Final--F07--Version A

Final--F07--Version A - University of Southern California...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Fall, 2007 Name: __________________________ Exam Form: A Exam serial number: __________ Please indicate your exam seat number: _________ This year, have you been (please check one): __ naughty? __ nice? FINAL EXAMINATION Please: Write your name on this exam. Bubble in name, ID, and exam version. Leave the phone number region blank. Bubble in your exam serial number in the “Subjective score” region. Mark all your multiple choice answers on the Scantron form. Have fun! NO TALKING TO OTHER STUDENTS AT ANY TIME ABOUT ANY TOPIC FOR ANY REASON. USE OF EXTRASENSORY PERCEPTION (ESP) ELECTRONIC DICTIONARIES BASEBALL CAPS (UNLESS WORN FOR RELIGIOUS REASONS) TRANSPARENT WATER BOTTLES IF YOU HAVE A PRINT DICTIONARY, YOU MUST HAVE THIS MARKED AND APPROVED BY THE INSTRUCTOR OR A PROCTOR BEFORE THE EXAM BEGINS Part I: Multiple Choice (2 points each for a total of 50*2=100 points out of or 83.3% of the exam). Suggested time allocation: 1.5 minutes per question for a total of 75 minutes. For each question below, please choose the best answer. 1. The skimming pricing strategy: a. Tends to work extremely well when targeting high income or high wealth consumers. b. Is usually more suitable for products where some segments value having the latest technology more than other segments do. c. Can only be used in the dairy industry. d. Both (a) and (b). e. None of the above.
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2 2. Expedia.com has been selling airline tickets online since 1996. Since the customers do most of the work in entering information, Expedia’s costs are much lower than those of traditional travel agencies. Based on the economics of electronic commerce, we would expect that, in the long run : a. Expedia is likely to experience very large profit margins. b. Expedia is unlikely to be profitable. c. Expedia is likely to have “normal” profits for an industry featuring a similar level of investment and risk. d. Expedia is likely to be extremely profitable selling airline tickets, but to lose money on hotel brokering and car rentals. e. None of the above. 3. Compared to traditional advertising: a. The use of public relations is almost always much less expensive. b. Public relations tends to be quite ineffective for new products. c. Price promotions are usually very ineffective. d. Both (a) and (b). e. None of the above. 4. The “bricks-and-clicks” model suggests that: a. In most product categories, traditional retailing is likely to be replaced by online sales. b. Increased sales volumes from the combined online and physical store sales may result in increased bargaining power with suppliers. c.
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This note was uploaded on 05/26/2009 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

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Final--F07--Version A - University of Southern California...

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