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154) Which of the following statements regarding a marketing dashboard is most accurate?
A) The more text (words) that is displayed, the better it is for a marketing manager to identify
trends, interpret the data, and take corrective actions.
B) A marketing dashboard very often includes 20 or more marketing metrics on the computer
screen.
C) Marketing dashboards provide graphic displays of a product's performance, such as sales,
website traffic, etc.
D) For accuracy, the marketing dashboard should be updated weekly.
E) Marketing dashboards often show key measures such as human resource turnover, strategy
success, and societal well-being.
155) A measure of the quantitative value or trend of a marketing activity or result is referred to
as
A) trend analysis.
B) a marketing measurement.
C) a marketing dashboard.
D) a marketing metric.
E) value analysis.
156) A marketing metric refers to
A) a measure of the quantitative value or trend of a marketing activity or result.
B) a form of linear trend analysis used to project future profits based on existing marketing
plans.
C) one of a series of mathematical formulas used to calculate potential profits based upon
different scenarios of the forces in the marketing environment.
D) information about an organization's core values and code of ethics so marketers can quickly
spot deviations and take corrective actions.
E) the value of a product in terms of its contribution to employee welfare.
157) The single measure that is shown in Figure 2-3a as part of a larger marketing dashboard is
referred to as
A) trend analysis.
B) a marketing measurement.
C) a marketing gauge.
D) a marketing metric.
E) value analysis.
158) According to Figure 2-3a above, which of the following is the largest Website Traffic
Source?
A) YouTube
B) Direct traffic
C) Google
D) Facebook
E) Twitter
159) According to Figure 2-3b above, which of the following SBUs 13-month sales trend has
declined over the past few months?
A) Grand Total
B) Software
C) Circuitry
D) Electronics
E) Hardware
160) According to Figure 2-3b above, which of the following SBUs is currently exceeding its
YTD (Year to Date) revenue target?
A) Peripherals
B) Hardware
C) Circuitry
D) Software
E) Grand Total
161) According to Figure 2-3b above, which of the following SBUs has the lowest YTD revenue
compared to its target?
A) Hardware
B) Electronics
C) Software
D) Peripherals
E) Grand Total
162) According to Figure 2-3c above, which of the following states has the highest number of
monthly website visits?
A) Illinois
B) Texas
C) California
D) Florida
E) Washington
163) The primary purpose of a marketing metric is to
A) assign qualitative values to quantitative data.
B) allow the sharing of information across product lines.
C) measure the quantitative value of a marketing activity.
D) forecast potential product/service opportunities over a period of five years.
E) provide a numerically precise measurement of management judgment for an industry's
growth.
164) Data visualization
A) is the visual computer display of the essential information related to achieving a marketing
objective.
B) is a road map for the marketing activities of an organization for a specified future time period.
C) is the process of continuously collecting information about customers' needs, sharing this
information across departments, and using it to create marketing metrics.
D) is a measure of the quantitative value or trend of a marketing activity or result.
E) presents information about an organization's marketing metrics graphically so marketers can
quickly spot deviations from plans and take corrective actions.
165) Consider the Ben & Jerry's Dollar Sales and Market Share figure here. A marketing
manager for Ben & Jerry's notices that dollar sales for 2015 were $240 million and in 2016 they
were $250 million. What was the formula used to calculate the dollar sales for each of these two
years?
A) Dollar sales ($) = Average price × Quantity manufactured in each year.
B) Dollar sales ($) = Average cost of goods sold − Fixed costs in each year.
C) Dollar sales ($) = Average price − Shrinkage rate in each year.
D) Dollar sales ($) = Average price × Quantity sold in each year.
E) Dollar sales ($) = Average cost of goods sold − Variable costs in each year.
166) Consider the Ben & Jerry's Dollar Sales and Market Share figure here. A marketing
manager for Ben & Jerry's notices that dollar market share for 2015 was 18.4 percent and for
2016 it was 20.0 percent. What simple formula was used to calculate the dollar market share
percentages for each of these two years?
A) Dollar market share (%) = Ben & Jerry's sales ($)/Total industry sales, including Ben &
Jerry's sales ($).
B) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's sales ($).
C) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's unit sales ($).
D) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's net profit ($).
E) Dollar market share (%) = Ben & Jerry's sales ($)/Gross domestic product ($).
167) An organization's special capabilities, including skills, technology, and resources that
distinguish it from other organizations and provide customer value, are referred to as
A) points of differences.
B) sustainable advantages.
C) core values.
D) points of similarity.
E) competencies.
168) An organization's competencies include all of the following except which?
A) Profit
B) Customer service
C) Technologies
D) Resources
E) Employee skills
169) Rhone-Poulenc is an international French company that produces and markets a variety of
chemicals and pharmaceuticals. Due to the resources it makes available to its scientists and
researchers, the company has a number of Nobel Prize winners working in its laboratories. This
ability to employ some of the finest minds in the world is an example of a
A) point of similarity.
B) competency.
C) sustainable advantage.
D) product development strategy.
E) human resource strategy.
170) Designing a car is expensive and time-consuming even with the use of computers because
of the difficulty of getting all the varied departments to work together. Mercedes-Benz created a
unique centralized web-based system that cuts the design and production process by at least two
years, thus providing customer value. This is an example of
A) a point of similarity.
B) an innovation-oriented mission.
C) an action program.
D) an operational goal implementation.
E) a competency.
171) Evergreen Air Center is the world's biggest parking lot for unwanted aircraft. Airlines pay a
monthly fee from $750 to $5,000 to mothball their unneeded airplanes there. Its location is on
1,600 acres of Arizona desert near Tucson. The Southwest climate of dry, warm air serves as a
cheap and effective airplane preservative against rust. Evergreen's location is
A) a competency.
B) a sustainable advantage.
C) a competitive identity.
D) a core benefit proposition.
E) an innovative distinction.
172) A competitive advantage refers to
A) the cluster of benefits that an organization promises customers to satisfy their needs.
B) those characteristics of a product that make it superior to competitive substitutes.
C) a unique strength relative to competitors that provides superior returns, often based on quality,
time, cost, or innovation.
D) actions taken by a firm with the sole intent of putting a competitor out of business.
E) the added value given to a product beyond the functional benefits provided.
173) A unique strength relative to competitors that provides superior returns, often based on
quality, time, cost, or innovation, is referred to as a
A) creative advantage.
B) marketing edge.
C) distinctive competency.
D) competitive advantage.
E) core benefit.
174) Weight Watchers is a weight-management company with operations in about 30 countries.
Consumers buy almost $5 billion of Weight Watchers-branded products each year, and every
week approximately 1.3 million people attend Weight Watchers meetings. The company's brand
recognition and meeting infrastructure are difficult for competitors to match, providing a
A) viable mission.
B) competitive advantage.
C) tactical innovation.
D) core benefit.
E) sales orientation.
175) St. Jude Medical makes cardiovascular medical devices, including the world's most widely
used mechanical heart valve. Its products include tissue heart valves, pacemakers, and
implantable cardiovascular defibrillators. St. Jude's innovation in cardiac devices helps it
outperform rivals, and thus provides it with a
A) competitive advantage.
B) set of core values.
C) core benefit proposition.
D) marketing edge.
E) viable mission.
176) Netflix is a company that delivers DVD movies and television programming to consumers
either by mail or streaming over the Internet. It faces many competitors, but continues to grow
both in the US and abroad. Netflix now has around 47 million subscribers in the US out of 82
million worldwide. Part of what has driven success in recent years is its original content, with
shows like Orange is the New Black and House of Cards, popular programming that cannot be
seen elsewhere. Its original content provides Netflix's
A) viable mission.
B) competitive advantage.
C) tactical innovation.
D) core benefit.
E) sales orientation.
177) Men's Wearhouse caters to the man who doesn't necessarily enjoy shopping. Its stores are in
free-standing locations (not inside the mall) so customers can get in and out quickly.
Additionally, Men's Wearhouse targets the budget-conscious consumer with suit prices ranging
from $150 to $850. The location of its stores and its pricing strategy both are part of Men's
Wearhouse's
A) competitive advantage.
B) core values.
C) core benefit proposition.
D) marketing edge.
E) viable mission.
178) The online retailer Lands' End communicates a remarkable commitment to its ________
with these unconditional words: "We accept any return, for any reason. Guaranteed Period."
A) Competitive advantage
B) Core values
C) Core benefit proposition
D) Customers
E) Mission statement
179) Lands' End is primarily known as a catalog clothing retailer. This means that traditional
department stores, mass merchandisers, specialty shops, and other catalog retailers are
considered to be Lands' End's
A) consideration set.
B) industry.
C) competitors.
D) target market.
E) stakeholders.
180) Which of the following best describes the principal or direct competitors to Lands' End, the
catalog and online clothing retailer?
A) All Internet retailers
B) Other Internet retailers that sell primarily clothing
C) All other lifestyle brands
D) Other clothing retailers, both online and store-only
E) Other retailers that began selling with catalogs
181) Two commonly used techniques to aid mangers with important decisions for setting a
direction and allocating resources include ________ and ________ analysis strategies.
A) micromarketing; macromarketing
B) business portfolio; diversification
C) investment; divestment
D) dashboards; metrics
E) subjective; objective
182) The Boston Consulting Group uses ________ to quantify performance measures and
growth targets to analyze its clients' strategic business units (SBUs) or offerings as though they
were a collection of separate investments.
A) Target marketing
B) Synergy analysis
C) Market-product grids
D) Business portfolio analysis
E) Diversification analysis
183) The Boston Consulting Group uses business portfolio analysis to quantify performance
measures and growth targets to analyze its clients' strategic business units (SBUs) or offerings
A) as if each were a separate investment.
B) to establish their worth to society at large.
C) to determine which would be suited for a SWOT analysis.
D) to determine which units are candidates for diversification analysis.
E) to determine which units can be divided into smaller, tactical business units.
184) Business portfolio analysis refers to
A) a tool that helps a firm search for growth opportunities from among current and new markets
as well as current and new products.
B) a technique that managers use to graphically track their firm's strategic business units as
though they were a single expense in order to identify cost-cutting measures.
C) a technique that managers use to quantify performance measures and growth targets to
analyze their firm's strategic business units as though they were a collection of separate
investments.
D) an analysis that uses percentage points of market share as the common basis of comparison to
allocate marketing resources effectively for different product lines within the same firm.
E) a tool that seeks opportunities by finding the optimum balance between marketing efficiencies
versus R&D-manufacturing efficiencies.
185) A technique that managers use to categorize strategic business units as question marks,
stars, cash cows, or dogs is referred to as
A) an investment (ROI) analysis.
B) a synergy analysis.
C) a marketing audit.
D) a diversification analysis.
E) a business portfolio analysis.
186) The purpose of business portfolio analysis is to
A) add or delete product line and brand extensions.
B) search for growth opportunities from among current and new markets as well as current and
new products.
C) alter a product's characteristic, such as its quality, performance, or appearance, to increase its
value to customers and increase sales.
D) determine which strategic business unit or offering generates cash and which one requires
cash to fund the organization's growth opportunities.
E) seek opportunities by finding the optimum balance between marketing efficiencies versus
R&D-manufacturing efficiencies.
187) In the Boston Consulting Group (BCG) model for analysis of a firm's strategic business
units, or SBUs, the vertical axis reflects
A) market growth rate.
B) marketing efficiencies.
C) industry attractiveness.
D) market segment size.
E) relative market share.
