BUSI 2204 MIDTERM EXAM 2023 - BASIC MARKETING

BUSI 2204 MIDTERM EXAM 2023 - BASIC MARKETING

REAL EXAM VERSION A

• Chapman’s introduction of frozen yogurt for a health-conscious market has most directly affected which

element of the company’s marketing mix?

• product
• distribution
• place
• production

• Coolsavings.com is one of the largest online distributors of in-store coupons, sales announcements, and mail-

in rebates offered by national retailers and Internet commerce sites. Its marketing department keeps track of current external environmental changes. Which trends are most important for a company to understand and extremely difficult to forecast?

• demographic trends
• social trends
• economic trends
• technological trends

• The Mammoth Company is the largest provider of utilities in a region. It has also been accused of being the

biggest source of industrial air pollution in the area. The Mammoth Company is trying to change consumer perception of the company by sponsoring a series of television programs on how to preserve our environment.What is the company hoping the programming will lead to?

• reengineering
• repositioning
• demarketing
• undifferentiated targeting

• A 19-year-old college student might be a “party animal” living in a dorm. Another student might be a

husband with a small child and a full-time job. If you were in charge of a marketing program aimed at these men, what segmentation technique would be the easiest to employ that might help you to distinguish between them?

• concentration
• product differentiation
• age cohort analysis
• benefit

• Zoran wants to buy a pair of sunglasses he can wear when he is riding his bicycle in competitions. He wants

sunglasses with a rubberized nose piece, built-in anti-fogging technology, and the ability to block light from all angles. What do the criteria for his decision appear to be based on?

• product attributes
• routine response behaviour 1 / 3

• marketing-controlled information sources
• evoked set finalists 2 / 3

• The Hallmark Company was inspired by the popularity of Jan Karon’s best-selling novels about Mitford, a

fictional town in the mountains of Alberta, to develop a new line of products for Hallmark Stores. Hallmark created hundreds of Mitford-inspired products that authentically bring “the little town with the big heart” into tangible reality. The products include greeting cards, party ware and gift wrap, mugs, and puzzles for Hallmark’s existing customers. Which type of strategy did Hallmark use?

• product development
• product penetration
• market development
• market penetration

Scenario

Because Telus 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 Technologies assists corporations in global network and computer management by drawing on Telus’s worldwide digital network and its computer hardware and software businesses. It also relies on the expertise of technicians at Bell Laboratories.

• Refer to the Scenario. Scotiabank, one of Telus’s customers, claims the new network helped the bank win a

huge contract. For classification purposes, which type of customer is Scotiabank?

• a reseller
• a producer
• an institution
• a government

• Refer to the Scenario. What does Lucent Technologies sell?
• installations
• business products
• supplies
• consumer items

• What is the term for a group of people or organizations that has wants and needs that can be satisfied by

particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products?

• a firm
• a base
• a target
• a market
• / 3