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SampleFinal--Sp09--key - University of Southern California...

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University of Southern California Marshall School of Business BUAD 307 Marketing Fundamentals Lars Perner, Ph.D., Instructor Spring, 2009 SAMPLE FINAL EXAM Part I: Multiple Choice. Please select the best answer for each question. 1. Determinants of the suitability of a product for being sold online include (but are not limited to): a. Value-to-bulk ratio. b. The ability of the consumer to be able to evaluate the quality or fit of the product based on its online description. c. The extent of any customization needed. d. All of the above. e. None of the above. 2. Within the process of new product development, the idea generation stage is intended to: a. Assure that there is enough electrical power in the firm’s headquarters to allow employees’ computers to work without interruption. b. Identify possible new products that the firm might consider developing. c. Eliminate those ideas which, after extensive financial analysis, turn out not to be profitable. d. Both (b) and (c). e. None of the above. 3. The “promotion signal” involves: a. The tendency of most consumers to suspect that products which are frequently advertised are of low quality. b. Thetendencyofmostconsumerstorejectclaimsmadeincomparativeadvertisements. c. The tendency of some consumers to select a given brand because it is on sale without evaluating whether the sale actually involves any significant savings. d. The mechanism behind collaborative filtering. e. None of the above. 4. Which of the following new firms is most likely to face a “chicken-and-egg” problem? a. A new neighborhood convenience store. b. A manufacturer of low carbohydrate ice cream. c. A new online site that matches employers with job applicants. d. A new color inkjet printer which uses less ink to print a picture of the same quality as existing printers. e. A manufacturer of vitamin enriched chicken feed.
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5. In the new product development process: a. Business analysis is usually done before test marketing. b. Onlyproductsthathavesurvivedextensiveanalysisarelikelytoreachthe commercialization stage. c. It is more difficult for a product to survive business analysis than it is to survive screening d. Both (a) and b). e. All of the above. 6. In most cases: a. Firms can save a great deal of money by selling directly to customers rather than going through retailers and wholesalers. b. Retailers and manufacturers tend to have the same preferences as to how a product should be priced. c. Parallel distribution structures are used primarily to sell skis. d. Both (a) and (b). e. None of the above. 7. Genericide involves: a. The tendency of generic products and regional brands to approach the quality of name brand products so that the name brand products no longer have a significant point of difference. b. The tendency of consumers to dislike generic products.
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SampleFinal--Sp09--key - University of Southern California...

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