MRTK5815FINAL - MBA MARKETING 5815 FINAL EXAM GENE LANDRUM...

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MBA MARKETING 5815 FINAL EXAM 1. DOES A MISSION STATEMENT DESCRIBE YOUR PRODUCT AND THUS IS MEASURABLE? A. YES B. NO 2. MARKETING MUST FILL WHAT THREE NEEDS TO BE MOST EFFECTIVE? A. NEED, $, OPPORTUNITY B. NEED, DESIRE, ABILITY C. NEED, TARGET MARKETS, FUNDING D. $, DEMAND, BRAND AWARENESS 3. USING THE METAPHOR OF PICKING FRUIT, WHICH IS BEST IN SALES/MARKETING? A. PICK IT ALL B. THE JUICIEST IS ON TOP C. LOW FRUIT D. DOESN’T MATTER 4. ACCORDING TO DR. GENE HOW MUCH OF SALES DO YOU SPEND ON LAUNCHING A NEW PRODUCT? A. 2.5% B. 5% C. 10% D. 25% 5. MARKETING IS MOST SYNONYMOUS WITH WHAT ONE WORD? A. ECONOMIES OF SCALE B. SELLING C. HYPING D. COMMUNICATIONS 6. THE CONCEPT OF “PULL” IN MARKETING MEANS WHAT IN TERMS OF SELLING? A. MAKING A SALES PITCH B. ADVERTISING C. PR D. WEB SITES 7. DR. GENE SAYS STARBUCKS IS IN THE COFFEE BUSINESS ONLY? A. TRUE B. NOT TRUE 8. WHAT IS THE MEANING OF THE TERM ‘SWAG’ ACCORDING TO DR. GENE & EXPERTS? A. SO WHAT ADS GO B. SCIENTIFIC WILD ASS GUESS C. SEE WHAT ACTUALLY GOES 9. IS IT EASIER TO GET 25% OF A NEW MARKET OR EXPAND YOUR MARKET BY 25% MORE? A. A NEW MARKET IS EASIER B. STAY WITH YOURS C. IT MAKES NO DIFFERENCE 10. A 30-SECOND VERBALIZATION OF YOUR IDEA OR PRODUCT IS CALLED WHAT? A. FAST BS B. ELEVATOR PITCH C. MEDIA BLITZ D. SALES SLOGAN 11. A. NO WAY B. YES 12. IS IT OKAY TO USE GRAPHIC ILLUSTRATIONS IN A FORMALIZED THESIS OR BUSINESS PLAN? A. YES, ACCORDING TO DR. GENE B. NO AS IT VIOLATES EDUCATIONAL DOGMAS 13. WHAT % OF SALES ARE MADE TO PEOPLE BECAUSE THEY LIKE THEM? A. 20% B. 40% C. 60% D. 80+% 14. GENERATION “Y” ARE ALSO KNOWN AS WHAT AS A MARKETING COHORT IN THE US? A. BABY BOOMERS B. MILLENIALS C. TRADITIONALISTS D. YOUNG GEN X’RS 15. ARE WINE TASTE TESTS VALID IN TERMS OF WHETHER A WINE IS GOOD OR BAD? A. PEOPLE ARE MISLED BY LABELS B. PEOPLE KNOW WHY THEY LIKE WINES C. PEOPLE LIE 16. APPROXIMATELY WHAT PERCENT OF ANY COHORT IS LABELED INNOVATOR + EARLY ADOPTER BY THE ROGER’S DIFFUSION THEORY? GIVE THE COMBINATION OF BOTH. A. 3% B. 34% C. 13% D. 16% 17. WHAT GROUP ARE POORLY EDUCATED AND LAST TO BUY NEW IDEAS OR PRODUCTS? A. INNOVATORS B. EARLY ADOPTERS C. LAGGARDS D. LATE ADOPTER’S 18. WHAT IS THE 2 ND GROUP AFTER INNOVATORS TO BUY INTO NEW IDEAS OR PRODUCTS? A. INNOVATORS B. EARLY ADOPTERS C. EARLY MAJORITY D. LATE MAJORITY
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19. THE ‘ DECOY EFFECT’ IN MARKETING IS SYNONOMOUS WITH WHAT MARKETING CONCEPT? A. PUSHING SALES B. LAW OF COMPARABILITY C. PRICE ELASTICITY D. ZMET 20. WHAT SCIENTIFIC STUDIES AT HARVARD FOUND THAT FOCUS GROUPS – ALA COKE/PEPSI WERE INSUFFICIENT TO PREDICT CONSUMER BEHAVIOR? A.
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This note was uploaded on 01/30/2011 for the course MKT 5815 taught by Professor Kest during the Spring '10 term at Hodges University.

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MRTK5815FINAL - MBA MARKETING 5815 FINAL EXAM GENE LANDRUM...

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