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).

 

  1. Which of the following are ways in which graduates of USC can show their appreciation?
    1. Making contributions to the university specifically designated for marketing faculty salaries.
    2. Recommending USC to their brainy friends while encouraging those less intellectually able to attend UCLA.
    3. Writing online reviews praising the quality of faculty at the Marshall School of Business.
    4. Remembering USC generously in their wills.
    5. All of the above.

 

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.

 

  1. Badley B. Bruin sells “surprise boxes” for $20.00 plus shipping through an online auction site.  He writes that the boxes “might contain something valuable,” but in truth, the boxes are usually filled with his trash.  Badley uses a synonym (an assumed or “fictitious” name) to hide his identity and is mostly interested in duping unsuspecting customers at an elite educational institution in Southern California.  Which of the following economic factors would tend to favor the use of this method?
    1. Low value-bulk ratio.
    2. Geographic dispersal of customers.
    3. The desire to preserve value by reducing the time spent in the distribution channel.
    4. Both (a) and (b).
    5. None of the above.

 

  1. Chez le Cochon[2] is a new very fancy restaurant despite the limited cleaning performed on the premises, a pervasive odor, and walls that are all painted pink.  Chez le Cochon specializes in very high calorie food.  Diners are told that good table manners are completely optional.  The management would like to do some research on what motivates people to eat large portions of highly fatty foods but is afraid that most consumers in the target segment would ordinarily tend not to tell the truth about their motives.  Which of the following research methods would be most suitable in this situation?
    1. Focus groups.
    2. Surveys.
    3. Scanner data.
    4. Projective techniques.
    5. Experimentation.

 

  1. The Greedy Girl Scout Group (GGSG) teaches its members that profit is the most important thing in life and that women should aim to make at least as high profits as those made by men.  Which of the following lessons would it be correct to teach?
    1. The most profitable method of pricing is usually “cost-plus.”
    2. The skimming pricing strategy is most likely to be profitable if the Group has a product that others cannot currently make.
    3. Penetration pricing is likely to cause competition to increase greatly.
    4. Both (b) and (c).
    5. 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.

 

  1. To decent society, ____________ are likely to be among the most objectionable elements of the lifestyles of vampires.
    1. Nutritional habits.

 

  1. Bruin Bricks manufactures low quality bricks.  Although houses built with these bricks are unlikely to pass building inspections, they are significantly cheaper, at 18¢ a piece, than those of most other manufacturers, which usually sell for 41¢ a piece.  Bruin Bricks are usually sold in quantities of 100.  Which of the following factors favor the sale of Bruin Bricks online, as opposed to through a traditional retail store?

a.    The value-bulk ratio.

b.    Absolute margins.

c.    Opportunities for customization.

d.    Both (a) and (b).

e.    None of the above.

 

  1. The Bruin Felonship Association is a club for criminal alumni of UCLA.  To be eligible for membership, an individual must have been convicted of at least three major felonies, at least two of which must involve violence.  Annual membership is $50, but in addition, members can buy a directory listing recommended defense attorneys for $299.99. The directory weighs approximately 0.5 ounces. A large number of members are currently sitting in prisons around the World.  The cost of printing the directory and shipping together add up to approximately 48 cents.  Which of the following factors favor the use of online, as opposed to brick-and-mortar, sales of the attorney directory?

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.

 

  1. Traitor Joe, a graduate of an educational institution in the West Los Angeles area whose curriculum does not emphasize ethics, engages in various questionable business practices, including questionable imports.  Because Joe saves money by blackmailing, rather than bribing, customs officials, his costs are lower than those of his competitors.  Which of the following of Joe’s activities is/are illegal for Americans and American firms?

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.

 

 



[1] The answer to this question is intended to be “d.”

[2] Cochon means “pig” in French.  Loosely translated, the name of the establishment means “The Pig’s Place.”