BA 10 - Marketing - Spring 1996 - Robinson

BA 10 - Marketing - Spring 1996 - Robinson - HQRKETINCT...

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Unformatted text preview: HQRKETINCT Sf’mmcr qu Business Administration 10 The Corporation and the International Business Environment Module 4 Exam : April 15, 1996 Instructor : David Robinson VERSION B Exam Instructions: 1. Write your NAME (Last Name, First Name), Section #, and Test Version on your SCANTRON sheet. 2. You should use a “#2” pencil (NOT ink) to mark your answers on the SCANTRON sheet. 3, There are 31 questions on this exam, so budget your time accordingly. These is one “best” answer to each question. SEC# DATE, TIME PLACE GSI 101: Tues. 8-9 F320 Haas Gwynne Murphy 102: Tues, 9-10 C125 Cheit Gwynne Murphy 103: Tues. ll-12 F320 Haas Patrick Lui 104: Tues, 12-1 F320 Haas Patrick Lui 105: Tues, 1-2 F320 Haas Brad Raymond 106: Tues, 1-2 C135 Chcil Helen Cha 107: Tues, 4-5 C110 Chen Kathleen Chien 108: Thurs, 8—9 F320 Haas Helen Cha 109: Thurs, 11-12 F320 Haas Dan Dyer 110: Thurs, 1-2 C110 Cheit Dan Dyer 111: Thurs, 1-2 C135 Cheit Kathleen Chem 112: Thurs, 2-3 C210 Cheil Courtney Chandler 113: Thurs, 3—4 C210 Cheit Courtney Chandler 114: Thurs, 4—5 C1 10 Cheit Brad Raymond The black stripes on packages representing lines of code that can be read by a scanner is referred to as A. universal line charts. ,1; scanner lines. C. universal product code. D. product identification code. Flare Electronics wants to flood the market with its new solar powered cordless phone. All the stages in the product development process have been extremely o timisjic. Therefore, Flare is taking a caliuiated risk by introducing its new phone at a low pig}; in hopes of quickly building sales yglume. Flare's pricing practice is known as A. penetration pricing. B. pn'ce lining. C. pricing strategy analysis D. skimming. The promotional approach designed to motivate wholesalers and retailers to promote a producer's products to end users is called ____ strategy. A. in-house B mixed C. pull D. push Brand loyalty is measured in degrees. The level at which an individual will habitually buy a product if it is available but will experiment with alternative products is called brand A. choice. B. insistence. ' C7} preference. _D. recognition. The Johnson Ranch has been on the market for eight months. The property is listed with Team Realty, which has four months before its exclusive marketing agreement expires. The property is listed for $750,000, which means a substantial commission for Team Realty and the selling real estate office. To motivate the sale, the broker for Team Realty offers a.$5,001Lbonus to the selling agent. Which selling strategy is this? A: Pull strategy .7 B. Push strategy C Bonus strategy D Last resort strategy 6. '7. 10. 11. Which is most true of methods oftransportation: Fierce rivalry exists between truck and train trafiic Trucking has made railroading obsolete Airfieight is too expensive for shipping most goods Containerization has popularized mult-modal transportation The average mark-up method of setting prices used by some retailers: IgnOres competitive forces Is easy to use Ignores “turnover” rates All of the above F3 O'FP‘D?’ There are four stages in the [min process; the first is to define the problem. Which of the following is not one of the remaining three steps? A. Design the research B. Conduct a causal investigation C Collect data D. Analyze the data Which of the following is an example ofa convenience good or service? A. Washing machine B, Computer software C Suit @- Film deveIOping Brands that carry the label of a retailer or wholesaler rather than the manufacturer's label are called A. family brands. B. generic products. CH national brands. ,—‘ ”D. private brands. When you participate in the process, you trade something of value, usually money, for something else of value, usually a product or service. A. utility B. marketing C. possession CDT“ exchange ., 12. In the evolution of marketing, that era wherein manufacturers were generally able to sell all that they produced was called the era. A.- sales ’13. production C. total D. limited 13. The people who need or want a product and who have the money and authority to buy it are referred to as the A. consumers. B. market. ,& segment. 11):" target. 14. The process of dividing a large market into smaller subsets of consumers or organizations that are similar in characteristics, behavior, wants, or needs is called A. cognitive dissonance. ~B. market segmentation. C. organizational marketing. D. psychographics 15. The most common channel of distribution used by small pigggegs who cannot afi'ord to employ their own sales force is from _ ..-_u_g xvii?“ producer to consumer. ,4;B. producer to retailer to wholesaler to consumer. C. producer to wholesaler to retailer to consumer. D. producer to retailer to consumer. 16. In a gmte vertical marketing system, a single corporate organization controls operations. A. all distribution B. all production C. only distribution if both distribution and production 17. A good working definition of the “marketing concept” is: )3“ turning needs into wants through promotion B. " satisfying customer needs—at a profit C. focusing the energies of the firm to the market, not production D. product, price, place, promotion blended together 19. 20. 21. 22. 18. 13M sold off its typewriter business to a new venture called Lexmark. This is and example of: A. riding the experience curve B. the production mentality '5“ a way to manage the decline phase of product life cycle “5. a way to handle the maturity phase of product life cycle Which of the following is true about television commercials? KW award—winning commercials aren’t always successful in increasing sales - B. award-winning commercials are likely to produce superior profits C. commercials which people like, or which make people laugh, lead to higher profits D. commercials which are successful ofien cost more than $1 million to produce The array of products offered by a manufacturer or carried by a retailer can be referred to by the length. width and depth of products. Which statement is most true: A. This is an important part ofa firm’s promotion strategy B. Width is more important than length C. Length is more important than either width or depth D. The terms are used inconsistently by producers and channel members Salespeople who are responsible for generating new sales and for increasing sales to existing customers are called _..___.. getters. A go B. sales E: ' order D. product A potential buyer who has both the money neededug make a purchase and the authority to make a purchase decision is called—a A. canned buyer. B. sales candidate. 9.“ marketing target. D. ‘ qualified prospect. 23. Intermediaries who sell organizational users such operations are called primarily to retailgs, other wholesalers, and as governments, institutions, and commercial A channels 13. distiibutors. 9“ industrial sellers. 15. ' wholesalers. 24. In an effort to increase store traffic, rents videos, sells theater tickets, an include a gourmet coffee shop. A“ divesting. B. ' scrambled merchandising. C. product recategorization. D. wheel merchandising. 25. The process of maintaining inventories at a level that prevents stockouts and minimizes holding costs is called A physical distribution B. warehousing. Cg.- inventory control D. materials handling 26. The purpose of strategic marketing planning is to help an organization identify and create- “A. a competitive advantage. B. strategic mix. C deploy resources. widen the target area. 27. A\l Nutrition and Labeling and Education Act. B National Laboratories Employment Act. C. Pure Food and Drug Act. D President's council on product safety. 28. Products that are readily available, low in price, heavily advertised, and quickly and frequently purchased by consumers are referred to as products. ,2? _ A convenience _B. marketing C. specialty D. shopping 29. The picture of Juan Valdez on cans of Colombian Coffee and the Pillsbury doughboy are examples of A. brand marks, B. generic brands. C. national brands. D. private brands. 30. The overall strength of a brand in the marketplace and its value to a company that owns it is referred to as brand A? equity B loyalty. C. dominance. D market, 31. Mark “B” on your scantron. ...
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