1. Marketing Management V57
Midterm Exam Questions
Chapters 5, 10,15
Raymund C. Piñon

2. 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

3. CRM Imperatives
 Acquiring the right customers
 Crafting the right value proposition
 Instituting the best practices
 Motivating employees
 Learning to retain customers

4. 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

5. 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

6. Elements of a Positioning Statement
 Target segment
 Category membership
 Customer need
 Brand name
 Concept
 Point-of-Difference

7. 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

8. 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.

9. 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.