Sample_Midterm--Sp12--key

Sample_Midterm--Sp12--key - University of Southern...

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University of Southern California Marshall School of Business BUAD 307 Lars Perner, Ph.D., Instructor Marketing Fundamentals Spring, 2012 SAMPLE MIDTERM Part I: Multiple Choice. On the actual exam, a Scantron® sheet will be provided. All answers should be marked on the Scantron® sheet. 1. Two-sided arguments: a. Are sometimes more effective than one-sided ones . b. Tend to be effective for tangible products, but not for services. c. Should not be used in comparative advertising. d. Both (a) and (c). e. All of the above. 2. A fast food chain would probably be best off concentrating its resources on trying to influence: a. Consumers’ internal search . b. Consumers’ external search. c. The economic environment. d. The social environment. e. The types of foods consumers eat at home. 3. SWOT Analysis: a. Focuses on sales, withholding, outsourcing, and transplantation . b. Is based on both “bricks-and-clicks” model and collaborative filtering. c. Allows a manager to help assess how strengths and opportunities can be used to compensate for weaknesses and threats. d. Both (a) and (b). e. Both (b) and (c). 4. The “snow balling” technique: a. Allows a manager to avoid using expensive databases in order to get important information. b. Is used to implement the “synergy” component of the “Bricks-and-Clicks” model through collaborative filtering as a core element of the firm’s strategic objectives in terms of value co-creation. c. Is an important step in the “Means-End” chain. d. Can be used to find additional sources based on information found in listings found in a search. e. None of the above. 5. The strategy of “reciprocal linking” can be used to improve which of the following? a. The search engine ranking of a web site. b. The effectiveness of collaborative filtering. c. The value-to-bulk ratio of a product. d. Both (a) and (b). e. All of the above.
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2 6. The Means-End chain can best be used to: a. Determine how much consumers are willing to pay for a product. b. Explore consumer motivations for purchasing products. c. Increase the amount of attention consumers give to processing advertisements. d. Maximize value-to-bulk ratios. e. None of the above. 7. Generally, it appears that electronic commerce, or Internet sales: a. Are almost never profitable. b. May be cost effective in selling certain items that require a great deal of customization and/or have high absolute margins. c. Tends to save a great deal of money, compared to traditional channels, in selling most products. d. Both (a) and (c). e. None of the above. 8. Which of the following appears to be most important today in directly determining the search engine ranking of a site? a.
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Sample_Midterm--Sp12--key - University of Southern...

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