Question 1

Outlets Where Brand or Product Is Listed but Unavailable (#) divided by Total Outlets Where Brand or Product Is Listed (#) equals ____________.

Accepted Answer

A)  Stock-outs (%) 
B)  Service Level Re
C)  Inventory turns
D)  Percentage of sales on deal
E)  Pass-through A

Question 2

The decomposition method attempts to isolate four separate portions of a time series,which are __________.

Accepted Answer

A)  The trend, numbers, fashions, and randomness
B)  The trend, cyclical, seasonal, and random factors
C)  The trend, effect, season, and random factors
D)  The trend, forecast, smoothing, and decomposition
E)  None of these B

Question 3

One of the advantages of using time-series analysis to forecast sales is that it is objective and inexpensive.

Accepted Answer

A) True 
 B)False

Question 4

The budgeting method that relies on figuring out what competitors spend on marketing is known as the ______________ method.

Accepted Answer

A)  Zero-based
B)  Objective-and-task
C)  Percent-of-sales
D)  Comparative-parity
E)  All-you-can-afford D

Question 5

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

Accepted Answer

A)  Vertical tactics
B)  Action by design
C)  Plans by scorecard
D)  Action plans
E)  All of these

Question 6

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 _____________.

Accepted Answer

A)  Tries to control for executive emotion
B)  Uses an iterative approach with repeated measurement to control for direct confrontation
C)  Uses consumers in a panel to discuss their planned purchases
D)  Tries to make suppliers, buyers, users, and deciders part of the process
E)  None of these

Question 7

ROMI is the metric du jour for many firms' bottom line.

Accepted Answer

A) True 
 B)False

Question 8

One key decision affecting the use of exponential smoothing is the choice of the ___________.

Accepted Answer

A)  Smoothing constant
B)  Beta coefficient
C)  Coefficient normal
D)  High-value customers
E)  None of these

Question 9

____________ requires the establishment of different planning options depending on the expected case,best case,or worst case.

Accepted Answer

A)  Scenario planning
B)  Forecasting
C)  Alterations
D)  Contingency planning
E)  Both scenario planning and Contingency planning

Question 10

The emphasis in regression analysis is not to isolate all factors that affect sales but simply to identify those that have _________ on sales and then to estimate the magnitude of the impact.

Accepted Answer

A)  The least dramatic impact
B)  The average impact
C)  The most dramatic impact
D)  The Predictor impact
E)  None of these

Question 11

Sales forecasting methods can only be objective,not subjective.

Accepted Answer

A) True 
 B)False

Question 12

In some cases a marketing dashboard can overly rely on _________.

Accepted Answer

A)  Inside-out measurement
B)  Outside-in measurement
C)  Total measurement
D)  Partial measurement, leading to partial solutions
E)  All of these

Question 13

The ______________ method is not a valid method for preparing an overall marketing budget.

Accepted Answer

A)  Objective-and-task
B)  Whatever-the-boss-allows
C)  Percent-of-sales
D)  Comparative-parity
E)  All-you-can-afford

Question 14

Marketing dashboard is a comprehensive system providing managers with up-to-the-minute information necessary to run their operation.

Accepted Answer

A) True 
 B)False

Question 15

_____________ budgeting is based on the budget requirements of individual action plans.

Accepted Answer

A)  Objective-and-task
B)  Per-unit
C)  Percent-of-sales
D)  Comparative-parity
E)  All-you-can-afford

Question 16

Cannibalization is the concept that describes __________.

Accepted Answer

A)  The loss that occurs from a new product introduction on existing products
B)  When revenue is lost to a competitor
C)  The loss of unit sales to a new advertising campaign of a competitor
D)  The loss that occurs from a brand maturing
E)  None of these

Question 17

Click-through rates are a commonly used metric.Although these are useful,they do not indicate _________.

Accepted Answer

A)  If a customer is interested in the product
B)  That a customer is on the path toward a final sale
C)  Who the clicker is
D)  What a click means
E)  None of these

Question 18

Electra Electrical Motors has salespeople all over the United States.The company asks each member of the sales team once a year to make a forecast of their expectations with respect to what they plan to sell.This is known as the ____________.

Accepted Answer

A)  Sales economy method
B)  Make easy sales method
C)  Composite commercial method
D)  Sales force composite method
E)  All of these

Question 19

Ultimately,the marketing manager must rely on _________ in making the forecasting decision.

Accepted Answer

A)  A consultant's decision
B)  Al the models proposed by all participants
C)  His or her own judgment after reviewing multiple input sources
D)  All of these
E)  None of these

Question 20

Investment decisions in marketing must consider the following elements except ____________.

Accepted Answer

A)  Level of investment
B)  Returns
C)  Risks
D)  Level of uncertainty
E)  Hurdle rates

Exam 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance

Outlets Where Brand or Product Is Listed but Unavailable (#) divided by Total Outlets Where Brand or Product Is Listed (#) equals ____________.

Correct AnswerverifiedA

The decomposition method attempts to isolate four separate portions of a time series,which are __________.

Correct AnswerverifiedB

One of the advantages of using time-series analysis to forecast sales is that it is objective and inexpensive.

Correct AnswerverifiedShow Answer

The budgeting method that relies on figuring out what competitors spend on marketing is known as the ______________ method.

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

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 _____________.

Correct AnswerverifiedShow Answer

ROMI is the metric du jour for many firms' bottom line.

Correct AnswerverifiedShow Answer

One key decision affecting the use of exponential smoothing is the choice of the ___________.

Correct AnswerverifiedShow Answer

____________ requires the establishment of different planning options depending on the expected case,best case,or worst case.

Correct AnswerverifiedShow Answer

The emphasis in regression analysis is not to isolate all factors that affect sales but simply to identify those that have _________ on sales and then to estimate the magnitude of the impact.

Correct AnswerverifiedShow Answer

Sales forecasting methods can only be objective,not subjective.

Correct AnswerverifiedShow Answer

In some cases a marketing dashboard can overly rely on _________.

Correct AnswerverifiedShow Answer

The ______________ method is not a valid method for preparing an overall marketing budget.

Correct AnswerverifiedShow Answer

Marketing dashboard is a comprehensive system providing managers with up-to-the-minute information necessary to run their operation.

Correct AnswerverifiedShow Answer

_____________ budgeting is based on the budget requirements of individual action plans.

Correct AnswerverifiedShow Answer

Cannibalization is the concept that describes __________.

Correct AnswerverifiedShow Answer

Click-through rates are a commonly used metric.Although these are useful,they do not indicate _________.

Correct AnswerverifiedShow Answer

Electra Electrical Motors has salespeople all over the United States.The company asks each member of the sales team once a year to make a forecast of their expectations with respect to what they plan to sell.This is known as the ____________.

Correct AnswerverifiedShow Answer

Ultimately,the marketing manager must rely on _________ in making the forecasting decision.

Correct AnswerverifiedShow Answer

Investment decisions in marketing must consider the following elements except ____________.

Correct AnswerverifiedShow Answer

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