out what customers think and
what they want. The survey is a direct way of collecting quantitative, or
 numerical, information and qualitative, or descriptive, information. When
there are errors in the survey design, marketing research problems can surface.

For example, a company might use a method that is designed to collect a

random sample from the target consumer population, but the method is not
really random. Therefore, the organization cannot generalize its survey results
to represent the target population. Similarly, poorly-worded survey questions
can lead to ambiguous results from respondents who didn't grasp the intent of
the question.

19. Explain the importance of “marketing 3.0”, give examples of companies that use it and 5
explain the advantages

Starbucks treats their employees well (greater training, stock options and health
benefits) They are involved in the communities where they are located
They are globally conscious, purchasing fair-trade products
They offer a total sensory experience, with the highest quality ingredients, that
connects
with customers on a meaningful level. It is an innovative and good method of
marketing as it is being based on collaboration with the workers. A company
that practices marketing 3.0 involves its audience in product creation, listens to
criticisms and complaints and takes them into account to improve its product or
its “behaviour.”
Marketing 3.0 is a mix of cultural marketing, spiritual and collaborative

20. The type of trade-promotion discount in which manufacturers agree to reduce the price 3
to the retailer in exchange for the retailer's agreement to feature the manufacturer's
products in some way is called
a. Discount
b. Premium
c. Allowance
d. Rebate
e. None of these

21. A(n) __ brand__ is a name, term, sign, symbol, or design, or a combination of these 2
that identifies the marker or seller of a product or service.
a. product feature
b. sponsorship
c. brand
d. logo
e. none of these

22. The tendency for individuals to “filter out” information that does not relate to their 2
interests or current needs is referred to as selective:
 a. retention b. distortion
c. exposure d. imaging
23. Give an example of a good/effective positioning strategy of a company, argument 5

A successful positioning strategy relies on a deep understanding of the

marketplace that you want to compete. It identifies how your company is
different from the competitors and the conditions and opportunities in the
marketplace
It might be different according to the tye of product we got, but I think the
Positioning based on quality or luxury

Often the price and quality of a product align, certainly in the consumer's mind,
as the high price is often associated with high quality. However, positioning a
product based on its high quality or ‘luxury’ is different from positioning based
on price.

Often these brands do not communicate their price point; instead, high quality or
prestige is the focal point of communication to create a desire, so customers
want the product regardless of the price.

Note that luxury does not always mean better quality; however, customers still
believe it is better because of their reputation due to their long-term brand
luxury positioning strategies.

For example, a $200,000 Rolls Royce car, the epitome of luxury, is likely to
have a lower build quality than a $30,000 Hyundai.

24. The Target Group for Credit Cards is __________. 3

a. All Card holders
b. All existing borrowers
c. Individuals with taxable income
d. All of these
e. None of these

25. What promotional strategy would you reccomend for Academy of Economic 7
Studies? What promotional objectives , media and tools would you use? Give
arguments for your choices

Universities don’t limit themselves by using one or two marketing strategies.

There’s an in-depth discussion below, but here are the most commonly executed
strategies:

• Social media- use social sites like Facebook and Instagram for
advsertising, also develop and iNstagram page and show the real life at
the unit
 • Student-focused marketing: - Students are the life of your university.
Without them, there wouldn’t be a school. It’s important to
remember the importance of them and show appreciation for your
population. A marketing strategy focused solely on them is one that
targets both current and prospective students.
• Video marketing - Major video platforms such as YouTube are easily
accessible for universities and students to use. Content that might be
deemed ‘too busy’ for standard usage can thrive in a video if done
correctly. There’s also using the platform to live stream major events
like graduation or homecoming. Unlike other platforms that could
restrict word counts or the size of a file, using video is almost unlimited.
• Data-based marketing – Showing the numbers that prove that
university is worth attending. There are parents and students who
won’t consider a school unless it’s proven to help its population.
• Promote sitting in classes before enrolling – make an” Open Doors
Day “
• Make Webinars on diffrent platforms with some successful alumnis who
have already graduated

26. Oral B is a brand of oral hygiene products. Its portofolio includes: paste, manual and 10
electric toothbrushes, floss, rinse and irrigators( water jets for interdental cleaning). The
biggest strength that Oral B has is their top of the line electric toothbrushes, based on
the best quality and innovation. What segments of consumers are the most appropriate
for Oral B? (what segmentation criteria would you use?)

You have been asked to brainstorm Oral-B's position in reusable packaging initiatives.
Choose any product you want and write at least 3 suggestions about how the company
could change its approach to ensure sustainable growth and use societal marketing?

Demographic segmentation criteria: income ( upper-middle class, lower uppers

Behaviorsitic criteria: benefits sought: quality, efficiency
Psychographic: values(comfort and luxury), lifestyle( consumerist and
electronic based lifestyle)

Intervalul de puncte si nota:

>91 puncte – nota 10 41-50 p. - nota 5
81-90 p. – nota 9 31- 40 p. – nota 4
71-80 p. – nota 8 21- 30 p. – nota 3
61-70 p. – nota 7 11- 20 p. – nota 2
51-60 p. – nota 6 < 11 – nota 1