Question 1

The Value Management Strategy Map identifies all of the following value perspectives of marketing strategy EXCEPT ______.

Accepted Answer

A)  marketing mix 
B)  tangible performance 
C)  financial performance 
D)  customer value proposition 
A)  marketing mix 
B)  tangible performance 
C)  financial performance 
D)  customer value proposition B

Question 2

Machine learning and natural language processing can perform all of the following functions EXCEPT ______.

Accepted Answer

A)  predict consumer purchases 
B)  recognize fraudulent credit card activity 
C)  automate personalized targeting of digital ads 
D)  collect data about product usage 
A)  predict consumer purchases 
B)  recognize fraudulent credit card activity 
C)  automate personalized targeting of digital ads 
D)  collect data about product usage D

Question 3

Which technology can improve how employees who rely on marketing metrics benefit from analytics?

Accepted Answer

A)  internet of everything 
B)  augmented reality 
C)  semantic computing 
D)  sentiment and text analysis 
A)  internet of everything 
B)  augmented reality 
C)  semantic computing 
D)  sentiment and text analysis B

Question 4

The last step of the 6D MVMS Process model is to ______.

Accepted Answer

A)  design marketing strategies and activities based on findings 
B)  document by capturing relevant, reliable, and valid data 
C)  deploy the implementing marketing strategies 
D)  discover patterns and relationships in the data using data analysis 
A)  design marketing strategies and activities based on findings 
B)  document by capturing relevant, reliable, and valid data 
C)  deploy the implementing marketing strategies 
D)  discover patterns and relationships in the data using data analysis

Question 5

Publishing performance data could serve to influence ______.

Accepted Answer

A)  brand awareness 
B)  brand loyalty 
C)  brand reputation 
D)  brand image 
A)  brand awareness 
B)  brand loyalty 
C)  brand reputation 
D)  brand image

Question 6

The impact of marketing analytics is experienced ______.

Accepted Answer

A)  before the marketing activities are implemented 
B)  after marketing activities are assessed 
C)  after marketing activities are implemented 
D)  before marketing activities are assessed 
A)  before the marketing activities are implemented 
B)  after marketing activities are assessed 
C)  after marketing activities are implemented 
D)  before marketing activities are assessed

Question 7

Marketers are increasingly turning to marketing analytics and MVMS to ______.

Accepted Answer

A)  measure management performance 
B)  inform market planning 
C)  determine how budgets can be reduced 
D)  anticipate consumer purchases 
A)  measure management performance 
B)  inform market planning 
C)  determine how budgets can be reduced 
D)  anticipate consumer purchases

Question 8

Key performance indicators including customer satisfaction, share of wallet, and margin inform decisions on ______.

Accepted Answer

A)  price strategy 
B)  brand segmentation 
C)  retention 
D)  promotion strategy 
A)  price strategy 
B)  brand segmentation 
C)  retention 
D)  promotion strategy

Question 9

Which of the following is not a reason behind ineffective MVMS?

Accepted Answer

A)  a lack of unstandardized definitions of variables 
B)  failure to map the metrics to the information's purpose 
C)  ill-defined data definitions 
D)  satisficing on system functionality to retrofit existing systems 
A)  a lack of unstandardized definitions of variables 
B)  failure to map the metrics to the information's purpose 
C)  ill-defined data definitions 
D)  satisficing on system functionality to retrofit existing systems

Question 10

A fully developed MVMS is capable of all of the following EXCEPT ______.

Accepted Answer

A)  transforming data to create new variables 
B)  calculating simple measures quickly, even with millions of data points 
C)  pulling data from a variety of sources 
D)  cleaning data to ensure quality and compatibility 
A)  transforming data to create new variables 
B)  calculating simple measures quickly, even with millions of data points 
C)  pulling data from a variety of sources 
D)  cleaning data to ensure quality and compatibility

Question 11

Which one of the following financial metrics is not a lag indicator of marketing performance?

Accepted Answer

A)  growth in revenues 
B)  growth in profitability 
C)  return on equity 
D)  return on marketing investment 
A)  growth in revenues 
B)  growth in profitability 
C)  return on equity 
D)  return on marketing investment

Question 12

Which of the following stems from the impact of Industry 4.0 technologies on marketing functions and the need to manage it?

Accepted Answer

A)  cost savings 
B)  efficiencies 
C)  new revenue sources 
D)  necessity 
A)  cost savings 
B)  efficiencies 
C)  new revenue sources 
D)  necessity

Question 13

Which of the following is not an intangible performance marketing measure or metric?

Accepted Answer

A)  customer lifetime equity 
B)  customer loyalty 
C)  brand image 
D)  customer retention 
A)  customer lifetime equity 
B)  customer loyalty 
C)  brand image 
D)  customer retention

Question 14

Medium-term metrics are valuable for all of the following strategic marketing activities EXCEPT ______.

Accepted Answer

A)  sustainability of a brand's competitive advantage 
B)  brand-building 
C)  developing customer relationship strength 
D)  establishing a pipeline for new product launches 
A)  sustainability of a brand's competitive advantage 
B)  brand-building 
C)  developing customer relationship strength 
D)  establishing a pipeline for new product launches

Question 15

The goal of an MVMS is to generate ______.

Accepted Answer

A)  performance goals 
B)  marketing strategies 
C)  relevant marketing decisions 
D)  marketing intelligence 
A)  performance goals 
B)  marketing strategies 
C)  relevant marketing decisions 
D)  marketing intelligence

The Value Management Strategy Map identifies all of the following value perspectives of marketing strategy EXCEPT ______.

Machine learning and natural language processing can perform all of the following functions EXCEPT ______.

Which technology can improve how employees who rely on marketing metrics benefit from analytics?

The last step of the 6D MVMS Process model is to ______.

Publishing performance data could serve to influence ______.

The impact of marketing analytics is experienced ______.

Marketers are increasingly turning to marketing analytics and MVMS to ______.

Key performance indicators including customer satisfaction, share of wallet, and margin inform decisions on ______.

Which of the following is not a reason behind ineffective MVMS?

A fully developed MVMS is capable of all of the following EXCEPT ______.

Which one of the following financial metrics is not a lag indicator of marketing performance?

Which of the following stems from the impact of Industry 4.0 technologies on marketing functions and the need to manage it?

Which of the following is not an intangible performance marketing measure or metric?

Medium-term metrics are valuable for all of the following strategic marketing activities EXCEPT ______.

The goal of an MVMS is to generate ______.

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Filters

Exam 12: Managing Value: Analytics and Marketing Value Management Systems

The Value Management Strategy Map identifies all of the following value perspectives of marketing strategy EXCEPT ______.

Machine learning and natural language processing can perform all of the following functions EXCEPT ______.

Which technology can improve how employees who rely on marketing metrics benefit from analytics?

The last step of the 6D MVMS Process model is to ______.

Publishing performance data could serve to influence ______.

The impact of marketing analytics is experienced ______.

Marketers are increasingly turning to marketing analytics and MVMS to ______.

Key performance indicators including customer satisfaction, share of wallet, and margin inform decisions on ______.

Which of the following is not a reason behind ineffective MVMS?

A fully developed MVMS is capable of all of the following EXCEPT ______.

Which one of the following financial metrics is not a lag indicator of marketing performance?

Which of the following stems from the impact of Industry 4.0 technologies on marketing functions and the need to manage it?

Which of the following is not an intangible performance marketing measure or metric?

Medium-term metrics are valuable for all of the following strategic marketing activities EXCEPT ______.

The goal of an MVMS is to generate ______.

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Filters