o-< © 6 socom ets Customer lifetime value is 7a. Then pot conrbuton of the customer tothe frm over ime. b. The gross profit contrbuton. € Thenet profit contibtion © The gross profit contro ofthe customer the fim overtime ° o Pregunta 27 When a company has a huge strength and a good opportunity they should: a Attack, b._ Readjust. ©. Survive Defend. Borrarmieleccién Tiempo restante 0:00:15,o-< © pregunta & o + Which of the following is a buyer focus segmentation strategy? 1. Product specialization © b. Market niche Market specialization ._ Selective specialization Borrarmieleccién Pregunta 9 We understand by “Consumer attitude’... ‘Aleamed predisposition to feel rejection towards objects and ideas and to behave according to those negative or positive prejudices. ‘Alearmed predisposition to feel attraction or rejection towards objects and ideas and to behave according to those negative or positive prejudices, ‘Alearmed predisposition to feel attraction or rejection towards objects and ideas and to behave according to those positive prejudices. ‘learned predisposition to feel attraction towards objects and ideas and to behave according to those negative or positive prejudices, 4 Tiempo restante 0:02:29 |" *The good smell © b, Toclean clothes. c. The quality. 4. The quantity Bora mi eeceién Pregunta 13 ‘The GE-MCKINSEY Matrix models refers to: a Market attractiveness and Main competitors. b, Profitability and Risk © c. Matket attractiveness and Competitive position. ‘4. Competitve strength and Main competitors. ora mieecciéno-<« © 6 sto comen ets oa ‘Segmentation is: ‘The process of dividing the market in groups of consumers with homogeneous preferences or characteristics. (CEO's decision about the vision ofthe company. ‘Amacro environment action, ‘The process of dividing the market into different types of products. Borrarmieleccién Pregunta 6 Which of the following it is NOT a purpose of the marketing segmentation: ‘To improve the strategic allocation of marketing resources. ‘To identity opportunities for new products and services development ‘To spend as many resources as possible in marketing actions, ‘To better meet customer needs, pee Borrarmielecciin - Tiempo restante 0:02:39The Vision of the Company... {2 What the organization believes in and how it will have . What the CEO has in mind about marketing performance, Describes the hierarchy ofthe company. © . Describes the organization as it would appear in a future successful state. Borrarmieleccién Pregunta 2 ‘The macroenvironment consists of a number of broader forces that affect: Only big companies. Only the company. © c. Notonly the company, but also the other actos in the microenvironment d. Only governments.< © 6 socom ets Pregunta 3 Sinreponierain Patino 10 Mace eg New entrants are not interested in the market that has, High profitability. ‘Low market growth rate Vertical integration, High market growth rate. peee ° o Pregunta 4 Tactical marketing can be: © a. Monitored and modified Useful to identify needs and insights. The strategic view of the market 4d. Effective for along period of time. Borrarmieleccién Tiempo restante 0:02:42o o-< © 6 socom ets Pregunta 10 Attitudes can be built according to three axis: ‘a. Affect, behaviour and price. Product, place and promotion. ‘c.Knowledge, price and promotion, © d._ Knowledge, affect and behaviour. Borrarmieleccibn Pregunta 11 ‘When examining together the preferences in every segment together with perceptions of the different brands in a positioning map, we can detect: ‘The promation activity ofthe compary. Tiempo restante 0:02:27 bnies are using yield management.o-< © 6 socom ets Pregunta 14 Which of the following is NOT an element of brand equity? 2. Brand associations Xb. Brand rice ©. Brand awareness, © Perceived quay Borrar mi econ o é Pregunta 15 Cobranding policy consists of: © a, Thejoint (lnk) of two or more brands, whether they are ofthe same company or not. Being part of a group of brands. ‘policy always conducted by the CEO. ‘The joint (link) of two or more brands, only if they are ofthe same company. 4 Tiempo restante 0:02:15,o-< © 6 socom ets rreguina ru Which of the following is an objective of the brand portfolio: ‘a. Allows to adapt and create new brands in order to maintain a competitive advantage . To fic forever company’s product. «Allows the competitors to study our brands. 4d. To establish the whole pricing policy overseas. Borrarmileccibn Pregunta od orrarmielecciin Tiempo restante 0:02:05 ° oTo be strategic, communication must transmit brand positioning: a. Clearly. b. Consistently. ©. Continuously ©. Allof them are correct, orrar mi eleccién Pregunta 23 Which of the following it is NOT a CRM focus: Xa. To analyze the competitor's positioning 'b. Long term relationships with clients © c. Personalized offers optimizing return on investment. 1d. Deep customer knowledge. Borrar mi elecciéno-< © 6 socom ets reyurreerar Which of the following is part of earned media? Blog. Campaign microsite Word of mouth Corporate website Borrar mi eleccién ° o Pregunta 25 About owned me ‘Instant reaction is possible i necessary © b. Allof them are correct Always “on. 4d. Message contro: duration, repetition, fresh messages. Borrarmieleccin Tiempo restante 0:00:43o-< © 6 socom ets To actually become an advantage, a strength should be: Allof them are correct, Related toa main factor. Perceived and appreciated by the target market Better qualified than the competition. Borrarmieleccién ° o Pregunta 29 We use a vulnerability analysis by combining: ‘a. None of them, Weakness and opportunities © c. Threats and weakness 4d. Opportunities and threats. Borrarmieleccién 1po restante 0:00:13Pregunta 30 epuetgunieds RetinconoOi0 _y Mace pena The concept of competi advantage includes one of these character &. Allof them are correct b. Not perceived. ©. relevant. © d. Unique. Borrar mi eleccién‘a. The utlty of a good or service. ._ The amount incurred in producing something, © ©. ‘The amount paid for acquiring any product or service. 4. The amount incurred in maintaining something Borrar mi eleccién Pregunta 21 We can agree that promotions play a role in delivering value but: © a, Use with caution . Use as many as possible. ©. Use as less as possible. 4. Use without any caution. Borrar mieleccién‘2 Only one channel of sales is used, for example Duty Free shops. . Involves al the possible channels that can be used to distribute the product © c. The firm selects some outlets to distribute its products. 4. Only one distributor is used in a specific geographical area. Pregunta 18 Which of the following companies use “pull strategy” oa HP “2 b. Mentos: ©. Coca-Cola 4. Cacaclat. Berra mieleccién