EXAM 1

Question 1

Sonite Product Characteristics

Answer 1

(DDPBF) Design, Display, Power, Battery, Features

Question 2

Sonite Market Segments

Answer 2

Professionals, Baby Boomers, Gen X, Millenials, Gen Z

Question 3

Economic Inflation %

Answer 3

2%

Question 4

Economic GNP %

Answer 4

4%

Question 5

Unit Cost =

Answer 5

Base Cost R&D

Question 6

What percent adjustment is okay for production?

Answer 6

+/- 20%

Question 7

Inventory holding is a percent of

Answer 7

Transfer costs, charged to marketing

Question 8

Channel Discounts: __% merch, __% online

Answer 8

5%, 10%

Question 9

Base cost ___ Transfer cost

Answer 9

>

Question 10

No excessive price inc or dec of over __%

Answer 10

30%

Question 11

Adv Objectives

Answer 11

Build awareness and demand

Question 12

Adv Media

Answer 12

Media Space & Time

Question 13

Adv Research should be between ______% for inc awareness and more for readjustment

Answer 13

4-8%

Question 14

Comm Teams Costs

Answer 14

Salary, Training, Benefits

Question 15

Hiring and Firing comm teams are

Answer 15

Automatically charged and a percent of FTE

Question 16

How is Marketing Budget determined

Answer 16

40% Net Contribution of prev period

Question 17

O is for

Answer 17

Sonite

Question 18

E is for

Answer 18

Vodite

Question 19

Product characteristics need to be

Answer 19

Feasible ranges in relevant units

Question 20

What team works with you for desired base cost?

Answer 20

R&D

Question 21

Is excess budget given back to marketing if not used in the allocated budget?

Answer 21

NO

Question 22

Feasibility studies price and completion time

Answer 22

$100,000, 1 period

Question 23

Online Queries

Answer 23

Immediate but overestimated by 15%

Question 24

Components of Market Report

Answer 24

Volume and Retail Sales

Question 25

Components of Financial Report

Answer 25

Rev, Cost, Profit

Question 26

Components of Production Report

Answer 26

Produced, Inventory, Prod Costs

Question 27

Intentions indicate

Answer 27

First choice within a year

Question 28

Market Share indicates

Answer 28

% who purchased in that period (500 sample)

Question 29

Shopping Habits indicate

Answer 29

Preferred Channel

Question 30

What conditions require repositioning?

Answer 30

New needs, segments, competition and price pressure

Question 31

Reposition (Adv) Steps

Answer 31

Identify position, Perceptual objectives, Budget, Allocate budget

Question 32

Reposition (R&D) Steps

Answer 32

Identify, Estimate characteristics, R&D project, Intro new brand or modify old

Question 33

Deviation from budget should be

Answer 33

> = 0

Question 34

What will be cut first if budget is exceeded?

Answer 34

Advertising

Question 35

Typical Errors found in

Answer 35

Budget, 4Ps, Comm Decisions