sample exam questionis Flashcards

1
Q

How do we define market opportunity?

A

Unsatisfied Need
Company has capabilities
Market is big enough

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2
Q

What is brand awareness

A

The % of potential consumers how can recall a brand name

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3
Q

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

A

True

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4
Q

Percentage budgets/prockets of families…

A

depends on CULTURE

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5
Q

the number of segements depends on what?

A

The manager’s binomial

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6
Q

Analysis
Diagnosis
Strategy
Action Plan
Framework

CORRECT THE SEQUENCE

A

Framework
Analysis
Diagnosis
Strategy
Action plan

(FADSA)

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7
Q

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

A

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

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8
Q

What is marketing for?

A

To adjust risk-profit. binomial of business with shareholders

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9
Q

When should we swtich from one budget to another?

A

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

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10
Q

What are the 2 key pillars of competitive advantage?

A

Cost leadership and product differentiation

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11
Q

Who is responsible for the binomial?

A

Marketing Department

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12
Q

Apple is a company that has perfectly understood

A

Image creation

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13
Q

[T/F] Accelerated Growth phase focused on tangibles

A

True

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14
Q

[T/F] Segmentation is used to attack

A

False, it is used to defend

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15
Q

What is the reference market?

A

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

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16
Q

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

A

False, it is INTANGIBLES

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17
Q

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

A

Macrosegments

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18
Q

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

A

Macrosegments

19
Q

What does Cliducts do

A

Pursues role assignment and efficient daily decision making

20
Q

Can you have a “better” binomial?

A

No, it depends on your shareholders

21
Q

Strucutre cliducts require clients to be

A

Captives

22
Q

What do we mean by coherency and consistency

A

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

23
Q

Who decides the binomial in a company?

A

The shareholders

24
Q

The best warriors…

A

Avoid war as much as they can

25
Q

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

A

False, it should be balanced

26
Q

[T/F] Market share is a tool

A

True

27
Q

What does MRR mean?

A

Monthly Recurrent Revenue

28
Q

Each solution is equivalent to

A

Several products from several companies

29
Q

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

A

False, it depends on the shareholder

30
Q

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

A

False, it depends on the S.H.

31
Q

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

A

False, it depends on the S.H.

32
Q

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

A

Awareness –> Interest –> evaluation –> trial –> adoptoni

33
Q

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

A

It depends on the S.H.

34
Q

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

A

It depends on the S.H.

35
Q

how do you write a Positioning Statement

A

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

36
Q

A solution lifecycle is…

A

The sum of technology lifecycles

37
Q

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

A

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

38
Q

When should a company consider repositioning its offering?

A

Price Pressure
New competition
New target segments
Chaning segment needs

39
Q

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

A

True

40
Q

What criteria do we use to target a segment?

A

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

41
Q

What does distribution coverage refer to?

A

The number of stores carrying a given brand

42
Q

If you get more profit than expected

A

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

43
Q

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

A

Accelerated Growth Phase

44
Q

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

A

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