Prelim_1_Exam - AEM 240 Marketing McLaughlin Fall 2007...

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AEM 240                           Fall 2007 Marketing                                                                                         Prof. McLaughlin SECTION I:  Multiple Choice (33 questions, 80 points)   1.  Cellular telephone vendors often charge little or nothing for the phone if this leads to a       telephone service contract. When behaving this way, they create customer value by: a. having the phones available for sale in many locations.  b. reducing the amount of advertising used to sell the phones.  c. causing customers to focus on quality, service and relationships. d. causing customers to focus on price.  e. cellular telephone vendors do not create customer value. 2.  Which of the following statements best defines needs and wants?   a. Needs occur when a person feels physiologically deprived of something, and wants  are determined by a person's knowledge, culture, or personality.   b. Wants are a subset of needs.   c. Wants occur when a person feels physiologically deprived of something and needs  are determined by a person's knowledge, culture, or personality.   d. Needs affect marketing, but wants do not.   e. By definition, wants are more socially responsible than needs.   3.  __________ must be customer-focused and provide genuine value and benefits to present         and prospective customers.   a. Competencies b. Strategic directions  c. Statements of competitive advantage d. Goals and objectives             e. Benchmarking 4.  Understanding the consumer purchase decision process is essential for an effective marketing       strategy.  As discussed in lecture, Hagar, a men’s clothing company, chose to revamp its       marketing efforts by:  
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AEM 240                                                                                Fall 2007 Marketing                  Prof. McLaughlin a. targeting “sophisticated” men with advertisements in stylish magazines because market      research indicated that their advertisements were only reaching women. b. focusing advertisements on women because market research indicated that women      purchase most men’s clothing. c. employing mothers and wives as WOM “agents” because market research indicated       these two group strongly influence men’s purchasing habits. d. developing a women’s clothing line because market research indicated that 89% of 
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This test prep was uploaded on 02/01/2009 for the course AEM 240 taught by Professor Mclaughlin during the Fall '08 term at Cornell University (Engineering School).

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Prelim_1_Exam - AEM 240 Marketing McLaughlin Fall 2007...

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