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OSU BA 390 - Guidelines for Mid-term Exam

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BA390 Steve Kim Guidelines for Mid-term Exam (Summer ’05)1. Format: Multiple choice 50% + short answer questions 50%2. Multiple choice: 2 points for each question. Read the textbook carefully. 3. Short answer questions: 10 points for each question. Focus on the lecture notes (topics with asterisks), paranoid book, and discussion of videos. - 3 questions from the lecture notes- 1 question from paranoid book- 1 question from videoThe following questions are samples from the pool of questions. I. Multiple choice question (2 points for each)1. ______________ is everyday information about developments in the marketing environment that helps managers prepare and adjust marketing plans.a. Marketing researchb. Internal company recordsc. Marketing intelligenced. Competitor analysis2. The first step in the formal marketing research process is best described as being one where the marketing manager has to: a. define the problem and research objectives.b. interpret and report the findings.c. develop the research plan for collecting information.d. implement the research plan, collect, and analyze the data.3. The type of research used to gather preliminary information to help generate research hypothesesis called:a. descriptive research.b. causal research.c. exploratory research.d. experimental research.4. __________________ is information that already exists somewhere, having been collected for another purpose.a. Experimental informationb. External informationc. Primary datad. Secondary data5. Checkout scanners and people meters are examples of which of the following research approaches?a. Survey research.1b. Covert research.c. Experimental research.d. Observational research.6. Which of the following common survey methods is rated "poor" in terms of speed of data collection? a. Mail.b. Telephone.c. Personal.d. Online.7. The cultural factor that affects consumer purchases includes all of the following areas EXCEPT: 2a. culture.b. subculture.c. lifestyle.d. social class.8. Buying behavior differs greatly for products depending on the type of product and the situation in which the product was purchased. _________________ is characterized by high consumer involvement in a purchase and significant perceived differences among brands.a. Dissonance-reducing behaviorb. Habitual buying behaviorc. Complex buying behaviord. Variety-seeking buying behavior9. ________________ is the degree to which the innovation may be tried on a limited basis.a. Relative advantageb. Synchronizationc. Compatibilityd. Divisibility10. When demand comes (as it does in the business market) from the demand for consumer goods, this form of demand is called:a. kinked demand.b. inelastic demand.c. cyclical demand.d. derived demand.11. For most companies, the use of an automatic reordering system is appropriate for which type of buying situation listed below?a. Modified rebuy.b. New task buying.c. Straight rebuy.d. Indirect rebuy.12. All of the following are cited as being major stages of the business buying process EXCEPT: a. problem recognition.b. product specification.c. order-routine specification.d. post-purchase dissonance.213. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers is called:a. mass marketing.b. target marketing.c. market segmentation.d. market positioning.14. _________________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.a. Niche marketingb. Micromarketingc. Segment marketingd. Mass marketing15. All of the following would be ways to segment within the category of behavioral variable segmentation EXCEPT: a. occasions.b. user status.c. loyalty status.d. lifestyle.16. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other time periods during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?a. Gender segmentation.b. Benefit segmentation.c. Occasion segmentation.d. Age and life-cycle segmentation.17. When companies market products on the basis of what the product's attributes will do for a given segment, they are using a powerful form of behavioral segmentation known as:a. occasion segmentation.b. benefit segmentation.c. user status segmentation.d. usage rate segmentation.18. If people that take cruise ships do so because of "gambling," "fun," or "travel experiences," then it is possible to segment this market based on what might be called:a. psychographic segmentation.b. benefit segmentation.c. demographic segmentation.d. gender segmentation.19. All of the following are major variables that can be used to segment business markets EXCEPT:a. operating characteristics.b. psychographics.c. demographics.d. situational factors.3II. Short answer questions (10 points for each question)1. Describe value-delivery network.2. Explain consumer decision making process3. Describe product/market expansion grid4. Video: Prepare answers for the questions we discussed in class.- Ritz Carlton- Nicole Miller- Benz- Rogaine -


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