Quiz 1:

1. Marketing definition and give an example

The processes by which companies create value and build strong profitable
relationship with customer to capture value in return.
Ex. Toyota manufacturing cars with high reliability (value from the
company) and gain a profit in return. (Value return)
2. Compare between need, want and demand and give example
Need: state of felt deprivation. Ex: Taxi
Wants: the form human needs take as they shaped by culture and individual
personality. Ex: Used car
Demand: it’s a the human wants with high buying power. Ex: new car
3. Change state from Need to want or from want to need by example
Need to want: when you go to buy a EGP 300K car and its not available at
this time so in this time the seller persuades you to buy another one with
high price and more features and Installment of the remaining money.
Quiz 2:
1. Discuss and compare between all marketing Concepts with product
service examples.
Production Concept: it’s the idea that focused on the product always
available in markets and highly affordable therefore companies focus on
improving production and distribution efficiency. example McDonald’s
and fast-food chains in general also aim to ace their operations. Or Ford
Model T manufacturing.

Product Concept: its idea that focuses on quality of product and

improvement of features not quantity like production concept so the
companies should devote its energy in improving product continuously. EX:
Apple is one corporation that places a great value on product concepts. It
provides the best products to its customers.

Selling Concept: the idea that the consumers will not buy enough of the
firms unless it undertakes a large scale selling and promotion effort. EX:
Insurance companies spend a lot of budgets in promoting insurance
products and selling efforts are very important part of it.
 Marketing Concept: a philosophy that holds that achieving the
organizational goals depends on knowing need and want of target markets
and delivering the desired satisfactions better than the competitors. EX: the
Coke vs. Pepsi war

Societal marketing concept: the idea that the company’s marketing decisions
should consider the customer wants and the company requirements, both in
the long run interests and society also long run interests. EX: Samsung
Technical School is a project that empowers girls to follow their dreams.

2. Market offerings and marketing myopia and give examples.

Marketing Offerings: some combination of Products, Services, Information,

or experiences offered to a market to satisfy wants or need. EX: Recently
Good Water company in COP27 launching promotional booths in
Sharm Elsheikh to make the users knowing the product idea and try it.

Marketing myopia: the mistake of paying more attention to specific products

a company offers than to the benefits and experiences offered from these
products. EX: Nokia losing its marketing share to android and IOS

3. Discuss how to develop, transfer product/service from one concept to a

better concept.
Vehicles company that focused on Marketing concept we can transfer it to
societal marketing concept when these companies started to manufacture
Electric vehicles that decreases pollution in enviroment.
4. Compare between marketing and marketing management.
Marketing: the process of create value and building strong relationship with
the customers to capture value in return.
Marketing Management: the art and science of choosing target markets
and build profitable relationships with them.
Quiz 3:
1. BCG Matrix for any product.

2.
Market Expansion Grid and relation with Marketing Mix.

Quiz 4:
Market Segmentation: Dividing market into distinct groups of buyers who have different
needs, characteristics , behaviors and who might need separate products and marketing efforts.
EX: Target potential customers according to their income.
Market Segment: a group of buyers respond to a certain product and marketing efforts by
the same way. Ex: in car markets, buyer who want the largest car and more comfortable
regardless their price and another price who want the less price car and more
economically.

Market Targeting: the process of evaluating the market segments attractiveness and
selecting one or more to enter. Ex: Hollister targeting college students, kids and teens with
same upscale, casual clothes and accessories.

Positioning: arranging for a product to occupy a clear distinctive and desirable place in the
target consumers relative to the competing products. EX: Audi position themselves as a luxury
status symbol or Starbucks positions itself as a trusted source of upscale quality coffee and
beverage.

Differentiation: actually, differentiate the market offering to create a superior customer

value. EX: Apple differentiates its products by pricing them higher than its competitors
Consider that the products are better quality and incorporate the latest technology.

Marketing Mix: the set of marketing tactical tools (product, price, place, promotion) that the
firms blended to produce the response it wants in the target markets.

SWOT Analysis:
Quiz 5:
1. Compare between Microenvironment and Macroenvironment, use your
own example.
Microenvironment: the actors and forces close to the company that affects its
ability to serve its customers. EX: Company, Suppliers, Marketing
intermediates, Publics, Competitors, Customers.

Macroenvironment: the largest societal forces that effects on the

microenvironment. EX: Cultural, economic, Technological, demographics,
natural and political forces.
2. Give an example how 'Company' as Microenvironment force, could
influence the Marketing Management.
marketing management takes other company groups into account—groups such as
top management, finance, research and development (R&D), purchasing,
operations, and accounting. All of these interrelated groups form the internal
environment. Top management sets the company’s mission, objectives, broad
strategies, and policies. Marketing managers make decisions within the strategies
and plans made by top management.
3. Suppliers are one of the Microenvironment, give an example of supplier
force that could be Macroenvironment.
Supplier force that could be Macroenvironment consists of other business
corporations as suppliers they can control the success of the competing businesses
when they hold market power. The other business corporations endure the power
when they are the only or the largest supplier of their goods the customer is not
vital to the other business corporations, the business product is a core part of the
buyer’s finished product.
4. How to avoid forces of Physical Distribution Firms as one of the
Microenvironment forces?
We can avoid forces of Physical distribution firms as one of the Microenvironment
forces by
Increasing Company Salesforce:- Increase the company’s primary sales capability.
Allot to contact every prospect in the area or produce separate selling force for
various commodities.
Manufacture’s Agency:- Contract manufacturing agencies in different regions sell
the equipment easily with any mediators or without any physical distribution firms.
Industrial Buyers:- Find buyers in the different regions who will buy and sell
equipment. Give them exclusive selling adequate margins and promotional
support.
5. Give an Egyptian example of 'Publics' influencing marketing Management.
Media publics. This group carries news, features, and editorial opinion. It includes
newspapers, magazines, television stations, and blogs and other Internet media.
Quiz 6:
1. Compare between effect of one Demographic trend of interest to
marketers, and how that would create trends of opportunities or
threats. Use two different countries, including Egypt and any other
country you may use the example of the United States at your book).
In Egypt: the number of youth age is high which make Tourist companies
cannot offer packages for travel abroad, which are at high prices and need
someone don’t have responsibilities.
In Germany: the number of the old age people which is retired and have a
free time and no responsibilities can explore these packages.

2. Explain how Economic trends in Egypt would affect electronic products

sold in Egypt.
Economic trends in Egypt makes electronic products increases of its
available due to closing of import.

3. Give an example on how Natural Environment would affect Food

products in Egypt.
The shortage and pollution in water will affect the rice agriculture in Egypt.

4. Discuss how one Technological trend might affect marketers in Egypt,

in both positively and negatively, during pandemic of COVID-19.
Positive: online shopping which make people don’t need to go to buy
anything by themselves they can order it from any application or website
offers it.
 Negative: made people have laziness, and stores who used to sell in stores
and don’t have any relation with online shopping made their market less
demand for it.
5. Compare between two different Cultural Environment within Egypt
influencing the same product/service.
(Fol & Falafel) it’s a normal tradition breakfast for Egyptians. The culture
environment affects on it by made its price varies from place to Another.
Quiz 6: Chapter#4 till primary and secondary data

1. Compare between internal databases and marketing intelligence and

marketing research
a. Internal data bases: electronic collection of consumer and market information from data
sources within company networks EX: Sales Transaction
b. Competitive Marketing intelligence: it’s the systematic collection and analysis of publicly
available information about consumers , competitors, and development in marketing
environment. EX: Radian 6 website helps companies to be on track of almost any
relevant online conversation.
c. Marketing Research: the systematic design, analysis, and reporting of data relevant to a
marketing situation that facing an organization. EX: Customer motivations or
purchases behavior.
2. Meaning of variable and example product or service to explain its
characteristics
Variable means that component is tangible or intangible and direction and amount of it
and its significance or critical feature in it.
EX: A mobile is tangible if its available in market with Touch screen or not. amount
and direction in this example represent speed of processing or rams or battery life
also direction means that customer satisfied with amount or not. Significance and
critical it’s the significance feature in mobile like processor speed ( Reason that
make you buy it)
3. Types of design research
a. Exploratory Research: marketing research to
gather preliminary data to defining problems
and suggest hypothesis

b. Descriptive Research: marketing research to

describe marketing problems, situations, or
markets such as consumers potential to
product and the demographics and attitudes of
consumer.
c. Causal Research: marketing research to test
hypothesis about cause-and-effect
relationships.

4. Primary data and secondary data and example

Primary Data: information collected for specific purpose. ( Used in Design phase in
marketing research)

Secondary data: information that already exists that collected for another purpose. ( Used
in Problem define phase in marketing research)
Quiz#7: Till the end of chapter 4
1. Compare between different types of research design/objectives.

Exploratory Research: marketing research to gather preliminary data information

that will help to define the problems and suggest hypothesis.
Descriptive Research: marketing research to better describe marketing problems,
situations, or market, such as market potential to a product or the demographics and
attitudes of consumers.
Causal Research: marketing research to test hypotheses about cause-and-effect
relationships.

2. Discuss and link between research approaches to collect data and

different types of research designs/objectives.

Exploratory research: Interviews, Questionnaire, and observational research.

Descriptive research: Interviews and Questionnaire.
Causal research: Experimental research.

3. Compare between population, element, sample, and respondent

with applied example of a proposed marketing research.
Population: people that have characteristics matching with our problem (Ex.
Engineers have MBA degree.
Element: each one has the required characteristics to the problem in the population.
Sample: a segment of population has the identical characteristics, age….etc.
Respondent: every member of the sample call respondent.

4. Define and explain the main types of probability sampling.

Simple random sample: every member in the sample has equal chance of selection.
Stratified random sample: the population is divided into mutually exclusive groups
( as age group or levels in college) and random sample are drawn from each group.
Cluster Sample: the population divided into mutually exclusive groups (as blocks or
different programs in collage) and the researcher draws a sample of the groups to
interview.
Quiz 8: Chapter#5 till end of Characteristics
1. State and define only one of each of characteristics (covering Four
types) affecting Consumer behavior, using applied example of a
product/service within Egyptian market.
a. Cultural Factors:
Subculture: a group of people with a shared value systems based on common life experiences
and situations. EX: Clothes market in Upper Egypt and Coastal cities and Noupians.

b. Social Factors:
Online social networks: online social communities like blogs, social media, virtual world where
people exchange information and opinions. EX: Facebook groups for car communities in
Egypt
c. Personal Factors:
Occupation: a person occupation affects the goods and services bought. EX: in Egypt
businessman buy suits but workers buy rugged work clothes.
d. Psychological Factors:
Learning: changes in individuals behavior arising from experience.

2. Model of Buyer behavior.

3. Subculture and give example in Egyptian market.

a group of people with a shared value systems based on common life experiences
andsituations. EX: Clothes market in Upper Egypt and Coastal cities and Noupians

4. Perception and give example on Egyptian market.

The process by which people select, organize, and interpret information to form a
meaningful picture of the world. EX: In Egypt, when a retail clothing store has
displayed clothes on crowded racks using low-quality plastic hangers, customers get
a perception that it is a low-quality brand