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Final--F08-A--KEY - 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, 2008 Name: __________________________ Signature:___________________________ Exam Form: A Exam serial number: __________ Assigned Exam Seat: __________ OPTIONAL: 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 Hats, baseball caps, or other head-wear (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.
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For each question below, please choose the best answer. Please mark your answers on the Scantron sheet. There will be no credit for multiple-choice answers written on the exam. REMINDER : This exam is intended to separate those students who have studied the material from those who have not. If an answer seems too absurd to be true to someone who has studied the material, it probably is. However, those who have chosen not to study may be impressed by the fancy buzz even if they occur in the wrong places. 1. According to the Wall Street Journal article “Marketers Take a Softer Tack to Reach Uneasy Consumers:” NOT COVERED THIS SEMESTER a. To take consumers’ minds away from their current economic hardships, most advertisers have taken to emphasize glamorous surroundings of people using their products rather than touting “hard sell” benefits such as value. b. Pillsbury has actually increased its advertising budget despite the current state of the economy and consumer spending. c. Toys ‘R’ Us’ has revived the old theme “familiar "I don't want to grow up, I'm a Toys 'R' Us kid." d. Both (a) and (b). e. Both (b) and (c). 2. According to the text: a. Database marketing is intended to implement segmentation by benefit desired. b. Marketing Decision Support Systems (DSSs) should be interactive, flexible, discovery oriented, and accessible. c. Marketing research aggregators are used to interpret focus group results. d. Both (b) and (c). e. All of the above. 3. A straight A student at the University of California, Los Angeles, would be more
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Final--F08-A--KEY - University of Southern California...

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