Announcements

1
Announcements

• Exam 2 next week.
• You MUST take the exam at the campus that ypure
  registered at.
• Students registered at the area campuses will
  take the exams at 6 p.m at the the computer labs
  of the area campuses at which youre registered
  at.

2
Exam 2

• Main campus students will take the exam at the
  testing lab located in the first floor of CBA II.
  
• For main campus students, well have three time
  slots.
• 500 615 p.m.
• 630 745 p.m.
• 800 915 p.m.
• Sign-up sheets for the exams have been posted on
  the class website. Please sign up using your NID
  (the one you use to log into webct).

3
Main Campus Signup

• Test registration WILL close at 1159pm the day
  prior to the test date. Please hurry and signup
  ASAP.

4
Course Website

• http//www.bus.ucf.edu/echambadi/mar3023

5
Testing Procedures for the CBA

• Bring your ID (MUST!) UCF student ID preferred
  or drivers license.
• Arrive at the test site 15 minutes before the
  exam time so that your IDs can be checked.
• Do not arrive late. Students will not be allowed
  to enter the Testing Lab 10 minutes after the
  test has begun.
• Well provide blank sheets if you need to think
  through using paper.

6
Announcements (contd.,)

• Exam will comprise of material from chapters 6,
  7, 8.
• Quiz 8 (covering chapter 9) MUST still be
  taken.
• II set of quizzes expire on Oct 19th at 5 p.m.

7
Exam 2

• 40 definitional 60 applied questions.
• The questions will NOT be based on a test bank.
  There will be NO trick questions.
• Proof-read for clarity, psychometrically valid.
• Then, the grades will be posted on webct in about
  2-3 days after the test.

8
Difficult Concepts

• Differences between segmentation and targeting.
• Different types of demand homogeneous,
  clustered.
• Criteria for segmentation.
• Concept of positioning and repositioning.
• Segmentation basis.

9
Difficult Concepts

• Differences between primary, secondary, and
  syndicated data.
• Three types of design.
• Different types of sampling.
• Comparison of different types of surveys across
  multiple dimensions.
• Different types of questions dichotomous,
  open-ended etc.,

10
Question 1

• White-collared professionals earning over a
  million dollars a year constitute a niche market
  in the United States (less than 1 of the U.S.
  population). If Jaguar automobiles focused all
  its marketing efforts on this segment, it would
  be using a(n) ___________ strategy.
• a. homogeneous
• b. undifferentiated
• c. multisegment
• d. concentrated
• e. focused

11

• Suppose that marketers at Wal Mart are trying to
  determine whether the use of a specific type of
  wall color in the produce department increases
  sales of fruits and vegetables in their produce
  department. The research design is as follows
  produce departments in two identical stores are
  chosen - one store is painted green and the other
  is painted pink. The sales of produce in these
  two stores are tracked for a month. This type of
  research design conducted is known as ______
  research.
• a. exploratory.
• b. descriptive.
• c. causal.
• d. informal.
• e. qualitative.