1645014126 2022 02 07 Exam SM 2nd call

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Strategy & Marketing Written Exam Academic Year: 2021-2022 Prof. Davide Chiaroni Multiple Choice Test February 7th, 2022 Examination Session Time allowed: 30 minutes Please answer all the questions below. Notice that each correct answer is worth 1.5 points. Each wrong answer implies a deduction of -0.25 points. 1. A Company selling kitchen appliances segments its market into heavy users and occasional users. Which typology of segmentation approach is the Company applying? (1.5 Points) By product By customer characteristics By customer behavior By customer needs 2.Brand image can be defined as: (1.5 Points) How the customer perceives the brand The company’s promise to its target customers How the company wants to be perceived Which principles the company wants to represent 3.What has to be included in the “Key Resources” building block of the Business Model Canvas: (1.5 Points) A list of the resources the company has The strategic resources at the basis of the competitive advantage of the company The financial and intangible resources of the company 4.A sustainable competitive advantage: (1.5 Points) Is based on a differentiation advantage that can be hardly overcome by competing companies Is possible only when a favorable foreseen external context where the stability of conditions makes the competitive advantage achieved by the company stable over time Has to be continuously nurtured by the company for keeping it in the long term 5.If a company pursues a “profit orientation” in pricing, which are its key pricing objectives? (1.5 Points) Volume, market share and growth rate Contribution margin, ROI and rapid recovery of R&D investments Volume and rapid recovery of R&D investments Creating brand image, market share and cash flow 6.You have recently founded a…