S3 Price Change AnalysisUsing S3 price change at a current contribution margin% of 20% how much must sales increase by for a price reduction of 6% to be worth while? By more than:20%25%30%42.9%Other2 points QUESTION 2The well managed firm tracks and broadcasts across its organization which of the followingTruly unsolicited letters and e-mails of thanksLetters and e-mails complaining, ranking of complaintsReturns and reasons for returns rankedb and c aboveAll of the above2 points QUESTION 3Please indicate whether the following costs are fixed or variable:Advertising campaign expensesFixedVariable2 points QUESTION 4Coupon redemption cost paid to retailersFixedVariable2 points QUESTION 5The Eco-spout entrepreneur wishes to pay himself and his son $25,000 each. He also plans $20,000 in extra fixed selling costs and a decrease in estimated variable sales costs from 10 cents down to five cents a unit. What is the new target share of reached market needed in the first year?41.5%48.3%58.6%68.4%Other2 points QUESTION 6S8 Relationship AnalysisIn the Conference Board study, S8, substitution % explains what percent of profit margin?37%64%76%84%Other2 points QUESTION 7S4 Price Setting AnalysisIn calculating break-even you divide total fixed costs by :PriceVolume soldPrice plus variable costsPrice minus variable costsNone of the above2 points QUESTION 8Senior management is instructed by the board that shareholderRRR is 15%. Under this assumption how much shareholder capital does a product redesign create?$40,493$59,722$82,946Other2 points QUESTION 9Royalty paid to patent holderFixedVariable2 points QUESTION 10Cost of applying for a patentFixedVariable2 points QUESTION 11Activity Based Costing is growing in popularity. True False2 points QUESTION 12S7 Customer Profitability AnalysisLet us assume that the annual profit from a credit-card customer is year 1 $50, year 2 $70, year 3 $80, year 4 $95, year 5, $100, year 6 $110, year 7 $115. Each year there is a 100% chance of keeping the customer and the RRR is 20%. What is the present value of this customer over the next seven years?$290$291$292$293$2942 points QUESTION 13Process improvement multiplies increased customer satisfaction effects. True False2 points QUESTION 14There are four major drivers of customer profitability True False2 points QUESTION 15If a six-pack of a fruit-soda sells for $6 retail and the retailer’s margin is 25% and the wholesaler-distributor margin is 33% then what is the manufacturer’s price?$1$1.50$2$3.02Other2 points QUESTION 16A study of what was included in marketing costs found that the cost of physical distribution was included 75% of the time True False2 points QUESTION 17The best way of assessing the profitability of a customer is to first compute the average cost of an item sold and hence its average profitability and then multiply this product item profitability by the amount of the product that each customer buys. The mix of product purchases by the customer will then help determine customer profitability. True False2 points QUESTION 18Please indicate which of the following sets of measures fit in the bottom right of the Balanced Scorecard framework:Owner outcome measuresLearning and change measuresKey internal business process measuresCustomer outcome measures2 points QUESTION 19Target profit feasibility analysis:Computes what your profit will be given your forecast salesComputes the sales and share required to meet your target profitComputes how change in market share change profitAll of the aboveNone of the above2 points QUESTION 20He also is able to get a better average variable manufacturing cost of 25 cents per unit and not 40 cents. He also decides to sell the unit wholesale for $0.99 and not $0.90. What is the new target share of reached market needed in the first year?38%41.9%45.6%28.7%Other2 points QUESTION 21Delivery costs of orders to merchantsFixedVariable2 points QUESTION 22The key business processes in marketing that drive shareholder value are the PDM processes, SCM processes and CRP processes. True False2 points QUESTION 23The focus of marketing should be on sales and market share as the key marketing performance metrics. True False2 points QUESTION 24If the actual market size is 70,000,000 what is the Total variance?-$308,000$2,160,000$1,280,000$1,702,000Other2 points QUESTION 25With this larger quantity sold the variable cost of materials and production labor costs were each 20% lower than expected. What is the new Contribution variance?-$720,000$1,232,000$3,242,000$2,000,000Other2 points QUESTION 26Managers who do not think in terms of shareholder value probably make decisions that generate lower shareholder value than those who think about shareholder value. True False2 points QUESTION 27Long standing, loyal customers can be more expensive to serve and often get more price discounts.TrueFalse2 points QUESTION 28S5 Product-line AnalysisIn the product-line spreadsheet case (page 4), the manager of the new product says that if her marketing budget was increased to $750,000 from $250,000 then 10 points of share rather than 2 points of share can be gained from the competition. What would be the new marginal gain in pretax profit if this happened?-$100,0000$100,000$640,000Other2 points QUESTION 29At a current contribution margin% of 80% how much must sales decrease by for a price increase of 6% not to be worth while? By more than:6.0%7.0%8.0%9.0%Other2 points QUESTION 30Marketing fixed costs were $200,000 more than planned but overhead costs were $100,000 less than expected. What was the Fixed Cost variance?-$200,000-$100,000$0$100,000Other2 points QUESTION 31What is the customer PV if the chance of keeping the customer from year to year is 60%?$87$88$89$102$1072 points QUESTION 32Please indicate which of the following sets of measures fit in the bottom left of the Balanced Scorecard framework:Owner outcome measuresLearning and change measuresKey internal business process measuresCustomer outcome measures2 points QUESTION 33By keeping fixed costs and start-up costs low, this company was able to follow a much less risky growth path. The company is:WebvanPeapodBoth2 points QUESTION 34Please indicate which of the following sets of measures fit in the middle of the Balanced Scorecard framework:Owner outcome measuresLearning and change measuresKey internal business process measuresCustomer outcome measures2 points QUESTION 35Common costs have to be considered in financial reporting of results but should not be used in decision-making. True False2 points QUESTION 36Which of the following statements is correct:Supply metrics drive process metrics that drive demand metrics.Process metrics drive supply metrics and demand metrics.Demand metrics drive supply metrics that drive process metrics.2 points QUESTION 37Which of the following statements about the customer service feedback effect is false?A decrease in employee benefits and wages leads to a decrease in employee moraleAn increase in employee morale leads to an increase in service qualityAn increase in customer satisfaction & demand leads to increased rewards to employeesA one time bonus can trigger a positive feedback effectA feedback-effect always produces positive outcomes.2 points QUESTION 38The role of all managers who are economic agents of owners is to manage projects, products and services that increase owner equity. True False2 points QUESTION 39Please indicate which of the following sets of measures fit at the top in the Balanced Scorecard framework:Owner outcome measuresLearning and change measuresKey internal business process measuresCustomer outcome measures2 points QUESTION 40S1 Variance Analysis SpreadsheetVolume variance is market size variance plus market share variance True False2 points QUESTION 41S2 Margin AnalysisA product is sold by a retailer to the consumer for $80. The retailer buys the product from a wholesaler for $60 and the wholesaler buys the product from the manufacturer for $30. What is the wholesale margin percentage?25%33%50%Other2 points QUESTION 42What if a marketing budget of $750,000 would gain 8 points of share and 80% of the estimated product item share of growth. What would now be the new marginal gain in pretax profit?$110,000$111,000$275,000$1,173,000Other2 points QUESTION 43The relationship between songs purchased and Facebook time is driven by one extreme observation? True False2 points QUESTION 44Every time a new product or service is introduced, it takes a while for a company to learn to make it efficiently. True False2 points QUESTION 45Only a few brands are driving most of the relationship between substitution% and profit margin? True False2 points QUESTION 46At a current contribution margin% of 20% how much must sales decrease by for a price increase of 6% not to be worth while? By more than:16%16.5%16.7%23.1%Other2 points QUESTION 47A surfer making and selling surf-boards has fixed costs of $10,000 and his average variable cost. Is $100 in labor costs and $100 in materials costs. He sells them to a local surf shop for $300 who sells them to customers for $400. The surfer wants to make an annual profit of $10,000 on the business. How many surf boards does he need to sell?501001502003002 points QUESTION 48S6 Marketing Mix AnalysisIn the S6 Marketing Mix Table (line 195), the sales promotion people say that their last short-term promotion campaign led to new trial and permanent switching of buyers of competitive products to our brand and that the enduring effect in years 2-5 should be assumed to be 20% of the first year Cash Flow/Profits. What is the new IRR under this assumption?56%62%67%Other2 points QUESTION 49The PV of a value in year i is:the value in year i divided by, one plus the Rate raised to the power of i.the value in year i divided by one raised to the power of i plus the Rate.the value in year i raised to the power of i divided by one plus the Rate.none of the above2 points QUESTION 50At a current contribution margin% of 80% how much must sales increase by for a price reduction of 6% to be worth while? By more than:8.1%9.4%10.3%11.7%Other2 points
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