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Exam 20: Marketing Performance Measurement

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Question 21

Multiple Choice

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Through marketing accountability, marketing is treated more as a(n) ________ than as a(n) ________.

A) effect; cause
B) indicator; art
C) process; art
D) art; process
E) art; science

F) B) and E)
G) A) and D)

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Question 22

Multiple Choice

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A regional restaurant chain spends $90,000 for a local television advertising campaign that delivers $450,000 in incremental revenue. If the incremental contribution margin based on the incremental revenue for this campaign is 75%, then how much would the program return for each additional marketing dollar invested?

A) $2.70
B) $3.00
C) $3.75
D) $5.00
E) $7.50

F) B) and E)
G) None of the above

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Question 23

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Identify and discuss three activities that are typically involved in the marketing accountability process.

Sharada Jones led her marketing team in developing a new advertising campaign. Before placing and running the advertisements, she wants to assess whether the campaign will effectively work toward her company's marketing objective of increasing brand awareness. Which of the following tools should Sharada choose?

________ is the impact on business performance resulting from executing specific marketing activities.

Quality and convenience are both examples of ________.

What can marketers expect to happen when a brand's promise is not regularly fulfilled?

Paul DeMairo is identifying key performance indicators to be tracked and analyzed through his company's CRM program. Which of the following would Paul be LEAST likely to include as a key performance indicator?

Which of the following is NOT an important factor in marketing accountability?

What is the purpose of a purchase funnel? Identify four different stages of the purchase funnel and the marketing objectives associated with each stage.

Use the following passage to answer the questions below. Essentials is a rapidly growing brand of women's make-up, perfumes, and nail care products. The company has established itself as a high-end cosmetic product available at most national drug stores. In the past, almost all of the advertising for Essentials has been in women's fashion magazines. Essentials is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes. Sarah Burnes, the brand manager for Essentials, has decided to implement a marketing accountability process as her team develops and places marketing communications that meet the company's objectives. Sarah is concerned with achieving significant return on marketing investment and using the marketing resources efficiently. -The new Essentials line of skin care products is targeted at a broader market than other Essentials products are. Based on this, the marketing team for Essentials is likely most interested in which of the following key performance indicators?

Explain three of the difficulties that organizations face when they commit to measuring marketing effectiveness.

Which of the following is NOT a type of traditional financial data?

When should a company use copy testing? Why?

Marketing accountability is practiced in a wide variety of ways from company to company.

Which of the following would most likely appear on a company's balance sheet?

Identify two examples of key performance indicators.

What is a CRM program? Briefly explain its purpose.

Consider a situation in which there is 90% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?

A company's ________ is the minimum amount of financial return it requires before it will make a financial investment.