BUAD301+-+Fall+2010+-+Exam+1+-+Version+Yellow+-+Solution[1]

BUAD301+-+Fall+2010+-+Exam+1+-+Version+Yellow+-+Solution[1]...

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Page 1 Alfred Lerner College of Business & Economics University of Delaware BUAD301 INTRODUCTION TO MARKETING FALL 2010 EXAM 1 VERSION YELLOW SOLUTION SECTION I: MULTIPLE CHOICE QUESTIONS 1. 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. need recognition b. information search c. alternative evaluation d. product evaluation e. purchase decision CREDIT GIVEN TO ALL FOR THIS QUESTION 2. 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. selective retention b. selective attitude c. selective attention d. selective distortion e. perceptual defense 3. Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies? a. differentiated b. geographically dispersed c. mass d. undifferentiated e. concentrated 4. Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________. a. growth opportunities b. key customers c. new products d. target markets e. suppliers 5. 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. secondary research b. ethnographic research c. descriptive research d. survey research e. experimental research
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Page 2 6. Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________. a. strategy b. product portfolio c. market niche d. market positioning e. target markets 7. 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. membership group c. opinion leader d. experiential source e. innovator 8. You are directed to study the factors that are larger societal forces that affect your company– demographic, economic, natural, technological, political, and cultural. What are you studying? a. the microenvironment b. the global environment c. the marketing mix d. the macroenvironment e. the marketing environment CREDIT GIVEN TO ALL FOR THIS QUESTION 9. Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? 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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BUAD301+-+Fall+2010+-+Exam+1+-+Version+Yellow+-+Solution[1]...

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