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MGT 103 Marketing Eberhard Final Exam Questions and Answers 100% Pass
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MGT 103 Marketing Eberhard Final Exam Questions and Answers 100% Pass Lecture 11 - Mon Nov 5 The "path" to promotional materials/message - Product/service concept Product/service design Market Analysis Market Research (primary) SWOT Positioning Statement Launch Plan Launch plan includes ...

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  • January 8, 2025
  • 56
  • 2024/2025
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MGT 103 Marketing Eberhard Final
Exam Questions and Answers 100%
Pass

Lecture 11 - ✔✔Mon Nov 5


The "path" to promotional materials/message - ✔✔Product/service concept


Product/service design


Market Analysis


Market Research (primary)


SWOT


Positioning Statement


Launch Plan


Launch plan includes - ✔✔Promotional materials & message:


Product color/design/logo


Product message


Product advertising (print/social m)


Product "sales" materials


Product packaging/inserts



Author. Barrett, ©2025 All Rights Reserved.

,2|Page


Product "spend" (media, sales force)


Mettle - ✔✔A person's ability to cope with difficulties or to face a demanding situation in a spirited and

resilient way


The Sales Message - ✔✔I Opener


II Fact Finding/Questions


III FAB (Feature/Advantage/Benefit) - The Message


IV Handling Objections


V Close/Commitment


Making the Sales Call III - ✔✔Presentation (body) of Product/Service (FAB)


1. Customize based upon your learnings, but


2. Trust the "flow" of the sales piece (tested)


3. Use visuals (always)


4. Features/Advantages/Benefits (FAB)


- creating value in minds of customer (remember - people love to buy, but hate to be "sold")


Feature/Advantage/Benefit (FAB) - ✔✔Creating value in the mind of your customer




Feature (Fact): What the product does.


Advantage (So what?): How is it different/better?


Benefit: What this means for you. Don't sell on price, sell on value/benefit.




Author. Barrett, ©2025 All Rights Reserved.

,3|Page


Professional salesperson - ✔✔will be in a conversation where you don't even know there's a sale going

on. Listen and fabricate and create values for them.




prof: didn't buy a tesla for green emissions, he bought it cause that's where the world's going.


Management Case Study #1: Brook Lodge, MI - ✔✔1993 Health Care Reform


- Hillary Clinton appointed chiar, Health Care reform (bill clinton was president)




Prof: Upjohn Co. charged him with pulling together educational summit. Get info in 10 days and come

back.


Management Case Study #1: Brook Lodge, MI p2 - ✔✔Who do we bring?


Keynote speaker- lead MD to Ms. Clinton's task force.


Most important physicians in the country. Pay them, educate them. Cover a very controversial topic.


Management Case Study #1: Brook Lodge, MI p3 - ✔✔She said: there are different levels of healthcare,

decided by where you trained.


What's distasteful: foreign physicians flooding into America and treating Americans with mediocre

education.




50% of the audience is foreign...


grumbling.


Boss tells prof that he needs to tell her that she made a mistake and must apologize.




Author. Barrett, ©2025 All Rights Reserved.

, 4|Page


She has two words: screw you.


Management Case Study #1: Brook Lodge, MI p4 - ✔✔Do you align with the lead MD (who knows

Hillary Clinton and could make bad things happen to us?), or with the customers?


*THE CUSTOMERS*


Lecture 12 - ✔✔Wed Nov 7


Pricing - ✔✔Regardless of the factors involved, the price of a product or service must *cover the costs* of

the product/service as well as *earn a reasonable profit*


New Product-line extension




The CEO could ask for: - ✔✔- Price as an indicator of value.


- Value pricing.


- Profit equation.


- Pricing objectives.


- Pricing constraints.


- Estimating demand.


- The demand curve.


- Marginal revenue curves.


- Elastic demand.


- Marginal analysis and profit maximization.


The CEO will most likely ask for - ✔✔- *What is your recommended price?*




Author. Barrett, ©2025 All Rights Reserved.

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