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Sample Midterm--Sp09--key

Sample Midterm--Sp09--key - University of Southern...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2009 SAMPLE MIDTERM Part I: Multiple Choice. On the actual exam, a Scantron® sheet will be provided. All answers should be marked on the Scantron® sheet. 1. The Boston Consulting Group Matrix: a. Suggests that a business is best off by having only business units falling into the “star” category. b. Classifies business units based on market share and market growth. c. Suggests that a company must have at least twice as many “dogs” as “stars.” d. Is obsolete today because it fails to include the category of “credit card pigs.” e. Both (a) and (b). 2. The idea discussed in class for potentially making it profitable for the tobacco industry to reduce the amount of product sold involves: a. Exemption from laws that generally prohibit competing firms from getting together to set prices (collusion). b. The idea that the tobacco firms would immediately give up their trademarks in return for tax breaks. c. Increased taxes on tobacco sales at the Federal, but not state, level. d. Both (a) and (b). e. Both (b) and (c). 3. The research on sustainability : 4. As a source of secondary market research, firm web sites: 5. The most effective way to stop a charging rhino is to: a. Cancel its credit cards.
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2 6. In general, marketers should try to:
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