Questions:
Question 1.1. 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.
Question 2.2. Which of the following statements represents a concern about the IMC approach expressed in
IMC fails to break out investments in marketing and the sales or communication effect they achieve.
IMC gives little visibility into key performance indicators.
IMC requires redirecting organizational effort away from strategic planning toward implementation of this new approach.
IMC has not delivered an improvement upon the current flaws in methods that attempt to measure marketing effectiveness.
Question 3.3. 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 4.4. 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 5.5. What type of information was described as MOST suitable for monitoring marketing performance?
Near-real-time point-of-sale data
Key performance indicators
Response rate, total sales, and average order value
Values and trends
Question 6.6. Why is analysis important to the business function of marketing management?
Analysis helps a firm allocate resources appropriately to control its projects, people, and ideas.
Analysis helps define the role, mission, and objectives for which each department is responsible.
Analysis uncovers meaningful information that guides marketers toward strategies that leverage internal strengths and external market opportunities.
Analysis breaks relevant data into its component parts for examination and evaluation.
Question 7.7. Which of the following statements was discussed 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. 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 9.9. 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 10.10. Which of the following terms was NOT included in the discussion of components that create a company's organizational culture?
Valuation
Vision
Mission
Value