BUS 360 – Mid-Term(250 Points)
Write your name on the back of your completed quiz. Return exam questions with your
completed paper on Thursday, October 25.
Part I: Answer three of the four questions below. (30 points each) Type each question in bold
1. Effective advertising and marketing solve “problems.” Clients turn to Ad Agencies to
suggest strategies that address problems and meet specific objectives. In what
specific ways did Deutsch Advertising address Volkswagen’s challenge of promoting
multiple models in the U.S.? What was the result of their efforts?
2. Describe in detail the Marketing Mix presented in the Chick-fil-A video. In your
opinion, how does Chick-fil-A’s delivery of each of these compare with McDonald’s?
Be specific. Support your conclusions.
3. Give a specific example of each of the four components of the Marketing
Environment – Economic; Social/Cultural; Technological; Political/Legal, and how
each might affect the business decisions of a specific company or organization.
4. If you managed the Hunter Family’s Hardware Store, what specific steps would you
have taken to compete with Wal-Mart? Give evidence to support your plan.
Part II: Define and give a specific example of the 16 following terms. (10 points each)
Type each term in bold before answering.
Customer Lifetime Value
Integrated Marketing Communications (IMC)
Experimental Method of Research
Product Life Cycle
(vs Production Orientation)
New Product Development Process
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