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1
16. How is Return on Marketing Investment (ROMI) measured?
Sales growth compared to previous periods
Customer acquisition cost divided by marketing budget
Net return from marketing investment divided by marketing costs
Total marketing revenue divided by marketing expenses
2
17. Common traits for effective leaders include all but
Power
Motivation
Honesty
Drive
3
19.Hersey - Blanchard situational model matches leadership style with
moderate control situations
maturity of followers
concerns for tasks
concerns for people
4
23.Effective leaders tend to possess high emotional intelligence, not including:
relationship management
power control
social awareness
self awareness
5
13. What is the main purpose of the BCG Growth-Share Matrix?
To evaluate the company’s financial position
To assess the profitability of individual products
To define the company’s mission statement
To analyze the market share and growth prospects of business units
6
10. What does a company’s mission statement typically describe?
C) The company’s products
D) The company’s target market
A) The company’s profit goals
B) The company’s purpose and what it wants to achieve
7
20.Vroom - Jago model focuses on
leadership quality
leadership situations
decision making methods
leadership styles
8
Question
Marketing concept
Production concept
Selling concept
Product concept
9
2.________ are human needs as shaped by individual personality and culture.
Values
Wants
Demands
Needs
10
Question
Demand satisfaction
Need proposition
Value proposition
Market offering
11
5.Whichofthefollowingmarketingmanagementorientations focuses primarily on improving efficiencies along the supply chain?
Marketing concept
Production concept
Social marketing concept
Selling concept
12
Question
the product concept
marketing myopia
marketing management
selling myopia
13
7. What is the primary purpose of strategic planning in a company?
To focus on day-to-day operations
To measure financial performance
To align the company’s goals with its capabilities and market opportunities
To define the company's mission
14
15. What does the marketing mix consist of?
Price, place, performance, and product
People, promotion, planning, and product
Products, profits, production, and people
Product, price, place, and promotion
15
22.The classical leadership style that highly concerns both people and tasks is
human relations
country club
democratic
autocratic
16
8. The selling concept is particularly appropriate and effective with which of the following types of products?
Demarketed
Convenient
Specialty
Unsought
17
14. What does the value chain involve?
Profit maximization strategies
Activities that create value for customers, from design to delivery
Only the production and sales of products
Distribution channels only
18
11. What is the first step in designing a business portfolio?
Identify strategic business units (SBUs)
Decide the level of support for each business unit
Analyze current market conditions
Assess the attractiveness of business units
19
Question
Responsibility marketing
Selling
Societal marketing
Product
20
25.The management function that inspires commitment and enthusiasm is
Leading
Planning
Controlling
Organizing
21
12. Which of the following is a key element of a customer value-driven marketing strategy?
Product development
Increased operational costs
Market segmentation
Cost reduction
22
6. Which of the following marketing management concepts is most likely to lead to marketing myopia?
Societal marketing
Customer driving-marketing
Marketing
Product
23
24.Fiedler's contingency leadership suggests that leadership be based on:
Situation
Task
Power
People
24
18.interactive leadership focuses on
motivation
communications
transformation
decision
25
21.In classical leaderships, autocratic leaderships concern mostly about:
tasks
efficiency
operations
all of above
