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Exam 19: The Marketing Dashboard: Metrics for Measuring Marketing Performance

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Question 21

Multiple Choice

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Marketers often have to make a strategic decision with respect to seeking sales growth for a brand.In addition to acquiring existing users to a brand, one may have to _________.

A) Attract light users to the category
B) Attempt to get defectors to come back to the category
C) Expand the total population of category users
D) Expand the elementary level of market orientation
E) None of the above

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Question 22

Multiple Choice

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In the end, marketing management is both a science and an art.The artistic side understands that sometimes the difference between an average new-product introduction and a world-class one rests largely on ______________.

A) Creativity
B) Insight into the market
C) Hitting the market at just the right time
D) All of the above
E) None of the above

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Question 23

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The Delphi technique tries to use expert opinion to forecast market demand but it is distinctly different than other methods in as much as it _____________.

Greener Industries is a company that works with existing manufacturers and their plants to try to improve their impact on the environment.It has just hired a new creative agency.Which marketing planning tool should the company or new agency use?

You have finally finished your worst-case scenario contingency planning, but what about your best-case scenario? Do you need to plan for a best-case scenario? Why or why not?

About the only thing you know for certain about your first version of a marketing dashboard is that it will likely look the same in a year or two.

Sam Marino, an accountant in the organization, says that marketing is always over budget and not accountable.One way Sam suggests not to have this difficulty is by ____________.

What does statistical demand analysis attempt to do?

Cisco has a different idea about ROMI.Managers there feel that instead of measuring response, it may be better to measure ____________.

the total group response or median will move successively toward the "correct" or "true" answer.

A marketing audit may be needed in any of the following situations except ____________.

A well-rounded dashboard tracks the skills and competencies of the marketing team against a clear set of proficiency goals.

One of the most important measurement issues is the measurement related to supply chain.The variables measured have to do with stock outs, service levels due to on-time deliveries, and inventory turns.

Share of Voice quantifies the ___________ that a specific product or brand enjoys.

____________ is the process by which significant deviations to the marketing plans are anticipated.

A marketing audit should include assessments about ______________.

When New World Recycling does forecasting, it go directly to customers and ask them what their anticipated needs are for the coming period of time.This method is known as _________.

Colby works for a bike manufacturer that has just received a marketing plan from a top consultant that he hired.Colby has only had time to go through the first few pages and is overwhelmed with the information.What part of the marketing plan will help Colby determine what specifically he should implement?

You have just been hired to work as a marketing manager for a company that prior to your arrival had minimal time allotted to measuring marketing efforts.You are expected to create both diagnostic and predictive information regarding your company's marketing efforts.What should you do?

In a marketing plan, every strategy must include implementation elements.These are called ___________.