Examen Marketing ESCP Test
Questions with Complete
Solutions
Value proposition definition - Answer- Clear statement of the benefits the company
promises to deliver that explains why the offer is better than alternatives.
Fishbein attitude model - Answer- Overall attitude equals the sum of beliefs about each
attribute multiplied by the importance of that attribute.
Conjunctive decision rule - Answer- Consumer sets minimum acceptable levels on all
attributes and rejects options that fall below any minimum.
Cost-oriented pricing definition - Answer- Setting prices based on production cost plus a
margin.
Competition-oriented pricing definition - Answer- Setting prices mainly based on
competitors' prices and likely reactions.
Price skimming strategy - Answer- Launch with a high price to skim maximum revenue
from customers willing to pay more, then gradually reduce price.
Penetration pricing strategy - Answer- Launch with a low price to quickly gain market
share and achieve scale.
POEM framework definition - Answer- Framework that classifies media into Paid,
Owned and Earned.
Inbound marketing definition - Answer- Attracting customers with valuable content and
experiences that they choose to engage with.
Outbound marketing definition - Answer- Pushing promotional messages out to a broad
audience, for example cold calls or mass advertising.
Main steps in marketing communication planning - Answer- Identify target audience, set
objectives, set budget, design message, select media, implement, measure and
evaluate.
Integrated marketing communications definition - Answer- Coordinating all
communication tools and messages so the brand presents a clear and consistent story
across channels.
, Customer Acquisition Cost (CAC) definition - Answer- Total marketing and sales cost
required to acquire one new customer.
Why CAC to LTV ratio matters - Answer- The firm should earn much more from a
customer over time than it spends to acquire that customer.
Marketing Qualified Lead (MQL) definition - Answer- Lead that shows enough interest or
fit to be considered ready for nurturing by marketing or passing to sales.
Sales Accepted Lead (SAL) definition - Answer- Lead that the sales team confirms as
valid and worth pursuing.
Sales Qualified Lead (SQL) definition - Answer- Lead that sales sees as close to a
buying decision, with strong fit and real intention.
One objective of a sales visit besides immediate sales - Answer- Build relationships,
gather market information, support the channel or train retailer staff.
Distribution channel definition - Answer- Set of interdependent organizations involved in
making a product or service available for use or consumption.
Four key functions of a channel - Answer- Contact customers, Promote,
Match/customize, Negotiate, plus others like risk taking, financing, physical distribution,
information sharing.
Trade marketing definition - Answer- Marketing activities directed at channel partners
such as wholesalers and retailers to improve sell-in and sell-out.
Difference between sell-in and sell-out - Answer- Sell-in = selling to the intermediary.
Sell-out = helping the intermediary sell to the final consumer.
Customer lifetime value (CLV) in words - Answer- Present value of all future net profits
a company expects from a customer over the whole relationship.
Sales growth rate formula in words - Answer- Sales this period minus sales last period,
divided by sales last period.
Acquisition rate definition - Answer- Number of new customers in a period divided by
the relevant customer base for that period.
Customer retention rate definition - Answer- Percentage of customers who stay active
or loyal from one period to the next.
Customer defection or churn rate definition - Answer- Percentage of customers lost over
a given period.
Questions with Complete
Solutions
Value proposition definition - Answer- Clear statement of the benefits the company
promises to deliver that explains why the offer is better than alternatives.
Fishbein attitude model - Answer- Overall attitude equals the sum of beliefs about each
attribute multiplied by the importance of that attribute.
Conjunctive decision rule - Answer- Consumer sets minimum acceptable levels on all
attributes and rejects options that fall below any minimum.
Cost-oriented pricing definition - Answer- Setting prices based on production cost plus a
margin.
Competition-oriented pricing definition - Answer- Setting prices mainly based on
competitors' prices and likely reactions.
Price skimming strategy - Answer- Launch with a high price to skim maximum revenue
from customers willing to pay more, then gradually reduce price.
Penetration pricing strategy - Answer- Launch with a low price to quickly gain market
share and achieve scale.
POEM framework definition - Answer- Framework that classifies media into Paid,
Owned and Earned.
Inbound marketing definition - Answer- Attracting customers with valuable content and
experiences that they choose to engage with.
Outbound marketing definition - Answer- Pushing promotional messages out to a broad
audience, for example cold calls or mass advertising.
Main steps in marketing communication planning - Answer- Identify target audience, set
objectives, set budget, design message, select media, implement, measure and
evaluate.
Integrated marketing communications definition - Answer- Coordinating all
communication tools and messages so the brand presents a clear and consistent story
across channels.
, Customer Acquisition Cost (CAC) definition - Answer- Total marketing and sales cost
required to acquire one new customer.
Why CAC to LTV ratio matters - Answer- The firm should earn much more from a
customer over time than it spends to acquire that customer.
Marketing Qualified Lead (MQL) definition - Answer- Lead that shows enough interest or
fit to be considered ready for nurturing by marketing or passing to sales.
Sales Accepted Lead (SAL) definition - Answer- Lead that the sales team confirms as
valid and worth pursuing.
Sales Qualified Lead (SQL) definition - Answer- Lead that sales sees as close to a
buying decision, with strong fit and real intention.
One objective of a sales visit besides immediate sales - Answer- Build relationships,
gather market information, support the channel or train retailer staff.
Distribution channel definition - Answer- Set of interdependent organizations involved in
making a product or service available for use or consumption.
Four key functions of a channel - Answer- Contact customers, Promote,
Match/customize, Negotiate, plus others like risk taking, financing, physical distribution,
information sharing.
Trade marketing definition - Answer- Marketing activities directed at channel partners
such as wholesalers and retailers to improve sell-in and sell-out.
Difference between sell-in and sell-out - Answer- Sell-in = selling to the intermediary.
Sell-out = helping the intermediary sell to the final consumer.
Customer lifetime value (CLV) in words - Answer- Present value of all future net profits
a company expects from a customer over the whole relationship.
Sales growth rate formula in words - Answer- Sales this period minus sales last period,
divided by sales last period.
Acquisition rate definition - Answer- Number of new customers in a period divided by
the relevant customer base for that period.
Customer retention rate definition - Answer- Percentage of customers who stay active
or loyal from one period to the next.
Customer defection or churn rate definition - Answer- Percentage of customers lost over
a given period.
