MKT367 : Midterm Revision Exam

[CH1] In the Five-Tier Model of Marketing Strategy, the firm develops its brand positioning before it selects its targeted end-customers.

[CH1] Brand awareness is the percentage of customers who recognize the brand name or symbol.

[CH1] Slotting fees are payments used by suppliers to obtain shelf space in retail outlets.

[CH1] According to the chapter, push must take priority over pull whenever possible.

[CH1] Brand loyalty is the extent to which the brand fits customers' needs and wants.

[CH2] Market segmentation means dividing a market into relatively homogeneous groups of customers.

[CH2] A want is something required to exist at an acceptable level.

[CH2] As customers move down the marketing funnel, the number of alternatives they consider typically decreases while purchase likelihood increases.

[CH2] In market segmentation, AIOs stand for Attitudes, Incomes and Occupations.

[CH3] Direct-to-consumer (DTC) channels are typically long channels with several intermediary levels.

[CH3] Selective distribution uses a limited number of carefully chosen outlets to balance market coverage and control.

[CH3] Multi-channel refers to integration across channels, while omni-channel refers to simple presence across channels.

[CH3] Lead qualification is classified as a customer and sales channel function, together with lead generation, personal selling and sales promotion.

[CH4] The longer the channel, the easier it is for the supplier to control the performance of channel functions.

[CH4] The order management cycle for physical products has 12 steps, while the order management cycle for services has 7 steps.

[CH1] A Bahraini sportswear brand sells through its own website, its own showrooms and independent sports retailers at the same time. Which type of distribution channel is the brand using?

[CH1] Which dimension of brand equity refers to how customers generally view the brand?

[CH1] A perfume brand runs social media advertising aimed directly at end-customers so that shoppers walk into stores and ask for the brand by name. Which strategy is the brand mainly using?

[CH1] In the Five-Tier Model of Marketing Strategy, the value proposition explains:

[CH1] According to the chapter, what is the main challenge of a direct-to-consumer (DTC) channel?

[CH1] A manufacturer gives a supermarket chain a discount, and the chain lowers its shelf price to shoppers by the same amount. Which pricing mechanism does this describe?

[CH1] According to the chapter, a firm should adopt a new channel technology when it creates sufficient:

[CH2] A hotel group divides travellers into 'adventure seekers', 'wellness lovers' and 'culture explorers' based on their hobbies and views. Which segmentation variable is being used?

[CH2] A café chain treats young professionals in Manama as its most important customer group, but it also serves university students as an additional attractive group. The university students are the café's:

[CH2] The chapter's profile of 'Fatima', a 32-year-old marketing manager in Manama with listed habits, buying motivations and preferred channels, is an example of a:

[CH2] Before buying, a customer compares three laptops on price, reliability and performance to decide which brand is best. Which stage of the buying process is the customer in?

[CH2] In the marketing funnel, which stage comes immediately after Consideration?

[CH2] Before buying a new phone, a shopper reads online ratings and Instagram posts written by other buyers. In the chapter's terms, this content is:

[CH3] A soft-drink company wants its products available in as many outlets as possible to achieve maximum availability. Which distribution intensity fits this goal?

[CH3] A luxury car maker appoints only one dealer in each geographic area to keep maximum channel control. Which distribution intensity is this?

[CH3] Which sequence correctly orders distribution intensity from the highest to the lowest market coverage?

[CH3] Channel contracts may specify all of the following EXCEPT:

[CH3] A customer searches for a sofa on a retailer's mobile app, checks stock at the nearest store, buys in the store and later gets digital support, with all channels linked and the experience consistent. This best illustrates:

[CH3] A manufacturer reaches end-customers through the path Manufacturer, then Distributor, then Retailer, then Customer. This channel is best described as:

[CH4] An online retailer installs machines in its warehouse to make order processing faster and easily scalable during busy seasons. Which technology does the chapter link to this benefit?

[CH4] A watch brand with premium positioning reviews its channel functions. According to the chapter, which functions most require superior performance?

[CH4] In the order management cycle for physical products, which step comes immediately after order picking?

[CH4] A home-cleaning company manages customer orders. Which step appears in its service order management cycle but NOT in the 12-step cycle for physical products?

[CH4] McDonald's Hamburger University is cited in the chapter as an example of:

[CH4] A GCC appliance maker sells through an importer, a wholesaler and then retailers. According to the chapter, which of the following is NOT an expected consequence of such a long channel?

[CH1] Explain the Five-Tier Model of Marketing Strategy. List its five steps in order and define brand positioning and value proposition.

[CH1] Define brand equity and explain its five dimensions. Then explain, with an example, how distribution channels can build or damage brand equity.

[CH2] List and explain the five stages of the buying process, and explain why channel availability can affect the final purchase.

[CH2] Compare pull and push strategies in terms of their target, goal, flow and outcomes, and explain why firms should combine them.

[CH3] Compare intensive, selective and exclusive distribution. For each, explain its meaning, its level of coverage and control, and give an example.

[CH3] Define channel functions and list the key functions under the customer and sales, operations, and relationship groups. Why must they be performed effectively?

[CH4] Explain why channel length matters for channel performance. Discuss the problems long channels may cause and the remedies suggested in the chapter.

[CH4] Compare order management for physical products and for services. Include the number of steps, the main focus of each, and the key performance metrics of the order management cycle.

[CH1] Identify the type of distribution channel Dana Skin Lab currently uses. Justify your answer using details from the case.

[CH3] Which distribution intensity does Dana use now, and which intensity does the distributor's offer represent? Explain how accepting the offer could affect Dana's brand equity.

[CH2] Identify Dana Skin Lab's primary and secondary target markets, and suggest one segmentation variable from the chapter that describes the primary target market.

[CH4] Using the chapter's discussion of channel length, explain the problems Gulf Cool is facing and recommend remedies.

[CH1] Gulf Cool plans to launch its own website to sell directly to households. Explain the benefits of this DTC channel and the main challenge it creates, using evidence from the case.

[CH4] Recommend how Gulf Cool should design its training programme for retailer staff, and explain how sharing delivery and installation with the importer could improve performance.