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Marketing Unit Assessment
Student Performance Expectations:
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Identify the 4 keys to Marketing- Product, Place, Price, and Promotion.
Determine promotion strategies
Explain the need for Market Research and Analysis
Identify the 4 who’s of Marketing- User, Decision Maker, Buyer, and Influencer.
Examine demographic information about customers, and competition.
The first step in successful ________________ is understanding the consumer’s motivations and
decision-making processes.
Your _______________________ can be a picture, text, or a combination of the two that makes
consumers think of your business.
__________________Is a form of communication designed to reach a large number of people.
Every business hopes to have a core of ______________________________________.
Essay:
Describe the components of the marketing mix.
Identify three elements of a positioning strategy.
Select an advertisement. Identify the positioning strategy for the ad. Explain why this strategy
was selected.
The four P’s of marketing are:
Copyright The University of Iowa revised 2014. All rights reserved.
Use permitted for educational purposes only. All other uses require permission.
a. Product, price, place, promotion
b. Presence, profitability, portability, product
c. Positioning, positive cash flow, performance, placement
d. Potential, position, positive top-of-mind, principals
ANALYSIS
Easy/Short Answer:
Provide an example of a business that has sustainable advantage and why it is sustainable.
RECALL
Maria buys soda in six can units for $.40 each. She sells the cans of soda individually through
her catering business at $.80 each. Maria’s pricing strategy is:
a. Key stoning
b. Optimizing
c. Leveraging
d. Journalizing
Sherylann meets with her potential customer face to face. She explains the unique features and
benefits the prospect will enjoy if they switch to her quick-printing service. The process she is
using is:
a. Marketing
b. Selling
c. Positioning
d. Up-selling
Copyright The University of Iowa revised 2014. All rights reserved.
Use permitted for educational purposes only. All other uses require permission.
Which of the following methods will yield the greatest amount of emotional data when collecting
market research data?
a. Postage paid return post card survey
b. Telephone interviews
c. Face to face visits
d. Questionnaire
T / F Psychographics is the study of buyer’s attributes relating to personality, values, attitudes,
interests, or lifestyles
All of the following are considered marketing research “who’s” except _______
a. User
b. Influencer
c. Neutral
d. Decision-maker
In market research, the term “demographics” means:
a. The process of deciding who will buy a product or service.
b. Numeric facts about particular groups of people.
c. Price, product, placement, and positioning.
APPLICATION
You are considering opening a coffee house in a fast growing urban area. Identify three sources
you could use to find out about nearby competitors:
Latinos are the fastest growing group in the USA. You are studying the potential of a sports
equipment and clothing store. The store will be located in a suburban Texas community. When
studying Latinos as potential customers for your store, identity three questions you would ask to
better understand the potential Latino buyers actions:
Copyright The University of Iowa revised 2014. All rights reserved.
Use permitted for educational purposes only. All other uses require permission.