Spring 2011 Exam 1 Version 200

Spring 2011 Exam 1 Version 200 - MKTG 311: Exam 1, Spring...

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MKTG 311: Exam 1, Spring 2011 Total: 100 points; March 3, 2011 (YOUR SPECIAL CODE IS 200) Student: ______________________________________________________ (a) PLEASE BUBBLE IN YOUR NAME (LAST, FIRST, MI) AND SPECIAL CODE (200) ON THE BLUE ANSWER-SHEET (b) PLEASE DO NOT OPEN THIS BOOKLET UNLESS TOLD BY THE INSTRUCTOR TO DO SO (c) TEAR OUT THE LAST PAGE AND USE FOR ROUGH WORK Your Name Goes Here Your Special Code Goes Here: Green = 100, Yellow = 200
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Questions 1 to 20 address materials from the class lectures and discussions: 1. The transition from Safety is a Beautiful Thing to Life is Better Lived Together illustrates Volvo’s shift in focus from satisfying ____________ needs to ____________ needs: A. Safety, Love (Belonging) C. Safety, Self-Actualization B. Safety, Esteem D. Safety, Physiological 2. The Cadillac ad with the tagline “ pulling up to the boy’s club in one of these addresses ____________ needs A. Safety C. Social B. Esteem D. Love 3. According to the “new” interpretation of the 4-P’s of Marketing: A. Information substitutes Product C. Solution substitutes Price B. Information substitutes Place D. Value substitutes Price 4. When marketers focus on attaining the highest possible market share, their profits come primarily from: A. Lower marketing (selling) costs C. Lower production costs (economies of scale) B. Higher (premium) prices D. All of the above 5. If marketers focus too much on the “product” at the expense of the “underlying need,” they could be victims of ____________ A. Mass customization C. Product differentiation B. Mass marketing D. Marketing myopia 6. A formal definition of customer satisfaction is that it is ___________ A. Actual performance – Expected performance C. Actual divided by Average performance B. Relative Performance – Relative Costs D. None of the above 7. The difference between the selling and the marketing business models is that marketing makes profits through ___________ and selling makes profits through __________________ A. Volume, Lower costs C. Volume, Customer satisfaction B. Customer satisfaction, Lower costs D. Customer satisfaction, Volume 8. Famous Amos , a cookie seller, is doing ____________ when, to prevent its current cookie customers defecting to competitors offering packaged cookies, it adds its own line of “extra chunky” premium cookies A. Diversification C. Market development B. Market penetration D. Product development 2
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9. _____________ is another name of local adaptation strategy. A. Market development C. Market penetration B. Diversification D. Product development 10. Geo-demographic segmentation is also known as segmenting by ____________ A. Income C. Zip codes B. Social class D. Age 11. Personalization and Customization are examples of ___________________ A. Social marketing C. Mass marketing B. One-to-one marketing D. Product positioning 12. In class, we discussed the “Go Forth” campaign for Levi’s jeans as an example of ____________
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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 University.

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Spring 2011 Exam 1 Version 200 - MKTG 311: Exam 1, Spring...

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