MKTG 311 Exam 2 Spring 2011 Version 100 With Key

MKTG 311 Exam 2 Spring 2011 Version 100 With Key - MKTG...

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MKTG 311: Exam 2 (Spring 2011) Total: 100 points April 26, 2011 (SPECIAL CODE: 100) (a) PLEASE DO NOT OPEN THIS BOOKLET UNLESS TOLD BY THE INSTRUCTOR TO DO SO (b) TEAR OUT THE LAST PAGE AND USE FOR ROUGH WORK (c) PLEASE BUBBLE IN YOUR NAME (LAST, FIRST, MI) AND SPECIAL CODE (100) ON THE BLUE ANSWER-SHEET AS SHOWN BELOW Your Name Goes Here Your Special Code Goes Here: Green = 100, Yellow = 200
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Questions 1 through 20 refer to the outside readings : 1. Describing the Kogi trucks as “America’s first viral restaurant” underscores the _______________________ A. Dangers of copycats seeking a business model C. Importance of quickly spreading word of mouth B. Significance of a multiethnic segment D. Fusion of the Mexican and Korean cultures 2. Kogi makes use of the Web (including social media) to _______________________ A. Inform consumers about their truck stops C. Attract advertising revenue B. Post fan photos and videos on their blog D. Only (A) and (B) 3. Groupon’s business model include(s) _______________________ A. Time-limited offers C. Charging customers about 50% of the voucher’s price B. “Minimum number of buyers” requirement D. All of the above 4. Groupon is different from Facebook or Twitter in that _______________________ A. Groupon relies heavily on advertising revenues C. Network effects drive Groupon’s success B. Groupon attracts only elderly buyers D. Salespeople drive Groupon’s success 5. ________________ best describes the nature of Groupon’s market A. Low entry barriers, and weak network effects C. Low entry barriers, and strong network effects B. High entry barriers, and weak network effects D. High entry barriers, and strong network effects 6. Groupon is __________________ in an attempt to become a broader platform for local commerce A. Testing virtual storefronts C. Both (A) and (B) B. Testing “alert” applications on smartphones D. None of the above 7. Groupon’s ______________________ A. Coupons attract mostly repeat customers C. Customers spend more than the coupon’s “face value” B. Coupons attract mostly bargain hunters D. Coupons enhance brand value 8. Out of the four options below, ________________ best describes the introduction of Blast Colt 45 A. A brand extension of Colt 45 C. A downward line extension of Colt 45 B. An upward line extension of Colt 45 D. A frugal innovation 9. The fact that Blast Colt 45 _______________________ differentiates the brand from Colt 45 A. Targets men only C. Both (A) and (B) B. Contains half the alcohol volume (%) D. None of the above 2
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10. Industry watchdogs are concerned that _______________________ of Blast Colt 45 may make the drink attractive to underage drinkers A. Snoop Dogg’s endorsements on Twitter C. The fruit flavorings B. The caffeine content D. Selling in convenience stores 11. The “digital replacement cycle” refers to _______________________ A. Illegal file-sharing of music C. “Live” music replacing record sales
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MKTG 311 Exam 2 Spring 2011 Version 100 With Key - MKTG...

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