Question 1

The percentage of people that mention an advertisement or brand name when suitably prompted is a marketing metric known as:

Accepted Answer

A)  reach. 
B)  recall. 
C)  conversion. 
D)  market penetration. 
E)  None of the options listed. 
A)  reach. 
B)  recall. 
C)  conversion. 
D)  market penetration. 
E)  None of the options listed. B

Question 2

Woolworths measuring customer attrition rates or the percentage of customers it loses each year is an example of the marketing metric known as:

Accepted Answer

A)  acquisition. 
B)  customer traffic. 
C)  churn. 
D)  click through rate. 
E)  conversion. 
A)  acquisition. 
B)  customer traffic. 
C)  churn. 
D)  click through rate. 
E)  conversion. C

Question 3

Which of the following would not potentially be useful as a marketing metric?

Accepted Answer

A)  Sales volume in units. 
B)  Sales revenue. 
C)  Brand awareness. 
D)  All of the options listed could potentially be useful. 
E)  Both b and c. 
A)  Sales volume in units. 
B)  Sales revenue. 
C)  Brand awareness. 
D)  All of the options listed could potentially be useful. 
E)  Both b and c. D

Question 4

The department store chain Myer has an objective to 'increase revenue by 10 per cent while containing cost growth to only 4 per cent'. This objective allows managers to know what needs to be achieved and can best be described as:

Accepted Answer

A)  specific. 
B)  unmeasurable. 
C)  actionable. 
D)  unreasonable. 
E)  timetabled. 
A)  specific. 
B)  unmeasurable. 
C)  actionable. 
D)  unreasonable. 
E)  timetabled.

Question 5

A marketing manager of a company is interested in identifying the number of potential customers that a marketing campaign has identified for the organisation's sales force. The marketing metric that the marketing manager is interested in therefore could best be described as:

Accepted Answer

A)  leads. 
B)  retention rate. 
C)  churn. 
D)  impressions. 
E)  None of the options listed. 
A)  leads. 
B)  retention rate. 
C)  churn. 
D)  impressions. 
E)  None of the options listed.

Question 6

Why should companies evaluate their marketing performance?

Accepted Answer

A)  To build further understanding of the market. 
B)  To refine the marketing program. 
C)  To improve future performance. 
D)  All of the options listed. 
A)  To build further understanding of the market. 
B)  To refine the marketing program. 
C)  To improve future performance. 
D)  All of the options listed.

Question 7

The Hungry Puffs campaign by Foodbank WA is an example of a/n _______ objective:

Accepted Answer

A)  market share. 
B)  societal. 
C)  sales. 
D)  product. 
E)  profit. 
A)  market share. 
B)  societal. 
C)  sales. 
D)  product. 
E)  profit.

Question 8

According to the SMART model, objectives must be: Specific, __________, Actionable, __________, and Timetabled.

Accepted Answer

A)  Monitored, Reasonable 
B)  Measurable, Reasonable 
C)  Measureable, Reliable 
D)  Manageable, Reproducible 
A)  Monitored, Reasonable 
B)  Measurable, Reasonable 
C)  Measureable, Reliable 
D)  Manageable, Reproducible

Question 9

Wesfarmers, which owns Coles, Kmart and Bunning's (amongst others) has a functional structure with separate units dedicated to particular products . The marketing structure this business is using is an example of the:

Accepted Answer

A)  customer structure. 
B)  product structure. 
C)  functional structure. 
D)  regional structure. 
A)  customer structure. 
B)  product structure. 
C)  functional structure. 
D)  regional structure.

Question 10

Market share as a marketing metric refers to:

Accepted Answer

A)  an organisation's marketing cost divided by the total units sold in a time period. 
B)  an organisation's sales as a percentage of total sales volume in a specific industry, market or product area. 
C)  an organisation's total sales in dollar terms in a specific industry, market or product area. 
D)  the number of purchasers in a product category as a percentage of the total target market. 
E)  sales volume expressed in unit quantities rather than dollars. 
A)  an organisation's marketing cost divided by the total units sold in a time period. 
B)  an organisation's sales as a percentage of total sales volume in a specific industry, market or product area. 
C)  an organisation's total sales in dollar terms in a specific industry, market or product area. 
D)  the number of purchasers in a product category as a percentage of the total target market. 
E)  sales volume expressed in unit quantities rather than dollars.

Question 11

SleepMaster is a company that manufactures quilts, blankets and pillows. They have an objective to achieve 10 per cent sales growth over the financial year, with specific sales objectives in place for the cooler winter months and a plan to offer aggressive price discounts in spring as the temperatures increase. This tailored month by month objective with milestone dates can best be described as:

Accepted Answer

A)  specific. 
B)  unmeasurable. 
C)  actionable. 
D)  unreasonable. 
E)  timetabled. 
A)  specific. 
B)  unmeasurable. 
C)  actionable. 
D)  unreasonable. 
E)  timetabled.

Question 12

A car dealer has two separate marketing divisions, one that focuses on the business fleet car market and the other on individual consumer markets. This could be best described as a ___________ structure.

Accepted Answer

A)  customer 
B)  functional 
C)  product 
D)  hybrid 
E)  None of the options listed. 
A)  customer 
B)  functional 
C)  product 
D)  hybrid 
E)  None of the options listed.

Question 13

A car dealership has one marketing team for its business and fleet sales, and another for its public showroom. The marketing structure this business is using is an example of the:

Accepted Answer

A)  customer structure. 
B)  product structure. 
C)  functional structure. 
D)  regional structure. 
A)  customer structure. 
B)  product structure. 
C)  functional structure. 
D)  regional structure.

Question 14

The following are example of marketing objectives:

Accepted Answer

A)  monetary objectives like profit. 
B)  market share. 
C)  customer retention. 
D)  societal. 
E)  All of the above. 
A)  monetary objectives like profit. 
B)  market share. 
C)  customer retention. 
D)  societal. 
E)  All of the above.

Question 15

The existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage is known as:

Accepted Answer

A)  fragmentation. 
B)  flooding. 
C)  saturation. 
D)  diffusion. 
A)  fragmentation. 
B)  flooding. 
C)  saturation. 
D)  diffusion.

Question 16

Functional areas such as human resources, accounts, finance and marketing work together to meet common goals. These __________ area strategies are outlined at the __________ level.

Accepted Answer

A)  corporate, business unit 
B)  business, corporate 
C)  functional, corporate 
D)  functional, business unit 
A)  corporate, business unit 
B)  business, corporate 
C)  functional, corporate 
D)  functional, business unit

Question 17

Which of the following statements is correct?

Accepted Answer

A)  Marketing is a linear process that begins with an idea, proceeds to a plan and ends with the successful implementation of the plan. 
B)  The marketing cycle is an ongoing and interrelated process of understanding the market, and creating, communicating and delivering value. 
C)  Ongoing evaluation of marketing performance helps to build further understanding and enable refinement of the marketing program. 
D)  Both a and b. 
E)  Both b and c. 
A)  Marketing is a linear process that begins with an idea, proceeds to a plan and ends with the successful implementation of the plan. 
B)  The marketing cycle is an ongoing and interrelated process of understanding the market, and creating, communicating and delivering value. 
C)  Ongoing evaluation of marketing performance helps to build further understanding and enable refinement of the marketing program. 
D)  Both a and b. 
E)  Both b and c.

Question 18

A plan that helps an organisation identify possible problems (and opportunities) and respond quickly and appropriately to them, is called a(n):

Accepted Answer

A)  emergent approach. 
B)  contingency plan. 
C)  emergency plan. 
D)  marketing plan. 
A)  emergent approach. 
B)  contingency plan. 
C)  emergency plan. 
D)  marketing plan.

Question 19

A specific, but high-level plan to achieve objectives that reflect the overall mission of the organisation is known as a(n):

Accepted Answer

A)  mission statement. 
B)  executive summary. 
C)  business unit strategy. 
D)  corporate strategy. 
A)  mission statement. 
B)  executive summary. 
C)  business unit strategy. 
D)  corporate strategy.

Question 20

The processes and practices put in place to identify, track and use customer information and preferences to provide superior customer service and sustain long-term relationships is known as:

Accepted Answer

A)  customer relationship management. 
B)  customer retention. 
C)  marketing objectives. 
D)  the mission statement. 
A)  customer relationship management. 
B)  customer retention. 
C)  marketing objectives. 
D)  the mission statement.

The percentage of people that mention an advertisement or brand name when suitably prompted is a marketing metric known as:

Woolworths measuring customer attrition rates or the percentage of customers it loses each year is an example of the marketing metric known as:

Which of the following would not potentially be useful as a marketing metric?

The department store chain Myer has an objective to 'increase revenue by 10 per cent while containing cost growth to only 4 per cent'. This objective allows managers to know what needs to be achieved and can best be described as:

A marketing manager of a company is interested in identifying the number of potential customers that a marketing campaign has identified for the organisation's sales force. The marketing metric that the marketing manager is interested in therefore could best be described as:

Why should companies evaluate their marketing performance?

The Hungry Puffs campaign by Foodbank WA is an example of a/n _______ objective:

According to the SMART model, objectives must be: Specific, , Actionable, , and Timetabled.

Wesfarmers, which owns Coles, Kmart and Bunning's (amongst others) has a functional structure with separate units dedicated to particular products . The marketing structure this business is using is an example of the:

Market share as a marketing metric refers to:

A car dealer has two separate marketing divisions, one that focuses on the business fleet car market and the other on individual consumer markets. This could be best described as a ___________ structure.

A car dealership has one marketing team for its business and fleet sales, and another for its public showroom. The marketing structure this business is using is an example of the:

The following are example of marketing objectives:

The existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage is known as:

Functional areas such as human resources, accounts, finance and marketing work together to meet common goals. These area strategies are outlined at the level.

Which of the following statements is correct?

A plan that helps an organisation identify possible problems (and opportunities) and respond quickly and appropriately to them, is called a(n):

A specific, but high-level plan to achieve objectives that reflect the overall mission of the organisation is known as a(n):

The processes and practices put in place to identify, track and use customer information and preferences to provide superior customer service and sustain long-term relationships is known as:

Introduction to Marketing

The Marketing Environment and Market Analysis

Market Research

Consumer Behaviour

Business Buying Behaviour

Markets: Segmentation, Targeting and Positioning

Product

Price

Promotion

Distribution Place

Services Marketing

Digital Marketing

International Marketing

Social Marketing and Not-For-Profit Marketing

Data and Analytics

Filters

Exam 15: Marketing Planning, Implementation and Evaluation

The percentage of people that mention an advertisement or brand name when suitably prompted is a marketing metric known as:

Woolworths measuring customer attrition rates or the percentage of customers it loses each year is an example of the marketing metric known as:

Which of the following would not potentially be useful as a marketing metric?

The department store chain Myer has an objective to 'increase revenue by 10 per cent while containing cost growth to only 4 per cent'. This objective allows managers to know what needs to be achieved and can best be described as:

A marketing manager of a company is interested in identifying the number of potential customers that a marketing campaign has identified for the organisation's sales force. The marketing metric that the marketing manager is interested in therefore could best be described as:

Why should companies evaluate their marketing performance?

The Hungry Puffs campaign by Foodbank WA is an example of a/n _______ objective:

According to the SMART model, objectives must be: Specific, __________, Actionable, __________, and Timetabled.

Wesfarmers, which owns Coles, Kmart and Bunning's (amongst others) has a functional structure with separate units dedicated to particular products . The marketing structure this business is using is an example of the:

Market share as a marketing metric refers to:

A car dealer has two separate marketing divisions, one that focuses on the business fleet car market and the other on individual consumer markets. This could be best described as a ___________ structure.

A car dealership has one marketing team for its business and fleet sales, and another for its public showroom. The marketing structure this business is using is an example of the:

The following are example of marketing objectives:

The existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage is known as:

Functional areas such as human resources, accounts, finance and marketing work together to meet common goals. These __________ area strategies are outlined at the __________ level.

Which of the following statements is correct?

A plan that helps an organisation identify possible problems (and opportunities) and respond quickly and appropriately to them, is called a(n):

A specific, but high-level plan to achieve objectives that reflect the overall mission of the organisation is known as a(n):

The processes and practices put in place to identify, track and use customer information and preferences to provide superior customer service and sustain long-term relationships is known as:

Introduction to Marketing

The Marketing Environment and Market Analysis

Market Research

Consumer Behaviour

Business Buying Behaviour

Markets: Segmentation, Targeting and Positioning

Product

Price

Promotion

Distribution Place

Services Marketing

Digital Marketing

International Marketing

Social Marketing and Not-For-Profit Marketing

Data and Analytics

Filters

According to the SMART model, objectives must be: Specific, , Actionable, , and Timetabled.

Functional areas such as human resources, accounts, finance and marketing work together to meet common goals. These area strategies are outlined at the level.