Marketing Department

College of Business

Ohio University, Athens, OH 45701

740-593-2030

Marketing Knowledge & Skills Assessment Survey

 

Dear Marketing Major:

Congratulations! You are close to completing the requirements of majoring in marketing. We will like to take this opportunity to know your perceptions of how well, academically, we have prepared you for careers in marketing/sales. Your input will help us focus our attention to the areas we can improve upon. To answer the following questions, please think of all the marketing concepts and skills you have learned. The marketing knowledge/skills you have acquired could be a result of courses you have taken or experiences you have gained during the work/internships.

 

A: During your marketing coursework, you have been exposed to several analytical skills and tools. Please rate your ability to conduct the analyses, use the tools or perform the tasks described below on a 1 = Poor to 5=Excellent scale.

Poor Average Excellent
  1. Conduct SWOT Analysis 1 2 3 4 5
  2. Perform Breakeven Analysis 1 2 3 4 5
  3. Segment the market 1 2 3 4 5
  4. Determine target market 1 2 3 4 5
  5. Position the product 1 2 3 4 5
  6. Analyze the competition 1 2 3 4 5
  7. Analyze consumer buying behavior 1 2 3 4 5
  8. Perform cultural analysis for international marketing 1 2 3 4 5
  9. Perform political risk analysis for international marketing 1 2 3 4 5
  10. Choose a market entry strategy for international marketing 1 2 3 4 5
  11. Collect necessary data for developing an

    12. international marketing strategy 1 2 3 4 5

  12. Use government sources of marketing data 1 2 3 4 5
  13. Use private sources of marketing data 1 2 3 4 5
  14. Read Simmons Market Research Data 1 2 3 4 5
  15. Determine sample size for a marketing research project 1 2 3 4 5
  16. Design a questionnaire 1 2 3 4 5
  17. Conduct data analysis using a statistical package (SPSS) 1 2 3 4 5
  18. Make a professional oral presentation using PowerPoint 1 2 3 4 5
  19. Write a business report 1 2 3 4 5
  20. Forecast sales 1 2 3 4 5
  21. Determine Buying Power Index 1 2 3 4 5

    22. Poor Average Excellent

  22. Evaluate attractiveness of a market segment 1 2 3 4 5
  23. Test a new product concept 1 2 3 4 5
  24. Decide on marketing strategy depending on PLC 1 2 3 4 5
  25. Calculate price-elasticity of demand 1 2 3 4 5
  26. Calculate price using cost-plus pricing 1 2 3 4 5
  27. Determine effective promotion mix for marketing strategy 1 2 3 4 5
  28. Decide on reach, frequency, and impact for advertising 1 2 3 4 5
  29. Calculate CPM for advertising media comparison 1 2 3 4 5
  30. Determine advertising effectiveness 1 2 3 4 5
  31. Evaluate public relations results 1 2 3 4 5

 

B: During your marketing coursework, you have been exposed to several concepts and ideas. Please rate your understanding of the concepts described below on a 1 = Understood Poorly to 5=Understood Very Well scale.

Understood Understood

Poorly Very Well

  1. Marketing Concept 1 2 3 4 5
  2. Marketing Mix 1 2 3 4 5
  3. BCG Matrix 1 2 3 4 5
  4. PIMS Studies 1 2 3 4 5
  5. TQM 1 2 3 4 5
  6. Components of company’s micro-environment 1 2 3 4 5
  7. Components of company’s macro-environment 1 2 3 4 5
  8. Product/Market expansion grid 1 2 3 4 5
  9. Robinson-Patman Act 1 2 3 4 5
  10. Basis of market segmentation 1 2 3 4 5
  11. Psychographics 1 2 3 4 5
  12. Benefit segmentation 1 2 3 4 5
  13. Product differentiation 1 2 3 4 5
  14. Competitive Advantage 1 2 3 4 5
  15. VALS Typology 1 2 3 4 5
  16. High-Low Involvement Purchase Behavior 1 2 3 4 5
  17. Cognitive Dissonance 1 2 3 4 5
  18. Opinion Leaders 1 2 3 4 5
  19. New Product Adoption Process 1 2 3 4 5
  20. Derived Demand for Industrial Products 1 2 3 4 5
  21. Buying Center 1 2 3 4 5

    22. Understood Understood

    Poorly Very Well

  22. Value Analysis 1 2 3 4 5
  23. Niche marketing 1 2 3 4 5
  24. Difference between convenience, shopping and specialty products 1 2 3 4 5
  25. Difference between Quality & Value 1 2 3 4 5
  26. Product attributes 1 2 3 4 5
  27. Brand Equity 1 2 3 4 5
  28. Product mix 1 2 3 4 5
  29. Product line 1 2 3 4 5
  30. Line Extension 1 2 3 4 5
  31. Brand Extension 1 2 3 4 5
  32. Co-branding 1 2 3 4 5
  33. New Product Concept 1 2 3 4 5
  34. PLC Concept 1 2 3 4 5
  35. Experience Curve Effect on Cost 1 2 3 4 5
  36. Difference between monopolistic and oligopolistic competition 1 2 3 4 5
  37. Demand Curve 1 2 3 4 5
  38. Elastic vs. Inelastic Demand 1 2 3 4 5
  39. Market Skimming vs. Market Penetration Pricing 1 2 3 4 5
  40. Meaning of "2/10, net 30" pricing terms 1 2 3 4 5
  41. FOB-origin Pricing 1 2 3 4 5
  42. Loss Leader 1 2 3 4 5
  43. Price vs. Value 1 2 3 4 5
  44. Functions a distributor performs 1 2 3 4 5
  45. Factors that influence number of channel members 1 2 3 4 5
  46. Rack Jobbers 1 2 3 4 5
  47. Drop shippers 1 2 3 4 5
  48. Merchant wholesalers 1 2 3 4 5
  49. Vertical vs. Horizontal Conflict between channel members 1 2 3 4 5
  50. Backward vs. Forward Integration 1 2 3 4 5
  51. Broker vs. Agent 1 2 3 4 5
  52. JIT inventory system 1 2 3 4 5
  53. Economic Order Quantity (EOQ) Concept 1 2 3 4 5
  54. Franchising 1 2 3 4 5
  55. Hypermarkets 1 2 3 4 5
  56. Direct marketing vs. Direct Selling 1 2 3 4 5
  57. Promotion mix 1 2 3 4 5

    58. Understood Understood

    Poorly Very Well

  58. Sales promotion 1 2 3 4 5
  59. Buyer-readiness stages 1 2 3 4 5
  60. Methods of setting promotion budget 1 2 3 4 5
  61. What each promotion mix component can or can’t achieve 1 2 3 4 5
  62. Factors that influence the choice of promotion mix 1 2 3 4 5
  63. Integrated marketing communication 1 2 3 4 5
  64. Communication vs. sales objectives of advertising 1 2 3 4 5
  65. Consumer vs. Trade promotion 1 2 3 4 5
  66. Premiums as tool for sales promotion 1 2 3 4 5
  67. Cooperative Advertising 1 2 3 4 5
  68. Corporate Advertising 1 2 3 4 5
  69. Order taker vs. Order getter salesperson 1 2 3 4 5
  70. Missionary selling 1 2 3 4 5
  71. Steps in the selling process 1 2 3 4 5
  72. Relationship marketing 1 2 3 4 5
  73. Product vs. customer sales force structure 1 2 3 4 5
  74. Team selling 1 2 3 4 5
  75. Customer churn 1 2 3 4 5
  76. Benchmarking 1 2 3 4 5
  77. SRC in international marketing 1 2 3 4 5
  78. Tariff 1 2 3 4 5
  79. Trade deficit 1 2 3 4 5
  80. NAFTA 1 2 3 4 5
  81. Dumping 1 2 3 4 5
  82. Grey market 1 2 3 4 5
  83. MNC 1 2 3 4 5
  84. Internal Marketing 1 2 3 4 5
  85. Social Marketing 1 2 3 4 5
  86. Corrective Advertising 1 2 3 4 5

C: Your Demographic Profile

Quarter: oFall oWinter oSpring Year: _________ Class Rank: oJunior oSenior

Gender: oMale oFemale Marketing GPA: oLess than 2.5 o2.5-3.5 oMore than 3.5

Please check all the marketing classes you have taken: oMKT 301 oMKT 358 oMKT 379 oMKT 420 oMKT 425 oMKT 441 oMKT 444 oMKT 450

oMKT 463 oMKT 491 oMKT 497 oMKT 498

 

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