Exam 1, September 29, 2009, Version B (with answers)

Exam 1, September 29, 2009, Version B (with answers) - 1...

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1 WILLIAM H. CUNNINGHAM MKT 320F, EXAM 1 SEPTEMBER 29, 2009 VERSION B (KEY) Lectures and Chapters . The test will cover the following lectures and chapters: The Marketing Environment, Nature and Scope of Marketing, Marketing Planning and Strategy, Legal Aspects of Marketing, Market Segmentation, Marketing Information Systems, and Marketing Information Systems and Research, as well as chapters 1, 2, 3, 4, & 8. Questions During Examination . The teaching assistants have been instructed not to answer any questions during the examination on any specific test questions. It is unfair for one student to receive advice from a proctor when the rest of the class does not receive similar information. Posting Exam and Answers . The examination and correct answers will be posted on the Web site by 1:00 p.m. Tuesday, September 29. Please note that in the questions on the answer key that will be posted there is either a page number from the text or the title of the lecture and slide number which indicates where the question originated. This information will be useful to you when you review your answers. If you feel that any questions are incorrect, you need to correspond with me by e-mail by 2:00 on Wednesday, September 30. You must provide rationale for why you feel another answer is correct. We must enforce this deadline so we can post the grades in an expeditious manner. You may mark on the examination and you are welcome to take this exam with you after you are completed. Advice . There are no trick questions on this examination. Always select the best answer to the question. Read the question slowly and then eliminate the wrong answers. You should then be in a good position to select the correct answer. Good luck! 1. (p. 202) Procedures that develop and analyze new information to help marketing managers make decisions are called: A. strategy planning. B. operational planning. C. analytical research. D. marketing research. 2. (p. 33) _____ is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. A. Strategic (management) planning B. Target marketing C. Mass marketing D. Resource allocation
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2 3. (p. 15) Which of the following is the BEST example of management thinking during the "production era"? A. "The more we advertise a product, the more we can sell." B. "We need to increase our sales effort—to sell what we can produce." C. "If we can produce it, customers will buy it." D. "We need to be selective and produce what customers want." E. "The lower we price a product, the more we can sell." 4. (p. 47) _____ help innovators develop hard-to-copy marketing strategies that will be very profitable for a long time. A.
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Exam 1, September 29, 2009, Version B (with answers) - 1...

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