Multiple choice questions:
1. What media timing strategy does the following example represent? A new restaurant advertises on local radio with 40 spots per week for two weeks, followed by 20 spots per week every other week for the next twelve weeks.
Continual
Pulse
Front-loaded
Seasonal
Question 2.2. Which of the following was NOT identified as a factor to consider in the SWOT analysis?
Current positioning strategies
Past innovation history
Product/service quality
Customer base
Question 3.3. What truly sets online message channels apart from traditional advertising message channels?
Online advertising response can be monitored in real time.
Online advertising combines visual appeal with low cost per exposure.
Online advertising can include animation or video.
Online advertising can be considered intrusive, i.e. "spam"
Question 4.4. Which of the following terms represents the budget allocation method that involves planning marketing actions, followed by estimating costs associated with those actions?
Adaptive Control
Task-Objective
Affordable
Competitive Parity
Question 5.5. What measure of campaign performance does the following example represent? Calluniverse sends a text message to its high-usage segment of customers, offering a free phone upgrade on contract renewal. The call to action is "Reply *mynewphone to agree to this offer."
Sales effect
Communications effect
Value delivery
Sales and communications effect
Question 6.6. Which of the following statements was NOT discussed as a success factor in implementation and control?
A company's decision systems.
A company's channel partners.
A company's judgment of the performance of past tactics.
A company's historical campaign performance.
Question 7.7. Which of the following statements was discussed in Chapter 9 as a benefit of developing and following a written marketing plan?
The company can better decide how to allocate budget dollars across various marketing, finance, and operations tactics.
The firm is better prepared to measure effectiveness of its sales force management.
The company finds it easier to improve with each iteration of its strategic marketing plan.
The organization is better prepared to use the Task-Objective approach to developing the
marketing plan.
Question 8.8. Why is planning important to the business function of marketing management?
Planning helps companies overcome the weakness of analytic techniques like the BCG Matrix and Ansoff's Matrix.
Planning helps firms choose market/product strategies and communicate value propositions.
Planning translates overall company profitability goals into marketing objectives that guide purposeful action.
Planning translates objectives into goals that are supported by tactical action plans.
Question 9.9. Which answer BEST describes the use of the BCG Matrix as an input to business strategy?
Use of the BCG Matrix helps corporate planners know when to develop distinct corporate strategies for separate SBUs.
Use of the BCG Matrix analytic helps marketers assess growth potential among the assets in its business portfolio.
Use of the BCG Matrix helps an organization improve its product line management over time through iterative planning cycles.
Use of the BCG Matrix assigns SBUs, products, or brands to quadrants based on the amount of cash it requires.
Question 10.10. Why is it recommended that the Stars and Cash Cows of the BCG Matrix receive more marketing support than the Question Marks and Dogs?
Stars and Cash Cows have more potential to generate cash flow greater than the investment required to maintain them.
Stars and Cash Cows contribute more frequent contact with customers and suppliers, increasing supply chain coordination.
Stars and Cash Cows are high-growth but low-share, meaning that increasing their share can be achieved with investment.
Stars and Cash Cows will quickly reach the end of their product life cycle; marketing support will delay their eventual decline.