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Sample Midterm--Sp09

Sample Midterm--Sp09 - 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, 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 d. Is obsolete today because it fails to include the category of “credit card pigs.”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 : a. Clearly suggests that most firms that act responsibly tend to be considerably more profitable than are firms that act in less socially responsible ways. b. Suggests that, in practice, the behavior of firms has very little impact on society. c. Suggests that sustainability has been a successful practice in Western U.S. states, but not in the East or Midwest. d. Both (b) and (c). e. None of the above. 4. As a source of secondary market research, firm web sites: a. Usually contain information of the same quality and reliability as that available in periodicals databases such as Lexis-Nexis. b. Contain information that is similar in quality to that of periodical databases, but are not as well indexed. c. Usually contain high quality information if created in the U.S., but often contain poor information if created outside the U.S. d. Should not be viewed as a reliable source of objective information. e. None of the above. 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: a. Capture as large a share of the total market as possible by making a product that appeals to as many customers as possible. b. Attempt to compete only in high growth markets. c. State their plans in terms primarily in terms of profit levels. d. All of the above. e. None of the above. 7. According to the text, a study on the effects of the retention and loss of customers suggested that: a. Since the market place is dynamic, firms are usually better off losing some customers since efforts can then be devoted to seeking out customers who are more profitable. b.
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Sample Midterm--Sp09 - University of Southern California...

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