BA 10 - Marketing 2 - HARuETINCr HAAS SCHOOL OF BUSINESS...

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Unformatted text preview: HARuETINCr HAAS SCHOOL OF BUSINESS UNDERGRADUATE PROGRAM Business Administration 10 The Cozpom don and the In temationa] Buszhess En vironment Exam for Module 1 Instructions 0 Books and notes away; please do not talk Do not open the exam until you are told to begin You need a Scantton 882 ES and a #2 pencil; if you are without either, raise your hand While you are waiting to begin, enter the following on your Scantron: Name: LAST, First M. Subject: 1234-5678 your Student Identification Number TestNo.: {A, B, C, or D} This is the test version— you won’t know this until you open the test Date: (1, 2, etc) This module number Hour: Your Section number: Section Day Time Room Instructor 101 Tu 11:00 F320 Plotkin 102 Tu 12:00 F320 Plotkin 103 Tu 1:00 F320 Bohan 104 Tu 1:00 C110 Smith 105 W 1:00 F320 Smith 106 W 2:00 C110 Adao 107 W 3:00 C110 Adao 108 Th 11 :00 F320 Rotman 109 Th 12:00 F320 Kilty 110 Th 12:00 C125 Rotman 111 Th 1:00 F320 ___Kilty 112 Th 1:00 0125 iBohan 113 Th 2:00 C110 Kentish 114 Th 3:00 C110 Kentish 13ml: LMTnMQQEFSb Must: bebfiPQU/“ES” sud-"ma - FORM No.882-ES Exge'j’ggm T0 REORDEFI CALL & 0-722-6876. CANADA 1-800-263-3338 sumac: [DATE " (,1,’7;,0(0r5 seeiog n‘unlln" n‘lnn onlfi'ljlnn'iil'gluri'nna'n' “People (or businesses) with unsatisfied wants who have the resources and willingness to buy” [p390] is a definition of: a. A customer b. A market segment c. A target position d; A market In lecture, a tape from AAA featured young children playing and discussing insurance. Although clever advertising may help, the conventional wisdom for unsought goods is that they are best sold by: a. Sales promotion, such as coupons b. Personal Selling c. Public Relations (:1. No promotion because they are unsought Which is true of brands? They represent a promise between seller and consumer a. * b. They are a way to differentiate similar products c. They are a short-hand for the value offered in a branded product d". All of the above effect was: a. An immediate increase in Eveready sales iii. A paradoxical increase in sales for Duracell No effect on either Duracell or Eveready Most viewers hated the commercials P- Which is most true about “lovable” TV ads? a. Award—winning (lovable) ads don’t necessarily translate into increased sales b. Consumers buy more when they like the ads c. There is always a negative correlation between “liking” and sales d. Lovable ads are always more expensive to produce 11. According to lecture, which is true of New Product Development? a. American firms are quite successful at it b. The rule “90 percent ofnew products fail” still holds true i c. Most firms have too many ideas \ a and c are correct 12. (Dgflimltj The text suggests that the “Product Life Cycle” is a purely theoretical construct, but the position taken in lecture was: a. The concept has important practical applications in fine—tuning the Marketing Mix b. The concept has important practical applications in deciding whether or not to apply the Marketing Mix c. It can be applied if you understand that all life cycles are quite short d. It can be applied if you understand that, in practice, all life cycles are quite long 13. Harvard University makes about $1M a year from licensing its name on products sold in countries such as Japan. The chief motivation for this is: a. To recruit international students b. To prevent their trademark from lapsing c. To earn extra scholarship money cl. To gain “share of mind” over Yale and the other “Ivies” 14, Which two pricing strategies are associated with new product introductions? a. Target pricing and customary pricing b. Adaptive pricing and uniform pricing c. Price—line pricing and cost-oriented pricing Penetration and skimming 15. Cost-based pricing has the disadvantage that the prices set may be: a. Too variable b. Too low c. Too high (:1. Below the costs of production A “merchant wholesaler” a. Takes title (owns) the goods they handle b. Will sell goods at retail c. Is the same as a “rack jobber” d. Is a broker 22. Which type/s of mass media advertising makes it easiest to reach local groups of customers? 3. Magazines b. Billboards c. Radio d. b and c 23. Value pricing became popular in the late 805 and early 905. According to lecture, it consists of: a. Being the low—price leader b. Pricing a bundle of items frequently purchased together at a price which consumers think is “fair” c. Framing or “bracketing” other prices All of the above 24. Which is most true of “intermediaries” in channels of distribution? a. They reduce the number of transactions b. They provide information c. They add costs without adding value d. aandbare true 25. Why do marketers consider the storage of goods during physical distribution to be a bad idea? a. Storage doesn’t add value b. Storage is expensive While goods are in storage, they can be damaged All of the above 9- 31. 32. 33. 34. 35. The “Marketing COncept” is a business philosophy which states that: 3. Firms should focus on what customers want rather than making a profit [3. Firms should Focus on customers and profitability c. Ensuring a profit for the firm is a distraction from pr0viding customer service (:1. Firms should develop products which please the largest number of people Research reports that are already published are called: a. Primary data b. Qualitative data c. Secondary data d. May be either Primary or Secondary data, depending on who pays for them Which statement is true about Business-to-Business markets? a. They tend to be geographically concentrated b. There are more customers than in consumer markets c. They are more likely to be swayed by gifts and entertainments d. None of the above is true Which is most true of packaging? a. Most packaging serves no Function b. It is difficult—but possible—to package services (For example, by using uniforms for staff) c. Changing packaging can change a product d. b and c are correct This is version B. Be sure to fill in answer -B- for this question and enter the letter “B” in “Test No." on the identification part of your Scantron ...
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This note was uploaded on 04/01/2008 for the course BUSINESS 10 taught by Professor Robinson during the Fall '01 term at University of California, Berkeley.

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BA 10 - Marketing 2 - HARuETINCr HAAS SCHOOL OF BUSINESS...

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