Question 1

As per Blattberg and Deighton (1996) customer equity is

Accepted Answer

A)  unmeasurable. 
B)  fuzzy. 
C)  sum of the CLV of all consumers. 
D)  sum total of all consumers. 
A)  unmeasurable. 
B)  fuzzy. 
C)  sum of the CLV of all consumers. 
D)  sum total of all consumers. C

Question 2

The logic of the process model of competitive advantage is that astute firms will reinvest the _______ outcomes of competitive advantage into the __________ of the competitive advantage.

Accepted Answer

A)  emotional, financial 
B)  financial, emotional 
C)  financial, sources 
D)  resources, financial 
A)  emotional, financial 
B)  financial, emotional 
C)  financial, sources 
D)  resources, financial C

Question 3

Successful performance will be manifest in

Accepted Answer

A)  market share. 
B)  ROI. 
C)  customer satisfaction. 
D)  All of the options given are correct. 
A)  market share. 
B)  ROI. 
C)  customer satisfaction. 
D)  All of the options given are correct. D

Question 4

Managers spend a lot of time evaluating hard data for productivity; however, the problem is that it is ______

Accepted Answer

A)  historical. 
B)  fuzzy. 
C)  current. 
D)  true. 
A)  historical. 
B)  fuzzy. 
C)  current. 
D)  true.

Question 5

Porter (1985) maintains that a firm can either have a low cost or a differentiation position. Recent examples of Dell and Amazon.com have shown that_______

Accepted Answer

A)  his theory was right. 
B)  a third strategy is required. 
C)  firms may need to strive for both positions. 
D)  None of the options given are correct. 
A)  his theory was right. 
B)  a third strategy is required. 
C)  firms may need to strive for both positions. 
D)  None of the options given are correct.

Question 6

Which of the following is not a metric used for market performance measures related to the allocation of marketing resources?

Accepted Answer

A)  Awareness 
B)  Satisfaction 
C)  Follower numbers 
D)  Market share 
A)  Awareness 
B)  Satisfaction 
C)  Follower numbers 
D)  Market share

Question 7

CLV is the ______ of the profits that a firm stands to realize on the average new customer during a given number of years in the future.

Accepted Answer

A)  PLC 
B)  amount 
C)  range 
D)  NPV 
A)  PLC 
B)  amount 
C)  range 
D)  NPV

Question 8

The final point of all financial interactions amongst companies is

Accepted Answer

A)  growth. 
B)  dividends. 
C)  profit. 
D)  shareholder return. 
A)  growth. 
B)  dividends. 
C)  profit. 
D)  shareholder return.

Question 9

Satisfied customers tend to remain _____ to the firm that really fulfills them.

Accepted Answer

A)  ambivalent 
B)  unloyal 
C)  prone 
D)  loyal 
A)  ambivalent 
B)  unloyal 
C)  prone 
D)  loyal

Question 10

The ideal marketing control variable would be one that would be single and both hard and for the future. ______ which leads to ______ is that single appropriate outcome.

Accepted Answer

A)  ABCD, loyalty 
B)  CLV, loyalty 
C)  CLV, image 
D)  CLV, equity 
A)  ABCD, loyalty 
B)  CLV, loyalty 
C)  CLV, image 
D)  CLV, equity

Question 11

The main advantage of a market organization is

Accepted Answer

A)  greater management attention to detail. 
B)  specialization in task activities. 
C)  fast reaction to market change. 
D)  greater integration. 
A)  greater management attention to detail. 
B)  specialization in task activities. 
C)  fast reaction to market change. 
D)  greater integration.

Question 12

CLV can be increased by

Accepted Answer

A)  increasing retention rates. 
B)  increasing customer life. 
C)  increasing sales of the same product. 
D)  All of the options given are correct. 
A)  increasing retention rates. 
B)  increasing customer life. 
C)  increasing sales of the same product. 
D)  All of the options given are correct.

Question 13

Return on total assets (ROTA) is calculated by

Accepted Answer

A)  dividing operating profit by total assets. 
B)  dividing operating profit by revenues. 
C)  dividing revenues by total assets. 
D)  dividing debt by equity. 
A)  dividing operating profit by total assets. 
B)  dividing operating profit by revenues. 
C)  dividing revenues by total assets. 
D)  dividing debt by equity.

Question 14

It has been argued that the Day and Wensley (1988) competitive advantage process model is powerful; the outcomes it recommends are not sufficient control metrics. This has been driven by _____

Accepted Answer

A)  consumers. 
B)  buyers. 
C)  producers. 
D)  IT. 
A)  consumers. 
B)  buyers. 
C)  producers. 
D)  IT.

Question 15

Blattberg and Deighton (1996) argue that rather than merely allocating marketing budgets according to variables such as media selection, future managers must split the budgets on the bases of

Accepted Answer

A)  sales and marketing needs. 
B)  TV, PR. 
C)  branding, selling. 
D)  customer acquisition, customer retention. 
A)  sales and marketing needs. 
B)  TV, PR. 
C)  branding, selling. 
D)  customer acquisition, customer retention.

Question 16

The margin measure reflects the

Accepted Answer

A)  profitability and efficiency of management. 
B)  cash flow. 
C)  intensity to which total assets are employed. 
D)  combination of cost and pricing structures. 
A)  profitability and efficiency of management. 
B)  cash flow. 
C)  intensity to which total assets are employed. 
D)  combination of cost and pricing structures.

Question 17

As per Day and Wensley (1988) there are only two sources of competitive advantage for a firm - it either has _____ or ______ or both.

Accepted Answer

A)  value, costs 
B)  superior skills, money 
C)  superior skills, superior resources 
D)  None of the options given are correct. 
A)  value, costs 
B)  superior skills, money 
C)  superior skills, superior resources 
D)  None of the options given are correct.

Question 18

One of the issues which need to be considered in the context of financial measures and marketing strategy is

Accepted Answer

A)  profits and long-term profitability. 
B)  assets and cash flows. 
C)  businesses who owe money. 
D)  shareholder liabilities. 
A)  profits and long-term profitability. 
B)  assets and cash flows. 
C)  businesses who owe money. 
D)  shareholder liabilities.

Question 19

The problem with most measures of customer satisfaction and loyalty is that they are _____ but they are about the ______

Accepted Answer

A)  soft, future. 
B)  hard, current. 
C)  hard, historical. 
D)  soft, historical. 
A)  soft, future. 
B)  hard, current. 
C)  hard, historical. 
D)  soft, historical.

As per Blattberg and Deighton (1996) customer equity is

The logic of the process model of competitive advantage is that astute firms will reinvest the _ outcomes of competitive advantage into the ____ of the competitive advantage.

Successful performance will be manifest in

Managers spend a lot of time evaluating hard data for productivity; however, the problem is that it is ______

Porter (1985) maintains that a firm can either have a low cost or a differentiation position. Recent examples of Dell and Amazon.com have shown that_______

Which of the following is not a metric used for market performance measures related to the allocation of marketing resources?

CLV is the ______ of the profits that a firm stands to realize on the average new customer during a given number of years in the future.

The final point of all financial interactions amongst companies is

Satisfied customers tend to remain _____ to the firm that really fulfills them.

The ideal marketing control variable would be one that would be single and both hard and for the future. which leads to is that single appropriate outcome.

The main advantage of a market organization is

CLV can be increased by

Return on total assets (ROTA) is calculated by

It has been argued that the Day and Wensley (1988) competitive advantage process model is powerful; the outcomes it recommends are not sufficient control metrics. This has been driven by _____

Blattberg and Deighton (1996) argue that rather than merely allocating marketing budgets according to variables such as media selection, future managers must split the budgets on the bases of

The margin measure reflects the

As per Day and Wensley (1988) there are only two sources of competitive advantage for a firm - it either has _ or __ or both.

One of the issues which need to be considered in the context of financial measures and marketing strategy is

The problem with most measures of customer satisfaction and loyalty is that they are _ but they are about the __

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Relational and Sustainability Strategies

Product Innovation and Development Strategies

Service Marketing Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Filters

Exam 13: Strategy and Metrics

As per Blattberg and Deighton (1996) customer equity is

The logic of the process model of competitive advantage is that astute firms will reinvest the _______ outcomes of competitive advantage into the __________ of the competitive advantage.

Successful performance will be manifest in

Managers spend a lot of time evaluating hard data for productivity; however, the problem is that it is ______

Porter (1985) maintains that a firm can either have a low cost or a differentiation position. Recent examples of Dell and Amazon.com have shown that_______

Which of the following is not a metric used for market performance measures related to the allocation of marketing resources?

CLV is the ______ of the profits that a firm stands to realize on the average new customer during a given number of years in the future.

The final point of all financial interactions amongst companies is

Satisfied customers tend to remain _____ to the firm that really fulfills them.

The ideal marketing control variable would be one that would be single and both hard and for the future. ______ which leads to ______ is that single appropriate outcome.

The main advantage of a market organization is

CLV can be increased by

Return on total assets (ROTA) is calculated by

It has been argued that the Day and Wensley (1988) competitive advantage process model is powerful; the outcomes it recommends are not sufficient control metrics. This has been driven by _____

Blattberg and Deighton (1996) argue that rather than merely allocating marketing budgets according to variables such as media selection, future managers must split the budgets on the bases of

The margin measure reflects the

As per Day and Wensley (1988) there are only two sources of competitive advantage for a firm - it either has _____ or ______ or both.

One of the issues which need to be considered in the context of financial measures and marketing strategy is

The problem with most measures of customer satisfaction and loyalty is that they are _____ but they are about the ______

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Relational and Sustainability Strategies

Product Innovation and Development Strategies

Service Marketing Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Filters

The logic of the process model of competitive advantage is that astute firms will reinvest the _ outcomes of competitive advantage into the ____ of the competitive advantage.

The ideal marketing control variable would be one that would be single and both hard and for the future. which leads to is that single appropriate outcome.

As per Day and Wensley (1988) there are only two sources of competitive advantage for a firm - it either has _ or __ or both.

The problem with most measures of customer satisfaction and loyalty is that they are _ but they are about the __