Question

EuroDisney opened in 1992, but unlike the American version, the theme park was a financial bust. Why?

Select one:

a. Disney made the incorrect assumptions about the size of the pool of European travellers and tourists comprising market demand.

b. They had difficulty hiring and training skilled staff resulting in poor customer service and bad word-of-mouth advertising.

c. Disney assumed the attractions featured in America would be equally exciting to European travellers because many European travelers came to America to visit our theme parks.

d. Although Disney attracted enough visitors, the value of the dollar versus the Euro caused the park to show numerous financial losses.

Question 2

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A marketing dashboard is a collection of pertinent parts of company scorecards known as metrics that measure marketing performance.

Select one:

True

False

Question 3

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A company that creates a broad plan that identifies its most promising markets and analyzes competitor solutions and market opportunities has developed what kind of plan?

Select one:

a. Operational Plan

b. Strategic Plan

c. Functional Plan

d. Marketing Plan

Question 4

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The first task of a marketing plan for a company with a Mission is to evaluate the organization's business environment including its potential opportunities and threats.

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True

False

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AARP is a very good direct marketing company. So when the marketing manager became concerned that AARP products and services were not selling as well to the upcoming generation of senior citizens (the Baby Boom generation) compared to prior generations, she employed a market researcher to analyze responses to AARP's recent test marketing of different product offerings directed to Baby Boomers. Based on one of the answers below, it is clear that the researcher didn't understand the research problem that the marketer wanted addressed by the research project. Which of these conclusions from the researcher would indicate that the marketer and the researcher had a misunderstanding of the research problem?

Select one:

a.

It is clear that Baby Boomers respond poorly to bus tour offers because they are more interested in staying young than prior generations.

b.

We see that Baby Boomers respond better to cruise offers than European vacations because they seek a variety of convenient activities.

c.

We believe that Baby Boomers see themselves as youthful, and we advise AARP to start selling discounted music and electronics as soon as possible.

d.

Our analysis shows that your tests offering discounts on products were far less powerful than those offering exciting experiences to Baby Boomers.

Answer 1

EuroDisney opened in 1992, but unlike the American version, the theme park was a financial bust. Why?

Select one:

a. Disney made the incorrect assumptions about the size of the pool of European travellers and tourists comprising market demand.

b. They had difficulty hiring and training skilled staff resulting in poor customer service and bad word-of-mouth advertising.

c. Disney assumed the attractions featured in America would be equally exciting to European travellers because many European travelers came to America to visit our theme parks.

d. Although Disney attracted enough visitors, the value of the dollar versus the Euro caused the park to show numerous financial losses.

Ans) Euro Disney which opened as theme park in 1992 was a financial bust. D) Although Disney attracted enough visitors, the value of the dollar versus the Euro caused the park to show numerous financial losses. As Disney has cited very high interest rate and devaluation of currencies against franc.

Question 2

A marketing dashboard is a collection of pertinent parts of company scorecards known as metrics that measure marketing performance.

Select one:

True

False

Ans) True as the marketers spend a significant amount of time trying to identify the “right “metrics and communicate them effectively to internal constituents in an effort to better understand the relationships between marketing expenditures and financial value creation for the firm.

Question 3

A company that creates a broad plan that identifies its most promising markets and analyzes competitor solutions and market opportunities has developed what kind of plan?

Select one:

a. Operational Plan

b. Strategic Plan

c. Functional Plan

d. Marketing Plan

Ans)

d) Marketing Plan is the plan that identifies its most promising markets and analyzes competitor solutions and market opportunities has developed.

Question 4

The first task of a marketing plan for a company with a Mission is to evaluate the organization's business environment including its potential opportunities and threats.

Select one:

True it

False

Ans) True as it evaluates the organization's business environment including its potential opportunities and threats.

Question 5

AARP is a very good direct marketing company. So when the marketing manager became concerned that AARP products and services were not selling as well to the upcoming generation of senior citizens (the Baby Boom generation) compared to prior generations, she employed a market researcher to analyze responses to AARP's recent test marketing of different product offerings directed to Baby Boomers. Based on one of the answers below, it is clear that the researcher didn't understand the research problem that the marketer wanted addressed by the research project. Which of these conclusions from the researcher would indicate that the marketer and the researcher had a misunderstanding of the research problem?

Select one?

a) It is clear that Baby Boomers respond poorly to bus tour offers because they are more interested in staying young than prior generations?

An)

C) We believe that Baby Boomers see themselves as youthful, and we advise AARP to start selling discounted music and electronics as soon as possible. It is to be believed that Baby Boomers see themselves as youthful, and is advised to start selling discounted music and electronics as soon as possible. The analysis shows that  your tests offering discounts on products were far less powerful than those offering exciting experiences to Baby.