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

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

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1 WILLIAM H. CUNNINGHAM MKT 320F, EXAM 1 SEPTEMBER 29, 2009 VERSION A (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. 210) Data that has been collected or published already is: A. primary data. B. free. C. franchised data. D. secondary data. 2. (p. 212) Which of the following statements about doing a situation analysis is correct? A. There is very little government data on business and commercial markets. B. Doing a good situation analysis is usually much less expensive than collecting primary data. C. There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required. D. All of the above are true. E. None of the above is true.
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2 3. (p. 97) "Good" market segments are those that are: A. homogeneous between. B. heterogeneous within. C. operational and substantial. D. international in nature. 4. (p. 85) Which of the following types of products is LEAST sensitive to environmental changes, according to the "continuum of environmental sensitivity"? A. Industrial products. B. Commodity-type consumer products. C.
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Exam 1, September 29, 2009, Version A (with answers) - 1...

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