AEM_240_Prelim_1__Fall_2006

AEM_240_Prelim_1__Fall_2006 - AEM 240 Marketing Prelim 1...

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AEM 240                                                            Fall 2006 Marketing                                         Prelim 1                                  Prof. McLaughlin SECTION I: Multiple Choice (33 questions, 80 points) Remember, you can miss 3 and still get a perfect score) 1.Rollerblade, Inc.'s strategy changed from the late 1980s to the late 1990s. Applying this change to other companies and their marketing strategies suggests that organizations should: a. find a winning strategy and stick with it. b. search continuously for ways to provide value to customers. c. change strategies every ten years to avoid getting complacent. d. not pay too much attention to customers since they often change their minds. e. focus on the shareholder of the company and the strategy will follow. 2. Which of the following conditions is necessary for marketing to occur? a. a physical location for an exchange to occur b. a tangible exchange c. advertising to express unrealized needs d. two or more parties with unsatisfied needs e. all of the above 3. Which of the following is not among the common problems of marketing surveys, according to Professor McLaughlin: a. failure to apply appropriate guidelines b. participant burnout c. sloppy questions d. increasingly time-starved consumers e. poor interviewing techniques 4. Considerable research has been documented that in many product categories, consumers are unable to distinguish among brands when given blind tests (i.e. taste or use of the products without labels). Such products include cigarettes, beer, liquors, and cosmetics. Nonetheless, even when prices are similar, consumers have strong preferences for specific brands of these products. This strong brand preference is the result of: a. extended problem solving. b. limited problem solving c. routine problem solving. d. high-involvement problem solving. e. personal problem solving. 5. After discovering consumers' needs, marketing's next task is to: a. create a target market mission statement. b. determine consumer demographics.
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AEM 240 Fall 2006 Marketing Prof. McLaughlin c. translate information about consumer needs into products that satisfy consumers. them. d. design product prototypes. e. develop a value strategy. 6. Coca-Cola hired brand police to make sure that the Coca-Cola brand name and logo are not used without written permission. Why is Coca-Cola so rigorous in protecting its trademark? a. Coca-Cola risks losing its generic status. b. The government will file charges for trademark infringement only if the owner of the trademark has documented proof of wrongdoing. c.
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This note was uploaded on 05/04/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell.

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AEM_240_Prelim_1__Fall_2006 - AEM 240 Marketing Prelim 1...

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