Exam 1 on October 2, 2008 (Version A) Answer Key

Exam 1 on October 2, 2008 (Version A) Answer Key - 1...

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1 WILLIAM H. CUNNINGHAM MKT 320F EXAM 1 (VERSION A) OCTOBER 2, 2008 Key Lectures and Chapters . The test will cover the following lectures and chapters: Nature and Scope of Marketing, Marketing Planning and Strategy, Market Segmentation, Marketing Environment, Marketing Information Systems and Marketing 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. Thursday, October 2. 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 Friday, October 3. 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!
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2 1. Which of the following is the BEST example of the micro-macro dilemma? A. Pepsi Blue sales went up, but total sales of all soft drinks went down. B. A small group of loyal consumers really like RC Cola best, but most consumers don't like it at all. C. The deposit on returnable soft drink bottles is about equal to the cost of the bottle. D. Paper cups for soft-drinks are convenient, but they often end up as litter along the highway. E. Snapple beverages are more popular in Texas than in the rest of the U.S. Page 23 2. Validity is defined as: A. the range on either side of an estimate that is likely to contain the true value of the sample. B. the range on either side of an estimate that is likely to contain the true value of the population. C. the extent to which the data measures what is intended to be measured. D. the size of the sample. Lecture: Marketing Information Systems and Research, Slide 9 3. (p. 48) It's best to think of "breakthrough opportunities" as opportunities which: A. appeal to the mass market.
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Exam 1 on October 2, 2008 (Version A) Answer Key - 1...

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