13 May WHICH OF THE FOLLOWING IS A FORWARD-LOOKING INDICATOR OF BUSINESS SUCCESS?
Question 11.Which of the following is a forward-looking indicator of business success?Answercustomer satisfactionshareholderdividendssalesmarket shareROI2 pointsQuestion 21.What is the customer retention for a company given an average customer life of two years?Answer40%50%75%80%100%2 pointsQuestion 31.A market-based business looks at customers as ________.Answerlifetime partnersindividual purchasetransactionsconquestsshort-term relationshipsextraneous variables2 pointsQuestion 41.Captive customers differ from unprofitable customers in that captive customers ________.Answerare the result of mismanaged customer selectionare simply “big spenders”are a drain on a business’s profits because the cost of acquiring them cannever be recoveredhave a low desire to repurchase but are unable to move easily to anothercompany’s productproduce a referral value that is over three times their customer lifetime value2 pointsQuestion 51.Calculate the customer loyalty index if the customer history is 12, the purchase amount is 38,the desire to repurchase is 50, the product preference is 20, and there is no customerrecommendation.Answer30245065922 pointsQuestion 61.Measures of market performance, such as sales and market share, are backward-lookingmeasures of success or failure.AnswerTrueFalse1 pointsQuestion 71.A market-based management business gives its dissatisfied customers as much attention asits “very satisfied” customers.AnswerTrueFalse1 pointsQuestion 81.A business with a short-term perspective lacks a strong consumer focus.AnswerTrueFalse1 pointsQuestion 91.The operating income for TRX Inc. is $100 million. If the cost of goods is $30 million, SGAexpenses are $15 million, and other operating expenses are $5 million, find the salesrevenues for TRX.Answer$200million$100million$50 million$150million$25 million2 pointsQuestion 101.The net marketing contribution for a firm is the firm’s ________.Answerprofitsprofits – (other operating expenses)gross profit – (marketing and salesexpenses)(all revenues) – (all expenses)(sales revenues) – (cost of goods sold)2 pointsQuestion 111.Which of the following metrics would a company most likely evaluate at the end of anoperating period?Answerinventory turnoverproduct defectsmarket sharecustomersatisfactionlate deliveries2 pointsQuestion 121.Mason Enterprises’ net marketing contribution of $50 million is derived from sales of $200million. If its marketing and sales expenses amount to $20 million, what is its percentage ofgross profit margin?Answer40%35%20%25%30%2 pointsQuestion 131.If TRX Inc’s sales total $150 million, and the cost of goods sold is $50 million, calculate thepercent gross profit for TRX.Answer33.3%25%66.6%15%75%2 pointsQuestion 141.Marketing performance metrics include competitiveness metrics and customer metrics, whilefinancial metrics include service quality, customer value, and product performance.AnswerTrueFalse1 pointsQuestion 151.To complement a business’s internal financial performance metrics, a business needs aparallel set of external marketing metrics to track its market-based performance.AnswerTrueFalse
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