文档介绍：MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
QuestionBank
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
2
Chapter1QuestionBank
MULTIPLECHOICEandTRUE/FALSEQUESTIONS
MarketingStrategyconsistsofdecisionsandactionsfocusedonbuilding_____________,tocreatevalueforstakeholders:
sustainablebrandequity,relativetocompetitors,inthemindsofcustomers
sustainabledifferentialadvantage,relativetocompetitors,inthemindsofcustomers
sustainablepriceadvantage,relativetomarqueeplayers,inthemindsofsuppliers
profitableproduct-mix,relativetocompetitors,inthemindsofcustomers
Answer:B
Threeofthefivekeyelementsofmarketingstrategyarethatit:
takesacustomerperspective,guidespromotions,andleadstodifferentialadvantage
takesasupplierperspective,guidesdecisionsandactions,andleadstodifferentialadvantage.
takesasupplierperspective,guidespromotions,andleadstodifferentialadvantage.
takesacustomerperspective,guidesdecisionsandactions,andleadstodifferentialadvantage.
Answer:D
Acorporatestrategymustanswerthefollowingquestions(checkallthatapply):
whoareyourcustomers?
whataffectscashflow?
whatvaluedoyouprovidecustomers?
whatpersonnelpoliciesshouldyouhaveinplace?
Answer:B,D
=$15/unit,marketdemand=18millionunits,andsalesrevenue=$.
22%
32%
8%
12%
Answer:D
IfABCInc.’sprofit=$46,000,margin=25%,marketingexpense=$93,000,andG&Aexpense=$56,000,ABC’ssalesrevenueis:
$5,56,000
$7,80,000
$3,32,000
$5,96,000
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
3
Answer:B
Mapthefourfirstprinciplesofmarketingstrategytothefourassociatedmarketingdecisions
Allcustomerschange(1)
Allresourcesarelimited(2)
Allcompetitorsreact(3)
Allcustomersdiffer(4)
Managingsustainablecompetitiveadvantage(5)
Managingresourcetr