sample exam questionis

Question 1

How do we define market opportunity?

Answer 1

Unsatisfied Need
Company has capabilities
Market is big enough

Question 2

What is brand awareness

Answer 2

The % of potential consumers how can recall a brand name

Question 3

[T/F] If the budget or pocket exists, we could create the need?

Answer 3

True

Question 4

Percentage budgets/prockets of families…

Answer 4

depends on CULTURE

Question 5

the number of segements depends on what?

Answer 5

The manager’s binomial

Question 6

Analysis
Diagnosis
Strategy
Action Plan
Framework

CORRECT THE SEQUENCE

Answer 6

Framework
Analysis
Diagnosis
Strategy
Action plan

(FADSA)

Question 7

If a competitor lowers prices in the decelerated growth phase, what should we do

Answer 7

It depends on the competitive role of the competitor (leader, follower, etc.)

Question 8

What is marketing for?

Answer 8

To adjust risk-profit. binomial of business with shareholders

Question 9

When should we swtich from one budget to another?

Answer 9

When the S.H. binomial is not possible with the current one

Question 10

What are the 2 key pillars of competitive advantage?

Answer 10

Cost leadership and product differentiation

Question 11

Who is responsible for the binomial?

Answer 11

Marketing Department

Question 12

Apple is a company that has perfectly understood

Answer 12

Image creation

Question 13

[T/F] Accelerated Growth phase focused on tangibles

Answer 13

True

Question 14

[T/F] Segmentation is used to attack

Answer 14

False, it is used to defend

Question 15

What is the reference market?

Answer 15

The combination between the budget line and a large group of customers

Question 16

[T/F] Tangibles are the best way to reach differntiatoin?

Answer 16

False, it is INTANGIBLES

Question 17

Each of the elements that make up a reference market are called..

Answer 17

Macrosegments

Question 18

Each of the elements that make up a reference market are called..

Answer 18

Macrosegments

Question 19

What does Cliducts do

Answer 19

Pursues role assignment and efficient daily decision making

Question 20

Can you have a “better” binomial?

Answer 20

No, it depends on your shareholders

Question 21

Strucutre cliducts require clients to be

Answer 21

Captives

Question 22

What do we mean by coherency and consistency

Answer 22

Analysis, diagnosis, strategy, and marketing mix implementation are aligned

Question 23

Who decides the binomial in a company?

Answer 23

The shareholders

Question 24

The best warriors…

Answer 24

Avoid war as much as they can

Question 25

[T/F] Balance/equilibrium is less important than high, medium, or left level risk-profit binomial?

Answer 25

False, it should be balanced

Question 26

[T/F] Market share is a tool

Answer 26

True

Question 27

What does MRR mean?

Answer 27

Monthly Recurrent Revenue

Question 28

Each solution is equivalent to

Answer 28

Several products from several companies

Question 29

[T/F] We prefer high-risk return than low-risk return

Answer 29

False, it depends on the shareholder

Question 30

[T/F] We preer high-risk return than low-risk return

Answer 30

False, it depends on the S.H.

Question 31

[T/F] We prefer low-risk return than high-risk return

Answer 31

False, it depends on the S.H.

Question 32

What are the different stages typically observed among adopters of new products?

Answer 32

Awareness --> Interest --> evaluation --> trial --> adoptoni

Question 33

Whenever binomial questions ask " which is better", what is always the right answer?

Answer 33

It depends on the S.H.

Question 34

Whenever binomial questions ask " which is better", what is always the right answer?

Answer 34

It depends on the S.H.

Question 35

how do you write a Positioning Statement

Answer 35

Target Segment Brand Product/Service Benefits Perception by Customers (Frame of Reference) Reason to Believe

Question 36

A solution lifecycle is...

Answer 36

The sum of technology lifecycles

Question 37

How do you calculate the average distribution margin of a brand?

Answer 37

Itt's the weighted avg of the distribution margins in each channel where the brand is distributed, where the weights are the proportion of the brand sales in these channels

Question 38

When should a company consider repositioning its offering?

Answer 38

Price Pressure New competition New target segments Chaning segment needs

Question 39

[T/F] Building loyalty may involve some temporary dissatisfaction?

Answer 39

True

Question 40

What criteria do we use to target a segment?

Answer 40

How easy it is to change the segment's perception and how big is the economic impact

Question 41

What does distribution coverage refer to?

Answer 41

The number of stores carrying a given brand

Question 42

If you get more profit than expected

Answer 42

You should be ready to explain why that's the case or there could be problems

Question 43

When do the wishes and expectations of the segments change the most?

Answer 43

Accelerated Growth Phase

Question 44

You should recommend your marketing director to initiate an r&d project on a product when?

Answer 44

It is not well perceived by a segment along the product dimensions of the perceptual maps and its physical characteristics do not fit segment expectations