Final with solutions

Final with solutions - 70 381, Fall 2008 Final Examination...

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70 381, Fall 2008 Final Examination PRINT FULL NAME: _________________________________ RECITATION SECTION: ______________________________ Answers are in red. 1. The figure below shows a typical product’s life cycle. The four stages in the life cycle are (write the names of the stages in the blanks below): (2 POINTS) Stage 1: INTRODUCTION Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE 2. In Stage 1 above, the price and promotion strategy should be geared towards: (1 POINT) a. Spreading awareness and inducing trial for the product
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b. Defending the market share of the product c. Inducing hard-core loyal consumers to purchase d. All of the above 3. In the BMW video case we saw in class, we learnt that BMW introduces new products in a phased manner. Using this strategy, BMW is able to change the product life cycle form that above to which one of the following? (1 POINT) Figure (a) Figure (b) Figure (c) Figure (d) 4. The jacket featured below carries the brand Harley-Davidson on it, which makes it a desirable jacket to purchase for some people. However, some company other than Harley- Davidson manufactures and sells it and gives some part of the profits to Harley-Davidson.
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The credit card featured below is obtained through Amazon.com and the transactions are handled through the bank Chase and through Visa. This also makes the credit card more desirable to some people. The jacket is an example of ________________________. (1 POINT) (a) Brand Positioning (b) Brand Licensing (c) Brand Extension (d) Co-branding The credit card is an example of _______________________. (1 POINT) (a) Brand Positioning (b) Brand Licensing (c) Brand Extension (d) Co-branding 5. Breakfast cereal companies introduce several new cereal varieties every year. What percentage of these new products typically is around in the market after 5 years? (2 POINTS) a. 80% to 100%
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b. 60% to 80% c. 40% to 60% d. Less than 40% 6. Using channels with intermediaries has the following advantages (more than one may be correct): (2 POINTS) a. Manufacturers can eliminate double margins b. Supply from manufacturers can be matched better to demand from consumers c. Manufacturers need lesser contact points d. Manufacturers can better control final user experience 7. In the context of channel promotions, the strategy on the left is called _______ PULL _________ PROMOTION STRATEGY and the strategy on the right is called _______ PUSH _______ PROMOTION STRATEGY. (2 POINTS)
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8. Suppose you run a mom-and-pop grocery store in a rural area and you hear the news that very soon Wal-Mart will open a new supercenter half a mile from your store. What is a good and realistic plan of action in this situation? (More than one may be correct.) (2 POINTS) a. Close your store and submit an application to become a Wal-Mart employee b. Sell grocery products that Wal-Mart does not sell c. Beat or match Wal-Mart on prices d. Provide better in-store service than Wal-Mart 9. You are introducing high-performance motorcycles into the US market. You want complete
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This note was uploaded on 01/20/2012 for the course FINANCE 101 taught by Professor Unknown during the Spring '08 term at Carnegie Mellon.

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Final with solutions - 70 381, Fall 2008 Final Examination...

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