Question 1

Brand-equity assets don't have the potential to provide a brand with a price premium

Accepted Answer

A) True 
 B)False  False

Question 2

A Buyer-centric organizations' approach to offering products and services include

Accepted Answer

A) Providing solutions that empower customers to make informed decisions. 
B) Providing solutions that closely reflect customer preferences 
C) Helping customers to maximize efficiency, productivity and marketable value of personal assets 
D) All of the above 
A) Providing solutions that empower customers to make informed decisions. 
B) Providing solutions that closely reflect customer preferences 
C) Helping customers to maximize efficiency, productivity and marketable value of personal assets 
D) All of the above D

Question 3

A market based competitive assessment is a direct comparison with a few target competitors.

Accepted Answer

A) True 
 B)False  True

Question 4

Efficiency and profitability of corporations do not always translate into corresponding value addition for consumers.

Accepted Answer

A) True 
 B)False

Question 5

Which is the first step in customer lifetime value CLV) maximization cycle?

Accepted Answer

A) Pitching the Right Product to the Right Customer at the Right Time 
B) Managing Loyalty and Profitability Simultaneously 
C) Customer Selection 
D) Optimal Allocation of Resources 
E) Preventing Customer Attrition 
A) Pitching the Right Product to the Right Customer at the Right Time 
B) Managing Loyalty and Profitability Simultaneously 
C) Customer Selection 
D) Optimal Allocation of Resources 
E) Preventing Customer Attrition

Question 6

A process based competitive assessment is evaluating the processes employed by the company to compete in the marketplace.

Accepted Answer

A) True 
 B)False

Question 7

In order to maximize profit companies need to target its loyal customers as they are always profitable

Accepted Answer

A) True 
 B)False

Question 8

Which one of the following does not pertain to a market based method of assessing competitive advantage?

Accepted Answer

A) Market share 
B) Recall share 
C) R&D share 
D) Relative cost comparison 
E) Advertising share 
A) Market share 
B) Recall share 
C) R&D share 
D) Relative cost comparison 
E) Advertising share

Question 9

Loyal customer are necessarily profitable customers

Accepted Answer

A) True 
 B)False

Question 10

Delighted customers need an incentive to repurchase a product or service.

Accepted Answer

A) True 
 B)False

Question 11

Marketing Intelligence tools provide a wealth of information related to track customers' buying patterns, individual preferences and satisfaction levels.

Accepted Answer

A) True 
 B)False

Question 12

Which is the first step in customer satisfaction measurement process?

Accepted Answer

A) Measure critical needs 
B) Act on the information 
C) Define goals and specify how information will be used 
D) Discover what is important to customers and employees 
E) Measure performance over time 
A) Measure critical needs 
B) Act on the information 
C) Define goals and specify how information will be used 
D) Discover what is important to customers and employees 
E) Measure performance over time

Question 13

In Buyer-centric marketing, buyers take center-stage and they spell out their needs.

Accepted Answer

A) True 
 B)False

Question 14

Satisfaction research should be conducted at planned intervals so as to track satisfaction over time

Accepted Answer

A) True 
 B)False

Question 15

Marketing Intelligence increases potential value of a customer who has a positive customer service experience.

Accepted Answer

A) True 
 B)False

Question 16

Brand equity is defined as a set of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to the firm's customers and/or to that firm's customers.

Accepted Answer

A) True 
 B)False

Question 17

Which one of the following is a process-based method of assessing competitive advantage?

Accepted Answer

A) Market share 
B) Recall share 
C) R&D share 
D) Marketing skills audit 
E) Advertising share 
A) Market share 
B) Recall share 
C) R&D share 
D) Marketing skills audit 
E) Advertising share

Question 18

A survey that provides a direct measure of the brand name's value is called

Accepted Answer

A) Excess-price approach 
B) Market-based assessment 
C) Dollarmetric scale 
D) Trade off analysis 
E) None of these 
A) Excess-price approach 
B) Market-based assessment 
C) Dollarmetric scale 
D) Trade off analysis 
E) None of these

Question 19

Which of the following are benefits of Buyer-centric marketing?

Accepted Answer

A) Opportunities from new growth sectors 
B) Increased value of the corporation and its assets 
C) Reduced marketing research expense since customers specify needs 
D) Enhanced trust with customers 
E) All of the above 
A) Opportunities from new growth sectors 
B) Increased value of the corporation and its assets 
C) Reduced marketing research expense since customers specify needs 
D) Enhanced trust with customers 
E) All of the above

Question 20

Price premium for a brand is the only way to quantify brand equity

Accepted Answer

A) True 
 B)False

Exam 24: Brand and Customer Metrics

Brand-equity assets don't have the potential to provide a brand with a price premium

A Buyer-centric organizations' approach to offering products and services include

A market based competitive assessment is a direct comparison with a few target competitors.

Efficiency and profitability of corporations do not always translate into corresponding value addition for consumers.

Which is the first step in customer lifetime value CLV) maximization cycle?

A process based competitive assessment is evaluating the processes employed by the company to compete in the marketplace.

In order to maximize profit companies need to target its loyal customers as they are always profitable

Which one of the following does not pertain to a market based method of assessing competitive advantage?

Loyal customer are necessarily profitable customers

Delighted customers need an incentive to repurchase a product or service.

Marketing Intelligence tools provide a wealth of information related to track customers' buying patterns, individual preferences and satisfaction levels.

Which is the first step in customer satisfaction measurement process?

In Buyer-centric marketing, buyers take center-stage and they spell out their needs.

Satisfaction research should be conducted at planned intervals so as to track satisfaction over time

Marketing Intelligence increases potential value of a customer who has a positive customer service experience.

Brand equity is defined as a set of brand assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service to the firm's customers and/or to that firm's customers.

Which one of the following is a process-based method of assessing competitive advantage?

A survey that provides a direct measure of the brand name's value is called

Which of the following are benefits of Buyer-centric marketing?

Price premium for a brand is the only way to quantify brand equity

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

New Age Strategies

Filters