Final Exam - MAR 3023 FINAL EXAM SPRING 2009 1. The...

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MAR 3023 FINAL EXAM SPRING 2009 1. The "BRIC" nations are considered the most rapidly emerging economies in the global arena. What are the BRIC nations? A. Brazil, Russia, Indonesia, China B. Belgium, Romania, India, China C. Belgium, Russia, Indonesia, China D. Botswana, Russia, India, Czech Republic E. Brazil, Russia, India, China 2. The Canadian marketing manager for Schick razors recently launched its first e-mail campaign that was targeted to both men and women. Schick gave out 20,000 Xtreme III razors to customers who agreed to share information about their shaving habits and receive e-mails from Schick. Customers were also sent updates about other new Schick products and promotions. In this example Schick used A. Viral marketing B. Personalized branding C. Individualized marketing D. Permission marketing E. Niche marketing 3. Smarty Pants, Inc. is looking to review their company's marketing efforts. They hire a consultant to give them a broad overview of their entire marketing effort in order to determine what changes may need to be made. Smarty Pants, Inc. is conducting which type of analysis? A. Profitability analysis B. Marketing audit C. Share point analysis D. Sales component analysis E. Resource allocation analysis
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4. Dell is trying to increase their market share in the personal computer industry. Their current market share and current Share of Voice are both 15%, but they would like it to increase their market share to 23%. Based on the Competitive Parity Model, what will Dell's total Share of Voice need to be to reach the desired market share this year, and, assuming they are successful, what will their Share of Voice need to be next year to maintain the desired market share? A. 27%; 23% B. 8%; 23% C. 23%; 23% D. 27%; 27% E. 23%; 15% 5. Keith is traveling out of the state for his job, and he needs to work on an important presentation. As Keith is waiting in the Gainesville airport for his plane to arrive, he decides to connect to the internet to work on his presentation. To Keith's knowledge, the airport offers free, wireless internet, but he is prompted to enter some personal information when he tries to log on. Keith becomes a little suspicious of this, and decides his presentation can wait. What form of internet scam does Keith suspect? A. Trojan B. Evil Twin C. Bot D. Phishing E. Pharming
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6. Toymakers at Mattel are going to make a marketing push for 50-year-old Barbie for the 2009 holiday season. Sales reports from 2008 are shown below. The doll market growth rate is 7.5%. What cell does Barbie fall into in the BCG Growth-Share Matrix and what is Barbie's relative market share? Doll Sales Barbie $20,000,000 Bratz $15,000,000 Elmo $10,000,000 Hannah Montana $10,000,000 Sponge Bob $ 5,000,000 All Others $40,000,000 A. Cash cow; 20% B. Dog; 0.75 C. Question mark; 20% D. Star; 1.33 E. Cash cow; 1.33
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This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

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Final Exam - MAR 3023 FINAL EXAM SPRING 2009 1. The...

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