sample exam questionis Flashcards
How do we define market opportunity?
Unsatisfied Need
Company has capabilities
Market is big enough
What is brand awareness
The % of potential consumers how can recall a brand name
[T/F] If the budget or pocket exists, we could create the need?
True
Percentage budgets/prockets of families…
depends on CULTURE
the number of segements depends on what?
The manager’s binomial
Analysis
Diagnosis
Strategy
Action Plan
Framework
CORRECT THE SEQUENCE
Framework
Analysis
Diagnosis
Strategy
Action plan
(FADSA)
If a competitor lowers prices in the decelerated growth phase, what should we do
It depends on the competitive role of the competitor (leader, follower, etc.)
What is marketing for?
To adjust risk-profit. binomial of business with shareholders
When should we swtich from one budget to another?
When the S.H. binomial is not possible with the current one
What are the 2 key pillars of competitive advantage?
Cost leadership and product differentiation
Who is responsible for the binomial?
Marketing Department
Apple is a company that has perfectly understood
Image creation
[T/F] Accelerated Growth phase focused on tangibles
True
[T/F] Segmentation is used to attack
False, it is used to defend
What is the reference market?
The combination between the budget line and a large group of customers
[T/F] Tangibles are the best way to reach differntiatoin?
False, it is INTANGIBLES
Each of the elements that make up a reference market are called..
Macrosegments