MT_II--F08-A

MT_II--F08-A - University of Southern California Marshall...

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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:__________________________ Assigned Exam Seat:__________________ Exam Form: A Exam serial number: __________ MIDTERM II Please: Write your name on this exam. Bubble in your name, ID number, and test version on the Scantron. Leave phone number blank. Bubble in the last three digits of your exam serial number in the “SUBJ SCORE” field. Mark all your multiple choice answers on the Scantron form. Have fun! NO TALKING TO OTHER STUDENTS AT ANY TIME ABOUT ANY ELECTRONIC DICTIONARIES TOPIC. 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. You may ask the instructor or proctor to clarify a question. We will do the best we can to clarify questions without giving the answer away. This is not a test of general vocabulary. Feel free to ask about the meaning of non-marketing terms Have fun!
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2 Part I: Multiple Choice 1. Compared to Western advertising, Asian advertising tends to: (2 points each for a total of 40*2=80 or 80% of the exam). Suggested time allocation: 1.75 minutes per question for a total of 70 minutes.) 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. a. Be more holistic, emphasizing the relationship between parts of the advertisement. b. Emphasize positioning and product differentiation more. c. Emphasize benefits to the individual using the product. d. Both (a) and (b). e. All of the above. 2. According to the text, within the context of organizational decision making, a “straight re-buy” involves: a. A policy of discrimination against gay and lesbian vendors. b. A policy of ordering inventory in one or more categories regardless of whether it is needed or not. c. A decision to order the same brand from the same vendor from which this product was bought last. d. A decision to order directly from the manufacturer rather than going through distributors. e. None of the above. 3. Subliminal messages in advertising: a. Will tend to have little or no effect on the purchase of high involvement products. b. Will typically have a large effect on the purchase of low involvement goods. c. Tend to be most effective when a complex message is being communicated. d. Both (a) and (c). e. None of the above. 4. The International Product Life Cycle: a. Suggests that there will be a greater demand for bicycles in the United States than there will be in Japan.
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MT_II--F08-A - University of Southern California Marshall...

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