QUESTION BANK

18MM08 – MARKETING METRICS AND ANALYTICS

Question This is a measuring system that quantifies a trend, dynamic, or characteristic

Option No Option Correct(Y)

Option 1 Forecast
Option 2 Benchmark
Option 3 Metric Y
Option 4 KPIs
Question Metrics help marketing decisions to be _________

Option No Option Correct(Y)

Option 1 Easy
Option 2 Subjective
Option 3 Measurable y
Option 4 Clear
Question A retailer buys a product for INR 3 and sells to the customers at INR 5. The
margin% gained by the retailer is
Option No Option Correct(Y)
Option 1 40% Y
Option 2 50%
Option 3 60%
Option 4 33%
Question Common metrics can be used to measure important concepts. Loyalty can
be measured using the metric _______________
Option No Option Correct(Y)
Option 1 Share of Requirements (SOR)
Option 2 All Commodity Volume (ACV)
Option 3 Willingness to buy
Option 4 Willingness to pay Y
Question When a group of consumers are surveyed about their willingness to try a
new product for the first time 20% responded “definitely will buy” and 50 %
responded “probably will buy”. What will the estimated trial rate for this
product
Option No Option Correct(Y)
Option 1 70%
Option 2 31% Y
Option 3 20%
Option 4 50%
Question Information without value is not of much use for marketers. A way to
increase the value of information is ____________
Option No Option Correct(Y)
Option 1 Increased volume of information
Option 2 Convert information to knowledge Y
Option 3 Collect information over time periods
Option 4 Collect information from primary source
alone
Question This is one of the reasons why most of the organizations do not adopt data
driven marketing_________
Option No Option Correct(Y)
Option 1 Huge data and lack of knowledge in Y
analyzing them
Option 2 Heavy Investments
Option 3 Lack of infrastructure
Option 4 Non-availability of data
Question This is one of the new age digital marketing metric.

Option No Option Correct(Y)

Option 1 Customer Life Time Value
Option 2 Churn Rate
Option 3 Net Present Value
Option 4 Cost Per Click Y
Question In September, a restaurant had company has 20,000 diners. Its repeat rate is
estimated at 80%. The restaurant had 18,000 diners in August. Management
wants to know how many new diners visited the restaurant in September.
The number of first time diners in September are__________
Option No Option Correct(Y)
Option 1 5600 Y
Option 2 2000
Option 3 18000
Option 4 Data not sufficient to calculate
Question All Commodity Volume (ACV) is a metric related to ___________ aspect of
marketing.
Option No Option Correct(Y)
Option 1 Sales force and channel management Y
Option 2 Product portfolio management
Option 3 Advertising
Option 4 Pricing
Question Volume projection is a metric related to ______________ aspect of
marketing.
Option No Option Correct(Y)
Option 1 Product and Portfolio Management Y
Option 2 Customer Profitability
Option 3 Margins and Profits
Option 4 Promotion
Question Television Commercials, Product placements and event sponsorships etc.
are all marketers’ efforts to _____________
Option No Option Correct(Y)
Option 1 Increase brand loyalty
Option 2 Stimulate trials
Option 3 Create awareness Y
Option 4 Enable evaluation
Question Product white papers, print ads with a breakdown of the benefits and
features, product brochures, and web sites with product descriptions are all
examples of marketing efforts to aid in _________________
Option No Option Correct(Y)
Option 1 Awareness
Option 2 Evaluation Y
Option 3 Trial
Option 4 Loyalty
Question __________ is the basic skill required for appropriate use of metrics in
taking effective decisions
Option No Option Correct(Y)
Option 1 Computer Programming
Option 2 Ability to “Crunch the Numbers” Y
Option 3 Problem solving skill
Option 4 Interpersonal skill
Question A company markets bath soaps in SKU of 100 grams. Its cost basis and selling
price for its sandal soaps are given:
Unit Selling Price (Selling Price per Unit) = 45 per soap
Unit Cost (Cost per Unit) = Rs 38 per Soap
The Margin and Margin% are
Option No Option Correct(Y)
Option 1 7 and 16% Y
Option 2 6 and 15%
Option 3 7 and 18%
Option 4 6 and 18%
Question A particular marketer has initiated an online marketing campaign. The
marketer would like to know how many of this target segment has viewed
the campaign message. The metric that would be of use to this marketer is
___________
Option No Option Correct(Y)
Option 1 Impressions Y
Option 2 Cost per Thousand
Option 3 Net Reach
Option 4 Reach
Question Brand purchases as a percentage of total category purchases by buyers of
that brand. This is the construction for the metric_______
Option No Option Correct(Y)
Option 1 Usage Index
Option 2 Purchase Intentions
Option 3 Penetration Share
Option 4 Share of Requirements Y
Question The main purpose of this metric is to measure the competitiveness of an
organisation in the industry
Option No Option Correct(Y)
Option 1 Unit market share Y
Option 2 Relative market share
Option 3 Brand penetration
Option 4 Category penetration
Question Percentage of a brand’s market share divided by the percentage of largest
competitor’s share is a metric that will enable the marketers to estimate
Option No Option Correct(Y)
Option 1 Unit Market Share
Option 2 Relative Market Share Y
Option 3 Revenue Market Share
Option 4 Penetration Share
Question This metric is an indicator for evaluating the attractiveness of projects and
their ability to bring in profits
Option No Option Correct(Y)
Option 1 Target revenue
Option 2 Target volume
Option 3 Unit margin
Option 4 Break-even analysis Y
Question A company sells “Crushed” packaged fruit juices in its American home
market at a 12% premium over the price of its main competitor. The
company would like to know whether the same price premium is being
maintained in the European markers, where “Crushed” faces quite different
competition. The company notes that “Crushed” brand of juices sells in
European markets for 2 Euros, while its main competitor, Essence, sells for
1.9 Euros. What is the price premium that the brand “Crushed” enjoys over
“Essence” in the European markets?
Option No Option Correct(Y)
Option 1 No price premium
Option 2 5.3% Y
Option 3 53%
Option 4 1%
Question This metric help marketers understand profit impact of changes in volume.

Option No Option Correct(Y)

Option 1 Contribution per unit Y
Option 2 Target volume
Option 3 Target revenue
Option 4 Unit margin
Question Counting based marketing metrics include all the following
except______________
Option No Option Correct(Y)
Option 1 Orders
Option 2 Complaints
Option 3 Customers
Option 4 Level of satisfaction Y
Question This metric is a result of the consumers exposed to most recent advertising
by the marketer or the product experience.
Option No Option Correct(Y)
Option 1 Brand Loyalty
Option 2 Brand Development Index
Option 3 Brand Equity
Option 4 Top of Mind Awareness Y
Question This is the basic metric which lets the marketers get an idea whether the
buyers will purchase their product for the first time
Option No Option Correct(Y)
Option 1 Penetration rate
Option 2 Trial rate
Option 3 Knowledge / Awareness Y
Option 4 Brand Recognition
Question This is an index of how well a brand performs within a given market group,
relative to its performance in the market as a whole
Option No Option Correct(Y)
Option 1 Category Development Index
Option 2 Brand Development Index Y
Option 3 Brand Equity Index
Option 4 Brand Loyalty Index
Question The appropriate meaning of marketing analytics is _____________

Option No Option Correct(Y)

Option 1 Analyzing and managing marketing Y
strategies
Option 2 Marketing products to other organizations
Option 3 Increasing the number of visitors to a
website
Option 4 Examining and analyzing raw data
Question This metric would determine value of incremental sales and aid the
marketers in decisions regarding pricing and promotion.
Option No Option Correct(Y)
Option 1 Unit margin Y
Option 2 Margin (%)
Option 3 Average price
Option 4 Selling price
Question Every marketer has a desired selling price for the market based on the
marketing strategy being adopted. By adding a certain percentage
_________to costs marketers can arrive at the desired selling price
Option No Option Correct(Y)
Option 1 Margin
Option 2 Unit Margin
Option 3 Markup Y
Option 4 Profit
Question A retailer buys from Magna Enterprises a wholesaler and sells to Z-Tec
Electronics who is a sub- retailer. Which of the following statements is true?
Option No Option Correct(Y)
Option 1 Magna Enterprises is a buyer form Z-Tec
Option 2 Z-Tec is a customer to Magna Enterprises
Option 3 Z-Tec is the customer of the retailer Y
Option 4 The retailer is a supplier to Magna
Enterprises
Question It is difficult for marketers like HUL who have lengthy product lines also
having depth and width. For such marketers this helps to calculate average
selling prices within a product line that includes items of different sizes
Option No Option Correct(Y)
Option 1 Price per statistical unit Y
Option 2 Price per Stock Keeping Unit (SKU)
Option 3 Product line pricing
Option 4 Line extension pricing
Question Existing customers are the key asset for any marketer. This metric helps
marketers track changes in the ability of an organisation to hold its existing
customers from shifting to alternate competitors.
Option No Option Correct(Y)
Option 1 Customer Lifetime Value
Option 2 Prospect Lifetime Value
Option 3 Average Retention cost
Option 4 Retention rate Y
Question Market expansion effects on the sales volume and market share of existing
products by a marketer should be considered in estimation of this metric.
Option No Option Correct(Y)
Option 1 Cannibalization Rate Y
Option 2 Brand Equity
Option 3 Conjoint utilities
Option 4 Compound Annual Growth Rate (CAGR)
Question A particular organization has grouped its market offerings based on the
similarities in the characteristics and features of its market offerings. This
organisation is using__________
Option No Option Correct(Y)
Option 1 Consumer clustering
Option 2 Product clustering Y
Option 3 Clustering based on channel partners
Option 4 Clustering based on the geographical
markets
Question First-time users as a percentage of the target population denotes the
metric___________
Option No Option Correct(Y)
Option 1 Trial Y
Option 2 Penetration
Option 3 Market Share
Option 4 Canniablization rate
Question Use of different types of distribution channels to reach the same markets is
technically termed as _________
Option No Option Correct(Y)
Option 1 Two-level distribution channels
Option 2 Omnipresence in distribution
Option 3 Collaborative marketing channels
Option 4 Hybrid channels Y
Question This type of cost depends on number of units produced / sold or it depends
on the revenue generated
Option No Option Correct(Y)
Option 1 Variable cost Y
Option 2 Marginal cost
Option 3 Fixed cost
Option 4 Total cost
Question This is popularly known as the “Golden Marketing Metric”

Option No Option Correct(Y)

Option 1 Customer Satisfaction Y
Option 2 Take rate
Option 3 Churn
Option 4 Test Drive
Question This metric can be calculated by dividing the total revenue generated by
total sales in units.
Option No Option Correct(Y)
Option 1 Average price
Option 2 Price per statistical unit
Option 3 Break-even price
Option 4 Average price per unit Y
Question Companies of this type will face the obstacle “Lack of Data” intensely
compared to the others
Option No Option Correct(Y)
Option 1 B2C
Option 2 C2C
Option 3 B2B Y
Option 4 LLCs
Question According to Young and Rubicam’s brand asset valuator, this
measures how well the brand is regarded and respected.
Option No Option Correct(Y)
Option 1 Differentiation
Option 2 Energy
Option 3 Relevance
Option 4 Esteem Y
Question Which of the following statements is true
A. Marketers can arrive at decisions with use of a single metric
B. Many of the business metrics are easy to master
C. No single metric is perfect
D. It is recommended that marketers use a portfolio of metrics to
arrive at accurate decision
Option No Option Correct(Y)
Option 1 A and B
Option 2 B and C
Option 3 B and D
Option 4 C and D Y
Question Accurate measures of marketing campaigns can be developed
through____________
Option No Option Correct(Y)
Option 1 Statistics
Option 2 Historical Data
Option 3 KPIs
Option 4 Metrics Y
Question David Aaker views brand equity as a set of three categories of brand assets
and liabilities to estimate the value of a brand. They include all of the
following except ________.
Option No Option Correct(Y)
Option 1 Brand Price Y
Option 2 Brand Awareness
Option 3 Brand Loyalty
Option 4 Brand Association
Question The key to effective marketing decisions is having a marketing objective
which is measurable. Among the statements below, an example of outcome-
based marketing objective is __________
Option No Option Correct(Y)
Option 1 Increased advertising budget
Option 2 New online-promotion campaign
Option 3 Start an e-mail campaign
Option 4 Increase market share of existing Y
 customers by 10% before Q1 of 2021
Question As a product moves from the introductory stage the sales should not depend
on this.
Option No Option Correct(Y)
Option 1 Repeat purchases
Option 2 Regular purchases
Option 3 Penetration
Option 4 Trial Y
Question Two million consumers and professionals across 31 countries, comparing
more than 23,000 brands, Peeling away financial components of a brand,
Uses in-depth qualitative research. These are all the characteristics of which
of the following models to estimate brand equity
Option No Option Correct(Y)
Option 1 Brand Equity 10
Option 2 Brand Asset Valuator
Option 3 Brand Finance
Option 4 BrandZ Y
Question This can be used by most of the marketers as a primary base for clustering
retail outlets because of its ease in measuring and quantitative nature.
Option No Option Correct(Y)
Option 1 Volume of sales Y
Option 2 Type of outlets
Option 3 Location
Option 4 Ownership
Question Marketers use this tool to measure consumer preference for an attribute
level and then measure preference for an overall choice
Option No Option Correct(Y)
Option 1 Brand equity
Option 2 Conjoint Utilities Y
Option 3 Compensatory attributes
Option 4 Non- Compensatory attributes
Question This is the purpose for which marketers can use clustering analysis for

Option No Option Correct(Y)

Option 1 Analysing purchasing patterns Y
Option 2 Image processing
Option 3 Data mining
Option 4 Text mining
Question Which of the following is the prime and basic objective of clustering or
cluster analysis?
Option No Option Correct(Y)
Option 1 Discrimination
Option 2 Differentiation
Option 3 Grouping based on similarities Y
Option 4 Dividing equally
Question The outcome of this tool is arriving at mutually exclusive groups based on a
variable
Option No Option Correct(Y)
Option 1 Factor analysis
Option 2 Conjoint analysis
Option 3 Classification Tree Analysis Y
Option 4 Correlation
Question Classification Tree can be used meaningfully only if____________

Option No Option Correct(Y)

Option 1 Sample size is large
Option 2 An outcome variable that can be Y
measured is used
Option 3 The study group is homogenous
Option 4 Data is from primary source
Question In this system of inventory management recently received unit of inventory
received is the first expensed upon sale.
Option No Option Correct(Y)
Option 1 FIFO
Option 2 LIFO Y
Option 3 ABC
Option 4 MRP
Question This does not come under the scope of balancing sales territories.

Option No Option Correct(Y)

Option 1 Branding Y
Option 2 Avoid underservicing
Option 3 Avoid over servicing
Option 4 Unbalanced sales territories
Question Days in Year (365) / Inventory Turns (I) is the formula to calculate

Option No Option Correct(Y)

Option 1 Turnover rate
Option 2 Inventory days Y
Option 3 Lead time
Option 4 Cycle time
Question A salesperson achieved prior-year sales which represented 18% of the total
sales in the district. If the salesperson’s employer mandates a district sales
goal of $10,000 for the coming year then the target to be achieved by the
sales person based on the prior year’s performance is _______
Option No Option Correct(Y)
Option 1 $1800 Y
Option 2 $10000
Option 3 $11800
Option 4 Information not adequate
Question Marketers use this to motivate their sales personnel, establish
benchmarks for evaluating and rewarding their performance
Option No Option Correct(Y)
Option 1 Customer - Sales Personnel Relationship
Option 2 Fixing geographical spread of sales
territories
Option 3 Setting sales goals Y
Option 4 Calculating travel time by sales personnel
Question This helps the marketers to monitor the effectiveness of an organization in
managing the distribution and logistics process.
Option No Option Correct(Y)
Option 1 Supply chain metrics Y
Option 2 Direct Marketing
Option 3 Digital Marketing
Option 4 Personal Selling
Question Which of the following can be an analogy for understanding the application
of Classification Tree?
Option No Option Correct(Y)
Option 1 Automated voice assistant in customer Y
care
Option 2 Chats in social media
Option 3 Shares and likes in Short video apps
Option 4 Tweets
Question This can be mentioned as a popular commercial product which uses the
decision tree algorithm
Option No Option Correct(Y)
Option 1 Driver Information Systems in cars
Option 2 Robots used in manufacturing industries
Option 3 Alexa by Amazon Y
Option 4 IoT in household appliances
Question In measuring the effectiveness marketing campaigns, the role of AB testing
is _________
Option No Option Correct(Y)
Option 1 Optimise a landing page design Y
Option 2 Improve a data capture form
Option 3 Improve the effectiveness of a
promotional graphic in a website
container
Option 4 Modify a menu name on a navigation bar
Question The marketing application of estimating ‘conversion rate’ is to ___________

Option No Option Correct(Y)

Option 1 Collect details on visitors
Option 2 Loading speed of the website
Option 3 Improve the effectiveness of a Y
promotional graphic in a website
container
Option 4 Count number of visitors
Question This online metrics collection method involves analysis of pages and content
downloaded from a website to a user's browser.
Option No Option Correct(Y)
Option 1 Browser-based or tag-based web analytics
Option 2 Panel and demographic data
Option 3 Online survey
Option 4 Server-based log-file analysis Y
Question This online metrics collection method involves gaining direct user feedback
on a website.
Option No Option Correct(Y)
Option 1 Browser-based or tag-based web analytics
Option 2 Panel and demographic data
Option 3 Online survey Y
Option 4 Server-based log-file analysis
Question Relative Price is otherwise termed as________

Option No Option Correct(Y)

Option 1 Penetration price
Option 2 Competitive price
Option 3 Value price
Option 4 Price premium Y
Question A quantity discount is a price reduction to buyers who purchase ________

Option No Option Correct(Y

)
Option 1 Frequently
Option 2 Superior products
Option 3 Large volumes Y
Option 4 Costly products
Question The maximum amount an individual is willing to pay for a product is termed
as_________
Option No Option Correct(Y)
Option 1 Percent Good Value Y
Option 2 Reservation price
Option 3 Optimal price
Option 4 Maximum price
Question Common ________ objectives include survival, current profit maximization,
market share leadership, and leadership building.
Option No Option Correct(Y)
Option 1 Cost-plus pricing
Option 2 Pricing Y
Option 3 Marketing mix
Option 4 Management
Question A company which is into manufacture of personal care products faced a
decline in sales because of inferior quality products because of wrong
selection of raw materials. This can be the company’s…………..
Option No Option Correct(Y)
Option 1 Strengths
Option 2 Weaknesses Y
Option 3 Opportunities
Option 4 Threats
Question Listing alternatives that will solve the problem at hand and determining the
characteristics of each occurs during which stage of the final consumer’s
decision process?
Option No Option Correct(Y)
Option 1 Information search
Option 2 Evaluation of alternatives Y
Option 3 Post purchase
Option 4 Purchase
Question The quantity that customers will “buy” when the price of a product is zero

Option No Option Correct(Y)

Option 1 Maximum Retail Price
Option 2 Perfect price inelasticity
Option 3 Maximum willing to buy Y
Option 4 Minimum quantity
Question Consumer perceptions of the product's value set the ________ for prices.

Option No Option Correct(Y)

Option 1 Variable cost
Option 2 Image
Option 3 Ceiling Y
Option 4 Demand curve
Question This is a pricing strategy used by marketers while introducing new products

Option No Option Correct(Y)

Option 1 Target pricing
Option 2 Penetration pricing Y
Option 3 Value pricing
Option 4 Segmented pricing
Question Consumers usually perceive higher-priced products as ________

Option No Option Correct(Y)

Option 1 Having high profit margins
Option 2 Out of reach for most people
Option 3 Having high quality Y
Option 4 Being in the introductory stage of the
product life cycle
Question This pricing strategy would be appropriate when the marketer wants to
temporarily reducing prices to increase short-run sales
Option No Option Correct(Y)
Option 1 Segmented pricing
Option 2 Promotional pricing Y
Option 3 Dynamic pricing
Option 4 Geographical pricing
Question If demand hardly changes with a small change in price, the demand
is____________
Option No Option Correct(Y)
Option 1 Variable
Option 2 Market penetrating
Option 3 Inelastic Y
Option 4 Value-based
Question In adopting this pricing strategy a marketer designs what it considers to be a
good product, totals the expenses of making the product, and sets a price
that covers costs plus a target profit.
Option No Option Correct(Y)
Option 1 Fixed cost
Option 2 Variable
Option 3 Cost-based Y
Option 4 Value-based
Question Market-skimming pricing would likely be most effective in
selling__________
Option No Option Correct(Y)
Option 1 Shampoo and bath soap
Option 2 Anything easily copied by competitors
Option 3 An electronic device for which research Y
and development must be recouped
Option 4 Any convenience item
Question In testing a marketing campaign one group of prospective buyers are
exposed to the marketing campaign and the other group is not exposed to
any of the campaign messages. The group which did not receive any
messages about the campaign is __________
Option No Option Correct(Y)
Option 1 Control Group Y
Option 2 Test Group
Option 3 Population
Option 4 Sample
Question All of the following conditions support market-penetration pricing
except……..
Option No Option Correct(Y)
Option 1 The product's quality and image must Y
support the price.
Option 2 Production and distribution costs must fall
as sales volume increases.
Option 3 The low price must help keep out the
competition.
Option 4 The market must be highly price sensitive.
Question A library has three admission prices for students, adults, and seniors. All
three groups are entitled to the same services. This form of pricing is
_________
Option No Option Correct(Y)
Option 1 Generational pricing
Option 2 Revenue management pricing
Option 3 Time pricing
Option 4 Customer-segment pricing Y
Question It is six times costly to gain new customers than to retain existing customers.
This metric is the most reliable metric which would help to measure
customer retention
Option No Option Correct(Y)
Option 1 Customer Advocacy Y
Option 2 Customer Satisfaction
Option 3 Customer Profitability
Option 4 Customer Advocacy
Question An on-demand cab service provider notes that 150 individuals made first-
time use of the company’s services in July 2020. The company has 30,000
existing customers. The trial rate is…
Option No Option Correct(Y)
Option 1 0.05%
Option 2 5%
Option 3 0.5% Y
Option 4 50%
Question In the chain of activities involved in assessing the effectiveness of marketing
strategies, the result evaluation of marketing efforts is a part of
Option No Option Correct(Y)
Option 1 Analysis
Option 2 Design
Option 3 Control Y
Option 4 Implementation
Question One of the key tasks of marketers is ____________ and to create consumer
perceptions that
the product is worth purchasing
Option No Option Correct(Y)
Option 1 To make products easily visible and
available
Option 2 To promote sales of products
Option 3 To differentiate their products from those Y
of competitors
Option 4 To do marketing surveys
Question A wholesaler buys from a product from the distributor for INR 200. The
wholesaler in turn sells the product to the retailer for INR 300. The margin %
for the wholesaler is
Option No Option Correct(Y)
Option 1 50%
Option 2 40%
Option 3 33.3% Y
Option 4 25.4%
Question Jessie earns a commission of 2% on sales up to $1,000,000, and a 3%
commission on sales beyond that point. Her salary is $20,000 per year. If she
makes $1,200,000 in sales, her compensation would be
Option No Option Correct(Y)
Option 1 $30000
Option 2 $46000 Y
Option 3 $20000
Option 4 $25000
Question A company that sells ice-cream has a trial population of 2.232 million.
Marketers expect the product to be of sufficient quality to generate a 10%
repeat rate in its first year. This will yield 2,23,200 repeat buyers. It is
estimated that each repeat buyer to purchase on four occasions during the
first year. On average, each purchase is expected to comprise two units. The
repeat volume for the company will be….
Option No Option Correct(Y)
Option 1 17,85,600 units Y
Option 2 8,92,800 units
Option 3 4,46,400 units
Option 4 2,23,200 units
Question An apparel retailer holds INR 6,00,000 worth of socks in inventory January 1,
and INR 8,00,000 the following December 31. Revenues generated by stock
sales totaled 35, 00,000 during the year. Calculate the number of inventory
turns
Option No Option Correct(Y)
Option 1 6
Option 2 2
Option 3 5 Y
Option 4 4
Question Mr. Lopez buys goods and services for use in the production of products that
are sold and supplied to others. Mr. Lopez is involved in ________
Option No Option Correct(Y)
Option 1 Consumer buying behavior
Option 2 Post-purchase dissonance
Option 3 Retail buyer behavior
Option 4 Business buyer behavior Y
Question This marketing metric would help any marketer who would like to how
many visitors visit that marketer’s webpage and leave without responding to
any call-for-action messages
Option No Option Correct(Y)
Option 1 Bounce rate Y
Option 2 Click Through Rate
Option 3 Page views
Option 4 Lead conversion
Question Marketing that moves away from a transaction-based effort to a
conversation (i.e. two-way dialogue) and can be described as a situation or
mechanism through which marketers and a customer (e.g. stakeholders)
interact usually in real-time is known as:
Option No Option Correct(Y)
Option 1 Direct Marketing
Option 2 Electronic marketing
Option 3 Interactive Marketing Y
Option 4 Indirect Marketing
Question A marketer wants to compare his brand’s price to the average price paid for
similar products in the market. He notes that his product gO2 sells for 2.0
Lira (Currency of Turkey) per liter and has 20% of the unit sales in market. Its
up-market competitor, Panache, sells for 2.1 Lira and enjoys 10% unit
market share. Essence sells for 1.9 Lira and has 20% share. Finally, the
budget brand, Besik, sells for 1.2 Lira and commands 50% of the market.
Estimate the price premium enjoyed by gO2
Option No Option Correct(Y)
Option 1 26%
Option 2 25%
Option 3 26.8%
Option 4 25.8% Y
Question A particular brand made 70% of its sales in Segment A, in which it had a 50%
share of the market, and 30% of its sales in Segment B, in which it had a 20%
share, According to Brand Equity Index by Moran its effective market share
would be________
Option No Option Correct(Y)
Option 1 41% Y
Option 2 70%
Option 3 50%
Option 4 35%.
Question Most of a particular marketer’s new prospects visit the marketer’s website
through search results by Google search engine. This marketer is benefited
from the digital channel :
Option No Option Correct(Y)
Option 1 Referrals
Option 2 e-mail
Option 3 Paid
Option 4 Organic Y
Question A website`s front - or home page should include_____________

Option No Option Correct(Y)

Option 1 A lengthy description of the organization
Option 2 Logos depicting awards the site`s
designers have received
Option 3 Links to other websites
Option 4 Key messages to visitors Y
Question To connect with the target audience a marketer can use either inbound
marketing efforts or outbound marketing efforts. A marketer uses the
following modes to connect to its target segment. Which one of these is an
example of outbound marketing effort?
Option No Option Correct(Y)
Option 1 Direct mails
Option 2 Television Commercials
Option 3 Product placements in social media Y
Option 4 Cold calls
Question This is the process of marketing accomplished or facilitated through the
application of electronic devices, appliances, tools, techniques, technologies
and or systems:
Option No Option Correct(Y)
Option 1 Segment Marketing
Option 2 Electronic Marketing Y
Option 3 Mass Marketing
Option 4 Niche Marketing
Question Among the sales prospects in one of its territories, a copier manufacturer
has identified six small businesses, eight medium-sized firms, and two large
companies.
Enterprises of these sizes have historically made annual copier purchases
that average
INR 25000, INR 35000, and INR 50,000, respectively. The sales potential for
the territory is thus:
Option No Option Correct(Y)
Option 1 INR 530000 Y
Option 2 INR 110000
Option 3 INR 37000
Option 4 Information not adequate
Question Erin knows that the demand for her soft drink is a simple linear function of
price. She can sell 10 units at a price of zero. When the price hits $5 per unit,
demand falls to zero. How many units will Erin sell if the price is $3?
Option No Option Correct(Y)
Option 1 4 units Y
Option 2 0 units
Option 3 5 units
Option 4 3 units
Question Which of the following statements is incorrect?

Option No Option Correct(Y)

Option 1 You should leverage the 5W (+1H)
 technique to plan and design a dashboard.
Option 2 Google Data Studio, Kilpfolio, and Tableau
are some tools that help you create
effective dashboards.
Option 3 You should provide usability-related Y
(heuristics) recommendations without
actual data in your dashboards.
Option 4 Designing an effective dashboard (or
report) is similar to developing a website.
Question One of the toffee manufacturers ran a campaign which requires kids to
collect tokens and send it back with a slogan about why they like the toffee
so that the lucky ones will be awarded bicycles, watches etc. This is an
example of
Option No Option Correct(Y)
Option 1 Mail marketing campaign
Option 2 Brand promotion campaign
Option 3 Contest marketing campaign Y
Option 4 Rebranding campaign
Question When does conversion rate optimization give diminishing returns?

Option No Option Correct(Y)

Option 1 Once your conversion rate is 30%
Option 2 In 5 years
Option 3 Once you don't see a dramatic increase in
results
Option 4 Never Y
Question We can see frequent advertisements for air-conditioners and air coolers in
the months of March, April and May compared to other months in a year.
This is an example of __________
Option No Option Correct(Y)
Option 1 Traditional Media Campaign
Option 2 Seasonal Push Campaign Y
Option 3 Product Launch Campaign
Option 4 Brand Launch Campaign
Question This differentiates creating a social network marketing plan from a
traditional marketing plan
Option No Option Correct(Y)
Option 1 The brand image should be completely
different for social marketing
Option 2 The staff requirements and skill sets for Y
social marketing are different
Option 3 Other than the method of delivery, a
marketing plan either way will be similar
Option 4 Social network marketing demands huge
spendings
Question A marketer attempts to measure the “relative satisfaction” its sales
personnel to measure the effectiveness of its existing incentive plan for the
sales force. This marketer is attempting to use______________
Option No Option Correct(Y)
Option 1 Internal marketing metrics Y
Option 2 Perceived metrics
Option 3 Qualitative metrics
Option 4 Loyalty metrics
Question If a firm is practicing ____________________, the firm is training and
effectively motivating its customer-contact employees and all of the
supporting service people to work as a team to provide customer
satisfaction.
Option No Option Correct(Y)
Option 1 Double – up marketing
Option 2 Interactive marketing
Option 3 Service marketing
Option 4 Internal marketing Y
Question A marketer wants to understand if users use their mobile phone to access
the marketer’s site. Which of the following approach is preferable?
Option No Option Correct(Y)
Option 1 Ask "Are you using a mobile phone to
access our site?" Yes/No
Option 2 Ask "Which type of device are you using to
access our site?" with choices: Desktop
computer/Mobile Phone/Tablet
Option 3 Look at the report Y
Audience/Mobile/Overview
Option 4 This cannot be known because people use
multiple devices to browse the Web
Question What is not true about digital marketing?

Option No Option Correct(Y)

Option 1 Digital marketing is any form of marketing
products or services that involves
electronic devices.
Option 2 Digital marketing can be done online
Option 3 Digital marketing cannot be done online Y
Option 4 Digital marketing is often referred to as
online marketing, internet marketing or
web marketing.
Question _________ is the key essential for the organizations to
get benefited by use of marketing metrics
Option No Option Correct(Y
)
Option 1 Heavy Budgets
Option 2 Strong team for Analytics
Option 3 User-friendly Softwares
Option 4 Data Y
Question Marketing decisions and strategies based on
quantitative information is termed
as_______________
Option No Option Correct(Y
)
Option 1 Data Driven Marketing Y
Option 2 Customer focused Marketing
Option 3 Competitive Marketing
Option 4 Strategic Marketing
Question Companies of this type will face the obstacle, Lack of
Data compared to the others
Option No Option Correct(Y
)
Option 1 B2C
Option 2 C2C
Option 3 B2B Y
Option 4 LLCs
Question The major hindrance in usage of marketing metrics by
organisations is _____________
Option No Option Correct(Y
)
Option 1 Calculations are difficult
Option 2 Marketing Metrics would not give
accurate results
Option 3 Infrastructure for usage is limited
Option 4 There are numerous metrics so companies Y
are not sure about which ones to calculate
and use
Question __________ is the basic skill required for appropriate
use of metrics in taking effective decisions
Option No Option Correct(Y
)
Option 1 Computer Programming
Option 2 Ability to “Crunch the Numbers” y
Option 3 Problem solving skill
Option 4 Interpersonal skill
Question This is popularly known as the “Golden Marketing
Metric”
Option No Option Correct(Y
)
Option 1 Customer Satisfaction y
Option 2 Take rate
Option 3 Churn
Option 4 Test Drive
Question The main purpose of this metric is to measure the
competitiveness of an organisation in the industry
Option No Option Correct(Y
)
Option 1 Unit market share Y
Option 2 Relative market share
Option 3 Brand penetration
Option 4 Category penetration
Question Brand purchases as a percentage of total category
purchases by
buyers of that brand. This is the construction for the
metric_______
Option No Option Correct(Y
)
Option 1 Usage Index
Option 2 Purchase Intentions
Option 3 Penetration Share
Option 4 Share of Requirements Y
Question Percentage of a brand’s market share divided by the
percentage of largest competitor’s share is a metric
that will enable the marketers to estimate
Option No Option Correct(Y
)
Option 1 Unit Market Share
Option 2 Relative Market Share Y
Option 3 Revenue Market Share
Option 4 Penetration Share
Question This metric is a result of the consumers exposed to
most recent advertising by the marketer or the
product experience.
Option No Option Correct(Y
)
Option 1 Brand Loyalty
Option 2 Brand Development Index
Option 3 Brand Equity
Option 4 Top of Mind Awareness Y
Question This is the basic metric which lets the marketers get
an idea whether the buyers will purchase their product
for the first time
Option No Option Correct(Y
)
Option 1 Penetration rate
Option 2 Trial rate
Option 3 Knowledge / Awareness y
Option 4 Brand Recognition
Question This is an index of how well a brand performs within a
given market group, relative to its performance in the
market as a whole
Option No Option Correct(Y
)
Option 1 Category Development Index
Option 2 Brand Development Index Y
Option 3 Brand Equity Index
Option 4 Brand Loyalty Index
Question The appropriate meaning of marketing analytics
is……….
Option No Option Correct(Y
)
Option 1 Analyzing and managing marketing y
strategies
Option 2 Marketing products to other organizations
Option 3 Increasing the number of visitors to a
website
Option 4 Examining and analyzing raw data
Question An example of outcome-based marketing objective is
__________
Option No Option Correct(Y
 )
Option 1 Full page ad in a business daily
Option 2 New promo video in website
Option 3 Send email to prospects
Option 4 Increase market share of existing y
customers by 8% before Q4
Question This metric would determine value of incremental
sales and aid the marketers in decisions regarding
pricing and promotion.
Option No Option Correct(Y
)
Option 1 Unit margin Y
Option 2 Margin (%)
Option 3 Average price
Option 4 Selling price
Question This metric can be calculated by dividing the total
revenue generated by total sales in units.
Option No Option Correct(Y
)
Option 1 Average price
Option 2 Price per statistical unit
Option 3 Break-even price
Option 4 Average price per unit y
Question This type of cost depends on number of units
produced / sold or it depends on the revenue
generated
Option No Option Correct(Y
)
Option 1 Variable cost y
Option 2 Marginal cost
Option 3 Fixed cost
Option 4 Total cost
Question A product of a particular company sells at INR 35000
per unit and the cost of production per unit is INR
25000. The unit margin % in this case would
be_________
Option No Option Correct(Y
)
Option 1 28.5% Y
Option 2 30%
Option 3 71.5%
Option 4 70%
Question ___________ is adding a certain percentage to costs to
arrive at the desired selling price
Option No Option Correct(Y
)
Option 1 Margin
Option 2 Unit Margin
Option 3 Markup Y
Option 4 Profit
Question A retailer buys from M/s Dee & co a wholesaler and
 sells to Meha Fabrics who is a sub- retailer. Which of
the following statements is true?
Option No Option Correct(Y
)
Option 1 M/s Dee & co is a buyer form Meha
Fabrics
Option 2 Meha Fabrics is a customer to M/s
Dee&co
Option 3 Meha Fabrics is the customer of the Y
retailer
Option 4 The retailer is a supplier to M/s Dee & co
Question Use of different types of distribution channels to reach
the same markets is technically termed as _________
Option No Option Correct(Y
)
Option 1 Two-level distribution channels
Option 2 Omnipresence in distribution
Option 3 Collaborative marketing channels
Option 4 Hybrid channels Y
Question This is used to calculate average selling prices within a
product line that includes items of different sizes
Option No Option Correct(Y
)
Option 1 Price per statistical unit Y
Option 2 Price per Stock Keeping Unit (SKU)
Option 3 Product line pricing
Option 4 Line extension pricing
Question The purpose of this metric is to track changes in the
ability of an organisation to hold its existing customers
from shifting to alternate competitors.
Option No Option Correct(Y
)
Option 1 Customer Lifetime Value
Option 2 Prospect Lifetime Value
Option 3 Average Retention cost
Option 4 Retention rate Y
Question First-time users as a percentage of the target
population denotes the metric
Option No Option Correct(Y
)
Option 1 Trial Y
Option 2 Penetration
Option 3 Market Share
Option 4 Canniablization rate
Question 25
number
Question A company that sells ice-cream has a trial population
of 2.232 million. Marketers expect the product to be of
sufficient quality to generate a 10% repeat rate in its
first year. This will yield 2,23,200 repeat buyers. It is
estimated that each repeat buyer to purchase on four
 occasions during the first year. On average, each
purchase is expected to comprise two units. The
repeat volume for the company will be
Option No Option Correct(Y
)
Option 1 17,85,600 units Y
Option 2 8,92,800 units
Option 3 4,46,400 units
Option 4 2,23,200 units
Question A on-demand cab service provider notes that 150
individuals made first-time use of the company’s
services in July 2020. The company has 30,000 existing
customers. The trial rate is…
Option No Option Correct(Y
)
Option 1 0.05%
Option 2 5%
Option 3 0.5% Y
Option 4 50%
Question In September, a restaurant had company has 20,000
diners. Its repeat rate is estimated at 80%. The
restaurant had 18,000 diners in August. Management
wants to know how many new diners visited the
restaurant in September. The number of first time
diners in September are__________
Option No Option Correct(Y
)
Option 1 5600 Y
Option 2 2000
Option 3 18000
Option 4 2800
Question When a group of consumers are surveyed about their
willingness to try a new product for the first time 20%
responded “definitely will buy” and 50 % responded
“probably will buy”. What will the estimated trial rate
for this product?
Option No Option Correct(Y
)
Option 1 70%
Option 2 31% Y
Option 3 20%
Option 4 50%
Question According to Young and Rubicam’s brand asset
valuator, this measures how well the brand is
regarded and respected.
Option No Option Correct(Y
)
Option 1 Differentiation
Option 2 Energy
Option 3 Relevance
Option 4 Esteem Y
Question David Aaker views brand equity as a set of three
categories of brand assets and liabilities to estimate
the value of a brand. They include all of the following
except ________.
Option No Option Correct(Y
)
Option 1 Brand Price Y
Option 2 Brand Awareness
Option 3 Brand Loyalty
Option 4 Brand Association
Question A particular brand made 70% of its sales in Segment A,
in which it had a 50% share of the market, and 30% of
its sales in Segment B, in which it had a 20% share,
According to Brand Equity Index by Moran its effective
market share would be________
Option No Option Correct(Y
)
Option 1 41% Y
Option 2 70%
Option 3 50%
Option 4 35%.
Question Two million consumers and professionals across 31
countries, comparing more than 23,000 brands,
Peeling away financial components of a brand, Uses in-
depth qualitative research. These are all the
characteristics of which of the following models to
estimate brand equity
Option No Option Correct(Y
)
Option 1 Brand Equity 10
Option 2 Brand Asset Valuator
Option 3 Brand Finance
Option 4 BrandZ Y
Question _________measure consumer preference for an
attribute level and then— by combining the valuations
of multiple attributes—measure preference for an
overall choice
Option No Option Correct(Y
)
Option 1 Brand equity
Option 2 Conjoint Utilities Y
Option 3 Compensatory attributes
Option 4 Non- Compensatory attributes
Question Market expansion effects should be considered in
estimation of this metric.
Option No Option Correct(Y
)
Option 1 Cannibalization Rate Y
Option 2 Brand Equity
Option 3 Conjoint utilities
Option 4 Compound Annual Growth Rate (CAGR)
Question As a product moves from the introductory stage the
sales should not depend on this.
Option No Option Correct(Y
)
Option 1 Repeat purchases
Option 2 Regular purchases
Option 3 Penetration
Option 4 Trial Y
Question One of the primary base for clustering retail outlets is
_______
Option No Option Correct(Y
)
Option 1 Volume of sales Y
Option 2 Type of outlets
Option 3 Location
Option 4 Ownership
Question A particular organization has grouped its market
offerings based on the similarities in the characteristics
and features of its market offerings. This organisation
is using__________
Option No Option Correct(Y
)
Option 1 Consumer clustering
Option 2 Product clustering Y
Option 3 Clustering based on channel partners
Option 4 Clustering based on the geographical
markets
Question Which of the following is the prime and basic objective
of clustering or cluster analysis?
Option No Option Correct(Y
)
Option 1 Discrimination
Option 2 Differentiation
Option 3 Grouping based on similarities Y
Option 4 Dividing equally
Question Which of the following is a marketing specific outcome
of clustering?
Option No Option Correct(Y
)
Option 1 Analysing purchasing patterns Y
Option 2 Image processing
Option 3 Data mining
Option 4 Text mining
Question The outcome of this tool is arriving at mutually
exclusive groups based on a variable
Option No Option Correct(Y
)
Option 1 Factor analysis
Option 2 Conjoint analysis
Option 3 Classification Tree Analysis Y
Option 4 Correlation
Question Classification Tree can be used meaningfully only
if____________
Option No Option Correct(Y
)
Option 1 Sample size is large
Option 2 An outcome variable that can be Y
measured is used
Option 3 The study group is homogenous
Option 4 Data is from primary source
Question Which of the following can be an analogy for
understanding the application of Classification Tree?
Option No Option Correct(Y
)
Option 1 Automated voice assistant in customer Y
care
Option 2 Chats in social media
Option 3 Shares and likes in Short video apps
Option 4 Tweets
Question This can be mentioned as a popular commercial
product which uses the decision tree algorithm
Option No Option Correct(Y
)
Option 1 Driver Information Systems in cars
Option 2 Robots used in manufacturing industries
Option 3 Alexa by Amazon Y
Option 4 IoT in household appliances
Question This is used to predict a trend in a given dataset

Option No Option Correct(Y

)
Option 1 Neural networks Y
Option 2 Artificial Intelligence
Option 3 One algorithm
Option 4 Chatbots
Question This is inevitable for forecasting sales using neural
networks
Option No Option Correct(Y
)
Option 1 Owner information
Option 2 Sales person’s profile
Option 3 Demand Y
Option 4 Profit generated
Question In the model for estimating ad effectiveness proposed
by Kotler Qt refers to
Option No Option Correct(Y
)
Option 1 Sales revenue
Option 2 Advertising effectiveness
Option 3 Period t Advertising
Option 4 Period t Sales Y
Question Accurate measures of marketing campaigns can be
developed through
Option No Option Correct(Y
)
Option 1 Statistics
Option 2 Historical Data
Option 3 KPIs
Option 4 Metrics Y
Question This will enable the marketers to track the areas of a
website screen that are viewed mostly by the viewers
Option No Option Correct(Y
)
Option 1 GSR meter
Option 2 Pupil meter Y
Option 3 MRI
Option 4 CT
Question Viewer’s level of interest in a particular advertisement
can be measured through
Option No Option Correct(Y
)
Option 1 Aided recall
Option 2 Recall test
Option 3 Recognition Y
Option 4 Unaided recall
Question If a particular advertisement in full form is tested
before the commercial broadcast it is ____________
Option No Option Correct(Y
)
Option 1 Rough Test
Option 2 Theater Test
Option 3 Preliminary Test
Option 4 Pretest Y
Question This is not a part of marketing campaign

Option No Option Correct(Y

)
Option 1 Promotion
Option 2 Branding
Option 3 Sales territory allocation Y
Option 4 Sale of brand related merchandise
Question We can see frequent advertisements for air-
conditioners and air coolers in the months of March,
April and May compared to other months in a year.
This is an example of __________
Option No Option Correct(Y
)
Option 1 Traditional Media Campaign
Option 2 Seasonal Push Campaign Y
Option 3 Product Launch Campaign
Option 4 Brand Launch Campaign
Question One of the toffee manufacturers ran a campaign which
 requires kids to collect tokens and send it back with a
slogan about why they like the toffee so that the lucky
ones will be awarded bicycles, watches etc. This is an
example of
Option No Option Correct(Y
)
Option 1 Mail marketing campaign
Option 2 Brand promotion campaign
Option 3 Contest marketing campaign Y
Option 4 Rebranding campaign
Option 5
Question This is the base in designing an effective marketing
campaign
Option No Option Correct(Y
)
Option 1 Message to be conveyed
Option 2 Objective / goal of the campaign Y
Option 3 Budget
Option 4 Target Audience
Question A/B testing to test the effectiveness of online
marketing campaigns is also popularly known as
Option No Option Correct(Y
)
Option 1 Split testing Y
Option 2 Before / After testing
Option 3 After / Before testing
Option 4 Alpha / Beta testing
Question Which of the following is an example for inbound
marketing?
Option No Option Correct(Y
)
Option 1 Direct mails
Option 2 Television Commercials
Option 3 Product placements in social media Y
Option 4 Cold calls
Question Most of a particular marketer’s new prospects visit the
marketer’s website through search results by Google
search engine. Which of the following channel is
mentioned here?
Option No Option Correct(Y
)
Option 1 Referrals
Option 2 e-mail
Option 3 Paid
Option 4 Organic Y
Question This is the metric which lets a marketer know how
many visitors visit that marketer’s webpage and leave
without responding to any call-for-action messages
Option No Option Correct(Y
)
Option 1 Bounce rate Y
Option 2 Click Through Rate
Option 3 Page views
Option 4 Lead conversion
Question In testing a marketing campaign one group of
prospective buyers are exposed to the marketing
campaign and the other group is not exposed to any of
the campaign messages. The group which did not
receive any messages about the campaign is
__________
Option No Option Correct(Y
)
Option 1 Control Group Y
Option 2 Test Group
Option 3 Population
Option 4 Sample
Question This metric helps a marketer know how many times
the marketing communications by that marketer is
viewed
Option No Option Correct(Y
)
Option 1 Impressions Y
Option 2 Cost per Thousand
Option 3 Net Reach
Option 4 Reach