Managing a holistic marketing organization for the long run - MCQs with Answers - Part 3

Managing a holistic marketing organization for the long run - MCQs with Answers - Part 3

1. Efficiency Control is the prime responsibility of

a) Marketing controller
b) Line and staff management
c) Both a and b
d) None of the above

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2. Strategic control is the prime responsibility of

a) Top management
b) Marketing auditor
c) Both a & b
d) All of above are false

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3. ________ objective is to assess and enhance the impact of marketing expenditures.

a) Profitability control
b) Efficiency control
c) Strategic control
d) None of the above

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4. To evaluate whether the desired results are achieved or not is the purpose of

a) Profitability control
b) Efficiency control
c) Strategic control
d) Annual-plan control

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5. To assess whether the firm is pursuing its best opportunities with respect to products, channels and markets is purpose of

a) Profitability control
b) Efficiency control
c) Strategic control
d) Annual-plan control

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6. ________ indicates the company's sales as a percentage of total market sales.

a) Overall market share
b) Served market share
c) Relative market share
d) None of the above

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7. ________ can be defined as a percentage of the total sales to the market.

a) Overall market share
b) Served market share
c) Relative market share
d) None of the above

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8. ___________ is determined in relationship to the largest peer.

a) Overall market share
b) Served market share
c) Relative market share
d) None of the above

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9. Overall market share can be calculated as

a) Customer penetration*Customer selectivity*Customer loyalty*Price selectivity
b) Customer penetration*Customer selectivity*Customer loyalty
c) Customer penetration*Customer selectivity*Price loyalty*Price selectivity
d) Customer penetration*Customer selectivity*Price loyalty

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10. The percentage of people who purchase from the company is

a) Customer loyalty
b) Customer selectivity
c) Customer penetration
d) None of the above

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