Q Culinary Institute of America School of Business Marketing Assistant Professor Anthony J. Chando 2022 Marketing Exam 1 1. Question /Exercise (One Page) Identify a product that you use every day. Assume you are the marketer of this product and want to convey the ways that your product differs from competing products. Create a differentiation strategy to promote your product and create competitive advantage. 2. Question /Exercise (One Page) Suppose that you are conducting market research for your favorite soda brand. Sales have been lagging for two quarters, and you are determined to find out why. You plan to host an in-person customer focus group to gain feedback and insights into your brand’s current product. • Determine the make-up of your focus group. Who should be invited and why? • What types of information would you want to obtain? List questions that you will present to the focus group. 3. Question /Exercise (One Page) Seek out a company’s organization or brand web site that has links to social media, i.e. Facebook, You Tube, Twitter, and/or Pinterest. Click on the links and describe how that company is using these connections to market their product or products. Evaluate their effectiveness in creating customer engagement. 4. Question /Exercise (One Page) Advertisers use market segmentation when promoting products to consumers. Select two (2) segmentation variables and find an ad that appears to be based on that variable. For each ad, identify the target market and explain why you think the advertiser is using the segmentation variable that you identified for that ad.