Final--Sp08--A--KEY

Final--Sp08--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 Spring, 2008 FINAL EXAMINATION MULTIPLE CHOICE KEY AND SAMPLE SHORT ANSWERS Part I: Multiple Choice 1 e 18 b 35 c 2 d 19 d 36 c 3 d 20 b 37 e 4 e 21 b 38 c 5 e 22 d 39 c 6 b 23 c 40 e 7 a 24 d 41 c 8 b 25 b 42 a 9 d(*) 26 b 43 e 10 a 27 a 44 b 11 b 28 d 45 c 12 c 29 c 46 c 13 b 30 a 47 d 14 b 31 c 48 e 15 c 32 d 49 b 16 e 33 d 50 b 17 b 34 e (*) In the original version, there was no correct answer for Question #9. This answer is based on correcting option (d) to "Both (a) and (b)."
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Part II. Short Answer. Please answer TWO of the following three short answer questions. Your answer should be written on this exam and NOT on the Scantron sheet. (2*10=20 out of 170 points = 11.8%. Suggested time allocation: 20 minutes). 1. Please discuss how retailer and manufacturer interests compare in the pricing of products. Retailers either want to maximize the category profits (rather than brand profits) in a given category or use prestige brands as “loss leaders” to attract customers who will then buy other things.
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