Kurt Randolph R. Fernandez                                                 11 March 2008

Marketing Management / BA 170                                                Second Exam ________________________________________________________________________

Please use times new roman, 12 font. Good luck and thank you for a wonderful semester!

  1. 10 points, 10 paper lines

A marketing consultant with 10 years of experience in the industry made the following statement: To be successful, all you need is a customer. You don’t need those tight academic concepts to manage the company’s products. All you need is to find out what you are doing right with your customer and do more of it. Correct or incorrect? Cite three reasons why you think the statement is correct or incorrect.

First point, customers are in deed important for success. In fact, businesses are doing their best to delight their customers. But to say that they are the “only” factor that should be considered for you to succeed is an erroneous assertion. Various factors (i.e. marketing mix, marketing strategies, marketing environment and the like) should not be taken for granted since they do play a role that is as important as customers do in realizing success. Second point, managing a company’s products is not an easy undertaking. It requires a profound knowledge on business and marketing. The proper product attributes, branding, packaging, labeling, product support services and proper product line mix should be decided rationally using marketing concepts. These concepts require tight academic thoughts and thus debunking the second claim of the abovementioned statements.

Lastly, it is in deed true that businesses should do more of the things that delight their customers. But as an educated entrepreneur, you should not only be satisfied with the current good things you do for you customers. You should also look into the trends happening in the market and ventures that might improve you relationship with your customers.    

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  1. 15 points, 15 paper lines

Evaluate the advertisement. Identify the Ad’s target market, the communication objective, content and appeals. Identify the elements that manifest it.

It is very important to differentiate product buyers from the product end-users. The advertisement might deceive us to think that its target market are parents (they are the product audience) but looking at it intently, it would really be the kids who are being targeted. With regard to its communication objective, the ad wants for its target market to prefer their product as against to its competitors and earn their conviction ...

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