MKTG 562-IDS 540 – At-home – Final Exam
Analysis Using Enginius
Part A: Short-answer questions .
In the spaces below, give BRIEF answers to each of the following:
What does it mean to make a decision by “the seat of your pants”? Give an example.
What is “marketing engineering” and what is it used for? Give an example.
How is marketing engineering different from “regular” marketing? Give an example from one of the cases discussed in class, and compare how “marketing engineering” was used versus how the firm might have used “regular” marketing instead.
Give an example from one of the cases discussed in class, and compare how “marketing engineering” was used versus how the firm might have used “regular” marketing instead.
