How is marketing engineering different from “regular” marketing?

Analysis Using Enginius

Instructions:

This exam requires analysis of a data set using the Enginius software. The exam is worth 130 points.

Part A consists of short essay questions; Part B involves analysis using Enginius. Be sure to answer ALL parts of each question.

Also note the difference in points given for each question and allocate your effort accordingly.

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.