Question 1

Marketing metrics are better understood when implemented in terms of a framework such as the

Accepted Answer

A)  pull strategy.
B)  push strategy.
C)  marketing plan.
D)  marketing mix.
E)  purchasing funnel.

Question 2

In which ROI marketing metric is the percentage of brand awareness examined?

Accepted Answer

A)  problem recognition
B)  information search
C)  purchase consideration
D)  purchase intent
E)  repeat purchase decision

Question 3

At each stage of the purchasing funnel,different market metrics should be put in place to measure marketing ROI.

Accepted Answer

A) True 
 B)False

Question 4

In recognition of marketing's increasingly important role in corporate performance,a new position has been introduced in business organizations:

Accepted Answer

A)  the chief executive officer (CEO) .
B)  the chief financial officer (CFO) .
C)  the chief technology officer (CTO) .
D)  the chief marketing officer (CMO) .
E)  the chief operating officer (COO) .

Question 5

In which ROI marketing metric is the qualitative measurement of brand associations examined?

Accepted Answer

A)  problem recognition
B)  information search
C)  purchase consideration
D)  purchase intent
E)  repeat purchase decision

Question 6

Arbol Industries developed customer scorecards plotting cost to serve and net price paid.This enabled the company to determine the

Accepted Answer

A)  competitive advantage.
B)  profitability of the customer.
C)  timing and quantity of previous sales.
D)  level of brand loyalty.
E)  market share.

Question 7

In marketing-led firms,marketing works hand in hand with the CEO to establish the company's strategy.

Accepted Answer

A) True 
 B)False

Question 8

Research shows that marketing is more important than _______ in determining a firm's performance.

Accepted Answer

A)  research and development
B)  financial planning
C)  competitive activity
D)  a deep understanding of customers
E)  total shareholder return.

Question 9

Smart marketers are constantly evolving their segmentation strategies to focus on

Accepted Answer

A)  new products.
B)  new advertising strategies.
C)  sales execution.
D)  new markets.
E)  new public relations strategies.

Question 10

What marketing metrics are important at the problem recognition stage of the purchasing funnel?

Accepted Answer

At this early stage,metrics su...

Question 11

Towards the middle of the purchasing funnel,brand equity plays a key role.

Accepted Answer

A) True 
 B)False

Question 12

If there is a lack of agreement on marketing's role,then the efforts to institute marketing metrics will fail.

Accepted Answer

A) True 
 B)False

Question 13

One of the external changes that has affected the discipline of marketing in recent years is

Accepted Answer

A)  fewer media channels.
B)  the fragmentation of markets.
C)  the focus on commodities.
D)  the lack of sophistication of customers.
E)  traditional media.

Question 14

The cost to serve customers can be high because the business provides them with

Accepted Answer

A)  customization at a premium price.
B)  installation charged by the hour.
C)  extra services at no extra charge.
D)  brand merchandising giveaways.
E)  a product warranty.

Question 15

It is necessary to put marketing metrics in place to demonstrate

Accepted Answer

A)  product sales.
B)  brand awareness.
C)  brand equity.
D)  brand associations.
E)  ROI.

Question 16

A business becomes more productive when it reviews four things every year,one of which is

Accepted Answer

A)  the competition.
B)  the marketing mix.
C)  ROI.
D)  research and new technology.
E)  customer satisfaction.

Question 17

The purchasing funnel acknowledges that while customers have a problem to solve,they are

Accepted Answer

A)  loyal to a competitor's product.
B)  loyal to your brand.
C)  initially unaware of your product.
D)  price-sensitive.
E)  price-insensitive.

Question 18

In marketing-led firms,marketing is the customer's champion in the organization.

Accepted Answer

A) True 
 B)False

Question 19

Customers who have a high cost to serve,but do not want to pay very much are classified as

Accepted Answer

A)  passive.
B)  aggressive.
C)  carriage trade.
D)  bargain basement.
E)  potential.

Question 20

A prime marketing role is to drive activity in product mix review.

Accepted Answer

A) True 
 B)False

Exam 12: Building the Marketing Organization of the Future

In marketing-led firms,marketing works hand in hand with the CEO to establish the company's strategy.

Correct AnswerverifiedShow Answer

In which ROI marketing metric is the qualitative measurement of brand associations examined?

Correct AnswerverifiedShow Answer

Arbol Industries developed customer scorecards plotting cost to serve and net price paid.This enabled the company to determine the

Correct AnswerverifiedShow Answer

Smart marketers are constantly evolving their segmentation strategies to focus on

Correct AnswerverifiedShow Answer

Marketing metrics are better understood when implemented in terms of a framework such as the

Correct AnswerverifiedShow Answer

The purchasing funnel acknowledges that while customers have a problem to solve,they are

Correct AnswerverifiedShow Answer

What marketing metrics are important at the problem recognition stage of the purchasing funnel?

Correct AnswerverifiedAt this early stage,metrics su...View AnswerShow Answer

In which ROI marketing metric is the percentage of brand awareness examined?

Correct AnswerverifiedShow Answer

Towards the middle of the purchasing funnel,brand equity plays a key role.

Correct AnswerverifiedShow Answer

A prime marketing role is to drive activity in product mix review.

Correct AnswerverifiedShow Answer

Research shows that marketing is more important than _______ in determining a firm's performance.

Correct AnswerverifiedShow Answer

In marketing-led firms,marketing is the customer's champion in the organization.

Correct AnswerverifiedShow Answer

One of the external changes that has affected the discipline of marketing in recent years is

Correct AnswerverifiedShow Answer

A business becomes more productive when it reviews four things every year,one of which is

Correct AnswerverifiedShow Answer

If there is a lack of agreement on marketing's role,then the efforts to institute marketing metrics will fail.

Correct AnswerverifiedShow Answer

In recognition of marketing's increasingly important role in corporate performance,a new position has been introduced in business organizations:

Correct AnswerverifiedShow Answer

The cost to serve customers can be high because the business provides them with

Correct AnswerverifiedShow Answer

Customers who have a high cost to serve,but do not want to pay very much are classified as

Correct AnswerverifiedShow Answer

At each stage of the purchasing funnel,different market metrics should be put in place to measure marketing ROI.

Correct AnswerverifiedShow Answer

It is necessary to put marketing metrics in place to demonstrate

Correct AnswerverifiedShow Answer

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At this early stage,metrics su...
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