MKTG 431 QUIZ #12

A major difference between a business plan and a marketing plan is that a Business plan will include ________ while a marketing plan will not?
Select one:
a. Strategies for each functional area
b. A description of the customers/markets served
c. A situation analysis
d. Specific objectives
e. A sales forecast
a. Strategies for each functional area
Which of the following statements about an organization’s mission statement is FALSE?
Select one:
a. The mission statement is something that only applies at the corporate level
b. The mission statement should be vague enough to allow managers to respond to changes in customers or markets.
c. A mission statement is frequently perceived as being inspirational
d. The mission statement should be specific enough to allow managers to determine whether or not a proposed strategy is appropriate for the organization.
e. The organization’s stakeholders should be aware of the mission statement.
a. The mission statement is something that only applies at the corporate level
BruceCo is a small coffee company. They pride themselves on being friendly. Every employee is trained to greet their regular customers by name and the employee gets a bonus if a customer says something nice about the service. As a result, BruceCo’s customers are very loyal. In terms of a SWOT analysis, this would be considered a (n) ________ for BruceCo?
Select one:
a. Weakness
b. Point of difference
c. Threat
d. Opportunity
e. Strength
e. Strength
When using a SWOT analysis, a weakness is an issue that is?
Select one:
a. Positive External
b. Negative External
c. Positive, opportunity
d. Positive, Internal
e. Negative, Internal
e. Negative, Internal
Julio is the sales manager for Champion Spark Plugs. Julio knows that there will be a need for 4.6 sparkplugs (on average) for every new car built this year and a need for 0.7 replacement sparkplugs for every car built in the last seven years. Julio is likely to use the ___________ method for forecasting demand?
Select one:
a. Survey of buyer intentions
b. Chain ratio
c. Sales force survey
d. Market Factor Analysis
e. Lost horse
d. Market Factor Analysis
According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company’s performance. For example successful companies develop a performance oriented ____________?
Select one:
a. Culture
b. Management team
c. Operation
d. Compensation package
e. Website
a. Culture
The _____________ is the result of eliminating middle management positions in order to shorten lines of communication within the organization?
Select one:
a. Trend toward flatter organizations
b. Development of cross-functional teams
c. Trend toward empowering employees
d. Trend toward matrix organizations
e. Trend toward hierarchical organizations
a. Trend toward flatter organizations
When it comes to setting budgets, a top-down budget…?
Select one:
a. Is the best approach to allocating resources.
b. Is developed by the managers responsible for implementing the plan.
c. Is the most common approach to allocating resources.
d. Takes into account the dollars needed to achieve tactical goals
e. Is determined at the corporate level
e. Is determined at the corporate level
Which of these is NOT a measure generally used in advertising?

Select one:
a. All of these are measures commonly used in advertising
b. Reach
c. Aided recall
d. Impressions
e. Unaided recall

a. All of these are measures commonly used in advertising
Alexis is the furniture division sales manager for a textile (cloth) manufacturing company. He has a team of 15 salespeople who call on 200 customers regularly over the course of the year. These customers account for 85% of Alexis companys sales and buy 80% of the textiles used for furniture in this country. Alexis is likely to use the __________ method to forecast demand?
Select one:
a. Test market
b. Market Factor Analysis
c. Delphi Method
d. Survey of buyer intentions
e. Chain ratio
d. Survey of buyer intentions
What is a major disadvantage of the market factor analysis method of forecasting?
Select one:
a. It only works in industrial markets.
b. It is a very difficult method to use effectively.
c. You can only use it to generate short-term (1 year or less) forecasts.
d. In order to use it, there has to be a known market factor that correlates with your product’s sales.
e. The factors associated with a market change each season.
d. In order to use it, there has to be a known market factor that correlates with your product’s sales.
BruceCo is a small coffee company. Recently, the surgeon general announced that students who consume massive amounts of coffee the night before an examination tended to perform better than students who do not drink coffee. In terms of a SWOT analysis, this would be considered a (n) ________ for BruceCo?
Select one:
a. Opportunity
b. Weakness
c. Threat
d. Point of difference
e. Strength
a. Opportunity
When using a SWOT analysis, an opportunity is an issue that is?
Select one:
a. Negative, Internal
b. Positive, opportunity
c. Positive External
d. Positive, Internal
e. Negative External
c. Positive External
Which of the following is NOT a characteristic of a good Objective?
Select one:
a. It includes a definite time-frame
b. It is relevant
c. It is specific
d. It is measurable
e. It is adaptable
e. It is adaptable
Which of the following is one of the two questions that should be answered when evaluating a marketing plan according to the material presented in class?
Select one:
a. To whom should I report these results?
b. Was credit given to the appropriate people?
c. Will these results survive an audit?
d. Did we exceed our budget?
e. Are there things we could have done better?
e. Are there things we could have done better?
Information in a marketing dashboard is usually displayed graphically.

Select one:
True
False

True
When using a SWOT analysis, a threat is an issue that is?
Select one:
a. Negative External
b. Negative, Internal
c. Positive External
d. Positive, opportunity
e. Positive, Internal
a. Negative External
What is the difference between market size and sales potential?
Select one:
a. These are all differences between market potential and sales potential.
b. Market size is an estimate based on research, sales potential is a fact based on internal sales data.
c. Market size relates to dollar sales, sales potential relates to unit sales.
d. Market size is the upper limit of sales for the industry as a whole, sales potential is the upper limit of sales for your company.
e. Market size is the number of potential customers for your product, sales potential is the number of actual customers for your product.
d. Market size is the upper limit of sales for the industry as a whole, sales potential is the upper limit of sales for your company.
Why does your instructor recommend the chain ratio method of sales forecasting?
Select one:
a. Because it integrates sales forecasting into the strategic management process.
b. Because it is the best approach for very long-term (3 years or more) forecasts.
c. Because is uses math to quantify subjective issues.
d. Because he is insane and that is just the kind of recommendation you would expect from an insane person.
e. Because it is the easiest method of forecasting.
a. Because it integrates sales forecasting into the strategic management process.
The best understanding of market dynamics comes when sales is expressed in?
Select one:
a. Units
b. Both dollars and units
c. Percentage change from year ago.
d. Dollars
e. Sales per square foot.
b. Both dollars and units
A(n) ______________ is a tool for evaluating an organization’s internal and external strengths and weaknesses?
Select one:
a. Strategic plan
b. Environmental scan
c. Marketing audit
d. Marketing metric
e. SWOT analysis
e. SWOT analysis
When we say a measure is __________ we mean that results can be determined soon enough to use the feedback in improving performance?
Select one:
a. Objective
b. Adaptable
c. Relevant
d. Quantifiable
e. Timely
e. Timely
Which of the following is one of the two questions that should be answered when evaluating a marketing plan according to the material presented in class?
Select one:
a. Did we exceed our budget?
b. Was credit given to the appropriate people?
c. Does this plan make my butt look big?
d. Did we achieve our goals?
e. To whom should I report these results?
d. Did we achieve our goals?
Which of the following is a major disadvantage of the market testing approach to forecasting.
Select one:
a. The time it takes to conduct the test market may put you at a competitive disadvantage in the marketplace.
b. Test markets only work in markets where demand fluctuates wildly (high volatility).
c. Tests markets for new products tend to have relatively short-term (1 year or less) forecasts.
d. It only works in markets where demand is relatively stable.
e. Test markets can only provide short-term (1 year or less) market forecasts..
a. The time it takes to conduct the test market may put you at a competitive disadvantage in the marketplace.
When developing contingency plans, your textbook recommends developing a minimum of _______ contingencies?
Select one:
a. 4
b. 5
c. 2
d. 3
e. 1
d. 3
When developing contingency plans, the ____________ scenario assumes that everything that could go either right or wrong goes right?
Select one:
a. Worst case
b. Least Likely case
c. Most likely case
d. Best case
e. Legal Case
d. Best case
A (n) ______________ is a long-term accomplishment that the organization wants to achieve?
Select one:
a. Objective
b. Metric
c. Outcome
d. Report
e. Benchmark
a. Objective
_______________ is the process of determining what an organization is, who it serves, what it does, and why it does what it does, with a focus on the future?
Select one:
a. Strategic planning
b. Tactical planning
c. Marketing
d. Environmental scanning
e. SWOT analysis
a. Strategic planning
According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company’s performance. For example successful companies tend to have flat and flexible ____________?
Select one:
a. Personnel policies
b. Codes of ethics
c. Channels of distribution
d. Organizational structures
e. Packaging
d. Organizational structures
Many strategic plans are not executed well because?
Select one:
a. They are too ambitious and it is impossible to implement all of the strategies called for in the plan.
b. All of these are reasons given by the instructor why strategic plans may not be implemented well.
c. The long-term strategic objectives are not translated into specific, actionable tasks to be done by people in the organization.
d. Top-level executives are trained in strategic planning, but not in plan implementation.
e. Many strategic plans are never intended to be implemented; rather they are designed to stimulate critical thinking about the organization.
c. The long-term strategic objectives are not translated into specific, actionable tasks to be done by people in the organization.
In order to execute a strategic marketing plan, long-range strategic objectives need to be broken down into short-range tactical objectives so that each unit of the organization understands?
Select one:
a. At what point in time is the unit expected to have completed the tasks assigned to it.
b. These are all things each unit of the organization needs to understand in order to execute a strategic plan.
c. What resources will be required in order for the unit to achieve its task?
d. What is expected of it in terms of achieving the plan’s goals?
e. Which tasks have the highest priority?
b. These are all things each unit of the organization needs to understand in order to execute a strategic plan.
Sales data is frequently used as a metric in marketing plans. Which of the following is NOT a commonly used sales measure?
Select one:
a. Advertising expenditures
b. Sales volume
c. Year to year change in sales volume
d. All of these are commonly used sales measures
e. Sales in dollars
a. Advertising expenditures
BruceCo is a coffee shop selling custom-brewed coffee to walk-in customers. In order to boost sales, Bruce started a business selling music CD’s on the internet. This is an example of the ____________ growth strategy?
Select one:
a. Product development
b. Market development
c. Differentiation
d. Penetration
e. Diversification
e. Diversification
When using a SWOT analysis, a strength is an issue that is?
Select one:
a. Negative, Internal
b. Negative External
c. Positive, opportunity
d. Positive, Internal
e. Positive External
d. Positive, Internal
In a multi-market, multi-product firm such as the Nestle Corporation, what is the highest level at which strategic planning might take place?
Select one:
a. Corporate level
b. Marketing department level
c. Business Unit level
d. Mezzanine level
e. Functional area level
a. Corporate level
What is the relationship between a SWOT analysis and an environmental scan?
Select one:
a. The environmental scan identifies issues that are relevant to the strategic planning process; the SWOT analysis evaluates key issues in terms of the organizations strengths and weaknesses.
b. The environmental scan deals with issues that affect the organization specifically while the SWOT deals with critical issues whether or not they affect the organization.
c. The environmental scan deals with strategic issues while the SWOT analysis deals with tactical issues
d. The environmental scan identifies issues outside of the organization while the SWOT analysis evaluates internal strengths and weaknesses.
e. The environmental scan evaluates external factors in terms of opportunities and threats while the SWOT analysis evaluates internal factors in terms of strengths and weaknesses.
The environmental scan identifies issues that are relevant to the strategic planning process; the SWOT analysis evaluates key issues in terms of the organizations strengths and weaknesses.
A ____________ is a formal statement that describes the overall purpose of the organization and identifies its customers, products, processes, and values.
Select one:
a. Operating plan
b. Business plan
c. Executive summary
d. Mission statement
e. Strategic plan
d. Mission statement
When we say a measure is __________ we mean that it should involve a number?
Select one:
a. Adaptable
b. Quantifiable
c. Objective
d. Timely
e. Relevant
b. Quantifiable
Contrary to what you would expect, when it comes time to evaluate the results of the plan…?
Select one:
a. There is no right or wrong approach to planning.
b. It is better to fail to achieve a goal and learn an important lesson than it is to be successful.
c. It is better to establish the budget before determining the goals in order to keep the plan realistic.
d. The longer-range the planning horizon, the more accurate the plan is likely to be.
e. It is just as bad to exceed the goal as it is to fail to reach the goal
e. It is just as bad to exceed the goal as it is to fail to reach the goal
BruceCo planned to introduce a new line of herbal coffees in its coffee shops. Using the chain ratio method, they estimated they would have 300 people walk through the door every day and that 1/3 of these people would notice a sign advertising the new coffee and ask about it. If the price were the same as its regular coffee, they estimated half of the people would try the new blend. If the price were higher than the regular coffee, they estimated only one out of 10 would request the new blend. The goal was to sell 50 cups of the new blend each day. Which of the following would be a diagnostic measure associated with the plan?
Select one:
a. The number of people who don’t buy any coffee at all.
b. The number of cups of the new blend sold each day.
c. All of these are diagnostic measures for this plan.
d. The price of the regular blend of coffee
e. The number of people who walked through the store each day
e. The number of people who walked through the store each day
Which of the following statements about forecasting is true?
Select one:
a. In order to develop an actionable forecast, you have to use three or more different methods.
b. When the stakes are low (not much at risk if you make a bad decision) you should make a greater effort in your sales forecast.
c. All forecasts are guesses.
d. The past sales method is more accurate in volatile (high uncertainty) markets.
e. Long-term forecasts are more accurate than short-term forecasts.
c. All forecasts are guesses.
What is a major disadvantage of the trend analysis method to forecasting?
Select one:
a. It can only provide long-term (more than one year) forecasts.
b. It can only be used for new products.
c. It is most effective at the early stages of a new product introduction.
d. Relying on statistical analysis means you risk ignoring foreseeable environmental factors.
e. It is very easy to use.
d. Relying on statistical analysis means you risk ignoring foreseeable environmental factors.
The product market growth matrix suggests four strategies based on customers and products. Which of the following is the riskiest of the basic strategies suggested by this approach?
Select one:
a. Differentiation
b. Penetration
c. Market development
d. Diversification
e. Product development
d. Diversification
If you can’t live with the consequences of your ___________ scenario, don’t implement the plan?
Select one:
a. Most likely
b. Best case
c. Worst case
d. Zombie apocalypse
e. Least Likely
c. Worst case
In a performance-oriented culture, people at every level are encouraged to develop their own tactics for executing the strategic plan.

Select one:
True
False

False
Which of these is something you need to consider when it comes time to develop the marketing budget?
Select one:
a. Sometimes the top-down approach and the bottom-up approach come up with very different budget estimates.
b. These are all things you need to have in mind when it is time to negotiate a budget.
c. You need to have contingency plans in place in case not all of the money requested in the budget is approved.
d. You need to be able to make a case as to why the money you requested in your budget is necessary.
e. In a larger organization, there will be several groups competing for budget dollars.
b. These are all things you need to have in mind when it is time to negotiate a budget.
When we say a measure is __________ we mean that it relates directly to the goal it is intended to measure?
Select one:
a. Timely
b. Relevant
c. Objective
d. Quantifiable
e. Adaptable
b. Relevant
There are two things you need to know about a number if you are planning on using it as a metric. One of them is?
Select one:
a. Is it odd or even
b. What is the trend?
c. Can we trust the source?
d. We need to know all of these things in order to use a number as a metric
e. How was it developed?
b. What is the trend?
Bruce was planning to open a coffee shop to compete with the national chains. He wanted to be more personal than the national chains so he asked his employees to greet regular customers by name and ask them if they would like their usual drink. He felt the national chains were focused on running the assembly line rather than on welcoming customers. How would you rate Bruce’s level of competency in this business model?
Select one:
a. Bruce has established a point of difference that he might be able to exploit in the future.
b. Bruce will not have a distinctive competency because coffee drinkers prefer to remain anonymous.
c. Bruce will have a distinctive competency because his customers will be able to enjoy snacks along with their coffee.
d. Bruce is only doing what is expected. He has failed to differentiate himself
e. Bruce has developed a distinctive competency that will give him a competitive advantage.
a. Bruce has established a point of difference that he might be able to exploit in the future.
A ________________ is a prediction of what a business’s sales will be in the future?
Select one:
a. SWOT analysis
b. Forecast
c. Market share report
d. Pro-forma production request
e. Prediction
b. Forecast
Developing a ______________ involves identifying critical points in the plan, anticipating what could go right or what could go wrong and determining in advance what course of action you will take?
Select one:
a. Strategic plan
b. Contingency plan
c. Outcome measure
d. Diagnostic measure
e. Tactical plan
b. Contingency plan
One of the reasons there is confusion between the marketing plan and the business plan is that
Select one:
a. For a marketing organization the marketing plan and the business plan may be the same thing.
b. The marketing plan is a subset of the business plan
c. Most business plans address key marketing issues such as sales and customers.
d. These are all reasons why there is confusion between the marketing plan and the business plan for an organization?
e. Both the marketing plan and the business plan cover the same ground, but the business plan addresses non-marketing issues as well.
d. These are all reasons why there is confusion between the marketing plan and the business plan for an organization?
The SWOT analysis can be used to develop marketing strategies by ____________?
Select one:
a. Minimizing an opportunity or a strength
b. Identifying an opportunity or a strength
c. Building on a strength or a threat
d. Minimizing a weakness or a threat
e. These are all ways to develop a strategy using the SWOT analysis.
d. Minimizing a weakness or a threat
An organizational chart is a useful tool for understanding the structure of an organization. Specifically, the connections between the ‘boxes’ in an organizational chart show patterns of ____________ and ____________ within the organization.
Select one:
a. Power, influence
b. Authority, reward
c. Apples, oranges
d. Communication, authority
e. Hierarchy, dominance
d. Communication, authority
According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company’s performance. For example successful companies maintain flawless operational ____________?
Select one:
a. Execution
b. Mission statements
c. Plans
d. Product development
e. Advertising
a. Execution
When it comes to setting budgets, a bottom-up budget…?
Select one:
a. Is determined at the corporate level
b. Is developed by the managers responsible for implementing the plan.
c. Is the most common approach to allocating resources.
d. Is the best approach to allocating resources.
e. Represents a strategic investment in marketing as opposed to other alternative investments.
b. Is developed by the managers responsible for implementing the plan.
The product market growth matrix suggests four strategies based on customers and products. Which of the following is NOT one of the basic strategies suggested by this approach?
Select one:
a. Diversification
b. Product development
c. Differentiation
d. Market development
e. Penetration
c. Differentiation
The last stage in developing a marketing plan involves
Select one:
a. Conducting a situation analysis
b. Conducting a SWOT analysis
c. Setting the marketing objectives
d. Establishing the budget and the timetable
e. Developing marketing tactics using the marketing mix
d. Establishing the budget and the timetable
Why is it important to develop contingency plans when you adopt a sales forecast?
Select one:
a. Because once a plan is underway, there is a tendency to explain away unexpected results rather than try to adapt the plan to the new circumstances.
b. Because you need the best case and worst case scenarios.
c. A contingency plan is what you do if a forecast is incorrect.
d. Because you create a best case, a worst case, and a most likely scenario.
e. A contingency plan is what you do if the forecast is correct.
a. Because once a plan is underway, there is a tendency to explain away unexpected results rather than try to adapt the plan to the new circumstances.
The SWOT analysis can be used to develop marketing strategies by ____________?
Select one:
a. Minimizing an opportunity
b. These are all ways to develop a strategy using the SWOT analysis.
c. Building on a threat
d. Building on a strength
e. Building on a weakness
d. Building on a strength
The product market growth matrix suggests four strategies based on customers and products. Which of the following is the least risky of the basic strategies suggested by this approach?
Select one:
a. Product development
b. Differentiation
c. Penetration
d. Diversification
e. Market development
c. Penetration
BruceCo planned to introduce a new line of herbal coffees in its coffee shops. Using the chain ratio method, they estimated they would have 300 people walk through the door every day and that 1/3 of these people would notice a sign advertising the new coffee and ask about it. If the price were the same as its regular coffee, they estimated half of the people would try the new blend. If the price were higher than the regular coffee, they estimated only one out of 10 would request the new blend. The goal was to sell 50 cups of the new blend each day. Which of the following would be an outcome measure associated with the plan?
Select one:
a. The number of people who ask about the new blend of coffee
b. All of these are outcome measures for this plan.
c. The number of cups of the new blend sold each day.
d. The price of the new blend of coffee
e. The number of people who walked through the store each day
c. The number of cups of the new blend sold each day.
According to a Harvard Business Review article by Nohria and colleagues, of more than 200 management practices, there are four basic business practices that really make a difference in a company’s performance. For example successful companies have clearly stated and focused ____________?
Select one:
a. Metrics
b. Strategies
c. Plans
d. Pricing
e. Promotion
b. Strategies
An outcome measure?
Select one:
a. Tells you whether or not the plan is being executed well
b. An outcome measure is all of these things
c. Is a diagnostic tool
d. Measures intermediate steps that are thought to be necessary to achieving the goal
e. Tells you whether or not you achieved your goal
e. Tells you whether or not you achieved your goal
A(n) ___________ is a quantifiable measure used to track, monitor, and assess the success or failure of a business practice?
Select one:
a. Metric
b. Tactic
c. Choice
d. Objective
e. Number
a. Metric
Santa Claus is trying to estimate demand for toys this Christmas. He know there will be 3.7 billion children because he monitors birth trends across the world. He knows from experience that 14% will be naughty this year and get coal rather than presents for Christmas. He recently commissioned a research study from Donner + Blitzen associates who found that children stop believing in Santa Clause when they are 5.8 years old. Santa is likely to use the ____________ method to forecast demand for toys?
Select one:
a. Market testing
b. Market Factor Analysis
c. Chain ratio
d. Sales force survey
e. Survey of buyer intentions
c. Chain ratio
When developing contingency plans, the ____________ scenario represents your best estimate of what actually will happen?
Select one:
a. Worst case
b. Scripted
c. Least Likely
d. Best case
e. Most likely
e. Most likely
Santa Claus is trying to forecast demand for coal this Christmas. For the past 300 years, the number of naughty children (who will get coal in their stockings) has increased by 3% each year. Santa is likely to use the ____________ method to forecast demand.
Select one:
a. Market Factor Analysis
b. Lost elf method
c. Sales force survey
d. Chain ratio
e. Trend analysis
e. Trend analysis
Which level of the organization is typically responsible for determining the makeup of the organization’s portfolio of businesses?
Select one:
a. Corporate level
b. Business Unit level
c. Functional area level
d. marketing department level
e. mezzanine level
a. Corporate level
What is the relationship between the strategic planning that occurs at different levels in an organization?
Select one:
a. Higher-level strategic plans must be completed before lower-level strategic plans can be initiated.
b. Lower-level strategic plans must fulfill what is called for in higher-level strategic plans.
c. The lower-level strategic plans must be completed before the higher-level strategic plans can be developed.
d. Different levels of strategic planning deal with completely different issues.
e. Everyone in the organization is working on the same strategic plan. The plan is initiated at higher levels and then passed down to lower levels for further processing.
b. Lower-level strategic plans must fulfill what is called for in higher-level strategic plans.
There are two things you need to know about a number if you are planning on using it as a metric. One of them is?
Select one:
a. How was it developed?
b. Is it good or bad?
c. We need to know all of these things in order to use a number as a metric
d. Can we trust the source?
e. Is it odd or even
b. Is it good or bad?
Which of these is NOT a measure generally used in marketing?

Select one:
a. Satisfaction
b. Share of budget
c. All of these are measures generally used in marketing.
d. Share of voice
e. Share of wallet

b. Share of budget
Which level of the organization is typically responsible for determining the organization’s mission and or vision?
Select one:
a. Business Unit level
b. Functional area level
c. Marketing department level
d. Mezzanine level
e. Corporate level
e. Corporate level
When developing contingency plans, the ____________ scenario assumes that everything that could go either right or wrong goes wrong?
Select one:
a. Least Likely
b. Best case
c. Book case
d. Worst case
e. Most likely
d. Worst case
A market factor…?
Select one:
a. Is related to demand for your product
b. Is something that can be measured
c. Can be used for forecasting sales
d. Exists in a market
e. Is all of these things.
e. Is all of these things.
BruceCo is a coffee shop selling custom-brewed coffee to walk-in customers. In order to boost sales, Bruce started selling CD’s of the music played in the store. This is an example of the ____________ growth strategy?
Select one:
a. Differentiation
b. Penetration
c. Diversification
d. Market development
e. Product development
e. Product development
Roxanne has developed a new adult milk beverage that is enhanced with vitamins. There has never been a product like this before and she is wondering how many cases she should manufacture in the first year of production. Roxanne is likely to use the ____________ method to forecast demand.
Select one:
a. Sales force survey
b. Market Factor Analysis
c. Chain ratio
d. Market testing
e. Survey of buyer intentions
d. Market testing
A marketing organization using (the) _____________ will have a set of marketing functions such as sales, advertising, research, for each product line?
Select one:
a. Geographic structure
b. Matrix structure
c. Functional structure
d. Market structure
e. Product structure
e. Product structure
BruceCo competes in the premium coffee market in the San Francisco area. The biggest competitor, Starbucks controls 48% of the market while BruceCo controls only 1% of the market. BruceCo is measuring _________?
Select one:
a. Sales in dollars
b. Advertising expenditures
c. The competition
d. Market Share
e. Sales volume
d. Market Share
In order to be useful, criteria used to measure progress toward a goal should be all of these EXCEPT?
Select one:
a. Objective
b. Quantifiable
c. Relevant
d. Adaptable
e. Timely
d. Adaptable
A ____________ is a collection of key marketing metrics organized in a way to highlight patterns of performance?

Select one:
a. Business plan
b. Diagnostic measure
c. Marketing dashboard
d. Strategic plan
e. Marketing plan

c. Marketing dashboard
A diagnostic measure?
Select one:
a. Is a diagnostic tool
b. Tells you whether or not the plan is being executed well
c. Should only measure things you can control
d. Measures intermediate steps that are thought to be necessary to achieving the goal
e. A diagnostic measure is all of these things
e. A diagnostic measure is all of these things