Conducting Marketing Research & Forecasting Demand - MCQs with answers - Part 5

Conducting Marketing Research and Forecasting Demand - MCQs with answers - Part 5

Marketing measurement metrics

1. Marketing consultant Pat Lapointe sees __________ as providing all the up-to-the-minute information necessary to run the business operations for a company.

a) Marketing dashboards
b) Marketing research
c) Marketing information system
d) None of the above

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2. The _________ pathway looks at how prospects become customers, from awareness to preference to trial to repeat purchase.

a) Brand metrics
b) Cash-flow metrics
c) The unit metrics
d) The customers’ metrics

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3. The _________focuses on how well marketing expenditures are achieving short-term returns.

a) The cash-flow metrics
b) The unit metrics
c) Brand metrics
d) Offerings metrics

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4. Program and campaign ROI comes under

a) Customer metrics
b) Unit metrics
c) Brand metrics
d) Cash-flow metrics

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5. Margin optimization is a type of metric that comes under

a) Unit metric
b) Customer metric
c) Brand Metric
d) Cash-flow metric

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6. Financial Valuation is a type of metric that falls under

a) Unit metric
b) Brand metric
c) Customer metric
d) Cash-flow metric

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7. Initiative portfolio optimization is a type of metric that comes under:

a) Cash-flow metric
b) Unit metric
c) Brand metric
d) Customer metric

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8. Marketing is responsible for preparing the sales forecast.

a) True
b) False
c) Can’t say
d) None of the above

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9. Sales forecasts are based on estimates of _______.

a) Demand
b) Supply
c) Demand and supply
d) None of the above

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10. The ____________ is the set of consumers who profess a sufficient level of interest in a market offer.

a) Potential market
b) Available market
c) Target market
d) Penetrated market

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