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The Daniels College of Business at the U...
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The Daniels College of Business at the University of Denver offers an outstanding business school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in Supply Chain Management. Upon graduating, she is offered a high paying, fulfilling position. Was this a marketing exchange?

No, because the university is a private one
Yes, because the university is profitable
Yes, because paying tuition was exchanged for knowledge that directly led to Cali's fulfilling, new job
No, because money was exchanged
No, because the school did not provide Cali with a product

Marketing 2.docx

1. (TCO 1) The Daniels College of Business at the University of Denver offers an outstanding business

school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in
Supply Chain Management. Upon graduating, she is offered a high paying, fulfilling position. Was this a
marketing exchange?

(Points: 8)
No, because the university is a private one
Yes, because the university is profitable
Yes, because paying tuition was exchanged for knowledge that directly led to Cali's fulfilling, new job
No, because money was exchanged
No, because the school did not provide Cali with a product

2. (TCO 6) Which of the following would be the BEST the target market for tickets to the home games of
the Indianapolis Colts professional football team? (Points: 8)
All people in the Indianapolis area
All people in the U.S
All men in the U.S
People in the Indianapolis area with an interest in professional football
All people in the U.S. with an interest in professional football

3. (TCO 3) Which element of the marketing mix is demonstrated when the Mars Company has a sale on
M&Ms® brand candies? (Points: 8)
Product
Price
Promotion
Place
Production

4. (TCO 5) The Lemon Tree is a high­fashion boutique selling top­of­the­line women's clothing and

accessories. The keys to its success include knowing the customers' changing tastes and providing
something different from other retailers. In addition, because of the high value of the merchandise, The
Lemon Tree's management is exploring the use of computerized inventory controls and sales order
processing. From this description, one can infer that the environmental category of least importance to
The Lemon Tree is

(Points: 8)
Economic
Regulatory
Technological
Social
Competitive

5. (TCO 7) A car collector, Mr. F. Hansen, who said his 1975 Chevrolet Corvette was certified as the last

Corvette convertible to be produced, sued General Motors to stop it from manufacturing any more of the
convertible sports cars. The suit also requested $1.5 million in damages. Hansen claimed he bought the
car for its collector's value. It came with a letter from GM dated August 25, 1975, that said the car was "the
last Corvette convertible that General Motors Corp. would ever manufacture". Hansen said the value of
his car has been decreasing ever since GM resumed manufacturing Corvette convertibles in 1985. If the
court ruled in favor of Mr. Hansen, what general type of regulation would such a ruling represent?

(Points: 8)
Protecting companies from one another
Protecting consumers from unfair trade practices
Protecting the future interests of society from dangerous business practices
Protecting consumers from one another
Protecting businesses from unfair consumer practices

6. (TCO 6) Mile High Frozen Foods is a distributor for McDonalds. They also bake the buns used by

McDonalds in several states. They purchase flour, yeast, sesame seeds, manufacture the buns and then
distribute them to the retail stores. Mile High Frozen Foods is operating in a(n) __________ market.

(Points: 8)
Reseller
Government
Institutional
Psychographic
Industrial

7. (TCO 1) Several years ago, SwissAir made some unwise investments to pay for a planned expansion.

As a result, the company had to make some cost­cutting moves that alienated its customers. Eventually
the company declared bankruptcy, regrouped and found itself able to resume business. Its board of
directors recently announced that the company would resume flying if it could prove that the airlines could
regain at least 75 percent of its lost customers. It decided to allot $50,000 to determine the probability that
its former customers would fly on the airline again and what methods requiring little or no money could be
used to increase that probability. This description represents which stage in the marketing research
approach? (Points: 8)
Define the problem
Develop the research plan
Collect relevant information
Develop findings
Take marketing actions

8. (TCO 3) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to
sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it
does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things
researchers did was to invite a group of eight people with insurance in to talk about home and auto
insurance with a moderator. One of the purposes of this exploratory research was to gather information
about the group members' attitudes toward insurance and their awareness of DirectProtect. While
additional research still needs to be done, the marketing researchers were able to use a focus group to
gather __________ data. (Points: 8)
Hypothetical
Generative
Questionnaire
Evaluative
Experiential

9. (TCO 4) Sara Burns is the owner of a company called Spice and was looking for a new product to go

with her company's line of food condiments when a friend suggested combining spices with tea. In the
__________ stage of the new­product process, the spices and tea mixtures were exposed to prospective
consumers under realistic purchase conditions.

(Points: 8)
Idea generation
Screening and evaluation
Business analysis
Market testing
Commercialization

10. (TCO 4) In the 1960s, television westerns were extremely popular. The shows were adventure shows
with settings and costumes that were very unlike what really existed. There was Bonanza, Wagon Train,
The Virginian, Laramie, etc. When viewers gradually stopped watching this category of programs,
production companies found the networks no longer wanted to televise such shows. The television
western as a product category entered the __________ stage.

(Points: 8)
Decay
Diversification
Decline
Maturity
Harvesting

11. (TCO 8) When the Avon representative sells cosmetics door­to­door, it is an example of which type of

marketing channel? (Points: 8)
Direct channel
Indirect channel
Strategic channel alliances
Marketing channel
Dual distributive channel

12. (TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group
travel to its theme parks because (Points: 8)
Its strategy includes using all types of promotional activities that deliver a consistent message
It does not want to reach any member of its target audience more than once

IMC is less expensive than other forms of promotion such as public service announcements
If it didn't, Disney would have to use indirect personal selling
It is more concerned about frequency than reach

13. (TCO 2) The local radio station broadcast a story about the dry­cleaners that requested coat

donations. They would clean the coats and deliver them to people in need. The various addresses of the
dry­cleaner chain were also broadcast so that donations could be dropped off. Since this featured
business did not pay for this exposure, it is benefiting from (Points: 8)
Publicity
Advertising
Direct marketing
Personal selling
A public service announcement

14. (TCO 8) Assume McDonald's is engaging in amarket penetration strategy. Which of the following
actions best illustrates a market penetration strategy?

(Points: 8)
Opening the first McDonald's in China
Developing a line of McDonald's toys to be sold through Toys R Us stores
Adding a line of new deli sandwiches to the menu of existing McDonald's stores
Running a promotion based on the Monopoly game, whereby customers have a chance to win prizes
with each purchase
Removing slow­moving products from its menus

15. (TCO 5) In a survey conducted immediately after the World Trade Center attack, 47 percent of the women who
responded to the survey said they would not treat themselves to small luxuries like manicures and 54 percent said

they would not buy any expensive clothes. The results of this survey most directly relate to __________ forces
within the environmental scan. (Points: 8)
Economic
Regulatory
Cost
Competitive
Legal

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