31. There is a danger in the use of dashboards that the company becomes too focused on tactical measures that may overshadow ____________. A. Measures of immediacy B. Measures of tenacity C. Measures of locus of control D. Measures of strategic importance E. All of these 32. There are times when marketers forget that marketing is not just a department and they fail to market the dashboard to __________. A. Customers B. Suppliers C. Key stakeholders D. The accounting group E. The finance area 33. The dashboard provides insight into the execution of critical business processes required to deliver on the _______________. A. Desired customer value propositions B. Elements of tactical numerology C. Desirable elements of diagnostic mathematics D. Suitable service message E. All of these
31.
There is a danger in the use of dashboards that the company
becomes too focused on tactical measures that may overshadow ____________.
A.
Measures of
immediacy
B.
Measures of
tenacity
C.
Measures of locus
of control
D.
Measures of
strategic importance
E.
All of these
32.
There are times when marketers forget that marketing is not just
a department and they fail to market the dashboard to __________.
A.
Customers
B.
Suppliers
C.
Key stakeholders
D.
The accounting
group
E.
The finance area
33.
The dashboard provides insight into the execution of critical
business processes required to deliver on the _______________.
A.
Desired customer
value propositions
B.
Elements of
tactical numerology
C.
Desirable elements
of diagnostic mathematics
D.
Suitable service
message
E.
All of these
34.
The dashboard for Apple Computers should be able to provide a
read of ____________.
A.
The computer
division’s relationship to the iPhone group
B.
The CEO’s
C.
How future new
products will be accepted or rejected by the consumer market
D.
How the assets
have been growing and how they are likely to progress
E.
None of these
35.
If a low-risk marketing program has a
investment
at a minimum $4 in revenue for every _____ in marketing expenditure.
A.
$1
B.
$10
C.
$100
D.
$1,000
E.
None of these
36.
When your boss, Fernando, says that you need a ROMI of 5.0, he
is describing the __________ for the marketing investment.
A.
Risk factor
B.
Suitability factor
C.
Total rate
D.
Hurdle rate
E.
All of these
37.
While many firms “talk the talk” about marketing as an
investment and not _____________, marketing expenditures are not treated as
an investment in a company’s accounting system.
A.
A variable
B.
A total investment
C.
An expense item
D.
A lost cause
E.
None of these
38.
One of the problems with ROMI is that it often focuses on
__________ rather than looking at the effects or changes in brand equity.
A.
Long-term decision
perspective
B.
Short-term
decision perspective
C.
Relationship
marketing
D.
Incremental
authorization
E.
None of these
39.
Market share can be defined in terms of either _____________.
A.
Utilities or
profits
B.
Revenue or profits
C.
Units or profits
D.
Units or revenue
E.
None of these
40.
Unit Market Share (%) = Unit Sales (#) divided by ___________.
A.
Estimated Total
Market Revenue
B.
Estimated Total
Market Profit
C.
Estimated Total
Market Unit Sales
D.
Estimated Market
Penetration
E.
None of these
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