PRE MASTER
STUDENT CODE :
22_PM_LI_CLA_S2_CCO_MKG_6161
UNDERSTANDING
CONSUMERS
AND MARKETS
FINAL EXAM – 05/05/22
Professors: E. Denis; I. Gordeliy; V. Jauny; A. Talebi
DURATION: 2h
INSTRUCTIONS:
DOCUMENTS NOT ALLOWED
CALCULATOR NOT ALLOWED
PLEASE ANSWER ON THIS DOCUMENT
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Q1 (5p): What is the CB cycle? What are the stages that compose it?
How is the concept of “leasing” in the automobile industry a way to
speed it up and to make it smoother for the consumer?
(2p) CB cycle is a never-ending process composed of 3 stages:
acquisition, consumption and disposition (this latest stage leading to
acquisition, and so on…).
- Mentioning the three stages
- The fact that it is a never-ending process
3 points for the illustration with leasing if students mention the
following aspects:
- Facilitate the acquisition by making the MAO model easier as
people need less ability (pay per month, insurance and
maintenance are taking care of…)
- Make the consumption more comfortable (all issues a user may
have are taking care off, insurances are included…)
- Make the disposition automatic, as you give back the car after
the end of the contract.
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Q2 (5p): Read the research design and answer the five questions.
Mandated by a multi-national online retailer in the fashion industry, a research team
would like to test the effect of three discount formats on the time spent on the page
and on the consumer final shopping basket. Format 1 consists in placing the
discounted price in red above the original price. Format 2 consists in indicating the
applicable discount in percentage. Format 3 consists in indicating the amount saved in
euros compared to the original price. To this end, one customer out of three is
redirecting to Format 1 test page, one out of three to Format 2 test page and one of
three to the Format 3 test page. The research is conducted over 2 weeks, from
December 1 to December 14.
1. What is the name of this quantitative approach? Justify your answer. (1p)
Experimental design:
Justification: we manipulate at least one variable:
2. What is/are the dependent variable(s)? (1p)
The time spent on the page:
The final shopping basket:
3. What is/are the independent variable(s)? (1,5p)
The format of discount displayed.
Refer to it as 1 variable with 3 modalities (+details).
.
4. The research is conducted on the off. Website of the company. Was internal or
external validity favored here? Why? 1p
External was favored because we favor natural settings over control of the
extraneous variables.
5. What is a probable big extraneous variable here? What would be the issue? 1p
The experiment takes place just before Christmas, which is a very peculiar period
for shopping behaviors.
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Q3 (5p): The matrix below describes the brand strategies at the
portfolio level.
__(1)__ Matrix Existing New
products products
Existing __(2)__ __(3)__
markets
New __(4)__ __(5)__
markets
1. Fill in the missing words > 0.5 point each and 3 points total if everything is
correct.
a. (1) = ANSOFF
b. (2) = Market penetration
c. (3) = Product development
d. (4) = Market development
e. (5) = Diversification
2. Using either Apple or Mercedes as a brand, what would be an example of cell
(2) and what would be an example of cell (5). Justify.
1 point each.
Q4 (5p): For each of the following propositions, select the only
correct answer.
Grading system: Correct: +0.5; Incorrect: -0.5; No answer: 0
Question Your answer Question Your answer
1 A 6 A
2 C 7 A
3 C 8 A
4 A 9 B or D
5 C 10 C
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