BA 10 - Marketing - Fall 2001

BA 10 - Marketing - Fall 2001 - Hague-nine F‘nLL 20m I l...

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Unformatted text preview: Hague-nine F‘nLL 20m I l BA—io F 2001 Mod1 33-if.'y,= t. :——.—-_._, R/ 1. Retailing in other parts of the world isn’t at all the same as retailing in the US. Until recently, all except one of the following were banned for German retailers: a Happy hour because 2—for—1 drinks were illegally large discounts ' b Holding sales except twice a year and also on anniversaries of the firm’s founding that were divisible by 25 c Waiters in beer gardens accepting tips because they were an illegal gratuity Lands’ End unconditional guarantee 2. UPS has successfully competed with FedEx in Outsourcing logistics For firms such as National Semiconductor by: 'a. Matching the mode of delivery (truck, next day air, or second day air) to customers’ needs b Insisting that all goods travel by air c Sending all goods by truck because its cheaper d None of the above are true 3. Direct Promotion can be used to Inform and Remind but a It isn’t really effective . b It’s expensive C It can only be used for consumer packaged goods (.l It can’t be customized 3. Which ol‘the following is not considered as part at. Mass Mufti 3.421%":51223“ lizlllioartls TV commercials _ li-mailmarketing ti Radio ads is L}.:::.1inerizati(_)n has improved the SpL‘L‘Ll \k'lti“. which gimtls can lse shipped and dramatically lowered the costs. So for i typuai i:_:-nscn‘.er1tein bought it I't‘lllll. shipping: 2‘. i-‘.\‘ represents: - .1 about 1 percent of the “Still pr:;e l) About 10 percent ot_ the thtllli pm: e About 20 percent of the retazi priee d About 25 percent of the retail price (L The San Francisco Symphony has done good busmess selling lICl-icts over the web because: a Symphony tickets are high-value items b There are search costs associated with finding the right event c Symphony tickets are light and easy to transport - d All of the above are true BA—1O F 2001 M0d1 2 7. Some TV commercials are enjoyable for consumers and may enter into the popular culture (such as the phrase, “No, not really” from Frito—Lay’s ads). \‘Vhich of the following is most true: 2;, Ads that are popular may, or may not, increase sales in the short term b People are usually motivated to “Action”—to buy when they find an ad appealing 0 Effective ads must be part ofa successful marketing mix - d (a) and are true 5.. filial-s £9139“ - @ Many advertisements for dot.coms tried to stand out by unusual themes. Despite billions of dollars of expenditure, these promotional messages didn’t work very well in driving sales because they overemphasized one part of the conventional promotional message structure: A a- Attention (or Awareness) b Interest c Desire d Action 9'. W’hich of the following best describes an “attractive segment” according to lecture? One which is: it I {as many customers ii Served by many eXisting competitors Is actionable tl (:1) and (b) are true e 2ir1lj(e)lare true 11). \V’hich ot‘ the following best describes the illwtiriu‘fn; (ferret? it :\ tirm should do whatever it takes to mike .15 large a tirotit its possible h .-\ Firm should do whatever it takes to delight its ehstwmers C .\ tirm should delight its customers at .i profit ti .\ firm should be in as many marl-cots :15 passable ll. What is true Of- Capital Goods in lndustrtai markets? a They are completely used up in d.i;lj.' operations l) ' They usually have a very low profit margin . c Buyers may demand or specify certain product features d They have short lead times (or “Sell cycles") 12. Convenience Goods include all except which one of the following? a Emergency products ‘ b Luxury goods c Staples d Impulse goods BA-‘lO F 2001 Mod1 13. Very carefully written advertisements may help the sales of Unsought Goods but the conventional wisdom is that they are best sold by: a Sales promotion b Direct promotion 4 c Personal selling d Public relations J 14. A well-managed brand can allOW a firm to charge a high price for its products. A brand is a More important to Americans than to European shoppers A5 Essentially irrelevant to Internet shoppers c The best way to emphasize that a product is the same as a competitor’s . A shorthand for a promise between the manufacturer and the Customer 15. During the Decline Stage of the Product Life Cycle 3 firm may decide to exit from a . market. But if it remains, the key success factor is: a Product innovation 1) Expanding the channels of distribution ~c Reducing costs d Increasing mass media promotion 16. In the Intmdurtjon Stage of the Product Lite Cycle your tirm shares the market with two other competitors. During growth, several other nianuilitriirers otTt-r "t'T‘ii‘ too” orn'idiicjts .ind advertise heavily. \‘Vhich of. the following; is, true} i .1 Your firm is bound to lose iii-.irket shire l) Your firm may actually increase LlIHlS sold .t,‘ ill-1‘ li‘i‘fl’i'.’_l.".t".l pzwmiiiioii .idtis .' w consumer interest c Your Firm is bound to sell fewer units d None of the above is true I 17. \‘k'hich ot- the following is not .i rezisiiiiii‘le main-57v in Product Maiuriiy? ,' XII .i Drip Li, rice disc0untigg ii Seeking new geographic mark-2:3 c Developing product line extenszinm — d Seeking new uses For ems in; pranimts 18. Price may be used as a iqgmlwhen? it Under conditions of uncertainty b ‘ Asa signaIEQ competitors c Duriiijg New Product Development d and (b) are correct e and (c) are correct BA«1O F 2001 Med] f 19. Which of the following are problems ifwe price too low? a_fl_‘\}§/'_e\ may be unable to meet demand b We “leave-moner on'the table” lief We encourage competitors to enter the market I d (a) and (b) are correct L. e (a) and (c) are correct 20. :‘Cost plus pricing” is likely to set prices is] Too low at Introduction, and too high in Maturity b Too low at Introduction and too low in Maturity c Too high at Introduction and too high in Maturity d Too high at Introduction and too low in Maturity 21. Which of the Following is not a typical function 053. wholesaler intermediary? :1 Providing information to manufacturers b Selling to users c Providing financing (l Providing storage '22. Unlike a :i ‘M does not take title to goods 1‘ .1 Merchant wholesaler, retailer li Broker, n'ierchant wholesaler r‘ Merchant wholesaler, broker d Broker, retailer 23. \Vhen the channel otd15tr1bution is long {for example with importers, II.111¢)H'.1l .ind regional distributors) which is most likely true? ‘1 Some of the intermediaries could be cut With no etteet on the distribution sysicrli‘. b The intermediaries probably add born costs and necessary value c The intermediaries probably add costs I'Vl'tllkllll addiin3 value d The manufacturer could probably d) the slime functions better .ind cheaper 24. “just in time” physical CllSU’llJUlUH‘. could eliminate the need for :1 Trucks b Retailers 4;) \‘i’arehouses d Wholesalers 25. Personal selling is expensive, but firms use it because ifs a Adaptive b Persuasive c Effective d All of the above BA—‘lO F 2001 Modt 26. Which is true about Sales Promotion? 21 It’s typically used in Product Maturity b It is effective because it gives customers a “reason to buy” ' c More money is spent on Sales Promotion than on Advertising All of the above are true #7. Many firms fail to plan for Public Relations as part of the a Promotional Mix l) Marketing Mix c Sales Force (1 None of the above ’28. The four sets of decisions that marketing managers have to take: Price, Product, Place and Promotion are technically called a Marketing strategy b The Marketing Mix (3 The Promotional Mix d Goods, services and ideas 2‘). Which oFthe following is not likely to he the basis ot'segmentation in 11 consumer market? :1 Geographic variables such as “East {Lo-am" versus "West Christ" h Demographic variables such .is lIIL'OflM‘ . a: Product variables such as price d Product use variables such as "occasional user" nurses. “"inhiisiiist" 30. According to the text, a key success iiitttur :n _\e*.\' lir )Liutfl’ lihjvelwpment is: a (Lost containment l) Creativity i c Speed to market 7' d Already recognized brand HiltT‘fie’ 31. “Smart pricxng" involves all eztcepr‘~.1.‘hich one ot the tollowing, according to a recent .r Bminm Week article? :1 Providing high—value features that customers want 7- i - b Promoting sales of products with the highest margins 7- c Havidg very many price points within a product line . d Being prepared to engage in serious price wars with competitors 32. What is most true about discount stores, according to the NEW YORK TIMES? :1 Their goods end up as expensive as those sold by department stores [3 They are attracting customers From a broad range of income levels with attractive displays and good customer service c They primarily meet the needs of low-income customers d Like department stores, they appear to have outlived their usefulness and are in decline ____. _ __ _. _ _______ BA-1O F 2001 M0d1 6 . Tools sold at Sears stores often carry the CRAFTSMAN brand, an example of: a A national brand A private brand A stealth brand A licensed brand CLOU‘ 34. ‘féfiKXQUKUdQCtQI 3.12539; .thmflin” is a promotional (fig'npaign aimgcj at consumers. It’s an e'xarrfij'llgonfrfi': ‘ I ‘ rm x _ A 21 Push strategy ’1". ' b Pull strategy A )7 .l u r'. 35. Which mode of transportation is the cheapest? Ship (water carrier) 15. Air C. Trucking (1. Railroad . i is v ' n ; u.) c in - - _ 1i: m3 ion am wri C in w. in on i1“ ' 1 36 Th5 ' crsxo B b lbl B tor r1 ‘ * r 1’ t “B” r] i rtx‘1t10'1 section of your Scuntron. [/jyau do not awry/er 1/223 qrren‘z‘m:_._‘,m /().s'rL' [r’u'f-w'm. Val ...
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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 Berkeley.

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BA 10 - Marketing - Fall 2001 - Hague-nine F‘nLL 20m I l...

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