Midterm exam_Answers A - MARKETING I (70-381) MID-TERM EXAM...

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MARKETING I (70-381) MID-TERM EXAM A 10/17/07 Name:________________________________ Section:_______________________________ There are 30 questions, multiple are answers possible! A correct answer gives ½ point, the total is 15 points. Good luck! 1. BCG matrix provides a tool for analyzing strategic business units (SBU) by looking at their market growth rate and relative market share. What are potential problems when using the BCG matrix? A. It can be difficult to define SBUs B. Entering new markets bears unknown risks C. Assessing market growth potential is subjective and thus error-prone D. It is difficult to assess the profitability of a SBU 2. A market with many companies competing on non-price factors is called monopolistic competition. What is true in such markets? A. products are differentiated B. advertising is used to inform costumers that product is available C. the market leader sets the price D. prices are driven by supply and demand E. advertising is used to differentiate a firm’s products from competitors’ products 3. What are characteristics of good segmentation A. The segments should be large enough for profitable marketing programs B. The segments should be located in the vicinity of the company’s production facilities C. The segments should be stable over time in terms of size and structure D. Consumers in the same segment should display a wide range of price elasticities E. Consumers in the same segment should respond similarly to marketing mix variables 4. A positioning statement contains which of the following elements? A. competitors’ product family names B. product family name C. highest ranked segment D. highest weighted benefit 5. Validity of a regression model is indicated by two statistics, the F-statistic and the R-squared value for the model. What does the R-squared value indicate? A. predictive power of the model B. percentage of systematic error C. percentage of explained variance in the dependent variable D. model specification error A. percentage of explained variance in the independent variables 6. What do t-values (and p-values) for regression coefficients indicate? A. whether coefficients are negative or positive B. the size of an effect C. whether coefficients are significantly different from zero D. the extent of competition 7. A perceptual map is: A. a way to visualize marketing strategies B. a means of displaying the location of a brand in the mind of consumers C. a visual display of strength of purchase intentions D. a visual decision support system for logistical management E. a visual computer simulation of consumers’ consideration sets Page 1 of 4
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MARKETING I (70-381) MID-TERM EXAM A 10/17/07 8. Write down the formulas of the two price elasticities of demand. Which one is an index of competition?
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Midterm exam_Answers A - MARKETING I (70-381) MID-TERM EXAM...

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