Selected Exam Questions
1. Anne likes to tower over her sorority
sisters and will therefore only consider shoes with heels of at least three
inches—no matter how stylish and comfortable a pair with shorter heels may
be. For her most recent formal, Anne
bought a pair of shoes with especially high heels despite her friends’
protestations that the dark orange color would clash horribly with her pink
dress. Anne:
a. Appears to be engaged in a low
involvement decision.
b. Appears to be using compensatory
decision making.
c. Is likely under the influence of
subliminal messages in TV advertising.
d. Both (a) and (b).
e.
None of the above.
2. A straight A student at the A. Gary
Anderson Graduate School of Management at UCLA would be more likely than a C-
student at the Marshall School of Business to[1]:
a. Fail the ethics section on the CPA
Exam.
b. Write incoherent answers to essay and
short answer exam questions.
c. Gossip and surf the Internet during
class.
d.
All of the above.
e. None of the above.
3. Emily E. Etheridge Earth Enterprises
(EEEEE) manufactures solar panels for home rooftops. These are used to generate electricity so
that the need to buy electricity from power companies will be reduced. Home solar panels are currently in the growth phase of the product life
cycle. Based on this information, EEEEE:
a. Needs to overcome a major
chicken-and-egg problem.
b. Will likely have to compete intensely
on price.
c. Will almost certainly face a decline
stage soon.
d. Both (b) and (c).
e.
None of the above.
4. Badley B. Bruin Burgers (BBBB) is a fast food
chain. Due to the atrocious taste of the
food, extremely high levels of trans fats, and
frequent incidence of food poisoning among its customers, BBBB has a very poor
reputation even in Westwood Village.
Prices are therefore very low.
BBBB:
a. Will likely experience a significant
“stuck-in-the-middle” problem.
b. Ought to use the “skimming” approach to
pricing.
c. Will likely benefit from high levels of
trialability in securing customers.
d. All of the above.
e.
None of the above.
5. The Rowdy Redneck Restaurant in
Roanoke, Virginia advertises that it serves Miller beer and uses this product
in cooking steaks and vegetables. This
example involves:
a. A brand extension.
b.
Co-branding.
c. Implicit price discrimination.
d. Both (a) and (b).
e. Both (a) and (c).
7.
Hip Hop Health Nuts, a musical group,
has recently released a new exercise music CD entitled Fanatical Fitness Fun.
Lyrics of the songs extol the virtues of Brussels sprouts and the evils
of high fat foods and couch potatoism. Since the group’s fans appear to be too
zealous to be overly price sensitive, it has been decided to price the CD at
$129.99. Which of the following factors
would favor Internet sale of this product?
a. The value-bulk ratio.
b.
The need for customization.
c.
Reduced labor costs from not having to
go through retailers.
d.
Both (a) and (c).
e.
All of the above.
8.
A retailer practicing category management:
a.
Would be sure to stock plenty of Type
“E” cat food but no dog food.
b.
Is likely to face a
“stuck-in-the-middle” problem.
c. Would consider the impact on
other candy bars before deciding whether to put Snickers on sale.
d.
Would refuse to accept coupons.
e.
Would find Scanner data rather
useless.
9.
Trash for Tots is a publisher of
romance novels for young children. Currently,
young children’s romance novels are in the introductory stage of the Product
Life Cycle. Which of the following would
be the most important promotional
objective at this point?
a.
Brand differentiation.
b.
Preference.
c. Awareness.
d.
Collusion.
e.
Network economies.
10. A
straight A student at UCLA would be more likely than a C- student at the
Marshall School of Business to:
a.
Use the term “etc.” and/or profanity
in papers, presentations, and exam answers.
b.
Gossip and/or surf the Internet during
class.
c.
Ditch classes with impunity.
d.
Both (a) and (c).
e. All of the above.
11. Hip
Hop Health Nuts, a musical group, has recently released a new exercise music CD
entitled Fanatical Fitness Fun. Lyrics of the songs extol the virtues of
Brussels sprouts and the evils of high fat foods and couch potatoism. Since the group’s fans appear to be too
zealous to be overly price sensitive, it has been decided to price the CD at
$129.99. Which of the following factors
would favor Internet sale of this product?
a. The value-bulk ratio.
b.
The need for customization.
c.
Reduced labor costs from not having to
go through retailers.
d.
Both (a) and (c).
e.
All of the above.
12. The
Sushi Chefs’ Association advertises that although the taste of raw fish may be
repulsive, eating it makes one look sophisticated and helps one empathize with
the Japanese people. This is an example
of:
a.
The PRIZM system.
b.
A “chicken-and-egg” problem.
c. A two-sided appeal.
d.
Collaborative filtering.
e.
All of the above.
13. A tax
on chocolate:
a. Would probably represent an
unconstitutional deprivation of substantive due process.
14. The
Central Advertising Agency is interested in assessing the effectiveness of a
thirty second advertising spot. Two
areas of concern are (1) how much attention viewers seem to give to the ad and
(2) where on the screen the viewer looks at various times during the ad. Of the following
research methods, which would be most suited for this purpose?
a.
Conditional branching.
b.
Focus groups.
c. Physiological measures.
d.
Projective techniques.
e.
Scanner data.
15. Nike
is considering coming out with a new line of shoes under the label River of
Michael Jordan. Supposedly, these shoes
will allow the wearer to talk on water.
(The fine print points out, however, that the water must be frozen for
this feat to be possible). In marketing
this product, Nike will most likely experience:
a.
A significant “chicken-and-egg”
problem.
b.
A “stuck-in-the-middle” problem.
c.
A need to price on a “cost plus”
basis.
d.
Both (a) and (b).
e. None of the above.
16. Faced
with difficulty in attracting qualified students and faculty—and the threat of
an avalanche of malpractice lawsuits—an intellectually impoverished public
college in Westwood Village is considering replacing its medical school with a
Department of Oinkology. This department would focus on the raising of
pink farm animals. The college would
like to determine the percentage of California high school students who would
consider studying oinkology at the college. Of the
following research methods, which would be best suitable for this purpose?
a.
Focus groups.
b.
In-depth interviews.
c. Surveys.
d.
Experimentation.
e.
Scanner data.
17. The
sisters at Gamma Omega Pi (GOP), a Republican sorority, have set up a table on
campus to communicate the idea that Sarah Palin, being younger than both Joe
Biden and Barack Obama, will be better able to understand the needs of today’s
younger women. This strategy involves an
attempt at attitude change through:
a.
Influencing affect without influencing
beliefs or behavioral intentions.
b. Adding a belief.
c.
A two-sided appeal.
d.
Both (a) and (b).
e.
None of the above.
21. Badley
Bruin has proudly introduced the Dumb Car.
To preempt the negative publicity that might result from an upcoming
issue of Consumer Reports that rates
the Dumb Car as a “worst buy” and the most dangerous car currently on the
market, Badley is running advertisements which state
that although the Dumb Car offers terrible performance, it is very unlikely to
be stolen. He also emphasizes the
benefit that other drivers are likely to get out of a Dumb Car driver’s way
since the Dumb Car might explode at any time.
This situation involves the use of:
a.
Implicit pre-attentive enhancement of
alternating component lifestyle implementation.
b.
A one-sided appeal.
c. A two-sided appeal.
d.
Both (a) and (b).
e.
None of the above.
a.
The
value-bulk ratio.
b.
Absolute
margins.
c.
Opportunities
for customization.
d.
Both
(a) and (b).
e.
None of the above.
a.
The
absolute margin.
b.
Geographic
dispersion of customers.
c.
Lack
of access to credit cards and Internet connections in the prison systems.
d.
Both (a) and (b).
e.
None
of the above.
a.
Importing
Cuban cigars, Libyan figs, North Korean ginseng, and Iranian dates into the
United States.
b.
Selling
high speed computers and fissionable nuclear material to North Korea.
c.
Refusing
to meet with competitors to arrange a minimum price that would allow all
importers of North Korean ginseng can make a fair profit.
d.
Both (a) and (b).
e.
All
of the above.