Question 1

A major advantage of the percentage variable contribution margin (PVCM) approach over a full cost approach is that it allows a marketer to:

Accepted Answer

A)   know the incremental value of a sale.
B)   calculate the incremental value of directing additional resources to a particular service line.
C)   estimate the dollars generated to overhead from one more unit of business.
D)   provide an estimate of fixed costs covered and indirect costs that can be covered with one more dollar in sales gained for a unit of investment. B

Question 2

Monitoring advertising is easy if:

Accepted Answer

A)   objectives are set prior to the beginning of any promotional campaign.
B)   the Web is used to track the number of hits.
C)   there is a direct response form used in the advertisement.
D)   None of these is correct. A

Question 3

On which particular dimension do consumer products companies have a distinct advantage over most hospitals and medical groups in terms of tracking the effectiveness of their marketing investments?

Accepted Answer

A)   Depth
B)   Breadth
C)   Reliability
D)   Time D

Question 4

Engagement occurs when an individual takes some action beyond just reading a posting or a web page on the healthcare institution's website.

Accepted Answer

A) True 
 B)False

Question 5

Indirect costs are those that cannot be tied to any patient care service line.

Accepted Answer

A) True 
 B)False

Question 6

To obtain a complete picture of the effectiveness of marketing investments, a system should have multiple measures, which implies that it should have:

Accepted Answer

A)   depth.
B)   breadth.
C)   reliability.
D)   time.

Question 7

Reviewing all aspects of the marketing operations is referred to as a marketing:

Accepted Answer

A)   oversight.
B)   assessment.
C)   audit.
D)   analysis.

Question 8

Organizations are finding it more difficult to track digital expenditures than traditional media expenditures.

Accepted Answer

A) True 
 B)False

Question 9

Before allocating dollars to a particular project, most organizations will:

Accepted Answer

A)   establish the project's indirect costs.
B)   assume that the fixed costs are a function of the total costs and the indirect costs over time.
C)   use a threshold ROI level.
D)   establish a base level of utilization by the physicians.

Question 10

In monitoring advertising, the media effectiveness ratio is a reflection of the number of people aware of the product or service in the total population.

Accepted Answer

A) True 
 B)False

Question 11

Sales force control is often easier than other aspects of marketing because:

Accepted Answer

A)   the compensation system is often directly tied to the performance that is desired.
B)   salespeople can be dismissed if their performance is unsatisfactory.
C)   performance evaluations are done on salespeople.
D)   All of these are correct.

Question 12

Which of the following was not cited as an important dimension of an effective marketing evaluation system?

Accepted Answer

A)   Depth
B)   Breadth
C)   Reliability
D)   Time

Question 13

An effective marketing evaluation system should have more depth than breadth in terms of its components.

Accepted Answer

A) True 
 B)False

Question 14

Bounce rate is a metric of:

Accepted Answer

A)   how many users visit the website and the site is not available.
B)   the number of incorrect links on a website.
C)   when a user opens a single page on a website and then exits without triggering any other request to the server.
D)   the number of times a website refreshes during a single user session.

Question 15

To be influential on social networks, a person must talk about the health system and influence many others.

Accepted Answer

A) True 
 B)False

Question 16

The consumer's share of voice resulting from experience originates from which source?

Accepted Answer

A)   Experiential sources
B)   Consequential sources
C)   Intentional sources
D)   All of these are correct.

Question 17

Which of the following is not a purpose of the marketing audit?

Accepted Answer

A)   It aims for prognosis as well as diagnosis.
B)   It practices preventative as well as curative marketing practices.
C)   It centers on the evaluation of objectives and policies and the assumptions that underlie them.
D)   All of these are correct.

Question 18

A company analyzes its data and assesses that because of price increases in some products, customers shifted their product purchases to products that differed from what was originally forecasted. Ultimately, the products that were purchased had lower margins. As a result, the company experienced lower end-of-the-year profitability. What type of analysis is this?

Accepted Answer

A)   Net profit analysis
B)   Product mix variance
C)   Contribution margin variance
D)   Customer mix variance

Question 19

The ability to track multiple elements of marketing investments is what dimension of a marketing evaluation system?

Accepted Answer

A)   Depth
B)   Breadth
C)   Reliability
D)   Time

Question 20

The sales/expense ratio is a useful metric for assessing salesperson performance because:

Accepted Answer

A)   it considers the salesperson's expenses.
B)   sales are directly considered.
C)   it has both an input and output measure.
D)   it is a simple ratio that can be easily tracked.

Exam 15: Controlling and Monitoring

A major advantage of the percentage variable contribution margin (PVCM) approach over a full cost approach is that it allows a marketer to:

Monitoring advertising is easy if:

On which particular dimension do consumer products companies have a distinct advantage over most hospitals and medical groups in terms of tracking the effectiveness of their marketing investments?

Engagement occurs when an individual takes some action beyond just reading a posting or a web page on the healthcare institution's website.

Indirect costs are those that cannot be tied to any patient care service line.

To obtain a complete picture of the effectiveness of marketing investments, a system should have multiple measures, which implies that it should have:

Reviewing all aspects of the marketing operations is referred to as a marketing:

Organizations are finding it more difficult to track digital expenditures than traditional media expenditures.

Before allocating dollars to a particular project, most organizations will:

In monitoring advertising, the media effectiveness ratio is a reflection of the number of people aware of the product or service in the total population.

Sales force control is often easier than other aspects of marketing because:

Which of the following was not cited as an important dimension of an effective marketing evaluation system?

An effective marketing evaluation system should have more depth than breadth in terms of its components.

Bounce rate is a metric of:

To be influential on social networks, a person must talk about the health system and influence many others.

The consumer's share of voice resulting from experience originates from which source?

Which of the following is not a purpose of the marketing audit?

The ability to track multiple elements of marketing investments is what dimension of a marketing evaluation system?

The sales/expense ratio is a useful metric for assessing salesperson performance because: