Question 1

One technique of forecasting is called the moving average.In this method,rather than using last year's sales as the forecast ___________.

Accepted Answer

A)  A simple average for the last two or four years is used
B)  A smoothing technique is used to determine the forecast
C)  A decomposition of the industry is used to average the sales
D)  An average is calculated using the midpoint of the sales trend and then is computed by multiplying it by a beta coefficient to get the next year's forecast
E)  None of theseF) A) and B)
G) None of the above

Question 2

The budgeting method that relies on gross revenue is known as the ______________ method.

Accepted Answer

A)  Per-unit
B)  Objective-and-task
C)  Percent-of-sales
D)  Comparative-parity
E)  All-you-can-affordF) C) and D)
G) B) and D)

Question 3

Market tests have several drawbacks such as ______.

Accepted Answer

A)  They are costly to administer
B)  They can be time-consuming
C)  They could give an unrealistic picture of the product's potential
D)  They may allow competitors to formulate a market response before full market introduction
E)  All of theseMarket tests have several drawbacks:F) C) and E)
G) B) and E)

Question 4

Market Penetration (%) = Customers Who Have Purchased a Product in the Category (#) divided by ___________.

Accepted Answer

A)  Total Population
B)  Customers Who Have Purchased the Brand
C)  Brand Penetration
D)  Estimated Market Penetration
E)  None of theseF) D) and E)
G) C) and E)

Question 5

When your boss,Fernando,says that you need a ROMI of 5.0,he is describing the __________ for the marketing investment.

Accepted Answer

A)  Risk factor
B)  Suitability factor
C)  Total rate
D)  Hurdle rate
E)  All of theseF) B) and C)
G) C) and E)

Question 6

Subjective methods of forecasting do not include _______.

Accepted Answer

A)  User expectations
B)  Sales force composite
C)  Market test
D)  Delphi technique
E)  Jury of executive opinionF) B) and E)
G) B) and C)

Question 7

Exponential smoothing is a type of moving average that,instead of weighting all observations equally in generating the forecast,weights the most recent observations heaviest.

Accepted Answer

A) True 
 B)False

Question 8

Objective methods of forecasting do not include _______.

Accepted Answer

A)  Market test
B)  Time-series analysis
C)  Sales force composite
D)  Moving averages
E)  DecompositionF) A) and C)
G) A) and E)

Question 9

A marketing audit should include assessments about ______________.

Accepted Answer

A)  Customers
B)  Suppliers
C)  Employees
D)  Competition
E)  All of theseF) A) and B)
G) C) and D)

Question 10

A dashboard should establish the links between marketing spending and ___________.

Accepted Answer

A)  The stock price
B)  The number of employees
C)  The number of customers who write complaints during any period of time
D)  Profits
E)  None of theseF) A) and B)
G) A) and C)

Question 11

Exponential smoothing is a type of moving average that,instead of weighting all observations equally in generating the forecast,weights the most recent observations __________.

Accepted Answer

A)  Lightest
B)  Multiplied by the frequency factor
C)  Heaviest
D)  Divided by the frequency factor
E)  None of theseF) A) and E)
G) A) and D)

Question 12

__________ is useful in comparing the relative efficiency of different advertising opportunities or media and in evaluating the costs of campaigns.

Accepted Answer

A)  CPR-cost per repetition
B)  CPM-cost per thousand
C)  CPQ-cost per quantity bought
D)  CPS-cost per solicitation
E)  None of theseF) A) and C)
G) A) and B)

Question 13

There is a danger in the use of dashboards that the company becomes too focused on tactical measures that may overshadow ____________.

Accepted Answer

A)  Measures of immediacy
B)  Measures of tenacity
C)  Measures of locus of control
D)  Measures of strategic importance
E)  All of theseF) B) and C)
G) C) and D)

Question 14

One of the most important measures for online measurement is click-through rate in that it measures the final sale in the process.

Accepted Answer

A) True 
 B)False

Question 15

One of the disadvantages of using sales force composite to forecast sales is that potential customers must be few and well defined.

Accepted Answer

A) True 
 B)False

Question 16

Revenue Market Share (%) = Sales Revenue ($) divided by ___________.

Accepted Answer

A)  Estimated Total Market Revenue
B)  Estimated Total Market Profit
C)  Estimated Total Market Unit Sales
D)  Estimated Market Penetration
E)  None of theseF) B) and E)
G) A) and B)

Question 17

Margin on sales is the difference between ____________.

Accepted Answer

A)  Selling price and unit sales
B)  Unit sales and profit per unit
C)  Selling price and cost
D)  Unit margin and unit sales
E)  None of theseF) C) and D)
G) B) and D)

Question 18

There are times when marketers forget that marketing is not just a department and they fail to market the dashboard to __________.

Accepted Answer

A)  Customers
B)  Suppliers
C)  Key stakeholders
D)  The accounting group
E)  The finance areaF) B) and D)
G) A) and E)

Question 19

________ must be in place from the outset of the planning process that specify the timing,procedure,and people who will monitor the progress toward the firm's marketing goals and objectives.

Accepted Answer

A)  Monitors
B)  Controls
C)  Cross-functional teams
D)  Management
E)  Fail safesF) None of the above
G) A) and B)

Question 20

When New World Recycling does forecasting,it goes directly to customers and asks them what their anticipated needs are for the coming time period.This method is known as _________.

Accepted Answer

A)  Sales force composite
B)  Jury of executive opinion
C)  User expectations
D)  Delphi technique
E)  None of theseF) A) and B)
G) B) and C)

Exam 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance

Market tests have several drawbacks such as ______.

Correct AnswerverifiedShow Answer

________ must be in place from the outset of the planning process that specify the timing,procedure,and people who will monitor the progress toward the firm's marketing goals and objectives.

Correct AnswerverifiedShow Answer

__________ is useful in comparing the relative efficiency of different advertising opportunities or media and in evaluating the costs of campaigns.

Correct AnswerverifiedShow Answer

When New World Recycling does forecasting,it goes directly to customers and asks them what their anticipated needs are for the coming time period.This method is known as _________.

Correct AnswerverifiedShow Answer

There is a danger in the use of dashboards that the company becomes too focused on tactical measures that may overshadow ____________.

Correct AnswerverifiedShow Answer

When your boss,Fernando,says that you need a ROMI of 5.0,he is describing the __________ for the marketing investment.

Correct AnswerverifiedShow Answer

One of the disadvantages of using sales force composite to forecast sales is that potential customers must be few and well defined.

Correct AnswerverifiedShow Answer

Revenue Market Share (%) = Sales Revenue ($) divided by ___________.

Correct AnswerverifiedShow Answer

The budgeting method that relies on gross revenue is known as the ______________ method.

Correct AnswerverifiedShow Answer

Exponential smoothing is a type of moving average that,instead of weighting all observations equally in generating the forecast,weights the most recent observations heaviest.

Correct AnswerverifiedShow Answer

A marketing audit should include assessments about ______________.

Correct AnswerverifiedShow Answer

A dashboard should establish the links between marketing spending and ___________.

Correct AnswerverifiedShow Answer

One of the most important measures for online measurement is click-through rate in that it measures the final sale in the process.

Correct AnswerverifiedShow Answer

Exponential smoothing is a type of moving average that,instead of weighting all observations equally in generating the forecast,weights the most recent observations __________.

Correct AnswerverifiedShow Answer

One technique of forecasting is called the moving average.In this method,rather than using last year's sales as the forecast ___________.

Correct AnswerverifiedShow Answer

Objective methods of forecasting do not include _______.

Correct AnswerverifiedShow Answer

Subjective methods of forecasting do not include _______.

Correct AnswerverifiedShow Answer

Market Penetration (%) = Customers Who Have Purchased a Product in the Category (#) divided by ___________.

Correct AnswerverifiedShow Answer

There are times when marketers forget that marketing is not just a department and they fail to market the dashboard to __________.

Correct AnswerverifiedShow Answer

Margin on sales is the difference between ____________.

Correct AnswerverifiedShow Answer

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