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Preparing for Final Exam

The best way to prepare for your 750 final exam is as follows:

  1. Read the book chapters and assigned cases carefully before class and jot down notes.

  2. Download a copy of the slides before class and add your own notes during the class session.

  3. Take notes during the case discussions of the major points covered and develop your own opinions on the case.

  4. Go back over the book chapters, assigned cases and your class notes.  Generate and submit exam questions via e-mail.  If you submit questions be sure to provide the appropriate answer and source (page number in the book, case, or slides from class).

  5. Look over the sample questions provided to get an idea of the format. 

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Sample Exam Questions

Samples of past exam questions are provided for you to look over.  The standard format will include twenty-five multiple choice questions (2 points each), three short answer questions (10 points each), and one extended essay question (20 points).

Multiple Choice:

Use the following attitude survey results to answer questions 1 – 3.

 

 

Belief Regarding the Provider

 Attribute

Evaluation of Attributes

America Online

AT&T

Earthlink

Success rate of connection

+3

3

5

4

High connection speed

+2

4

2

3

Dropped connections

-3

2

3

4

The price (monthly fee) will be high

0

2

5

3

 Evaluation: -3 = Very Bad, 0 = Neutral, 3 = Very Good,  Belief: -5 = Very Unlikely, 0 = Neutral, 5 = Very Likely

1.  According to the Fishbein model _____________ has the most favorable attitude while _________ has the least favorable attitude among consumers surveyed.

        a)  America Online, Earthlink

        b)    AT&T, America Online

        c)     Earthlink, AT & T

        d)     America Online, AT&T 

2.     With respect to the attribute success rate of connections, AT&T faces a state of _____________

a)       Competitive advantage

b)       Head-to-head competition

c)       Null opportunity

d)       False advantage

 3.     With respect to the attribute of high price, AT&T faces a state of ______________________

a)       Competitive disadvantage

b)       Neglected opportunity

c)       False advantage

d)       False competition

 

  1. When Sam was reminded that he gave blood last fall, he decided to sign up for an upcoming blood drive at school.  This represents an illustration of ________________ because Sam strives to maintain consistency in his behavior by inferring that he has a positive attitude toward giving blood based on the fact that he gave it in the past.

 

    a)    Cognitive dissonance theory

    b)    Balance theory

    c)    Self-perception theory

    d)    Social judgment theory

 

Short Answer:

5.   List five potential benefits of word-of-mouth to the sender and to the receiver. (10 points)

 Benefits to the receiver:

1.

2.    

3.

4.

5.

        Benefits to the sender:

1.

2.    

3.

4.

5.

6.  Illustrate the normal sales curve associated with a product life cycle, label the five stages and discuss what the firm should attend to in each stage.  (10 points)

  

7.  Enterprise Rent-a-Car has experienced good fortune over the past forty years as it has grown to be the nation’s largest rental car company.  As the company strives to grow into the future it faces the challenge of deciding which segment of the market, beyond the replacement segment which they currently “own”, to pursue and how.

What have been the key elements leading to the company’s success?  (3 points)

 

Which segment of the rent-a-car market should Enterprise pursue, and why? (3 points)

 

How would you recommend that they go about pursuing this segment?  (4 points)

Extended Essay:

 

8.      The development of a successful advertising campaign requires an understanding of consumer information processing.  Define each of the five stages of information processing and discuss the challenges a marketer faces that are unique to each stage using an example for each. 

 Stage 1:  (4 points)

  

Stage 2:  (4 points)

  

Stage 3:  (4 points)

 

Stage 4:  (4 points)

 

Stage 5:  (4 points)

 

 

9.  When consumers neglect to make an intended purchase due to forgetting, firms experience foregone sales.  For example, dentists' recommend that people should replace their toothbrush every three months, however, research shows that the majority of consumers replace their toothbrush only twice a year.  This suggests an opportunity for a company like Colgate to double its sales if it can inform consumers why they should replace their toothbrush and remind them to follow the recommended replacement cycle.  Develop a plan to speed up the replacement cycle for Colgate toothbrushes (10 points) and support your recommendations using what we know about consumer behavior. (10 points)

 

[last updated March 11, 2004]