Midterm Exam – BA 316U-001 Name: ________________________________________

Fall 2019 Date: Thurs., 10/31/2019, 5:40-9:20 pm

This is a take-home mid-term exam. It has 5 parts or sets of questions with 20 points total. Please manage your time well and make sure you submit completed exam onto D2L no later than 9:20 pm.

Question #1 – 5 Points

Dell Latitude 7400 2-in-1 Business Laptop is one of the best laptops for 2019 as published on PCMAG.

a. Identify three B2B market segments for Dell Latitude 7400 2-in-1 Business Laptop. (.5 per segment x 3 = 1.5 points)

b. Identify and describe the appropriate buying centers in the three B2B market segments you had identified for Dell Latitude 7400 2-in-1 Business Laptop. (.5 per segment x 3 = 1.5 points)

c. Describe the 4Ps for Dell Latitude 7400 2-in-1 Business Laptop. Provide specific examples, including links. (.5 for each P x 4Ps = 2 points)

Embed your answers in the table below – 5 points total

a. B2B Market Segment

B2B Market Segment 1

B2B Market Segment 2

B2B Market Segment 3

b. Buying Centers

· Buying center 1

· Buying center 2

· etc.

· Buying center 1

· Buying center 2

· etc.

· Buying center 1

· Buying center 2

· etc.

c. 4Ps for B2B Marketing

Product

Price

Place

Promotion

Question #2 – 5 Points

There are four overarching strategies that create and deliver value and a sustainable competitive advantage: Product Excellence, Customer Excellence, Operational Excellence, and Locational Excellence.

For each of these strategies:

a. Give an example of a product or service exemplifying this strategy.

b. What functional or psychological need is this product or service intended to fulfill?

c. Identify which product/market growth strategy the manufacturer/provider is currently employing. Why do you think so?

d. Where do you think this product or service is in the BCG matrix? Provide very brief explanation.

Embed your answers in the table below – .25 points per box x 12= 5 points

Example of Product or Service Demonstrating

Product Excellence

Example of Product or Service Demonstrating

Customer Excellence

Example of Product or Service Demonstrating

Operational Excellence

Example of Product or Service Demonstrating

Locational Excellence

a. Name of Product or Service

b. Functional Need or Psychological Need

c. Growth Strategy

d. BCG Matrix

e. Of the four products and/or services you had identified above, pick one that you like – what is it? What do you think are the key factors at play in the consumer decision process for this product or service? Please explain. (1 point)

Question #3 – 5 Points

In Chapter 8 of Grewal/Levy 5th edition, it described exporting as the entry strategy that requires the least financial risk but also allows for only a limited return to the exporting firm. In the United States, export.gov is an excellent resource for exporting.

Go to the Country Commercial Guides on export.gov. In the “Select a Series” dropdown, choose a BRIC country. Click on the link, reference the list of topics on the left side of the page and do the following:

a. Provide a brief description of the “Political & Economic Environment”. (2 points)

b. Pick your top 2 “Leading Sectors for US Exports & Investments” and briefly explain why. (2 points)

a. Identify an example of a product you think would be good to export to your chosen BRIC country. Why? (1 point)

Question #4 – 3 Points

You have an opportunity to open a Chick-fil-A franchise in the Portland metro area.

a. Provide at least 3 references, sources or reports from the PSU Library database to get data on the market environment, assess business feasibility, and develop marketing plan. Why these resources? It is best to take screenshots and paste here. (1 point)

Source 1:

Source 2:

Source 3:

b. What are the key factors you need to consider in the immediate environment? Please explain. (1 point)

c. What steps will you take to develop a social media marketing campaign for your Chick-fil-A franchise and how will you analyze and track the effectiveness of your campaign? What will you track? (1 point)

Question #5 – 2 Points

What principles of Marketing you have learned to date can you apply in the following areas:

a. Life as a consumer (1 point)

b. Life as a professional (1 point)