MarkStrat Quiz
All 8 different types of analysis
1. Conjoint Analysis 2. Advertising and commercial team experiment 3. Competitive advertising and commercial team 4. Market Forecast 5. Semantic scales 6. Distribution panel 7. Consumer survey and consumer panel 8. Industry benchmarking
What are the 3 customer segments in the Vodite market?
1. Followers 2. Early adapters 3. Innovators
What are the 5 customer segments in the Sonite market?
1. High earners 2. Explorers 3. Professionals 4. Shoppers 5. Savers
Tactical decisions:
1. Marketing mix 2. Commercial team 3. Market research
Advertising:
1. Media budget 2. Research budget 3. Segmentation strategy
What are the 5 product attributes of Sonite?
1. Number of features 2. Design Index 3. Battery Life 4. Display Size 5. Processing Power
What are the 5 attributes of Vodite?
1. Resolution 2. Energy Efficiency 3. Carbon Footprint 4. Connectivity 5. Number of Apps
Energy Efficiency of Vodite
10-100 BIO COMPUTATIONS
Number of features of Sonite
10-20
If you have no units in inventory, you ask your production department to produce 100,000 units and the demand is 140,000 units, you will be able to sell :
120,000 units
Resolution of Vodite
20-100 Lines/MM
Battery life of Sonite
24-96 hours
Connectivity of Vodite
3-10 Index
Design index of Sonite
3-10 Index
Display size of Sonite
4-40 inches
Maximum number of Sonite brands a firm can market at any given time
5
Number of Apps of Vodite
5-100
The processing power of Sonite
5-100 GIGAFLOPS
Carbon Footprint of Vodite
5-50 KG
Please choose the correct statement about a conjoint analysis:
A higher level of utility demonstrates a higher level of customer satisfaction
Your marketing budget is used each period to invest in
Advertising, Sales Force, Market Research
How can you have an overview of the competitive performance of your firm vs its key competitors?
By purchasing an industry benchmarking study
What type of study do you need to purchase to have an estimate of the number of people who know a given brand?
Consumer Survey
Market Research Reports are free: T/F?
False
There is only one way to re-position a brand: through advertising, T/F?
False
The two markets in MarkStrat are:
Independent
A completed R&D project can be used to modify existing brands and:
Introduce a new brand
The product MOST is manufactured by
M
MarkStrat currency:
MarkStrat dollar
What are sematic scales?
Market research studies aimed at assessing consumer's needs and estimating how brands are perceived
4 components that makeup Share Price Index
Market share Sales Improved profit R&D Development
How do you maximize your share price index ?
Market share Sales growth Net contribution Cumulative net contribution R & D investments
Commercial team is responsible for ________&________ orders
Obtaining & Entering
Number of consumers who own the product/total potential population
Product's penetration rate
Purchase Intentions - Market Shares
SALES LOST TO
The two industries in MarkStrat include
Sonites & Vodites
What are the 3 distribution channels?
Specialty stories, Mass merchandisers, Online stores
Your overall objective in MarkStrat is to maximize
Stock Price Index
What does distribution coverage refer to?
The number of stores carrying a given brand
Budgets depend on how successful you were last period: T/F?
True