Question 1

A business has a market demand of 300,000 units at a market share of 20%.The price per unit and variable cost per customer are $25 and $10,respectively.If the net marketing contribution of the business is $450,000,calculate the total marketing and sales expenses incurred by the business.

Accepted Answer

A) $250,000 
B) $160,000 
C) $520,000 
D) $300,000 
E) $450,000

Question 2

Customer awareness,interest,product trial,and customer satisfaction and dissatisfaction,along with perceptions of relative product quality,service quality,and customer value,all serve as forward-looking marketing metrics.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is a backward-looking market metric?

Accepted Answer

A) customer awareness 
B) market share 
C) product trial 
D) customer satisfaction 
E) perceptions of relative product quality

Question 4

A market-based business with a strong competitor orientation across job functions has a lower level of market sensitivity.

Accepted Answer

A) True 
 B)False

Question 5

The whole purpose of backward-looking marketing metrics is to track customer perceptions and attitudes that precede changes in customer behavior and financial performance.

Accepted Answer

A) True 
 B)False

Question 6

If a business produces 400,000 units and the market demand for the product is 2 million units,what is its percentage of market share?

Accepted Answer

A) 8% 
B) 20% 
C) 16% 
D) 40% 
E) 80%

Question 7

Marketing metrics are too important to be simply an add-on to the marketing or product
manager's responsibilities.

Accepted Answer

A) True 
 B)False

Question 8

If the price per unit is $34 and the variable cost per customer is $17,calculate the margin per unit.

Accepted Answer

A) $2 
B) $51 
C) $25.5 
D) $8.5 
E) $17

Question 9

The whole purpose of ________ market metrics is to track customer perceptions and attitudes that precede changes in customer behavior and a business's financial performance.

Accepted Answer

A) financial 
B) static 
C) competitiveness 
D) forward-looking 
E) backward-looking

Question 10

Calculate the price per unit if the variable cost per customer is $6 and the margin per unit is $24.

Accepted Answer

A) $30 
B) $4 
C) $18 
D) $15 
E) $9

Question 11

Explain the importance of market metrics,and name and describe the two types of market metrics,providing examples of specific metrics for each.

Accepted Answer

The answer of Explain the importance of market metrics,and name...

Question 12

Without backward-looking metrics,the business has only an internal measure of performance.

Accepted Answer

A) True 
 B)False

Question 13

Forward-looking marketing metrics are particularly important because they correspond more closely to internal financial-performance metrics.

Accepted Answer

A) True 
 B)False

Question 14

Successful implementation of a marketing plan is directly related to the structure of a business's marketing effort.

Accepted Answer

A) True 
 B)False

Question 15

Backward-looking marketing performance metrics ________.

Accepted Answer

A) are leading indicators of a business's future performance 
B) include in-process measures of customer thinking and attitudes 
C) include the metrics that measure market share,customer retention,and revenue per customer 
D) involve using uniform benchmarks across all industries 
E) are more advanced product-market metrics for companies that are dealing with pricing issues

Question 16

Calculate the net marketing contribution,if a business produces 25,000 units at $10 margin per unit,with total marketing and sales expenses of $100,000.

Accepted Answer

A) $50,000 
B) $350,000 
C) $100,000 
D) $250,000 
E) $150,000

Question 17

The fundamental marketing profitability metric for planning purposes is the ________ equation.

Accepted Answer

A) gross profit 
B) market share 
C) market demand 
D) net marketing contribution 
E) variable unit cost

Question 18

Calculate the total volume of units sold by a business if there is a market demand of 550,000 units and the business has a market share of 25%.

Accepted Answer

A) 292,560 
B) 440,650 
C) 137,500 
D) 325,000 
E) 110,190

Question 19

Poor customer retention has a powerful impact on financial performance only if a business is losing market share.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is true about market metrics?

Accepted Answer

A) They involve using uniform benchmarks across all industries. 
B) They provide qualitative data,and not quantitative data. 
C) They always express the measurements as pie charts. 
D) They measure market conditions and a business's performance in that market. 
E) They are more advanced product-market metrics for companies that are dealing with pricing issues.

Exam 15: Marketing Metrics,performance,and Strategy Implementation

A business has a market demand of 300,000 units at a market share of 20%.The price per unit and variable cost per customer are $25 and $10,respectively.If the net marketing contribution of the business is $450,000,calculate the total marketing and sales expenses incurred by the business.

Customer awareness,interest,product trial,and customer satisfaction and dissatisfaction,along with perceptions of relative product quality,service quality,and customer value,all serve as forward-looking marketing metrics.

Which of the following is a backward-looking market metric?

A market-based business with a strong competitor orientation across job functions has a lower level of market sensitivity.

The whole purpose of backward-looking marketing metrics is to track customer perceptions and attitudes that precede changes in customer behavior and financial performance.

If a business produces 400,000 units and the market demand for the product is 2 million units,what is its percentage of market share?

Marketing metrics are too important to be simply an add-on to the marketing or product manager's responsibilities.

If the price per unit is $34 and the variable cost per customer is $17,calculate the margin per unit.

The whole purpose of ________ market metrics is to track customer perceptions and attitudes that precede changes in customer behavior and a business's financial performance.

Calculate the price per unit if the variable cost per customer is $6 and the margin per unit is $24.

Explain the importance of market metrics,and name and describe the two types of market metrics,providing examples of specific metrics for each.

Without backward-looking metrics,the business has only an internal measure of performance.

Forward-looking marketing metrics are particularly important because they correspond more closely to internal financial-performance metrics.

Successful implementation of a marketing plan is directly related to the structure of a business's marketing effort.

Backward-looking marketing performance metrics ________.

Calculate the net marketing contribution,if a business produces 25,000 units at $10 margin per unit,with total marketing and sales expenses of $100,000.

The fundamental marketing profitability metric for planning purposes is the ________ equation.

Calculate the total volume of units sold by a business if there is a market demand of 550,000 units and the business has a market share of 25%.

Poor customer retention has a powerful impact on financial performance only if a business is losing market share.

Which of the following statements is true about market metrics?