Question

Description: A series of 10+ questions to check that each participant masters the key principles of marketing taught in Markstrat. Unless specifically mentioned otherwise, all of the questions are based on the situation of the firms at the end of Period 7. To access the industry Click this link (http://markstrat7.stratxsimulations.com/Main)

1. WHAT IS THE MAIN TARGET SEGMENT FOR BRAND ROLL? a. Professionals b. Explorers c. Shoppers

2. WOULD YOU SAY THAT THE EXPLORERS SEGMENT IS MORE PRICE SENSITIVE THAN PROFESSIONALS? a. Yes b. No

3. WHICH ARE THE TWO MOST IMPORTANT CHARACTERISTICS (INCLUDING PRICE) FOR THE EXPLORERS SEGMENT? a. Power and design b. Price and design c. Price and power

4. WHICH OF THOSE BRANDS IS BEST POSITIONED TO THE EXPLORERS SEGMENT? a. TOPS b. ROLL c. MOVE

5. WHICH OF THOSE STAGES IN THE PRODUCT LIFE CYCLE APPLIES TO VODITE BRAND SELL? a. Introduction b. Growth c. Maturity d. Decline

6. WHICH OF THOSE SEGMENTS IS LIKELY TO BECOME THE LARGEST SEGMENT ON THE SONITE MARKET OVER THE NEXT FIVE PERIODS (AS OF PERIOD 7)? a. High Earners b. Professionals c. Savers

7. HOW MANY STORES CARRY BRAND MOVE IN PERIOD 7? a. Approximately 1 500 b. Approximately 5 900 c. Approximately 16 800

8. HOW MANY UNITS OF BRAND SOFT HAVE BEEN SOLD IN MASS MERCHANDISERS IN P7? a. Approximately 3 570 b. Approximately 481 700 c. Approximately 1 075 000

9. ASSUMING MARKET SHARES BY SEGMENT REMAIN THE SAME FOR BRAND MOVE, HOW MANY UNITS OF MOVE SHOULD FIRM M PRODUCE IN PERIOD 8? a. Approximately 230 600 b. Approximately 258 000 c. Approximately 2 706 000

10.WHICH COMPANY IS HAVING THE HIGHEST ADVERTISING BUDGET TARGETED AT PROFESSIONALS? a. Firm M b. Firm R c. Firm L

11.WHICH BRAND WILL BENEFIT THE MOST IF COMPANY S DECIDES TO HIRE 10 NEW SALESPEOPLE IN EACH CHANNEL (ASSUMING THAT COMPETITIVE ACTIONS REMAIN UNCHANGED)? a. SOON b. SOFT c. SOLO

12.USING THE CONJOINT ANALYSIS STUDY, WHAT PRICE WOULD YOU RECOMMEND FOR A BRAND TARGETED AT SEGMENT SAVERS? a. $ 258 b. $ 100 c. S 179

Answer 1

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1. WHAT IS THE MAIN TARGET SEGMENT FOR BRAND ROLL? B

b. Explorers

2. WOULD YOU SAY THAT THE EXPLORERS SEGMENT IS MORE PRICE SENSITIVE THAN PROFESSIONALS? A

a. Yes

3. WHICH ARE THE TWO MOST IMPORTANT CHARACTERISTICS (INCLUDING PRICE) FOR THE EXPLORERS SEGMENT? C

c. Price and power

4. WHICH OF THOSE BRANDS IS BEST POSITIONED TO THE EXPLORERS SEGMENT? B

b. ROLL

5. WHICH OF THOSE STAGES IN THE PRODUCT LIFE CYCLE APPLIES TO VODITE BRAND SELL? A

a. Introduction

6. WHICH OF THOSE SEGMENTS IS LIKELY TO BECOME THE LARGEST SEGMENT ON THE SONITE MARKET OVER THE NEXT FIVE PERIODS (AS OF PERIOD 7)? C

c. Savers

7. HOW MANY STORES CARRY BRAND MOVE IN PERIOD 7? B

b. Approximately 5 900

8. HOW MANY UNITS OF BRAND SOFT HAVE BEEN SOLD IN MASS MERCHANDISERS IN P7? B

b. Approximately 481 700

9. ASSUMING MARKET SHARES BY SEGMENT REMAIN THE SAME FOR BRAND MOVE, HOW MANY UNITS OF MOVE SHOULD FIRM M PRODUCE IN PERIOD 8? B 252060

b. Approximately 258 000

10. WHICH COMPANY IS HAVING THE HIGHEST ADVERTISING BUDGET TARGETED AT PROFESSIONALS? C

c. Firm L

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