SampleFinal - ugba-106 Fall 2006 Exam II I N S T R U C T O...

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ugba-106 Fall 2006 Exam II I N S T R U C T O R [P] Are “police” questions: Not important truths about Marketing, but designed to test whether you attended lecture. 1 1. In the James Patterson case we learned that there are very few “blockbuster” novels, but very many books that sell a few copies every year. Companies such as Amazon and Netflix can make good money by serving the needs of the “few copies a year” market; according to the first lecture , this is referred to as: a. Monetizing an investment b. Niche marketing c. Marketing to the Long Tail d. Earning a Return on Marketing Ans. C L1 2. “I know half of all my advertising is wasted, I just don’t know which half,” is a quotation attributed to department store pioneer John Wannamaker from the 19 th century. According to lecture: a. No modern marketer would accept this statement b. This truism is still true today c. This statement no longer applies as department stores have lost their importance as a retailing channel d. Modern marketers have to take this statement to heart, and plan their promotional budgets accordingly Ans. A L1 3. Philip Kotler defined the tasks of Marketing Management as: a. Analysis, Planning, Implementation and Control b. Metrics, Meaning and Modality c. Metrics, Measurement and Message d. Awareness, Interest, Trial and Repeat Ans. A L1 4. [P] Why did BMW sell off its LandRover division to Ford Motor Company? a. The firm made an excellent return on its investment by buying and selling LandRover b. BMW needed capital to cover the losses it had made on the Rover car company c. The firm decided to exit the 4-wheel drive market d. Ford wanted to acquire the Mini Cooper line, and would only buy it if BMW included LandRover in the sale Ans. B L1 5. The Value Proposition underlies everything that marketers do. According to this construct, customers trade Time, Energy and Money for: a. Product Value and Convenience b. Product Value and Image Value c. Economy and Image Value
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ugba-106 Fall 2006 Exam II I N S T R U C T O R [P] Are “police” questions: Not important truths about Marketing, but designed to test whether you attended lecture. 2 d. Product Features and Customer Associations Ans. B L2 Easy
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ugba-106 Fall 2006 Exam II I N S T R U C T O R [P] Are “police” questions: Not important truths about Marketing, but designed to test whether you attended lecture. 3 6. [P] Protec makes helmets in Viet Nam and they are distributed by the Asian Injury Prevention Foundation (AIPF). Beginning with almost no helmet use in VN, AIPF decided to start by concentrating on: a. Donation of helmets to university students b. Donation of helmets to primary school children c. Government crack-downs on non-helmet wearers who are involved in traffic accidents d. Making helmets in VN primarily for export to countries with better traffic safety records Ans. B L2 Easy 7. What is the relationship between the “Selling Concept” and the “Marketing Concept” as elaborated in the first chapter of the textbook and discussed in
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SampleFinal - ugba-106 Fall 2006 Exam II I N S T R U C T O...

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