Question 1

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

Accepted Answer

Brand personality is a marketing concept that describes a brand in human characteristics, not a direct indicator of customer response to experiences.

Question 2

All of the following factors would most likely be evaluated in a staircase analysis EXCEPT .

Accepted Answer

A staircase analysis is a marketing research technique used to measure the effectiveness of a marketing campaign by tracking changes in brand awareness, purchase rate, and potential market over time. Marketing mix is not typically evaluated in a staircase analysis.

Question 3

Which of the following is used by firms to collect data about customer responses to the marketing mix?

Accepted Answer

CRM systems are used to collect data about customer responses to the marketing mix.

Question 4

Which of the following is a true statement about forecasts,budgets and marketing mix plans?

Accepted Answer

Forecasts, budgets, and marketing mix plans should be developed simultaneously to ensure alignment and coherence in strategic planning and execution.

Question 5

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

Accepted Answer

Regression analysis is a statistical method used to estimate the relationships among variables, which can help a marketing manager determine the Return on Marketing Investment (ROMI) coefficients by analyzing the impact of different marketing activities on sales or other performance metrics.

Question 6

According Frederick Reichheld,the Net Promoter Index is a strong indicator of _.

Accepted Answer

The Net Promoter Index (NPI), developed by Frederick Reichheld, is used to measure customer loyalty and predict future corporate growth by assessing the likelihood of customers to recommend a company's products or services.

Question 7

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 marketing plan is specifically designed to describe the marketing environment, outline marketing objectives and strategies, and detail how the company will implement and control those strategies.

Question 8

Effective marketing objectives should be all of the following EXCEPT .

Accepted Answer

Effective marketing objectives should be time-specific, specific, and relevant to ensure they are clear, measurable, and aligned with business goals. Aspirational objectives, while inspiring, may not be practical or measurable.

Question 9

Which of the following is a true statement about the cereal industry?

Accepted Answer

The answer of Which of the following is a true...

Question 10

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

Accepted Answer

The projections section typically includes financial forecasts like profit models, budgets, and risks, but not weaknesses, which are usually part of a SWOT analysis.

Question 11

Which element of a marketing plan allocates financial resources across activities?

Accepted Answer

The budget is the element of a marketing plan that allocates financial resources across various marketing activities.

Question 12

Customer satisfaction surveys,secret- shopper reports,and return on marketing investment models are all examples of .

Accepted Answer

These are all tools used to measure and evaluate the effectiveness of marketing efforts, making them marketing measurement tools.

Question 13

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

Accepted Answer

The question "How likely is it that you would recommend [company X] to a friend or colleague?" is the basis of the Net Promoter Score (NPS), which Frederick Reichheld identified as a strong predictor of future consumer behavior, including loyalty and advocacy.

Question 14

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

Accepted Answer

Modifications to budgets and objectives in a marketing plan are typically based on forecasts, as they provide predictions about future market conditions and help in planning resources accordingly.

Question 15

A _ would most likely be used by a marketer to improve the accuracy of a sales forecast.

Accepted Answer

Staircase analysis is a technique used to improve the accuracy of a sales forecast by breaking down the forecast into smaller, more manageable components.

Question 16

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

Accepted Answer

Return on marketing investment (ROMI) measures the impact on business performance resulting from the implementation of specific marketing activities.

Question 17

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

Accepted Answer

Regression logic involves predicting a dependent variable based on one or more independent variables.

Question 18

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

Accepted Answer

Segmenting niche consumers is not a necessary component of a sound marketing plan.

Question 19

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

Accepted Answer

The answer of Which of the following is NOT a...

Question 20

Marketing budgets that are _ _ enable strategic planners to make assessments and adjustments.

Accepted Answer

Highly categorized marketing budgets allow strategic planners to clearly understand and allocate resources effectively, making it easier to assess and adjust strategies as needed.

Quiz 6: Planning,assessment and Adjustment