MAC Strategic Planning & Analysis 3

Question 1

A CMO asks for a 'marketing mix optimization' study. Which analytical technique is most commonly applied?

Accepted Answer

Marketing Mix Modeling (MMM)

Answer

Marketing Mix Modeling (MMM) uses regression-based statistical methods to decompose sales into contributions from each marketing channel and external factor.

Question 2

A strategic plan identifies a 'cash cow' business unit. The recommended resource allocation strategy is to:

Accepted Answer

Harvest profits and limit new investment

Answer

Cash cows generate high profits in low-growth markets; the BCG strategy is to harvest returns while minimizing reinvestment.

Question 3

Which of the following is an example of a lagging indicator in a marketing strategic plan?

Accepted Answer

Annual revenue growth

Answer

Annual revenue growth reflects outcomes that have already occurred, making it a lagging indicator rather than a predictive or real-time signal.

Question 4

In strategic segmentation, 'behavioral segmentation' groups customers based on:

Accepted Answer

Purchase patterns, usage rate, and brand loyalty

Answer

Behavioral segmentation uses actual customer actions — such as purchase frequency, brand loyalty, and product usage — to group audiences.

Question 5

A company's strategic plan calls for 'penetration pricing.' What is the primary marketing analytics KPI to validate this strategy's success?

Accepted Answer

Market share growth rate

Answer

Penetration pricing aims to rapidly gain market share by pricing low, so market share growth rate is the direct success metric.

(MAC) Marketing Analytics Certification Practice Test

(MAC) Marketing Analytics Certification Practice Test

MAC Strategic Planning & Analysis 3