INFORMATION ABOUT MARKETING 765 EXAM: FALL 2017

Time and place:

- December 18th during the usual class time (9:30 or 11:00, depending on your assigned section)
in the usual room (2339).
- Exam time: 1 hour and 15 minutes (the normal class period).
Structure of the exam:
- 6 essay-type questions, not entirely equally weighted.
- Sample questions were posted to Canvas previously.
- You are welcome (indeed, encouraged) to answer the questions using bullet points I dont
need to see lengthy prose.
- No notes, readings, or electronic devices will be allowed during the exam.
- I will be present during the whole exam to answer potential questions.
Content of the exam:
- In preparing for the exam, I would recommend focusing on your notes. If you missed class on a
given day, make sure that you get notes from a classmate.
- Cases and readings are fair game, and I may use them as a basis for a question. If I do that, I
will include copies of the necessary pages (e.g., from a case) with the exam as a reminder. You
will not be asked to recall specific facts from a case or a reading.
- Some questions may include a mini-case/marketing situation or problem: If I do include such a
question, you will not be asked to provide (or be graded on) a recommendation to the problem.
You will just be asked to identify relevant considerations or suggest how you would go about
making a decision.

- You will not be asked to memorize formulas or do calculations. I expect you, however, to
know in principle how certain calculations (e.g., customer lifetime value) are done.
There will be no questions on:
- Services marketing (quality signaling etc.).
- Portfolio models (the growth-share matrix, and its underlying assumptions).