BA 10 - Marketing - Fall 1996 - Robinson

BA 10 - Marketing - Fall 1996 - Robinson - anuenmu FALL...

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Unformatted text preview: anuenmu FALL temp HAAS SCHOOL OF BUSINESS UNDERGRADUATE PROGRAM ! Mo Business Administration 10 7713 Corporation and the International Business Environment Module 3 Exam Dr. David Robinson Section Time/Place Graduate Student Instructor (GSI) 101 Tue 8- 9 F 320 R. Bernardo 102 Tue 8 Ch 210 K. Billings 103 Tue 11 F 320 J. Schappaugh 104 Tue 12 F 320 I. Schappaugh 105 Tue 1 F 320 K. Billings 106 Tue 2 F 320 C. Rimer 107 Tue 3 F 320 C. Rimer 108 Thu 8 F 320 R. Bernardo 109 Thu 11 F 320 I. Duffy 110 Thu 12 F 320 1. Duffy 111 Thu 1 F320 M. Sanford 112 Thu 2 F 320 M. Sanford 113 Thu 3 F 320 Y. Galaxidas 114 Thu 4 F320 Y. Galaxidas ———-—-——-——____.._______________ Do not open this exam until you are told to begin. Janelle has developed a new line of exercise clothing which she plans to promote at aerobics studios. By focusing on people who work out, Janelle is segmenting the market on the basis of characteristics. 1. a. demographic {ED behavioral o. psychographic d. benefit Y "2'; Positioning in marketing is best described as: proper placement on retailers' shelves. using the marketing mix to create a unique image of a product. using market segmentation to place a product in the best possible position. appropriate pricing in relation to competitive products 52-“? .0“ 9° 3. In the late nineteenth century the railroads were the dominant transporters of freight in the United States. If one had asked them what business they were in, they would have responded, "We haul freight!" Because of this attitude, they almost completely missed out on lucrative passenger transport opportunities. It has been said that they suffered from: a. lack of ambition. b. competitive short-sightedness. c. mismanagement. kl. marketing myopia. 4. There is “no such thing as Mass Marketing” because a; K-Mart is losing out to Wal—Mart Cb." Target marketing better meets customers’ needs 0. All products only appeal to Niche Markets d. Mass Markets ignore small towns and rural areas g- ' A successful luxury good strategy involves a. A ”product” that works better than competitors’ b. Heavy use of brand promotion ‘/ ,C' Widespread distribution (“place”) 3 All of the above 6. Place as an element in the marketing mix refers to the: a. place the product occupies on retailers' shelves. b. effective placement of advertising. é) process of distributing the product. (1. place the product occupies in the marketing mix. ,7 Danielle owns and Operates an independent business. She maintains her own displays in a number of grocery stores, where she takes inventory, restocks the shelves, and bills the retailers only when her goods sell. Danielle is a(n): a. limited-service wholesaler. (:3 rack jobber. 0. agent. d. broker. 8. An army base near Eric‘s home town is soliciting bids for a construction project. Eric bids on the project. However, if he wins the bid, he will need to buy building materials. Such materials are considered products. a. specialty 6, industrial * c. shopping (1. commercial 9. John Maynard Keynes, the influential English Economist, declared in the 1930’s "We have now solved the problem of production.” Which is most true to say in the 1990's? a. We have solved the problem of Promotion b. We have solved the problem of Pricing c We have solved the problem of New Product Development '- (Q: We have solved the problem of Distribution. 10. If Thuy Dang buys a new Toyota 4—Runner because of its beautiful lines and style, her purchase is providing utility. F a: form b. time c. information (1. ownership ‘Ii WIDE Kurt gets information from the latest census for use in his company's research on potential customers, he is gathering data. Ci? secondary 5%? primary c. informal d. market survey 12. Which of the following is NOT one of the four steps in bringing a new product to market? a. commercialization (@ maturity c. idea generation and screening d. concept development 13. The Copper Rivet specializes in young men's casual wear. It carries a wide variety of the most popular pants, shirts, and accessories for its target market men between the ages of 15 and 21. This type of retail outlet is a store. a. department b. convenience @ specialty ,. d. discount [email protected] In choosing between advertising media (such as network TV ads, neWSpaper ads or ‘ billboards) which of the following is the best summary: a. Most products work best on only one medium Q All products need several media in the promotional mix L9”: Research points to a fixed ratio of ad dollars for each type of media d. There is more art than science to media selection 15. Within the marketing objectives of promotion is the sequence of events known as AIDA, which is an acronym for: action, interest, delivery, and attitude. attention, intention, decision, and action. attitude, information, desire, and attention. awareness, interest, desire, and action. @9 .010: $613061 would like to market his new cologne throughout the United States, but he is ‘ conservative by nature and he has noticed that much larger companies do not always hit the market with such a big "splash." He decides to try it in his own state first and then move into surrounding states, eventually covering the nation. This type of marketing strategy is called a: a. market test. b. product launch. @rollout. (1. partial distribution. [1717 The most frequently over-looked part of the promotion mix is Q Personal Selling b, Public Relations 0. Sales Promotion d. Promotional selling 18. Always the practical joker, Chi wants to buy an exploding cigar for his uncle's birthday. He finally locates one after checking with most of his city's gag shops. Such a gift would be considered a(n) product. unsought specialty shopping convenience 9.06339 19. In what stage of the product life cycle are profits the greatest? decline introduction a. b_. @ growth . maturity 0. Ch (i Q annels of distribution for services tend to be: 1 a. short and indirect. b. long and direct. (E) short and direct. d. long and indirect. \ l . Retailing is dead and hog-store commerce on the Internet will predominate a; . a. b. The role of wholesalers are mtermediaries’qas been completely eliminated ((9 Department stores still have a place and ”Category Killers” are increasingly d. éLjWhich statement is most true of retailing in the 905: important Department stores will fade away completely as ”Category Killers” become more important 22. An independent sales representative who works for several companies that manufacture related but noncompeting product lines is called a(n): a. full-service wholesaler. b. limited-service wholesaler. manufacturers’ agent. C @-’independent agent. 23 The communication objectives of promotion include all of the following EXCEPT to: a. inform. b. remind. @ compete. d. persuade. 24. The greatest difference between publicity and advertising is in the: 3. amount of topic coverage. b. geographic area covered by the media. 0. promotional value. @ control over content. 25. It’s the job of Marketing Managers to a. Come up with insanely great product b. Come up with great ideas for advertising campaigns c. Coordinate the functional areas of the firm Coordinate the Four P’s of the Marketing Mix 26 Which is most true of the four stages of the Product Life Cycle: @ ”maturity” can last for decades or just a few years b. Some products skip ”maturity” and go straight to ”decline” 0. They only apply to consumer products (I. There are no good strategies for handling ”decline” 27. The chief problem with using a fixed markup in a retail store is (a? It fails to take account of competitors’ prices b. It fails to take account of fixed costs 0. It is difficult to administer d. It is incompatible with POS terminals 28. Relationship marketing is accomplished by taking a personalized approach to: a. short-term sales. b. social responsibility. employee participation. rd: customer retention. \_4-‘ 29. The four P5 of marketing are: a. publicity, price, place, and promotion. ”:5/ product, price, place, and promotion. C. product, profit, price, and promotion. d. product, price, performance, and promotion. 30. A market consists of customers who have a need for a product and a. A place to shop for it 13 A place to store it ’ c. The money to buy it (1. The right demographics 31. Mark “C” on your scantron. ExamVeffiiou A—E’s, (1,37 ()ésmumou' FORM N0 882- ES T0 REORDER CALL 1 800- 826- 71 95. CANADA'l -300- 263- 3 38 NAME Laval: Fir‘ob ‘ SUBJECT 5P: . l 0 TEST 7 i C Section it 6-3- (0% ...
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