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MKT531 Spring 2022 Midterm Exam All answers must be submitted to Blackboard as an attachment in one MS Word file

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MKT531 Spring 2022

Midterm Exam

All answers must be submitted to Blackboard as an attachment in one MS Word file. Please make sure your submission is complete and the file is correctly attached. You may revise your answers up to the deadline.  

 

Late submission including any subsequent revision will NOT be accepted and no excuse will be granted including “I forgot to attach my file or have attached a wrong file.” Submission after deadline will result in a grade of zero for the exam.

 

Do not type your name anywhere in your file. Save and name the file using only your last four digits of student ID number. All answers must be typewritten (12 font size and double-spaced) in one document and please number your answers clearly. YOU ARE NOT PERMITTED TO CONSULT ANYONE OR SHARE YOUR WORK WITH YOUR CLASSMATES. Failure to do so will be

considered as cheating and be dealt according to University policies. Your submission will be detected for plagiarism using SafeAssign services on Blackboard. 

 

 

 

PART 1. Answer BOTH questions

 

1. Watch this video “Why Car Buyers are Ditching Dealerships for Online Sales” 

(https://www.youtube.com/watch?v=lTVMxMAIeKM ) and refer to the figure shown on page #2. (30%)

 

1. 1. How can the first step “Choose the value” help explain the success of online sales for cars?  
   2. Identify a specific concept or materials from a chapter (chapter 1-5, cite the page number in the text) and relate to the video. 
   3. Discuss three specific reasons why car buyers are ditching dealerships for online sales and what can brick-and-mortar dealerships learn from them? 

 

 

2. Read the Kohl’s article (https://www.cnn.com/2022/03/19/business/kohls-stock-departmentstores-activist-investor/index.html ) and answer the following questions. (30%)  

 

1. 1. Referring to Chapter 1, what additional factors could be attributed to the decline sales of Kohl’s? 
   2. Based on Chapter 4, what strategic focus should Kohl’s establish for its marketing program after filing for bankruptcy and why? 
   3. Given the current state of Kohl’s, what would you recommend the company to improve in terms of “choose the value” in the figure shown in Question 1 and justify your answer? 

 

PART 2.  Choose TWO QUESTIONS from questions below (Question 3 – 6) to answer. Each question is worth 20%

 

3. Refer to the figure shown below. If you were selling cologne to a segment of women and sales are flat, how would you determine which way to expand?

 

4. Of the three major environments in a situation analysis (internal, customer, external), which do you think is the most important in a general sense and why? Choose one case assigned so far to support your arguments? 

 

5. The Covid-19 pandemic is taking a heavy toll on businesses. Referring to Chapter 2, how should businesses respond to their strategic marketing planning for both short-term and long-term? 

 

6. Read the article – “Social Media Analysis Shows Nike Scored a Major Win With Kaepernick Ad” (https://www.entrepreneur.com/article/320516 ). Based on the figure of “Value Creation and Delivery Sequence” shown in question 1, discuss the article’s implications on Nike’s marketing. 

 

 

 

 

 

 

Each question is evaluated using the following rubric.

 

>90% - Excellent. 

Essays answer the specific central question that was asked and demonstrate exceptional comprehension with superb quality. They incorporate pertinent and detailed information from both class discussion and assigned readings (whenever applicable), providing needed evidence to substantiate points or positions. They are focused and avoid being sidetracked by tangents. The do much more than merely restate the question and offer a brief response. They are presented clearly and concisely and in an organized manner. 

 

80 – 89% – Good. Essays answer the specific central question with good quality and with some parts either needing improvement or better comprehension. They incorporate some information from class discussion and assigned reading, providing some necessary evidence but less thoroughly and/or relevantly. They usually maintain focus but may occasionally digress from the specific topic. Essays are presented fairly clearly and concisely and may have minor organization problems. Grammar and spelling are generally good, though there may be some errors.

 

70 – 79% – Average. Essays address the specific central question asked in part but does not relate directly to the question or does not address all required elements. They do not adequately incorporate information from class discussion and assigned readings, and may rely on unsupported statements or generalities. Essays sometimes stray from the specific topic or are presented in a manner that is sometimes unclear, and/or has significant organization problems. They may merely restate the question and offer a brief, undeveloped response. They may contain a few or a significant number of distracting grammar/spelling/etc. problem. Either essays are not effectively addressing questions or lack significant efforts to answer the questions. 

 

60 – 69 % - Need improvement. Essays do not directly answer the specific central question asked or fail to address a substantial portion of the question but does address some aspects. They do not incorporate information from class information and assigned readings, or does so minimally and/or irrelevantly. They substantially digress from the specific topic. They have significant problems with clarity, concision, and organization, making the information presented difficult for the reader to understand. They may merely restate the question and offer an irrelevant or undeveloped response. They may contain substantial distracting grammar/spelling/etc. problems that muddle the information presented. 

 

< 60% - Unsatisfactory - Essays do not answer the specific central question in any way. They do not incorporate information or show little or no familiarity from pertinent class discussion and/or assigned readings. They provide no information that can be understood or related to the specific topic. Grammatical and spelling errors make it extremely difficult to understand the essay.