Chapter 13 Self-test MCQs

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. Which of the following is a metric used for market performance measures related to the allocation of marketing resources?

Customer numbers correct incorrect

Follower numbers correct incorrect

Awareness correct incorrect

Profitability correct incorrect

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. What are the two sources of competitive advantage for a firm as per Day and Wensley (1988)?

Value, costs correct incorrect

Superior skills, superior resources correct incorrect

Superior skills, money correct incorrect

Superior assets, superior sustainability correct incorrect

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. Value ultimately depends upon the ability of the business to generate _______ sustainable ________ and profits.

short-term, cash flows correct incorrect

long-term, customer satisfaction correct incorrect

long-term, cash flows correct incorrect

continuous, cash flows correct incorrect

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. Which of the below is not one of the three interrelated issues which need to be considered in the context of a marketing strategy?

The value of the business and how the business creates value correct incorrect

Cash and long-term sustainable cash flows correct incorrect

Profits and long-term profitability correct incorrect

Sensitivity to sustainability and environment correct incorrect

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. The problem with most measures of customer satisfaction and loyalty is that they are soft, and________. They are, however, about the________

performance based, past. correct incorrect

impression based, profitability. correct incorrect

impression based, future. correct incorrect

impression based, financial performance. correct incorrect

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. What is the ideal marketing control variable that would be single and both hard and for the future?

CLV correct incorrect

Loyalty correct incorrect

Profitability correct incorrect

Customer equity correct incorrect

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. With which of the following ways CLV cannot be increased?

By increasing customer life correct incorrect

By increasing retention rates correct incorrect

By increasing the profitability of the product correct incorrect

By increasing sales of the same product correct incorrect

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. What does EBITDA stand for?

Earnings before interest, taxation depreciation, and amortization correct incorrect

Earnings before inflation, taxation depreciation, and amortization correct incorrect

Earnings before increase, taxation depreciation, and amortization correct incorrect

Earnings before interest, taxation depreciation, and awareness correct incorrect

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. What is one of the issues which need to be considered in the context of financial measures and marketing strategy?

Assets and cash flows correct incorrect

Businesses who owe money correct incorrect

Profits and long-term profitability correct incorrect

Shareholder liabilities correct incorrect

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. Cash conversion is calculated by

dividing operating profit by total assets. correct incorrect

dividing operating cash flow by EBITDA. correct incorrect

dividing operating profit by revenues. correct incorrect

dividing debt by equity. correct incorrect