Marketing Final Exam

And its computer hardware and software businesses it

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Unformatted text preview: stomer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application Lucent Technologies Because AT&T Corporation wanted to become a big player in the booming market for outsourcing computer services, it set up Lucent Technologies to manage corporate clients’ worldwide computer networks. Lucent assists corporations in global network and computer management by drawing on AT&T’s worldwide digital network and its computer hardware and software businesses. It also relies on the expertise of technicians at Bell Laboratories. 123. Refer to Lucent Technologies. Lucent sells: a. b. c. d. e. consumer products business products supplies consumer and business products installations ANS: B Business products include those that aid the normal operations of an organization. PTS: 1 REF: 103 Thinking KEY: CB&E Model Product OBJ: 07-1 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to Lucent Technologies. Lucent depends on AT&T but also has found it necessary to form cooperative partnerships with other technology, telecommunications, and software firms. Lucent has found it necessary to form: a. strategic alliances b. relationship contracts c. outsourcing vendor liaisons d. bargaining positioning grids e. market groupings ANS: A Strategic alliances can take the form of partnerships. They may be between manufacturers, manufacturers and customers, manufacturers and suppliers, and manufacturers and channel intermediaries. PTS: 1 REF: 106 Thinking KEY: CB&E Model Strategy OBJ: 07-3 TOP: AACSB Reflective MSC: BLOOMS Application 125. Refer to Lucent Technologies. First National Bank of Chicago, one of AT&T’s customers, claims the new network helped the bank win a huge contract from the U.S. Treasury. For classification purposes, First National would be which type of customer? a. Producer b. Reseller c. Government d. Institution e. Wholesaler ANS: A Businesses that purchase goods and services for the purpose of making a profit are producers. PTS: 1 REF: 108 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Application 126. Refer to Lucent Technologies. Consumers utilizing the First National Bank of Chicago to purchase U.S. Treasury bonds will affect the demand for and use of the AT&T network computer system capabilities. This is called: a. joint demand b. inelastic demand c. derived demand d. fluctuating demand e. elastic demand ANS: C The demand for consumer goods often affects the demand for business products. PTS: 1 REF: 110 Thinking KEY: CB&E Model Customer OBJ: 07-6 TOP: AACSB Reflective MSC: BLOOMS Application 127. Refer to Lucent Technologies. AT&T requires its customers to purchase all the necessary technology to run the network. This requires expensive machinery that will be purchased and then depreciated over time. The machinery is classified as: a. processed materials b. accessory equipment c. installations d. supplies e. component parts ANS: C Installations (major equipment) are expensive an...
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