Fill This Form To Receive Instant Help

Help in Homework
trustpilot ratings
google ratings


Homework answers / question archive / Harran University - Yeniehir Campus MGT 201 Marketing Defined, Explained, Applied, 2e (Levens) Chapter 20 Marketing Performance Measurement 1)The management of resources and processes to achieve measurable increases in both return on marketing investment and efficiency is known as  

Harran University - Yeniehir Campus MGT 201 Marketing Defined, Explained, Applied, 2e (Levens) Chapter 20 Marketing Performance Measurement 1)The management of resources and processes to achieve measurable increases in both return on marketing investment and efficiency is known as  

Management

Harran University - Yeniehir Campus

MGT 201

Marketing Defined, Explained, Applied, 2e (Levens)

Chapter 20 Marketing Performance Measurement

1)The management of resources and processes to achieve measurable increases in both return on marketing investment and efficiency is known as   .

A)           data analytics

B)            marketing accountability

C)            marketing metrics

D)           advertising measurement

E)            brand health

 

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

A)           complying with legal requirements

B)            managing resources

C)            increasing return on marketing investment D) decreasing marketing expenses

E) increasing marketing efficiency

 

3)            The alignment of marketing goals with financial performance requires increasing the      of marketing activities.

A)           creativity

B)            subjectivity

C)            qualification

D)           funding

E)            quantification

 

4)            Through marketing accountability, traditional opinion-based marketing practices are being replaced with practices that are             .

A)           less competitive

B)            less interdependent

C)            more qualitative D) more quantitative

E) more artistic

 

5)            Which of the following is most closely associated with the Sarbanes-Oxley Act of 2002?

A)           Publicly traded companies must identify when they are using puffery in marketing communications.

B)            Publicly traded companies are not allowed to suppress competition.

C)            Publicly traded companies must publish results of their marketing accountability processes.

D)           Employees of publicly traded companies cannot be held responsible for the business practices of their companies.

E)            Leaders of publicly traded companies are responsible for the business practices of their companies.

 

 

6)            The Sarbanes-Oxley Act of 2002 is primarily focused on  reform. A) accounting

B)            direct marketing

C)            advertising

D)           channel communication

E)            promotions

 

7)            Accounts payable and accounts receivable are both examples of              . A) financial statements

B)            copy tests

C)            CRM metrics

D)           marketing metrics

E)            data analytics

 

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

A)           KPI metrics

B)            ROMI factors

C)            CRM metrics

D)           accounts payable amounts

E)            data analytics

 

9)            Which of the following is an inference-based process of transforming data into useful information?

A)           data analytics

B)            marketing measurement

C)            marketing metrics

D)           advertising measurement

E)            key performance indicators

 

10)          Brand awareness and market share are both examples of            .

A)           data analytics

B)            hurdle rates

C)            marketing metrics

D)           CRM indicators

E)            return on marketing investment rates

 

11)          Which of the following is NOT a tool used to help manage marketing accountability?

A)           optimization models

B)            planning

C)            interval scales

D)           CRM software

E)            forecasting

 

12)          As more organizations increase their focus on corporate responsibility, marketing accountability is likely to become               .

A)           more creative

B)            more challenging C) more important

D)           less technical

E)            less expensive

 

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

A)           profit margin B) brand awareness

C)            accounts payable

D)           accounts receivable

E)            revenue

 

14)          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

 

15)          Which of the following is an example of a business investment?

A)           net revenue

B)            operating profit

C)            gross rating points D) marketing budget

E) profit margin

 

16)          Marketing           is collecting and evaluating marketing metrics to determine the effectiveness of marketing activities in fulfilling customer, organizational, and marketing objectives.

A)           measurement

B)            accountability

C)            testing

D)           synthesis

E)            return

 

17)          Early marketing measurement efforts tended to focus on            , while current efforts are moving toward                .

A)           quantitative metrics; qualitative metrics

B)            process metrics; financial metrics

C)            consumer attitudes; linking sales performance and marketing activities

D)           channel member attitudes; consumer attitudes

 

E)            brand health; brand attributes

 

18)          When management of an organization decides to measure the organization's marketing activities, management is necessarily also committing to which of the following?

A)           using copy testing

B)            using an advertising report card

C)            moving from a customer relationship model to a transactional model D) relating marketing activities to specific marketing objectives

E) purchasing a CRM program

 

19)          Marketing measurement has both process and structural implications for a business. Which of the following is a structural implication?

A)           the need to assign staff to perform the necessary measurement tasks

B)            the need to understand how marketing information is generated

C)            the need to determine how employees are rewarded for using measurement data

D)           the need to determine how marketing information will be analyzed

E)            the need to determine how management will be rewarded for using measurement data

 

 

20)          In general, organizations should identify which marketing activities to measure based on which of the following?

A)           creative influences

B)            artistic direction

C)            marketing objectives

D)           competitors' activities

E)            previously measured activities

 

21)          Key performance indicators are measurements that help an organization do which of the following?

A)           create marketing strategies for new products

B)            quantify progress toward the achievement of marketing objectives

C)            analyze competitors' media strategies

D)           determine employee compensation packages

E)            analyze the artistic value of marketing communications

 

22)          Cost to retain a customer is an example of a(n)  .

A)           brand awareness measurement

B)            brand health measurement

C)            advertising report card category D) key performance indicator

E) purchase intention measurement

 

23)          Which of the following is an example of a KPI?

 

A)           reach

B)            frequency

C)            media engagement

D)           media footprint

E)            average revenue per customer

 

24)          Advertising copy tests, brand health tracking studies, and return on marketing investment models are all examples of       .

A)           brand awareness measurements B) marketing measurement tools

C)            advertising report card categories

D)           balanced report card categories

E)            types of customer surveys

 

25)                         is collecting and evaluating advertising metrics to determine the effectiveness of an advertisement or advertising campaign in fulfilling customer, organizational, and marketing objectives.

A)           Brand health measurement

B)            Return on marketing investment C) Advertising measurement

D)           Media planning

E)            Marketing accountability

 

26)          Increasing market share and changing brand perceptions are both examples of

                .

A)           qualitative metrics

B)            quantitative metrics

C)            qualitative analytics

D)           quantitative analytics E) marketing objectives

 

27)          Which of the following is a true statement about advertising?

A)           For most organizations, advertising is one of the smallest marketing expenditures.

B)            The most important measure of advertising is its entertainment value.

C)            Informing consumers about a brand is typically a short-term advertising effort. D) The construction of an advertising campaign should be guided by communication objectives.

E) Call-to-action advertising asks for a long-term response from consumers.

 

28)          It would take the shortest amount of time to determine the success of an advertising campaign with which of the following communication objectives? A) persuading consumers to act

B)            changing brand perceptions

C)            increasing brand loyalty

D)           building brand awareness

 

E)            building brand relationships

 

29)          Quality and convenience are both examples of  .

A)           advertising measurements

B)            brand awareness levels C) brand attributes

D)           behavioral advertising objectives

E)            brand loyalty levels

 

30)          Direct mail offers are examples of            . A) short-term advertising actions

B)            long-term advertising actions

C)            brand awareness advertising actions

D)           advertising metrics

E)            brand health metrics

 

31)          Based on customer loyalty rankings for product categories, marketers could reasonably expect consumers to be most loyal to which of the following?

A)           canned soup

B)            canned vegetables C) pet food

D)           soft drinks

E)            canned fruit

 

32)          The lower the level of customer loyalty is for a product, the        .

A)           stronger the existing brand relationships are

B)            stronger the media plans are

C)            stronger the copy tests are

D)           more opportunity there is to gain sales

E)            more opportunity there is to integrate marketing

 

33)          The survey-based process known as       is designed to explore advertising effectiveness.

A)           brand awareness

B)            brand health

C)            return on investment

D)           key performance indication E) copy testing

 

 

34)          Copy testing is often referred to as a      .

A)           hurdle rate B) report card

C)            balance card

D)           brand model

 

E)            communication objective

 

35)          Of the following criteria, which would be best suited for evaluating new product introduction advertising?

A)           brand loyalty

B)            shopping intention C) basic enjoyment

D)           purchase intention

E)            brand preference

 

36)          The measurement of the effectiveness of new media is becoming          .

A)           standardized B) more important

C)            less important

D)           impossible to analyze quantitatively

E)            impossible to analyze qualitatively

 

37)                         is the collective consumer perceptions, attitudes, and expectations for a brand resulting from historical and current brand experiences.

A)           Brand personality

B)            Brand recognition C) Brand health

D)           Brand trending

E)            Brand image

 

38)          Which of the following is the focus of the first step in a typical brand tracking model?

A)           brand personality

B)            brand attributes

C)            brand recognition D) media recognition

E) media footprint

 

39)          Which of the following is the focus of the final step in a typical brand tracking model?

A)           brand personality B) brand attributes

C)            brand recognition

D)           media recognition

E)            media footprint

 

40)          Brand tracking studies measure the interplay between  and        .

A)           brand personality; brand health

B)            brand attributes; brand personality

 

C)            marketing communications; revenue

D)           marketing communications; brand health

E)            brand health; revenue

 

41)          Which of the following best describes a purchase funnel?

A)           an assessment of advertising effectiveness

B)            a sequential consumer decision-making model

C)            a measure of return on investment

D)           a customer relationship management model

E)            an advertising copy test

 

42)          Which of the following is NOT a stage in the purchase funnel associated with the advertising objectives of gaining interest and differentiating?

A)           awareness

B)            familiarity C) intention

D)           opinion

E)            consideration

 

43)          Of the following, which purchase funnel stage is the narrowest?

A)           shopping

B)            familiarity

C)            intention D) loyalty

E) purchase

 

44)          Of the following, which purchase funnel stage is the broadest?

A)           shopping B) familiarity

C)            intention

D)           loyalty

E)            purchase

 

45)          Different marketing activities are appropriate for different marketing objectives and different stages of the purchase funnel. Which of the following activities would be most appropriate at the loyalty stage of the purchase funnel?

A)           reward programs

B)            mail-in rebates

C)            direct mail offers

D)           banner advertisements

E)            search engine advertisements

 

 

46)          Data that is trended is collected .

 

A)           at specific time intervals

B)            at random time intervals

C)            from specific demographic groups

D)           from randomly selected consumers

E)            by consumer relationship management systems

 

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

A)           Return on marketing investment

B)            Market assessment

C)            Marketing accountability

D)           Brand health

E)            Brand attribute

 

48)          ROMI helps marketers allocate marketing funds based on            rather than on   .

A)           instinct; data

B)            budgetary limitations; guesswork

C)            creativity; accountability

D)           metrics; analytics

E)            qualitative measures; quantitative measures

 

49)          It is logical that  should return something better than a 1-to-1 relationship between expected revenue and the amount to be invested in a marketing program.

A)           ROMI

B)            KPI

C)            a purchase funnel

D)           a copy test

E)            an advertising report card

 

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

A)           copy test

B)            score card

C)            report card D) hurdle rate

E) tipping point

 

51)          Jason Schmidt is a top executive Solutions Unlimited, a rapidly growing information technology company. Currently Jason is focusing on creating and implementing marketing accountability processes throughout the company. Which of the following laws or regulations is likely most closely related to Jason's current activities?

A)           the Clayton Act

 

B)            the Magnum-Moss Act C) the Sarbanes-Oxley Act

D)           the National Do Not Call Registry

E)            the Lanham Trademark Act

 

52)          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?

A)           average revenue per customer

B)            customer lifetime value

C)            cost to acquire a new customer D) cost to retain a channel member

E) cost to retain a current customer

 

53)          At Kearns, Inc., the management team has decided to improve its use of marketing measurement. Rachel Brown has been charged with overseeing the process issues related to marketing measurement. Which of the following is Rachel most likely responsible for?

A)           assigning sales people to key customers

B)            creating the media plan

C)            determining a bonus structure for effective use of measurement data

D)           assigning members of the IT department to manage the CRM program

E)            hiring researchers to analyze data and develop insights

 

54)          Which of the following is the best example of a long-term advertising action?

A)           a local newspaper ad announcing a department store's spring sale starting on Saturday

B)            a national newspaper insert of coupons for a company's line of household cleaning supplies

C)            a direct-response television commercial with a 1-800 number for consumers to call to order the featured product

D)           a national magazine advertisement introducing a new line of low-fat frozen yogurt

E)            a catalog company offering 15% off one item for consumers who order by a given date

 

 

55)          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?

A)           hurdle rating B) copy testing

C)            a purchase funnel

D)           return on key performance indicators

E)            return on marketing investment

 

56)          Consider a situation in which there is 90% unaided awareness for a brand of athletic shoes, with purchases of 10%. Which of the following best describes the purchase funnel for this scenario?

A)           very wide at the top and narrow at the bottom

B)            very narrow at the top and wide at the bottom

C)            very narrow and vertical

D)           very wide and vertical

E)            very wide and horizontal

 

57)          Consider a situation in which there is 10% 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)           very wide at the top and narrow at the bottom

B)            very narrow at the top and wide at the bottom C) very narrow and vertical

D)           very wide and vertical

E)            very wide and horizontal

 

58)          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)           very wide at the top and narrow at the bottom

B)            very narrow at the top and wide at the bottom

C)            very narrow and vertical D) very wide and vertical

E) very wide and horizontal

 

59)          Which of the following is the best example of trended data?

A)           responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend

B)            responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39

C)            telephone responses from a direct response television ad aired on different channels at different times over the course of a month

D)           comparisons of competitors' sales performance in a single business quarter

E)            interview responses that have been adjusted to compensate for bias from the interviewers

 

 

60)          A regional restaurant chain spends $90,000 for a local television advertising campaign that delivers $450,000 in incremental revenue. What is the ROMI factor?

A)           4 B) 5

C) 50%

D) $360,000

E) $450,000

 

 

61)          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

 

 

62)          Fab Fabrics is a medium-sized chain of sewing and home craft stores. The company has committed to improving how it uses marketing measurements. Management of Fab Fabrics has determined that the minimum expected return on marketing dollars it requires in order to invest in a marketing activity is five dollars additional profit for every one marketing dollar spent. This is Fab Fabrics'   .

A)           key performance indicator

B)            customer relationship factor C) hurdle rate

D)           copy test

E)            advertising report card

 

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.

 

63)          Because the team has opted to increase its use of marketing measurements, additional staff needs to be hired and trained to analyze data and develop insights based on the data. This is an example of a             issue.

A)           qualitative

B)            process C) structural

D)           brand health

E)            legal

 

64)          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?

A)           hurdle rate

B)            loyalty program participation

C)            frequency

D)           cost to reposition a product E) cost to acquire a new customer

 

65)          The Essentials marketing team has approved the development of a television advertising campaign to launch the new product line. The team wants to assess which elements of the advertisements are most effective before the advertisements are aired. The marketing team is most likely to use which of the following?

A)           CRM indicators B) copy testing

C)            a purchase funnel

D)           a brand tracking model

E)            hurdle rating

 

66)          Marketing accountability processes play a negligible role in determining a company's compliance with the Sarbanes-Oxley Act.

 

 

67)          Companies that have been more successful at implementing marketing accountability practices have relied on top-down direction from management rather than cross-disciplinary teams.

 

 

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

 

 

69)          Early marketing measurement efforts tended to evaluate consumer attitudes by linking sales performance to activities such as advertising.

 

 

70)          Many customer KPIs are identified and managed through CRM programs.

 

71)          The purpose of a CRM program is to identify new potential customers.

 

72)          An integrated marketing campaign that uses different media should have consistent messaging.

 

 

73)          Copy testing is a tool for measuring the effectiveness of a completed advertising campaign that cannot be used as a diagnostic tool in the creative development stage of

 

a campaign.

 

74)          Currently there is no standard tool to copy test advertisements on the the wide range of new media platforms.

 

 

75)          Typically, advertising and other marketing activities do not have a cumulative effect on consumer attitudes toward a brand.

 

 

76)          A brand is essentially a promise to consumers.

 

77)          When measured topics are changed on a regular basis, data trending is possible.

 

78)          ROMI models are developed over limited time periods, usually less than 18 months.

 

 

79)          There is no specific industry standard for ROMI.

 

80)          It is logical to expect that management would choose to implement the marketing campaign with the lowest financial return that meets marketing objectives.

 

 

81)          KPIs are often managed through CRM programs because all KPIs track customer relationship measurements.

 

 

82)          A marketer who wants to be certain that an advertisement is in line with campaign objectives should be more concerned with copy testing an advertisement before it is aired than after it is aired.

 

 

83)          Simpson Products, Inc. requires that any marketing campaign it implements has a minimum expected ROMI factor of 2. This is Simpson Products' hurdle rate.  

Option 1

Low Cost Option
Download this past answer in few clicks

15.83 USD

PURCHASE SOLUTION

Already member?


Option 2

Custom new solution created by our subject matter experts

GET A QUOTE

Related Questions