CMA Marketing Planning & Budgeting 2

Question 1

The objective-and-task budgeting method requires marketers to first:

Accepted Answer

Define specific marketing objectives and then estimate the costs of tasks needed to achieve them

Answer

The objective-and-task method starts by defining clear objectives, then identifies the tasks required to meet them, and finally sums the costs of those tasks to arrive at the budget.

Question 2

What is the competitive parity budgeting approach?

Accepted Answer

Setting the marketing budget to match or benchmark against competitors' spending levels

Answer

Competitive parity budgeting sets spending levels based on what rivals spend, under the assumption that matching their investment maintains market share.

Question 3

In marketing planning, what does the acronym SMART stand for when applied to objective-setting?

Accepted Answer

Specific, Measurable, Achievable, Relevant, Time-bound

Answer

SMART objectives are Specific, Measurable, Achievable, Relevant, and Time-bound, ensuring goals are clear and trackable.

Question 4

Which term describes the ratio of a brand's advertising spend to total category advertising spend, used to gauge marketing weight relative to competitors?

Accepted Answer

Share of voice (SOV)

Answer

Share of voice (SOV) measures a brand's advertising spend as a percentage of total category spending, indicating its relative presence in the market.

Question 5

A marketing audit differs from a routine performance review primarily because it:

Accepted Answer

Provides a comprehensive, systematic examination of the entire marketing environment, objectives, and strategies

Answer

A marketing audit is a broad, systematic evaluation of all marketing activities, environment, objectives, and strategies—not just financial results or a single channel.

CMA - Certified Marketing Analyst Practice Test

CMA - Certified Marketing Analyst Practice Test

CMA Marketing Planning & Budgeting 2