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Net marketing contribution equals ________.
A) (volume/margin per unit) - marketing and sales expenses
B) volume x margin per unit x marketing and sales expenses
C) (volume x margin per unit) - marketing and sales expenses
D) (volume x marketing and sales expenses) - margin per unit
E) (margin per unit/volume) - marketing and sales expenses
An ad program's marketing ROI refers to ________.
A) the net marketing contribution divided by the cost of the ad program
B) the total sales divided by the net marketing cost
C) the customer response index divided by the net marketing cost
D) the total sales multiplied by the net marketing cost
E) the net marketing contribution plus the cost of the ad program
As the sales force is given more products to sell to the same customers, a(n) ________
effect is created.
A) umbrella marketing
B) network
C) learning
D) marketing cost scope
E) cluster
A business realizes a net profit of $3 million and a return on assets of 6%. The total
assets of the business will be ________.
A) $5 million
B) $20 million
C) $18 million
D) $50 million
E) $36 million
Under a defensive strategic market plan, calculate the market demand of a particular
product that generates sales revenue of $32 million at a market share of 15 percent.
A) $480 million
B) $4.8 million
C) $46.9 million
D) $213.3 million
E) $320 million
During the ________ stage of reverse innovation, a firm must communicate and deliver
a value proposition that is built around the unique customer benefits of the product.
A) developing
B) listening
C) choosing
D) launching
E) identifying
A firm uses a core offensive strategic market plan of investing to grow sales in existing
markets. The strategic objective of the firm is to grow in existing markets. Which of the
following strategies is the firm most likely to use?
A) reduce market focus
B) harvest for cash flow
C) enter related new markets
D) divest for cash flow
E) expand market demand
A market-based strategy that leverages a knowledge advantage with respect to both
customers and competitors, and can be implemented with a nonconfrontational
approach that minimizes losses, is known as a(n) ________ strategy.
A) inside-the-box
B) disintermediation
C) oblique
D) mass-personalization
E) reactive
A firm plans to use a defensive core strategy of protect position, with the strategic
objective of maintaining profits. Which of the following strategies is the firm most
likely to implement as a part of its core strategy?
A) build customer retention
B) enter new related markets
C) harvest for cash flow
D) divest for cash flow
E) develop new markets
The brand equity of LifeSecure Inc., an American health insurance firm, was
diminished when its top executives were subject to money laundering allegations.
Which type of brand liability does this best represent?
A) customer dissatisfaction
B) poor product conformance
C) product or service failures
D) poor record on social issues
E) questionable practices
