5 - Title: MAR3023Quiz05 Started: March6,20081:08AM...

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Title: MAR 3023 Quiz05 Started: March 6, 2008 1:08 AM Submitted: March 6, 2008 1:08 AM Time spent: 00:00:34  Total score: 0/10 = 0%   Total score adjusted by 0.0  Maximum possible score: 10  1.
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  Albert, the Chief Marketing Officer for the University of Florida, is analyzing  the market of high school graduates and is trying to determine where he  needs to focus his marketing efforts in order to get more students to apply to  UF. Albert has done some research and has learned the following things:  89% of the students are generally aware of the existence of the University of  Florida, 70% of the students have a knowledge of the specific benefits of  attending UF, 54% of the students are favorable toward UF, 46% of the  students intend on applying to UF and 37% of the students actually apply to  the University of Florida. With this data in mind, Albert should direct his  efforts to:    Student  Response Value Correct  Answer Feedback A.  Making the  application  process easy to  understand so  that many  students  actually fill out  the application 0%      B. Advertise the  ease of the  application  process so  more students  will intend on  applying to UF 0%      C.  Informational  advertising  describing the  many benefits  of attending UF 0%      D.  Making the  population of  students more  generally aware  of the existence  of the  University of  Florida 0%      E.  Creating  100%     
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  The data in the table below on competing brands of athletic shoes are based  on the same 10-point scales used in lectures. Which strategy offers the  greatest potential for improving Adidas' sales performance?                                                 BRANDS Attribute Nike Reebok Adidas Importance Stability 7 6 8 4 Cushioning 6 5 7 9 Width 4 8 7 5 Lightweight 9 7 6 7   Student  Response Value Correct  Answer Feedback A.  Increase the  importance  of stability 0%      B. Increase  Adidas'  rating on  cushioning 0%      C.  Increase the  importance  of width 0%      D.  Can't tell  from these  data; they  have nothing  to do with  sales 0%      E.  Increase  Adidas'  rating on  lightweight 100%      General  Feedback: Lecture page 69  Current Weighted rating points (wrps) for adidas is 172. 8 x 4 =  32, 7 x 9 = 63, 7 x 5 = 35, 6 x 7 = 42. 32 + 63 + 35 + 42 = 172  A) Increase stability importance to 10 would increase Adidas  total by 48 points. Changing the weight from 4 to 10 adds 6  points. 6 x 8 = 48 points. But Reebok’s total would increase by 
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  Which of the following best represents direct marketing?    Student 
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5 - Title: MAR3023Quiz05 Started: March6,20081:08AM...

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