3. 1. The following are steps in the
customer value analysis except:
a) Identify major attributes and benefits that
customer value
b) Assess the quantitative importance of the
different attributes and benefits
c) Maximize profitability for attracting, selling and
servicing customers
d) Examine how customers in a specific segment
rate the company’s performance against
specific major competitor on an individual
attribute
e) Monitor customer values over time
4. There are 5 steps in the
customer value analysis:
Identify major attributes and benefits that customer
value
Assess quantitative importance of the different
attributes and benefits
Assess company’s and competitor’s performances
on customer values vs. their rated importance
Examine how customers in a specific segment rate
the company’s performance against specific major
competitor on an individual attribute
Monitor customer values over time
5. Step 1: Customer Value
Analysis
Identify the major attributes and benefits that
customer value- customers are asked which
attributes, benefits and performance levels
they look for in choosing a product
6. Step 2: Customer Value
Analysis
Assess the quantitative importance of the
different attributes and benefits- Customers
are asked to rate importance of different
attributes and benefits.
7. Step 3: Customer Value
Analysis
Assess company’s and competitor’s
performances on customer values vs. their
rated importance- Customers describe where
they see the company’s and competitor’s
performances on each attribute/benefit
8. Step 4: Customer Value
Analysis
Examine how customers in a specific
segment rate the company’s performance
against specific major competitor on an
individual attribute- If company’s offer
exceeds competitor’s offer, the company can
charge a higher price (higher profits) or
charge same price (gain market share)
9. Step 5: Customer Value
Analysis
Monitor customer values over time- Company
must periodically redo studies of customer
values and competitors’ standings as
changes happen
10. 1. The following are steps in the
customer value analysis except:
Identify major attributes and benefits that
customer value
Assess the quantitative importance of the
different attributes and benefits
Maximize profitability for attracting, selling
and servicing customers
l Examine how customers in a specific segment
rate the company’s performance against
specific major competitor on an individual
attribute
Monitor customer values over time
11. 2. Which of the following
statements is TRUE
a) Points-of-difference (POD) are those associations not
necessarily unique to the brand but perhaps shared with
other brands
b) Points-of-parity (POP) are those associations unique to
the brand that are also strongly held and favorably
evaluated by consumers
c) Category point-of-parity associations are associations
designed to negate competitor’s points-of-difference
d) Competitive point-of-parity associations are associations
consumers view as being necessary to a legitimate and
credible product offering within a certain category
e) None of the above
12. Points-of-parity (POP) are those associations
not necessarily unique to the brand but
perhaps shared with other brands
Points-of-difference (POD) are those
associations unique to the brand that are also
strongly held and favorably evaluated by
consumers
13. Competitive point-of-parity associations are
associations designed to negate
competitor’s points-of-difference
Category point-of-parity associations are
associations consumers view as being
necessary to a legitimate and credible
product offering within a certain category
14. 2. Which of the following
statements is TRUE
Points-of-difference (POD) are those associations not
necessarily unique to the brand but perhaps shared with
other brands
Points-of-parity (POP) are those associations unique to
the brand that are also strongly held and favorably
evaluated by consumers
Category point-of-parity associations are associations
designed to negate competitor’s points-of-difference
Competitive point-of-parity associations are associations
consumers view as being necessary to a legitimate and
credible product offering within a certain category
None of the above
15. 3. The following are stages in
the market evolution EXCEPT
a) Emergence Stage
c) Growth Stage
e) Stability Stage
g) Maturity Stage
i) Decline Stage
16. Markets evolve through four
stages:
1. Emergence-where products are launched
3. Growth-new firms enter the market
5. Maturity-when competitors cover and serve
all the major segments
7. Decline-demand for current products will
begin to decrease
17. 3. The following are stages in
the market evolution EXCEPT
Emergence Stage
Growth Stage
Stability Stage
Maturity Stage
Decline Stage
18. 4. Which of the following is NOT a
cause of channel conflict
a) Goal Incompatibility
b) Coercive channel distribution
c) Unclear roles and rights
d) Differences in perception
e) Intermediaries dependence on
manufacturer
19. Causes of channel conflict
may arise from:
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence on the
manufacturer
20. Goal incompatibility- Goals may not be compatible (a manufacturer
might be in contrast with that of the distributor which can be a source of
conflict)
Unclear roles and rights- If roles & rights are unclear, it can create
channel conflict. Territory boundaries & credit for sales often produce
conflict
Differences in perception- Some have perception differences (e.g.
Manufacturer can be optimistic while dealers may be pessimistic)
resulting to conflict
Intermediaries’ dependence on the manufacturer- This can create a
high potential for conflict (e.g. Fortunes of exclusive dealers are
profoundly affected by manufacturer’s product & pricing decisions)
21. 4. Which of the following is NOT a
cause of channel conflict
Goal Incompatibility
Coercive channel distribution
Unclear roles and rights
Differences in perception
Intermediaries dependence on
manufacturer
23. Match the sample application
to the correct CRM imperative
1. You’ve been able to target A. Learning to retain customers
your marketing effort more
efficiently B. Maximizing customer lifetime
value
2. You’ve captured relevant
product behavior data C. Motivating employees
3. You’ve invested in D. Monitoring satisfaction
automation to process
transactions faster E. Crafting the right value
proposition
4. You’ve tied employee
incentives to customer F. Instituting the best processes
satisfaction survey results
5. You study customer defection G. Delivering high customer value
and defection levels
H. Acquiring the best customers
24. CRM Imperatives
Acquiring the right customers
Crafting the right value proposition
Instituting the best practices
Motivating employees
Learning to retain customers
25. Match the sample application
to the correct CRM imperative
1. You’ve been able to target Learning to retain customers
your marketing effort more
efficiently - H Maximizing customer lifetime
value
2. You’ve captured relevant
product behavior data - E Motivating employees
3. You’ve invested in Monitoring satisfaction
automation to process
transactions faster - F Crafting the right value
proposition
4. You’ve tied employee
incentives to customer Instituting the best processes
satisfaction survey results - C
5. You study customer defection
Delivering high customer value
and defection levels - A
Acquiring the best customers
26. To communicate a positioning, marketing plans
often include a positioning statement. Match the
contents of the statement to the appropriate
elements of a positioning statement
1. To young, active A. Point-of-Difference
consumers of soft-drink
B. Relevance
2. who have little time to
sleep, C. Customer need
3. Mountain Dew is the D. Brand and category
soft-drink membership
4. That gives you more E. Concept
energy than any other
brand F. Target segment
5. because it has the highest G. Believability
level of caffeine
27. Elements of a Positioning Statement
Target segment
Category membership
Customer need
Brand name
Concept
Point-of-Difference
28. To communicate a positioning, marketing plans
often include a positioning statement. Match the
contents of the statement to the appropriate
elements of a positioning statement
1. To young, active consumers Point-of-Difference
of soft-drink - F
Relevance
2. who have little time to sleep, -
C Customer need
3. Mountain Dew is the Brand and category
soft-drink - D membership
4. That gives you more energy Distinctiveness
than any other brand - E
Concept
5. because it has the highest
level of caffeine - A Target segment
Believability
29. Which of the following statements about managing
integrated marketing channels is false?
Deciding which types of channels to use to reach customers calls for
analyzing customer needs, establishing channel objectives,
identifying and evaluating channel alternatives
Effective channel management calls for selecting intermediaries, and
training and motivating them
Three of the most important trends are the growth of vertical
marketing systems, horizontal marketing systems and multi-channel
marketing
Channel conflict may result from goal incompatibility, poorly defined
roles and rights, perceptual differences, and interdependent
relationships
Companies can manage channel conflict by striving for super-ordinate
goals, exercising coercive and reward power, exchanging employees,
co-optation, joint membership in trade associations, exercising
legitimate power, charisma, diplomacy, mediation, arbitration, legal
recourse, etc.
30. Which of the following statements about managing
integrated marketing channels is false?
Deciding which types of channels to use to reach customers calls for
analyzing customer needs, establishing channel objectives,
identifying and evaluating channel alternatives
Effective channel management calls for selecting intermediaries, and
training and motivating them
Three of the most important trends are the growth of vertical
marketing systems, horizontal marketing systems and multi-channel
marketing
Channel conflict may result from goal incompatibility, poorly defined
roles and rights, perceptual differences, and interdependent
relationships
Companies can manage channel conflict by striving for super-ordinate
goals, exercising coercive and reward power, exchanging employees,
co-optation, joint membership in trade associations, exercising
legitimate power, charisma, diplomacy, mediation, arbitration, legal
recourse, etc.