1. Measuring marketing outcomes to see if your marketing works typically uses what as a measure of performance?

a Profits

b Sales

C Perceptions

d Whatever is most relevant to the marketing goal

2. How the product will be promoted and what messages customers will see is referred to as

A participation

B promotion.

C planning.

D product

3. Having a competitive advantage is not enough. A company also has to be able to do what?

A Appeal to enough customers to be profitable.

B All of the above

C Effectively communicate it to the target market

D Sustain it beyond the near term.

4. An indicator of good marketing includes which of the following

A Repeating relevant risks

B Punishing failure

C Taking calculated risks

D Avoiding experimentation that simply influences perceptions of value