Conducting Marketing Research & Forecasting Demand - MCQs with answers - Part 4

Conducting Marketing Research and Forecasting Demand - MCQs with answers - Part 4


Measuring marketing productivity

1. Marketing Dashboards are a _________ way to disseminate the insights gleaned from marketing measures and marketing mix modeling within an organization.

a) Unstructured
b) Structured
c) Both a & b
d) None of the above

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ANSWER: b) Structured



2. Marketing metrics approach is used for

a) Assessing marketing effects
b) Estimate casual relationships
c) Measure how marketing activity affects outcomes
d) None of the above

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ANSWER: a) Assessing marketing effects



3. _____________ estimate casual relationships and measures how marketing activity affects outcomes.

a) Marketing metrics
b) Marketing Dashboards
c) Marketing-mix modeling
d) None of the above

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ANSWER: c) Marketing-mix modeling



4. Marketing metrics can be used by _________ to justify and design marketing programs and by____________ to decide on financial allocations.

a) Senior Managers, Marketing Managers
b) Senior Management, Brand Managers
c) Brand Managers, Senior Management
d) None of the above

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ANSWER: c) Brand Managers, Senior Management



5. _____________focuses on incremental growth instead of baseline sales or long-term effects.

a) Marketing-mix modeling
b) Marketing metrics
c) Marketing Dashboard
d) None of the above

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ANSWER: a) Marketing-mix modeling



6. The integration of metrics such as customer awareness and satisfaction and brand equity into marketing-mix modeling is ________.

a) Limited
b) Unlimited

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ANSWER: a) Limited



7. Management can assemble a summary set of relevant internal and external measures in a ___________ for synthesis and interpretation.

a) Marketing System
b) Marketing Dashboards
c) Marketing information system
d) None of the above

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ANSWER: b) Marketing Dashboards



8. As input to the marketing dashboard, companies should include _______ key market-based scorecards that reflect performance and provide possible entry warning signals.

a) Four
b) Three
c) Two
d) None of the above

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ANSWER: c) Two



9. Relative price is a type of ________ sample marketing metric.

a) Internal
b) External
c) Varies
d) None of the above

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ANSWER: b) External



10. The two market based scorecards in a marketing dashboard are:

a) Customer-performance scorecard and Stakeholder performance scorecard
b) Stakeholder-performance scorecard and Suppliers performance scorecard
c) Customer-performance scorecard and Distributors performance scorecard
d) None of the above

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ANSWER: a) Customer-performance scorecard and Stakeholder performance scorecard


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