Marketing Midterm
Name _________________
(each question is worth 20 points – please answer completely using
at all of the space available. Two paragraphs are the minimum
requirement to answer each of the 5 sets of questions.
ONLY COMPLETE ANSWERS WILL GET FULL CREDIT.
Do not copy from classmates or from other sources. Use your own
thoughts, ideas and wording. I do not grade on grammar or spelling.
1. As explained in classAll marketers tell ôories An effective story
needs to fit the customers7orld view and be both remarkable and
authentic (true)
You are constantly marketing yourself to others. Pick 2 different
groups/organizations or individuals that you are marketing yourself
to and define their world view and describe in detail the ôory9ou are
trying to tell them that is both remarkable and authentic (for example
you may be marketing yourself to be accepted in to the Salkehatchie
Nursing Program or marketing yourself to the manager at Starbucks
trying to get a job during Summer break). Use your own examples.
Remember: An effective story needs to fit the customer(s)7orld view
and be both remarkable/unique and authentic
A. First Group, Organization or Individual that you are marketing to
(you decide) (20 points)
**continue writing on next page
B. Second Group, Organization or Individual that you are marketing
to (you decide) (20 points)
Your assignment is to åll9our hometown to the 2 different customer groups
listed below. Tell a complete and thorough ôory!bout your hometown to
each of the below groups:
a. Group 1 /lder couples looking for a place to retire (20 points)
b. Group 2 mall business owners looking for a new location to put their
business (20 points)
Final Question: You have just graduated from the Moore School of International
Business at USC-Columbia and have been hired by Chick-fil-A to help expand
their franchise restaurants in to China. They want to start by establishing 10
restaurants in the City of Shanghai, China. Your job is to help with a market study.
What are 10 differences in consumer tastes, preferences and cultures between
customers in the Shanghai market area versus the Columbia, South Carolina
market area that you are so familiar with? Please describe each difference.
(20 points)
Example:
1. In Columbia, the prices listed on the menu board are in US $; in Shanghai
the prices are listed in the local currency which is the renminbi (RMB) or the
yuan, which means “people’s currency.” (now you have 9 more to come up with)
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