How is marketing engineering different from “regular” marketing? Give an example from one of the cases discussed in class, and compare how “marketing engineering” was used versus how the firm might have used “regular” marketing instead.

Marketing by Geoffrey

MKTG 562-IDS 540 – At-home – Final Exam – Dec 1-7, 2022

Analysis Using Enginius

Instructions:

  1. This exam requires analysis of a data set using the Enginius software. The exam is worth 130 points.
  2. Part A consists of short essay questions; Part B involves analysis using Enginius. Be sure to answer ALL parts of each question.
  3. Also note the difference in points given for each question and allocate your effort accordingly.
  4. Read each question carefully and THINK before you begin your analysis and writing. A short answer that is right on target is better than a long answer that misses the point.
  5. TYPE your answers below each part of each question. It will help me to easily see your answers if you use a different font or color from the questions themselves.
  6. Remember to type your name and student ID# at the top of this page and to sign your name below .
  7. Use the Enginius software to run the positioning analyses in order to answer the exam questions. You do NOT need to include excerpts from the output, but you MUST INCLUDE SCREENSHOTS of the set-up for your Positioning analyses, in addition to your verbal answers to the questions.
  8. When you are finished, please review all of your answers carefully to make sure that you answered everything, did not accidentally delete any question or answer, and that these are the answers that you would like to turn in.
  9. Finally, please save the final document as either a Word file or a PDF, and ADD YOUR NAME to the beginning of the file name.
  10. Then email the completed exam and screen shots to me as attachments. Please write your name and MKTG 562 or IDS 540 Final Exam in the subject line.

Part A: Short-answer questions .

In the spaces below,  give BRIEF answers to each of the following:

⦁ What does it mean to make a decision by “the seat of your pants”? Give an example.

⦁ What is “marketing engineering” and what is it used for? Give an example.

⦁ How is marketing engineering different from “regular” marketing? Give an example from one of the cases discussed in class, and compare how “marketing engineering” was used versus how the firm might have used “regular” marketing instead.