BA 10 - Marketing - Fall 2003 - Robinson

BA 10 - Marketing - Fall 2003 - Robinson - it Art 70 OF...

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Unformatted text preview: it Art 70 OF BUSINESS f Mm, 7:117 ugba-10 Principles ofBusiness September 2003 Module 1 Exam: Marketing—Delighting Customers David Robinson _/ Instructions This is an exam——please do not talk Section A 10-101 10-102 ' 10-103 10-104 10-105 10-106 10-107 10-108 10-109 10-110 10-111 10-112 10-113 10-114 10-115 10-116 10-117 10-118 , Your books and notes must be put completely Do'not open the exam until you are told to ' Keep‘the questions when you leave a c ' You need a Scantron 882 ES or E . . if you are without e / While you are waiting t Nama Subjech Test No.: Date: Ilour: Day Time Mon 1 Mon 2 Tue 9:30 Tue 9:30 Tue 9:30 Tue 11 Tue 2 Tue 3 Tue 4 Tue 4 Tue 5 Tue 5 Wed 4 Thu 9:30 Thu 9:30 _ Thu 9:30 Thu 2 Thu 5 9: LAST, First M. 1234—5678 your Student Identification Number (A, B, C, or D} This is the test version—you won’t know this until you open the test .Your Section number: Room Ch 125 Ch 330 * Ch 125 Ch 135 ' Ch 210 Ch 110 Ch 325 * Ch 325 * Ch125 ‘Ch135 Ch 135 Ch 125 Ch 230 Ch 125 Ch 135 Ch 210 Ch 110 Ch 110 etc) Instructor Earne, Julie Earne, Julie Corantis, Irene Granville, Gideon Belk, Jonathan Natsch, Heather Bossut, Nicolas Winslow, Jennifer . Winslow, Jennifer Hall, David 'Hall, David Jackson, Taylor Bossut, Nicolas Granville, Gideon, Belk, Jonathan Corantis, Irene - Natsch, Heather Jackson, Taylor Make sure yoUr family name comes first! ’k/«K aise yo 111' band n, enter the following on your Scantroni This module number (101 118) ugba-1O Module 1 . 1 1. 'Which one of the following is not usually considered part of the Marketing Mix? a. Product ‘ ~ b. Price c. Promotion Position 2. You go shopping for cosmetics and will only accept CLINIQUE brand products even if it means you have to drive to Walnut Creek to make the purchase. Clinique’s goods should ' be treated as what class of consumer goods by the manufacturer? /a./ Convenience b. Shopping @ Specialty ' zd.’ Unsought 3. One of the following is a typical example of an Unsought G9_gd:__which one? 6a? Life insurance- I ‘ # i” b. Tickets to Cal football games c. BMW Mini Cooper automobiles d. San Pellegrino Mineral Water 4. What is true of the Product Life Cycle? 43; It causes manufacturers to price their goods too high It’s hard to predict at any moment in time whether a product class will have a long or ,__.,short lifespan fl Some classes of goods go through only two of the four stages d. None of the above is true ' 5. Flat panel screens are moving into the Growth Stage from the Introduction state of the Product Life Cycle; what would you expect to observe? a: Fewer stores carrying flat panel screens ,b; Manufacturers dropping out of the market in the face of increased competition More manufacturers entering the market Prices rising sharply ~ 6. r The strategy of adding new claims for existing products (for example, that baking soda is useful not only for making cakes but also for dealing with unpleasant odors in efrigerators) is most likely to be used in what stage of the Product Life Cycle? a., Maturity . Introduction c. Decline ' d. Growth 2 ugba-1O Module 1 7. Your boss, the Vice President of Marketing listens to your quarterly report and comments: “You’ve left money on the table!” This criticism means: a. You priced goods too high b.\ You produced too many goods 6,){ou priced goods too low ' 4f 7 d. Your goods didn’t have the features that customers wanted ‘2 0 Wt’a " ' ‘ new bus service takes students directly from UC Berkeley to Orange County on week- ends during the semester. The bus company has pretty much the same expenses for each trip, no matter how many students board the bus. You would recommend what pricing st gy? ‘ a . Skim pricing fr”) @enetratiOn pricing c.- Price lining d. Psychological pricing 9. A firm is designing a new car, and preliminary engineering estimates suggest that the costs will require the firm to sell it for at least $27,000 if it is to make a profit. The manager in charge tells the engineers: We have to bring this in under $20,000 or else at the $30,000 price point.” The manager is practicing: ,a. Psychological Pricing , b. Discount Pricing . ,, ~c. Odd-even Pricing @Price Lining Intermediaries in a distribution system provide which of the following functions? a. Storage v v — a 13' 1:133:13" W5 >svmu e r WWW All of the above ’ 11. Containerization has dramatically /a./Increased the cost of shipping because containers require huge cranes at ports @PReduced the cost of shipping because goods can be shipped inter-modally ‘5‘" I I l I /Increased the cost of shipping because the containers are expensrve to make /d'./ Reduced the cost or shipping because most goods travel by truck now 12. ' The Promotional Mix is a classification of the activities that a firm can use to communicate with customers. How many elements are there in the Promotional Mix? _ a. One b. Three ~ .5 P n I F our t; P (#1,. [J i i Five ugba-1O Module 1 I 3 13. This form of Promotion is important for Industrial Capital goods and Unsought Consumer goods: > . @ Personal selling b. Package inserts _ ' c. Bus bench advertisements d. Inserts in sunday newspapers 14. What is true of Sales Promotion? ‘ a. It’s common in product Maturity \/ - x b. It is designed to promote brand switching \/ There’s more spent on it than on mass media advertising \/ c. I All of the above are true 15. Accordin to lecture Direct Promotion is most useful for. 2/. Persuading people who’ve never bought from the firm to buy for the first time I b. Providing reminders to existing custOmers V/ c. In combination with a special offer (Sales Promotion) v d. A and B are true B and C are true 16. ' When consumers make a purchase, they make a trade of money, time and energy (or « » {W‘ "”“‘ ’ search costs ) for: a. Product value 4/ b. Image value J . c. Scarcityvalue and B are correct e. _A and C are correct 17. Marketing managers define a market and then cut it up. The Marketing vocabulary c. Positioning d. Placement 18. A marketing manager decides to a new non- carbonated drink as “refreshing” and decides not to emphasize that it is 90 percent real fruit juice. ,a: Target Place Segment /Position ‘ Paid/{lgggggmaLcommunication between a firm and its customers is called: “I "Direct Mail » _ _ b. Public Relations . - - > ,_ >7 Pubhcrty / Mass Media Advertising \V ?o\f\£€v W ' “Xx/Vb ‘ 25. 4 ugba-10 Module 1 Experts in promotion recommend that there should be no promotional expenditure without: /a/ The assistance of an advertising agency ads as part of the plan . (9A plan to measure the effectiveness of the promotion d. ,Discount coupons as part of the Promotional Mix 20. When consumers are faced with competing offerings from different producers, they have to evaluate the alternatives. There are several factors that influence the purchase deCiSiOH, including aflgccptxmichmliof the following (according to the text)? a. PSyCholqgical factors W wwww w @Political factors c. Social faCtors d. Culturalfactors 21. 22. Organizational (B2B) buyers are more likely than consumers to (according to the text) [There are only two choices]: . Develop long-term buying relationships . To buy one-time . 23. Sophisticated marketing companies collect transaction data from their customers in a database called a ahta mflggg Of course, a list of thousands of sales is not much use (according to the text) without something to detect patterns of buyer behavior which is known as: ‘ owl-a? Data integrity / 1 Data dumping c. «5 Data mining y/df/ Data compression 24. Many companies practice “smart pricing”— varying their prices according to demand. This has worked well, in general, but backfired (caused a negative consumer reaction) in one famous case, according to a recent Business Week article: Amazon charges more for books than other on-line retailers /b/fArchstone Communities dropped rents at some of its apartment complexes “c. Coca Cola considered charging more for drinks from vending machines on hot days a . '1 Ford Motor Company made more moneyin 1999 by selling 420,000 fewer small cars The San Francisco Symphony partnered with a Berkeley company, TicketWeb, to make an on— line ticket buying website. According to a recent article, the result was: m,th XIX disaster: people won’t byan product like a symphony concert overthe Internet . A disaster. People won’t buy high-priced goods over the Internet [2 A success: A 65 percent increase in sales (1. A success becauseonline prices were substantially cheaper than prices at the box office ugba-10 Module 1 - 5 26. e-Bay Motors has emerged as a major player in the used car market. The on-line .47 i or, - uction site has become successful by: . 1/ 0 V“ j ncouraging used car dealers to use the site for older inventory (cars that have been V n-their lots for more than 45 days) /b./ ‘ Promising to put used car dealers out of business /c./ Limiting transactions to in-state sales for automobiles d. None of the above 27. German retailers are more constrained than those in the US in the type of promotional activity that they can engage in. Which of the following have been ruled impermissible activities by German courts or regulators? a. Quelle (a retailer) was not allowed to advertise that it planned to donate a percentage of sales charged to it’s VISA card to AIDS research \/ b. American Express was not allowed to advertise its awards points program c. Lands’ End was not allowed to advertise its unconditional guarantee @All of the above have been ruled impermissible. AFLAC is a company that sells supplemental disability insuranCe. In the last few years, it’s been running TV commercials featuring a talking duck. The effect of these ads has been: /a.//Salespeople_have been so embarrassed, they’ve been quitting the company, and it’s -' , hard to recruit new people Sales are up 29 percent— double the previous growth rate c. Sales have dropped dramatically , ,dQ Sales are essentially flat, despite 1005 of millions of dollars of ad expenditures ‘ 29. Advertisers have to break through “clutter”—— the abundance of advertisements from Ace/9‘, other companies. According to a recent WALL STREET JOURNAL article, US magazine awim on f , 'tors have had which problem: - . d Advertisements are becoming increasingly sexually explicit to the point that they may “6 violate the tastes of magazine readers \/ - Advertisers refuse to buy ad space because of the clutter problem / Advertisements are becoming increasingly political to the point that they may upset ' ( conservative magazine readers \/ ' /d./VAdvertisers want to buy more ad pages than a magazine can hold o 30. What is true concerning advertisements (ads) that consumers say they like? a They may— or may not—5 increase sales ' . They never drive an increase in sales /c/”The most popular ads increase sales the most /d./ There’s a negative correlation: Surprisingly, people buy more when they hate the ad 731. This is version B; bubble in -B- for this question and write “B” in the identification section of your Scantron. If 3014 do not amuer Ibis quasziorz, 3m lose tlaepoinz; ‘ No exceptions ...
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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 - Fall 2003 - Robinson - it Art 70 OF...

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