MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question 1) According to the case study on Starbucks, which of the following metrics can be used to estimate Customer Lifetime Value (CLV)? A) Profit margin per customer ) Customer retention rate B) Rate of discount D) All of the above 2) 2) In the video case "Walmart channel functions," the company was able to predict consumer demand changes prior to a major hurricane hit by utilizing: A) distribution centers C) store managers' expertise B) data analytics D) frontline customer services 3) 3) Why do profits increase during the growth stage of the Product Life Cycle (PLC)? A) Competition has not yet taken sales away. B) Unit manufacturing costs fall. C) Promotion costs are spread over a large volume. D) All of the above. 4) 4) Which of the following is an example of horizontal channel conflict? A) Managers of two separate Holiday Inns disagreeing over what constitutes poor service. B) United Airlines competing with Northwest Airlines for customers. C) The BMW dealership at Peabody complaining that the BMW dealership at Norwood is situated too close. D) A and C 5) Which of the following statements about new product development is EALSE? A) Existing product features can be modified or combined to develop new products. B) New product features can appeal to utilitarian or hedonic needs. C) New product ideas often fail to become successful commercially. D) It is the engineers' job to develop new products, not the marketers 5) 6) Whether you place most promotional emphasis on advertising or sales promotion may depend 6) upon A) the nature of the product attributes, price, packaging, and labeling B) the financial constraints for the marketing plan C) the nature of competitiveness in industry D) All of the above. 7) Chewing gum is stocked in many outlets in the same market or community. In fact, it is placed in as many outlets as possible. This is an example of A) intensive 7) D00 distribution. O multichannel B) selective D) exclusive 8) Which one of the following is NOT a key element of digital media mix? A) "Manufactured" O "Earmed" 8) B) "Paid" D) "Owned" 9) Which of the following statements about sales forecasting is EALSE? A) Sales forecast is usually done for a particular period of a time in the near future. B) Sales forecasting often follows a top-down or bottom-up procedure. C) Sales forecasting is the process of a company predicting what its future sales will be. D) Sales forecast is projection based on historical sales only. 9) 79
