Quiz 10 - 1. Ideally, in effective marketing planning,...

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1. Ideally, in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. Student Response Value Correct Answer Feedback A. dictated by top management B. flexible or elastic C. quantified and measurable 100% D. determined by front-line employees E. none of the above General Feedback: Text page 585 Score: 1/1 2. Share points are defined as: Student Response Value Correct Answer Feedback A. the excess of incremental revenues” over incremental costs. B. the weighted number of target market revenues relative to all target markets within a firm. C. measurements based on million dollar increments of industry revenue.
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Student Response Value Correct Answer Feedback D. percentage points of market share. 100% E. percentage points of revenue generated by different products within one firm. General Feedback: Text page 577 A. “Share points” do not relate to revenues or costs. B. “Share points” are not related to target market revenues. C. “Share points” are not measurements of incremental industry revenue. D. “Share points” are defined as the percentage points of market share that a firm has, and are the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm. E. “Share points” are not percentage points of revenue. Score: 1/1 3. The buzz on the street is that Coca-Cola is creating Mocha-Fizz, a new coffee-flavored soda to be sold exclusively at Dunkin' Donuts. The brand manager at Pepsi wishes to beat Coca-Cola to the punch and introduce Cafe Pepsi first. To shorten the time required to launch Cafe Pepsi, five alternatives in the below PERT chart are available. Of these, the brand manager should focus on shortening the time required to go from: Student Response Value Correct Answer Feedback A. B to E. B. A to B. C. E to F. 100% D. B to D. E. C to D. General Feedback: Lecture page 122 Score: 1/1
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David, the Sales Manager of Quality Homes Inc., noticed that his sales were significantly lower last quarter, which was particularly odd since sales have had an upward trend for the past few years. David conducted an analysis of the sales reps in his region and discovered that many of them were not meeting their minimum quotas. What aspect of the marketing control process has David utilized? Student Response Value Correct Answer Feedback A. Profitability analysis B. Sales analysis 100% C. SWOT analysis (weakness in sales effort) D. Customer segmentation analysis E. Marketing audit General Feedback: Lecture page 127 Score: 1/1 5. Wham-O has designed a new concept for a "stealth" Frisbee (players have to wear special glasses to see it) and is preparing to launch it. At present, it exists in concept only. The tasks to be completed are denoted by the circled letters, while the number of months required to complete each task are shown by the numeral text to each line. Using the PERT chart below, determine Wham-O's critical path. Student Response
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Quiz 10 - 1. Ideally, in effective marketing planning,...

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