MT1--Sp08

MT1--Sp08 - 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 Spring, 2008 Name: __________________________ Signature: _______________________ Exam Form: A Exam serial number: __________ MIDTERM I Please: Write your name on this exam. Bubble in name and other information— including your exam version—on the Scantron sheet provided. Mark all your multiple choice answers on the Scantron form. Have fun! NO TALKING TO OTHER STUDENTS AT ANY TIME ABOUT ANY TOPIC. 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. 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! Part I: Multiple Choice (2 points each for a total of 20*2=40 or 80% of the exam). Suggested time allocation: 2 minutes per question for a total of 40 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. Please keep in mind that if an answer seems too absurd to be true, it probably is! 1. The competitive environment facing today’s businesses: a. Means that only the firms that offer the lowest prices for products in a given category are likely to stay in business. b. Has become increasingly intense because high quality products can now be manufactured in an increasing number of countries. c. Is relatively unimportant for firms that practice “snow-balling” in their secondary market research efforts. d. Both (a) and (b). e. All of the above. 2. Diversified Holdings, Inc., consists of the following business units: Unit (industry) Mega Corp’s market share Market growth rate Baby clothes High Low Traditional Designs (home furniture) High Low Mower Power (lawn mowers) High Low Killer Fashions (stylish clothing for serial killers) High High HipHopOnline (online sales of hip hop music downloads) High High Based on this information, it appears that: a. Diversified operates in very well balanced industries. b. Diversified is very likely to experience serious cash flow problems because its portfolio lacks “cash cows.” c. There are no “dogs” in Diversified’s portfolio. d. All of the above.
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MT1--Sp08 - University of Southern California Marshall...

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