Business and Consumer Marketing

This exam covers textbook material from Chapter 1 through Chapter 6. Chapter 16 is also included. To complete the exam, respond to the five essay-response items presented. Each item is worth 30 points. Your responses may be based upon any of the material covered in the course, as well as any outside-of-class material that you believe to be appropriate. 1. Identify and describe at least three key differences between business-to-business marketing and consumer marketing. Which of these differences do you believe to be most important for a marketing practitioner to understand? Explain your choice of the most important difference between business-to-business marketing and consumer marketing. 2. Do you believe ethical lapses are more likely to occur at the business-to-business level or at the consumer level? Explain and justify your response. 3. It has been suggested that the general (or overall) goal of business legislation is to maximize choice in the marketplace. Of the most prominent marketing philosophies (production, product, sales, marketing, and societal marketing), which do you believe is most consistent with this goal? Explain your selection of a philosophy. 4. Assume you are constructing a portfolio of businesses for your company to pursue in the next three to five years. Indicate what you believe makes for a good portfolio of businesses in terms of the growth-share matrix. 5. Do you believe it is more difficult to do competitive analysis in today’s market than it was a decade or two ago? Why or why not?

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