MKTG 311 Exam 2 Spring 2011 Version 200 With Key

MKTG 311 Exam 2 Spring 2011 Version 200 With Key - MKTG...

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MKTG 311: Exam 2 (Spring 2011) Total: 100 points April 26, 2011 (SPECIAL CODE: 200) (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 to 20 refer to the class lectures and videos: 1. Imagine that you have bought a very expensive pair of shoes but you find that you cannot wear them because they hurt your feet. You cannot return the shoes. Yet, you do not discard them right away. You keep them for a very long time before you ultimately throw them away. We can explain this behavior by using the ______________________ concept in consumer behavior A. Transaction utility C. Separate evaluations B. Payment depreciation D. Misprediction 2. The misprediction problem in consumer behavior refers to the consumers’ inability to predict ______________________ A. How much variety they need in their lives C. Their reservation price for products B. How to tradeoff between price and quality D. How they will feel with their purchases in future 3. According to our class discussions, out of the two options below, the better sales tactic would be to _________________ A. Convince consumers that our brand is better than the other brands in the market B. Ask consumers to imagine how they will feel when they are using our brand 4. The parties involved in B-to-B marketing ______________________ A. Buy products for consumption C. Buy used products B. Buy products to resell D. Deal in expired products 5. ______________ data identifies the brands that different consumers (households) buy over time A. Geodemographic C. Longitudinal B. Cross-sectional D. Scanner panel 6. When Verizon stores started selling iPad’s, it broke Apples’ practice of __________________ A. Horizontal integration C. Tying agreements B. Vertical integration D. Exclusive dealing 7. Bundling Internet Explorer and Windows Operating System together can be construed as an attempt towards ____________________ A. Horizontal integration C. Tying agreements B. Vertical integration D. Exclusive dealing 8. Focus groups are used ___________ A. In descriptive research C. To test hypotheses 2
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B. To generate hypotheses D. To test cause and effect relationships 9. _______________, ____________________, and _______________ are best suited for causal, exploratory, and descriptive research A. Experiments, focus groups, surveys C. Focus groups, surveys, experiments B. Surveys, experiments, focus groups D. Experiments, surveys, focus groups 10. Brand X’s market comprises of 30% men and 70% women. If Brand X were to run a survey among its customers, the best way to select the sample would be by _______________________ A. Simple random sampling C. Judgment sampling B. Stratified random sampling D. Convenience sampling
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This note was uploaded on 07/19/2011 for the course MKTG 311 taught by Professor Chatterji during the Spring '08 term at Binghamton.

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MKTG 311 Exam 2 Spring 2011 Version 200 With Key - MKTG...

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