Spring 2011 Exam 3 - MKTG 311 Exam 3: Spring 2011...

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MKTG 311 Exam 3: Spring 2011 (5/19/2011) Total: 150 points (75 questions) Student: ______________________________________________________ (a) PLEASE BUBBLE IN YOUR NAME (LAST, FIRST, MI) 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 Page 1
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1. _______________ is (are) a part (parts) of the marketer’s communication mix A. Speech by the CEO to investors C. Salespeople at retail stores B. A two for one coupon D. All of the above 2. When a pharmaceutical company advertises its new drug in a magazine read only by doctors, the company is using a __________________ strategy A. Pull strategy C. One-sided advertising B. Push strategy D. Two-sided advertising 3. The examples and videos about Hertz ( Exactly: Cars protected from the rains ) and Avis ( We Try Harder: Billy the Bear ) that we discussed in class demonstrate the application (s) of _________________________ A. (Indirect) comparative advertising C. Emotional advertising B. Two-sided advertising D. All of the above 4. Chevron’s “We Agree” advertisements show the application (s) of ________________ A. Inoculation effects C. Innovation effects B. Imitation effects D. Peripheral cue effects 5. In class, when we discussed the concepts of “glad advertising” and “sad advertising,” we were referring to ________________ A. Advances in outdoor billboard technology C. People-meters used by Nielsen’s B. The effectiveness of fear appeals D. Closed loop advertising 6. The “shopping list” study that we discussed in class in the context of Nescafe Instant Coffee is an application of a _________________________ market research technique A. Survey C. Observation B. Experiment D. Projective 7. Statistical testing and inferences allow the market researcher to ___________________ A. Test hypotheses C. Assess statistical significance B. Generalize from sample to market D. All of the above 8. Focus groups ________________ A. Are part of descriptive market research C. Allow researchers to test hypotheses B. Allow researchers to make hypotheses D. Allow researchers assess statistical significance 9. As discussed in class, the “Adding” versus “Subtracting” of options as a pricing strategy demonstrates the application of ________________________ A. Price skimming C. Peripheral cues B. Penetration pricing D. Loss aversion Page 2
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Questions 10 to 14 refer to the following problem: A host web site receives 100,000 visitors per month and hosts banner ads for clients (advertisers). The expected value of a visitor is 12 cents. Visitors, who click on the banner ad and buy from the advertiser’s web site, spend, on an average, three times more than those who click on the banner ad but do not buy from the advertiser’s web site (e.g., some of them are induced to buy offline). The prospect conversion rate is 10% and the expected value of a prospect is $60. The host web site charges the
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Spring 2011 Exam 3 - MKTG 311 Exam 3: Spring 2011...

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