STRATEGIC MARKETING MANAGEMENT

STRATEGIC MARKETING
MANAGEMENT
APPENDIX 15A
MARKETING METRICS
SUBMITTED TO:
DR. ED QUIOCHO
SUBMITTED BY:
ARVIN CARLO P. SILAO

Questions:
1. It measures relating to profitability include the margin on a unit of product and on products sold through different channels.
a. Profitability Metrics c. Sales and Channel Metrics
b. Pricing Metrics
d. Customer Profitability Metrics
2. It incude measures of awareness, knowledge, beliefs, purchase intentions, loyalty, willingness to recommend, satisfaction, and willingness to search.
a. Consumer Metrics
c. Profitability Metrics
b. Pricing Metrics
d. Sales and Channel Metrics
3. Metrics that examine the performance of individual customer relationships.
a. Customer Profitability Metrics
c. Profitability Metric
b. Sales and Channel Metric
d. Pricing Metrics
4. Measures assess the adequacy and effectiveness of the systems that provide customers with reasons and opportunities to buy the product.
a. Sales and Channel Metrics c. Consumer Metrics
b. Pricing Metrics
d. Profitability Metrics
5. Metrics that relevant to evaluating pricing alternatives.
a. Pricing Metrics
c. Profitability Metrics
b. Sales and Channel Metrics
d. Promotion Metrics
6. Metrics that evaluate the effectiveness of sales promotions.
a. Promotion Metrics
c. Sales and Channel Metrics
b. Pricing Metrics
d. Profitability Metrics
7. Metrics that reveal how many people may be exposed to an advertising campaign.
a. Advertising, Mediam and Web Metrics
c. Promotion Metrics
b. Pricing Metrics
d. Profitability Metrics
8. It is relative to other brands in the set of being considered.
a. Familiarity
c. Loyalty
b. Penetration
d. Availability
9. It is the net proft after tax.
a. Economic Profit
c. Net Present Value
b. Sales Profit
d. Internal Rate of Return
10. It is the number of customers of number of active customers as a percentage of the intended market. a. Penetration
c. Familiarity
b. Loyalty
d. Availability

ANSWERS:
1. A
2. A
3. A

4. A
5. A
6. A

7. A
8. A
9. A

10.