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Unformatted text preview: AEM 240 Fall 2007 Marketing Prof. McLaughlin Multiple Choice (33 questions, 80 points) 1. Several years ago, Black & Decker purchased General Electric's small appliances product line. Black & Decker purchased the line because it needed the cash infusion from a product line that had a dominant market share. Since people replace small appliances infrequently and because many are handed down from parent to child, the industry is a low-growth one. For Black & Decker, this small appliance line would be classified as a: a. dog. b. cash cow. c. question mark. d. star. e. bonanza. 2. 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. 3. 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. AEM 240 Fall 2007 Marketing Prof. McLaughlin 4. Secondary data have some significant disadvantages. These include: a. being out of date. b. getting assembled hurriedly. c. the data may be too specific for a given marketing project. d. the data are collected only once a year. e. All of the above are disadvantages to secondary data. 5. You work for a Florida-based ice cream company interested in expanding its presence to regions such as the Midwest. Considering the market research process studied in class, which of the following sources of data is the most logical starting point? which of the following sources of data is the most logical starting point?...
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- Fall '07