MRKT-3013-0 87 FinalExam MinKyun

MRKT-3013-0 87 FinalExam MinKyun - Department of Marketing...

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Department of Marketing College of Business Administration University of Central Oklahoma Principles of Marketing MRKT-3013-0 87 (11615) Fall 2011 Final Exam Instructions: 1. Check to see if there are 15 multiple choices and 2 essay questions. 2. Please write down student name and ID number below on this test form. 3. Place the answer of each question at the end of the question.
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4. When you are done, email this test form by 11:45pm today (12/12/11) to instructor. Student name and ID: MinKyun Kim / 20278899 Multiple-choice questions (2 points per each) : 1. A partnership of suppliers, distributors, and customers designed to improve the performance of the entire system is referred to as ________. ( a ) a. value chain network b. channel of distribution c. supply chain d. demand chain e. none of the above 2. ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. The manufacturer of ThermaCare heat wraps is using _________ segmentation. ( b ) a. Geodemographic b. Benefit c. Socioeconomic d. feature-based e. Functional 3. Redbook magazine targets what it calls " Redbook jugglers," defined as 25- to 44- year-old women who must juggle family, husband, and job. According to a Redbook ad, "She's the product of the ‘me generation,’ the thirty-something woman who balances home, family, and career— more than any generation before her, she refuses to put her pleasures aside. She's old enough to know what she wants. And young enough to get it." This is an example of _____ segmentation. ( a ) a. demographic and psychographic b. benefit desired and usage rate c. geodemographic and benefit desired d. demographic and usage rate e. benefit desired and demographic 4. The major reason that producers benefit from using intermediaries is because they ________. ( a ) a. offer greater efficiency in making goods available to target markets b. operate less expensively c. save a lot of work d. are generally backlogged with orders e. refuse to store products for longer than a couple of days
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5. June LaVista owns a health and fitness gym. After dividing her customers into four segments based on income range, age, level of fitness, and other selected segmentation descriptors, she wrote out a description of each segment's size, expected growth, frequency of exercise, and overall profit potential. LaVista engaged in: ( d ) a. positioning her products to her market segments b. targeting promotions to her market segments c. differentiating her market segments d. profiling and analyzing her market segments e. concentrating her marketing mix on the most profitable marketing segments 6. According to our discussion in the class, the suggested conceptual framework for product strategy needs to cover the following strategic issues EXCEPT: ( c ) a. managing the existing products over their life cycles
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MRKT-3013-0 87 FinalExam MinKyun - Department of Marketing...

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