Question 1

Which of the following would LEAST likely be used to forecast future sales of a product?

Accepted Answer

A)   market interval scales
B)   sales force estimates
C)   expert opinions
D)   market tests

Question 2

A sound marketing plan should do all of the following EXCEPT ________.

Accepted Answer

A)   outline potential risks
B)   segment niche consumers
C)   set measurable objectives
D)   establish financial budgets

Question 3

Which term refers to different events and changes that could affect the marketing strategy both externally and internally?

Accepted Answer

A)   possible futures
B)   pro forma goals
C)   budget projections
D)   potential valuations

Question 4

Effective marketing objectives should be all of the following EXCEPT ________.

Accepted Answer

A)   specific
B)   relevant
C)   aspirational
D)   time-specific

Question 5

According to the generic marketing plan presented in the text,which of the following would NOT be included in the projections section?

Accepted Answer

A)   risks
B)   budgets
C)   weaknesses
D)   profit models

Question 6

When developing the budget for a marketing plan,what are the four primary inputs to consider? Briefly discuss the importance of each element.

Accepted Answer

Time frame,allocations,forecasts,and obj...

Question 7

According to ________,a dependent variable can be predicted by multiple independent variables.

Accepted Answer

A)   optimization analysis
B)   CRM indicators
C)   regression logic
D)   data analytics

Question 8

It is standard practice that marketing budget allocations be based on a percentage of past sales and profits.

Accepted Answer

A) True 
 B)False

Question 9

A(n) ________ is a document that describes the marketing environment,outlines the marketing objectives and strategies,and identifies how the company will implement and control those strategies.

Accepted Answer

A)   communications plan
B)   operational plan
C)   marketing plan
D)   financial plan

Question 10

________ would most likely be used by a marketing manager who needs to determine ROMI coefficients.

Accepted Answer

A)   Diversification strategy
B)   Regression analysis
C)   SWOT analysis
D)   Data mining

Question 11

________ is the impact on business performance resulting from the implementation of specific marketing activities.

Accepted Answer

A)   Return on marketing investment
B)   Marketing accountability
C)   Situation assessment
D)   Brand health

Question 12

Which of the following is NOT a common type of marketing strategy?

Accepted Answer

A)   sales objective
B)   value objective
C)   profit objective
D)   customer objective

Question 13

In a marketing plan,modifications made to budgets and objectives are typically based on ________.

Accepted Answer

A)   promotions
B)   forecasts
C)   segments
D)   strengths

Question 14

According to research by Frederick Reichheld,which of the following post-consumption questions is the most predictive of future consumer behaviors?

Accepted Answer

A)   How likely is it that you would recommend [company X] to a friend or colleague?
B)   How strongly do you agree that [company X] deserves your loyalty?
C)   How likely is it that you will continue to purchase products from [company X]?
D)   How strongly do you agree that [company X] sells quality products?

Question 15

Which of the following is typically used in small firms to direct marketing activities,set expectations,and budget resources?

Accepted Answer

A)   marketing plan
B)   marketing metric
C)   situation assessment
D)   strategic planning matrix

Question 16

According to the text,what should immediately follow the executive summary of a marketing plan?

Accepted Answer

A)   corporate mission statement
B)   financial and profit model
C)   marketing mix outline
D)   situation assessment

Question 17

Most marketing plans establish the size and needs of target segments but not the details of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 18

Reichheld's research indicates that loyal customers and fickle customers are equally profitable for firms.

Accepted Answer

A) True 
 B)False

Question 19

As a marketer,what factors should you monitor to determine the effectiveness of a strategic marketing plan and the marketing mix? How could you benefit from using a CRM system?

Accepted Answer

The core metrics-customer satisfaction,c...

Question 20

All of the following are indicators of how well customers are responding to their experiences with a firm and its products EXCEPT ________.

Accepted Answer

A)   repeat-purchase intention
B)   intention-to-recommend
C)   customer satisfaction
D)   brand personality

Exam 6: Planning,assessment,and Adjustment

Effective marketing objectives should be all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

It is standard practice that marketing budget allocations be based on a percentage of past sales and profits.

Correct AnswerverifiedShow Answer

________ would most likely be used by a marketing manager who needs to determine ROMI coefficients.

Correct AnswerverifiedShow Answer

According to ________,a dependent variable can be predicted by multiple independent variables.

Correct AnswerverifiedShow Answer

A sound marketing plan should do all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

According to research by Frederick Reichheld,which of the following post-consumption questions is the most predictive of future consumer behaviors?

Correct AnswerverifiedShow Answer

Which of the following is NOT a common type of marketing strategy?

Correct AnswerverifiedShow Answer

A(n) ________ is a document that describes the marketing environment,outlines the marketing objectives and strategies,and identifies how the company will implement and control those strategies.

Correct AnswerverifiedShow Answer

According to the generic marketing plan presented in the text,which of the following would NOT be included in the projections section?

Correct AnswerverifiedShow Answer

________ is the impact on business performance resulting from the implementation of specific marketing activities.

Correct AnswerverifiedShow Answer

Most marketing plans establish the size and needs of target segments but not the details of the marketing mix.

Correct AnswerverifiedShow Answer

All of the following are indicators of how well customers are responding to their experiences with a firm and its products EXCEPT ________.

Correct AnswerverifiedShow Answer

In a marketing plan,modifications made to budgets and objectives are typically based on ________.

Correct AnswerverifiedShow Answer

According to the text,what should immediately follow the executive summary of a marketing plan?

Correct AnswerverifiedShow Answer

When developing the budget for a marketing plan,what are the four primary inputs to consider? Briefly discuss the importance of each element.

Correct AnswerverifiedTime frame,allocations,forecasts,and obj...View AnswerShow Answer

Reichheld's research indicates that loyal customers and fickle customers are equally profitable for firms.

Correct AnswerverifiedShow Answer

As a marketer,what factors should you monitor to determine the effectiveness of a strategic marketing plan and the marketing mix? How could you benefit from using a CRM system?

Correct AnswerverifiedThe core metrics-customer satisfaction,c...View AnswerShow Answer

Which of the following is typically used in small firms to direct marketing activities,set expectations,and budget resources?

Correct AnswerverifiedShow Answer

Which term refers to different events and changes that could affect the marketing strategy both externally and internally?

Correct AnswerverifiedShow Answer

Which of the following would LEAST likely be used to forecast future sales of a product?

Correct AnswerverifiedShow Answer

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Time frame,allocations,forecasts,and obj...
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The core metrics-customer satisfaction,c...
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Correct Answer
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