Marketing Exam - Sample - Nov 2022

SAMPLE
1. Why marketing and innovation are the only entrepreneurial functions in a

company?
 they are the risk-loving functions

 they are the risk-neutral functions
 they invent something new
 they generate results, all the rest, in a company, are costs
2. What are the main factors that a bottom-up market research aims at
estimating?
 Volume potential, sustainable price positioning, intention-to-buy;
 Value potential, acceptable price positioning, intention-to-buy
 Concept potential, best-value-for-money, likes & dislikes
 Revenues stream, top-down scenario, intention-to-buy
3. When, based on the evidence of a quantitative, bottom-up market research,

would you recommend to launch a new product?
 When the “down box” intention-to-buy is below 30% of the sample’s
total answers
 When the “top box” intention-to-buy is above 30% of the sample’s total
answer
 When there is no dislike with regard to the new product
 When 10% of the people interviewed did aswer: YES!!!
4. When is a company suffering of “Marketing Myopia”?

 When the company is focusing too much on selling existing products
and services, and is missing the bigger picture of what customers really
will need in the future
 When the company is product-centric and is not customer-centric
enough
 When the top manager of the company do believe in the following
mantra: “let’s make better products, and sales will be there”
 When the company is affected by “short termism” and, the monthly
target is the only goal
5. What is the golden rule, when it comes to targeting?

 the broader the target, the better
 the narrower the target, the better
 no target, but market making should be our only segmentation
 the more profitable the target, the better
6. What is the golden rule, when it comes to positioning?
 either you offer your target the best quality, or you offer your target the
lowest price
 either you offer your target the worst quality, or you offer your target the
highest price
 you must be the good-value-for-money, for your target
 you must be the best-value-for-money, for you target
7. What is the golden rule, when it comes to marketing-mix?

 always start by defining the price, and then define the product, the
placing and the promotion
 always start by defining the placing, and then all the other variables
 always start by defining the product and its USPs, then define placing
and promotion, and only at last, define price
 none of the above
8. Brand awareness is:

 a qualitative variable, assessing the perception your customers have
about your brand
 a quantitative variable, assessing the perception your customers have
about your brand
 a quantitative variable, assessing how many people know you exist, as
a brand
 a qualitative variable, assessing how many people know you exist, as
a brand
9. There are three types of brand awareness:

 Top of mind, aided, total
 Down of mind, spontaneous, aided
 Share of mind, premeditated, instinctive
 Vague, clear, adamantine
10. Brand perception is:

 a quantitative variable, assessing what people think about your brand
 a qualitative variable, assessing what people think about your brand
 an assessment regarding the brand health, its legacy and essence
 none of the above
11. The brand hexagon / brand equity model is:

 an operating tool, enabling you to assess the brand equity by breaking
it down in six parts: product benefits, brand tangibles, brand personality,
brand fingerprints, brand intangibles, brand stretching
 an operating tool, enabling you to assess the brand equity by breaking
it down in five parts: product features, brand irrationals, brand essence,
brand legacy, brand health, brand experience
 an analysis of the brand perception
 an analysis of the brand awareness
12. What are the golden rules, when it comes to brand stretching?
 Look for markets far from your present business, do not care of players
in those markets and disrupt them
 Look for adjacent markets that are profitable, whose products are close
to your company’s expertise, and whose players are neither strong nor
dominant in terms of market shares
 To stretch or not to stretch, this is the problem
 Stretching is always better than not stretching
13. What should an excellent product manager never stop asking himself?
 what are my most profitable products/services
 what are my most strategic products/services
 what makes me special, different, more compelling than my
competition?
 what may quickly commoditize my value proposition?
14. What are the key variables one should take into account as for the
assessment, ex-ante, of innovation?
 Utility for the users and scope of use
 Quality of the product/service and scope of use
 Perceived quality of the product/service and breadth of target
 Objective quality of the product/service and breadth of target
15. What is the key question of innovation?

 What is desirable to users
 What is desirable to users and nobody is offering it yet
 What do customers want
 What do customers need
16. What are the two types of needs one should focus his research on?
 Implicit and explicit needs
 Intrinsic and extrinsic needs
 Objective needs
 Emerging and discontented needs
17. Why “defending yesterday in business is far more risky than making
tomorrow”?
 Products become commodities, eventually. And when they are
commodities neither margin nor control on margin are there anymore
 Today’s breadwinners will not be tomorrow’s breadwinners
 Imitation, eventually wins vs. innovation
 None of the above
18. What is “The Long Tail” ?

 A different distribution of incomes, characterizing companies operating
in the digital world
 A different distribution of revenues, characterizing the companies
operating in the offline world
 The possibility the web gives to companies, to hyper-target the market
by offering a much broader/longer portfolio of products thanks to the
web not being slaves to space, to place and to time
19. What is the “Omnichannel” ?

 It is the virtuous combination of the offline go-to-market and the online
go-to-market, for the purpose to maximize synergies between the two
channels both in terms of customer experience and net sales
 It is the negative impact of the digital world, in terms of cannibalization
of the pre-existing net sales generated offline, via e-commerce
 It is a special event organized every year in New York, to celebrate the
advent of the web on the planet
20. What does “the end of information asymmetry” stand for?

 It underlines how, nowadays, customers know way less things than
companies
 It underlines how, nowadays, customers know as many things as
companies, with reference to products they want to buy
 It underlines how, nowadays, customers do not know what they want to
buy until they talk to a competent sales manager

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SAMPLE

1. Why marketing and innovation are the only entrepreneurial functions in a

 they are the risk-loving functions

3. When, based on the evidence of a quantitative, bottom-up market research,

4. When is a company suffering of “Marketing Myopia”?

5. What is the golden rule, when it comes to targeting?

7. What is the golden rule, when it comes to marketing-mix?

8. Brand awareness is:

9. There are three types of brand awareness:

10. Brand perception is:

11. The brand hexagon / brand equity model is:

15. What is the key question of innovation?

18. What is “The Long Tail” ?

19. What is the “Omnichannel” ?

20. What does “the end of information asymmetry” stand for?

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