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Page 1 Alfred Lerner College of Business & Economics University of Delaware BUAD301 INTRODUCTION TO MARKETING FALL 2010 EXAM 1 VERSION GREEN SOLUTION SECTION I: MULTIPLE CHOICE QUESTIONS 1. Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal- Mart store. This is an example of ________. a. experimental research b. descriptive research c. secondary research d. ethnographic research e. survey research 2. Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________.\ a. buzz marketer b. experiential source c. membership group d. opinion leader e. innovator 3. Jolene's firm believes that consumers will not buy enough of its products unless the firm undertakes a large-scale selling and promotion effort. Jolene's firm is practicing the ________. a. marketing concept b. selling concept c. social advertising campaign d. production concept e. relationship concept CREDIT GIVEN TO ALL FOR THIS QUESTION 4. Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. a. perceptual defense b. selective attention c. selective attitude d. selective retention e. selective distortion 5. Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment. a. team work b. reactive c. proactive d. passive e. adversarial
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Page 2 6. Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want now has become a ________. a. demand b. transaction c. satisfier d. need e. necessity 7. Donna wants to buy a new coat. During the ________ stage of her purchase process she asked her friends to recommend a store and/or a style of coat. She searched the newspaper for coat sales, and she visited nearby stores to see what is available in her price range. a. alternative evaluation b. need recognition c. purchase decision d. product evaluation e. information search 8. Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? a. more-for-the-same b. the-same-for-less c. repositioning d. more-for-more e. more-for-less 9. Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________. a.
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This note was uploaded on 11/01/2010 for the course BUAD 301 taught by Professor Mcnutt during the Spring '08 term at University of Delaware.

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