Marketing Management V57 Midterm Exam Questions

Chapters 5, 10,15

Raymund C. Piñon

Match the sample application to the correct CRM imperative1. You’ve been able to target

your marketing effort more efficiently

2. You’ve captured relevant product behavior data

3. You’ve invested in automation to process transactions faster

4. You’ve tied employee incentives to customer satisfaction survey results

5. You study customer defection and defection levels

A. Learning to retain customers

B. Maximizing customer lifetime value

C. Motivating employees

D. Monitoring satisfaction

E. Crafting the right value proposition

F. Instituting the best processes

G. Delivering high customer value

H. Acquiring the best customers

CRM Imperatives

Acquiring the right customers Crafting the right value proposition Instituting the best practices Motivating employees Learning to retain customers

Match the sample application to the correct CRM imperative1. You’ve been able to target

your marketing effort more efficiently - H

2. You’ve captured relevant product behavior data - E

3. You’ve invested in automation to process transactions faster - F

4. You’ve tied employee incentives to customer satisfaction survey results - C

5. You study customer defection and defection levels - A

A. Learning to retain customers

B. Maximizing customer lifetime value

C. Motivating employees

D. Monitoring satisfaction

E. Crafting the right value proposition

F. Instituting the best processes

G. Delivering high customer value

H. Acquiring the best customers

To communicate a positioning, marketing plans often include a positioning statement. Match the contents of the statement to the appropriate elements of a positioning statement

1. To young, active consumers of soft-drink

2. who have little time to sleep,

3. Mountain Dew is thesoft-drink

4. That gives you more energy than any other brand

5. because it has the highest level of caffeine

A. Point-of-Difference

B. Relevance

C. Customer need

D. Brand and category membership

E. Concept

F. Target segment

G. Believability

Elements of a Positioning Statement

Target segment Category membership Customer need Brand name Concept Point-of-Difference

To communicate a positioning, marketing plans often include a positioning statement. Match the contents of the statement to the appropriate elements of a positioning statement

1. To young, active consumers of soft-drink - F

2. who have little time to sleep, - C

3. Mountain Dew is thesoft-drink - D

4. That gives you more energy than any other brand - E

5. because it has the highest level of caffeine - A

A. Point-of-Difference

B. Relevance

C. Customer need

D. Brand and category membership

E. Distinctiveness

F. Concept

G. Target segment

H. Believability

Which of the following statements about managing integrated marketing channels is false?

1. Deciding which types of channels to use to reach customers calls for analyzing customer needs, establishing channel objectives, identifying and evaluating channel alternatives

2. Effective channel management calls for selecting intermediaries, and training and motivating them

3. Three of the most important trends are the growth of vertical marketing systems, horizontal marketing systems and multi-channel marketing

4. Channel conflict may result from goal incompatibility, poorly defined roles and rights, perceptual differences, and interdependent relationships

5. Companies can manage channel conflict by striving for super-ordinate goals, exercising coercive and reward power, exchanging employees, co-optation, joint membership in trade associations, exercising legitimate power, charisma, diplomacy, mediation, arbitration, legal recourse, etc.

Which of the following statements about managing integrated marketing channels is false?

1. Deciding which types of channels to use to reach customers calls for analyzing customer needs, establishing channel objectives, identifying and evaluating channel alternatives

2. Effective channel management calls for selecting intermediaries, and training and motivating them

3. Three of the most important trends are the growth of vertical marketing systems, horizontal marketing systems and multi-channel marketing

4. Channel conflict may result from goal incompatibility, poorly defined roles and rights, perceptual differences, and interdependent relationships

5. Companies can manage channel conflict by striving for super-ordinate goals, exercising coercive and reward power, exchanging employees, co-optation, joint membership in trade associations, exercising legitimate power, charisma, diplomacy, mediation, arbitration, legal recourse, etc.