Answer each question fully. Complete sentences are not necessary.
Lesson 1 (5.0 points)
1. What is the difference between brand and corporate image? (1.0 points)
2. What is market positioning? (1.0 points)
3. What is the difference between features and benefits? (1.0 points)
4. What is the difference between a desire-based message and a fear-based message? (1.0 points)
5. What are needs? (0.5 points)
6. How is marketing a service different from marketing a good? (0.5 points)
Lesson 2 (5.0 points)
1. What is a market segment? (0.5 points)
2. What is market information? (0.5 points)
3. What is market information management? (1.0 points)
4. What is market research? (0.5 points)
5. What is the difference between primary and secondary data? (1.0 points)
6. What is a database? (0.5 points)
7. What is data mining? (0.5 points)
8. What is CRM software? (0.5 points)
Lesson 3 (5.0 points)
1. What are the five P’s of the marketing mix? (1.0 points)
2. What are the five C’s of the marketing mix? (1.0 points)
3. What is a company’s market share? (1.0 points)
4. What is a market penetration strategy? (1.0 points)
5. How is a marketing plan different from a business plan? (1.0 points)
