Marketing Midterm

Name: Course: MK351 Date:

MARKETING – MIDTERM EXAM
Chapters 1-7 (Total points – 70)

There is one case analysis with subquestions and eight shorter answer questions. In the exam, some space has been left between questions, but probably not enough space to compose the answers. (Remove any unused spaces.)
QUESTION 1: Case Analysis: Perform a comprehensive case analysis of the case titled, “Harvest Farm Foods, Inc.”, page 648 of your text. After the analysis include answers to the sub-questions at the end of case. Then there are eight shorter answer questions. When it is complete, attach it to the Dropbox under “Week 4 Midterm Exam.”
NOTE 1: The questions are to be listed before the answers and answers should provide reference citations to marketing principles studied as is always required. (References to the case location itself on page 648 are okay but do not count as a reference to marketing principles.) Points will be determined largely based on “Overall, Breadth, Depth, Application, and Citations (references)” criteria, as usual. Question 1 is worth 50 of the 100 points.
NOTE 2: Before answering this “Case Analysis” question 1, the following Week 3 unit and Doc Sharing data need to have been studied and applied as follows: “CASE ANALYSIS FORMAT” in Week 3 units and/or “CASE FORMAT INSTRUCTIONS FOR MIDTERM AND FIN AL EXAMS” in the Doc Sharing unit. They not only will assist with the Midterm, but will be required for the Final Exam. These items will not be available for reference in the Final, so they need to be learned before then. This Midterm will be a good practice for the Final Exam so be sure to use the correct format here.
NOTE 3 LENGTH: The Midterm will be evaluated based on quality and not on length. Unlike the length requirements in other assignments, the Case Analysis (Question 1) cannot be completed in only 200 words, the next seven questions can be answered with fewer than 200 words, and the last question (no. 8) is

Citations: (references)” criteria, as usual. Question 1 is worth 50 of the 100 points. NOTE 2: Before answering this “Case Analysis” question 1, the following Week 3 unit and Doc Sharing data need to have been studied and applied as follows: “CASE ANALYSIS FORMAT” in Week 3 units and/or “CASE FORMAT INSTRUCTIONS FOR MIDTERM AND FIN AL EXAMS” in the Doc Sharing unit. They not only will assist with the Midterm, but will be required for the Final Exam. These items will not be available for reference in the Final, so they need to be learned before then. This Midterm will be a good practice for the Final Exam so be sure to use the correct format here. NOTE 3 LENGTH: The Midterm will be evaluated based on quality and not on length.  Unlike the length requirements in other assignments, the Case Analysis (Question 1) cannot be completed in only 200 words, the next seven questions can be answered with fewer than 200 words, and the last question (no. 8) is variable as it depends on individual approaches.  So, concentrate on quality and comprehensiveness and not on length.  However, it must be readable with correct word usage, spelling and grammar so use your spell checker and word processor. The Midterm needs to be in correct format, neat, and well written. The spaces for answers here is preferred, but if it is used, please remove extra lines and spaces so it looks pleasing and professional. QUESTION 1 – CASE ANALYSIS: Short Answer Questions: Please indicate your answer to the following seven questions. All questions are worth six points (42 pts), except for question number 8 that is worth 8 points. Total = 50 pts. 2. Discuss the universal functions of marketing and those functions that would apply to the products/services provided by a fictitious firm of your choosing. 3. Reread the Course Lecture about Market Plans listed twice under the weekly units and provide a succinct overview of the key components of a marketing plan. 4. Discuss the 4 P’s (marketing mix)