Marketing Management V57    Midterm Exam Questions            Chapters 5, 10,15           Raymund C. Piñon
Match the sample applicationto the correct CRM imperative1.   You’ve been able to target     A.   Learning to retain custo...
CRM Imperatives   Acquiring the right customers   Crafting the right value proposition   Instituting the best practices...
Match the sample applicationto the correct CRM imperative1.   You’ve been able to target           Learning to retain cus...
To communicate a positioning, marketing plansoften include a positioning statement. Match thecontents of the statement to ...
Elements of a Positioning Statement   Target segment   Category membership   Customer need   Brand name   Concept   ...
To communicate a positioning, marketing plansoften include a positioning statement. Match thecontents of the statement to ...
Which of the following statements about managingintegrated marketing channels is false?   Deciding which types of channel...
Which of the following statements about managingintegrated marketing channels is false?   Deciding which types of channel...
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Markman v57 exam questions for chapters 5, 10, 15 by raymund c. piñon

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Markman v57 exam questions for chapters 5, 10, 15 by raymund c. piñon

  1. 1. Marketing Management V57 Midterm Exam Questions Chapters 5, 10,15 Raymund C. Piñon
  2. 2. Match the sample applicationto the correct CRM imperative1. You’ve been able to target A. Learning to retain customers your marketing effort more efficiently B. Maximizing customer lifetime value2. You’ve captured relevant product behavior data C. Motivating employees3. You’ve invested in D. Monitoring satisfaction automation to process transactions faster E. Crafting the right value proposition4. You’ve tied employee incentives to customer F. Instituting the best processes satisfaction survey results5. You study customer defection G. Delivering high customer value and defection levels H. Acquiring the best customers
  3. 3. CRM Imperatives Acquiring the right customers Crafting the right value proposition Instituting the best practices Motivating employees Learning to retain customers
  4. 4. Match the sample applicationto the correct CRM imperative1. You’ve been able to target  Learning to retain customers your marketing effort more efficiently - H  Maximizing customer lifetime value2. You’ve captured relevant product behavior data - E  Motivating employees3. You’ve invested in  Monitoring satisfaction automation to process transactions faster - F  Crafting the right value proposition4. You’ve tied employee incentives to customer  Instituting the best processes satisfaction survey results - C5. You study customer defection  Delivering high customer value and defection levels - A  Acquiring the best customers
  5. 5. To communicate a positioning, marketing plansoften include a positioning statement. Match thecontents of the statement to the appropriateelements of a positioning statement1. To young, active A. Point-of-Difference consumers of soft-drink B. Relevance2. who have little time to sleep, C. Customer need3. Mountain Dew is the D. Brand and category soft-drink membership4. That gives you more E. Concept energy than any other brand F. Target segment5. because it has the highest G. Believability level of caffeine
  6. 6. Elements of a Positioning Statement Target segment Category membership Customer need Brand name Concept Point-of-Difference
  7. 7. To communicate a positioning, marketing plansoften include a positioning statement. Match thecontents of the statement to the appropriateelements of a positioning statement1. To young, active consumers  Point-of-Difference of soft-drink - F  Relevance2. who have little time to sleep, - C  Customer need3. Mountain Dew is the  Brand and category soft-drink - D membership4. That gives you more energy  Distinctiveness than any other brand - E  Concept5. because it has the highest level of caffeine - A  Target segment  Believability
  8. 8. Which of the following statements about managingintegrated marketing channels is false? Deciding which types of channels to use to reach customers calls for analyzing customer needs, establishing channel objectives, identifying and evaluating channel alternatives Effective channel management calls for selecting intermediaries, and training and motivating them Three of the most important trends are the growth of vertical marketing systems, horizontal marketing systems and multi-channel marketing Channel conflict may result from goal incompatibility, poorly defined roles and rights, perceptual differences, and interdependent relationships 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.
  9. 9. Which of the following statements about managingintegrated marketing channels is false? Deciding which types of channels to use to reach customers calls for analyzing customer needs, establishing channel objectives, identifying and evaluating channel alternatives Effective channel management calls for selecting intermediaries, and training and motivating them Three of the most important trends are the growth of vertical marketing systems, horizontal marketing systems and multi-channel marketing Channel conflict may result from goal incompatibility, poorly defined roles and rights, perceptual differences, and interdependent relationships 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.

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