ARE136SP11MT2FINvakey

ARE136SP11MT2FINvakey - Name_KEY Last 4 digits of Student...

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Name:___KEY _________________________ Last 4 digits of Student ID (and on Scantron):_________ University of California, Davis Managerial Economics 136: Spring 2011 (MW, 8:00 a.m. – 9:50 a.m.) Instructor: John H. Constantine Final Exam: June 7, 2011, 3:30 p.m. – 5:30 p.m. Total Point Value is 80. There are 10 pages on this exam. Important notes and instructions regarding the exam : (1) IMMEDIATELY—Place your name on this exam . (2) IMMEDIATELY—Place your name on the scantron . (3) NO CALCULATORS PERMITTED. When exam is completed : Turn in both the EXAM and SCANTRON sheet.
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1 Part I: Multiple Choice (60 total points). There are 60 multiple choice questions, each having only one correct answer. Each question is worth 1 point . 1) A subset of brands from a particular product category that becomes the focal point of a consumer's evaluation is a(n): a) evaluative set. b) consideration set. c) brand focus set. d) cognition set. 2) When Lands’ End, the catalog clothing retailer, added maternity wear to its product line, it was an example of a: a) brand extension strategy b) diversification strategy c) production orientation d) product divestment strategy e) market disintermediation strategy 3) Which type of data collection method is most likely to have the lowest response rate? a) on-line questionnaire b) one-way interviewing c) telephone interviewing d) face-to-face interviewing e) mail questionnaire 4) The growth–market share matrix developed by the Boston Consulting Group (BCG) is an example of a type of: a) SWOT analysis b) portfolio analysis c) value audit d) situational audit e) compatibility assessment 5) Firms that offer tailored programs for several different market segments engage in _____ marketing. a) single-segment concentration b) undifferentiated c) differentiated d) market specialization e) product specialization 6) New Balance makes athletic shoes for people with wide feet. Its ads show everyday people staying in good physical condition by doing nothing extraordinary—just a daily regimen of exercise. New Balance does not use a famous athlete in its ads because it is developing a brand personality based on the _____ of people who wear New Balance shoes. a) instrumental values b) self-concept c) selective extrapolation d) discrete values e) variety-seeking behavior 7) The lowest level of needs on Maslow’s hierarchy of needs is: a) safety needs b) ego needs c) self-actualization needs d) physiological needs e) belongingness needs
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2 8) When he was a 20-year-old bachelor, Hugh Atwater had different consumer needs than he did when he married at 26, fathered twins at 28, and divorced at 37. These changes in Atwater’s consumer needs are directly related to changes in his: a) family life cycle b) reference group c) adoption stage d) culture e) natural environment 9) A reference group: a) is a group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics b) refers to the overall rank of people in a society c) defines a society’s personality d) is always composed of two or more people e) is a set of people a consumer wants to please or imitate 10) The Wexner Company produces four models of middle-quality desks.
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This note was uploaded on 02/27/2012 for the course ARE 136 taught by Professor Constantine,j during the Spring '08 term at UC Davis.

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ARE136SP11MT2FINvakey - Name_KEY Last 4 digits of Student...

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