1645266450 February 7th 2022 Examination Session

Pagina 1

Strategy & Marke,ng Wri0en Exam Academic Year: 2021-2022 Prof. Davide Chiaroni Mul$ple Choice Test February 7th, 2022 Examina$on Session Time allowed: 30 minutes Please answer all the ques$ons below. No$ce that each correct answer is worth 1.5 points. Each wrong answer implies a deduc$on of -0.25 points. 1.A Company selling kitchen appliances segments its market into heavy users and occasional users. Which typology of segmenta$on approach is the Company applying? (1.5 Points) By product By customer characteris$cs 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:Immersive Reader (1.5 Points) A list of the resources the company has The strategic resources at the basis of the compe$$ve advantage of the company The financial and intangible resources of the company 4.A sustainable compe$$ve advantage: (1.5 Points) Is based on a differen$a$on advantage that can be hardly overcome by compe$ng companies Is possible only when a favorable foreseen external context where the stability of condi$ons makes the compe$$ve advantage achieved by the company stable over $me Has to be con$nuously nurtured by the company for keeping it in the long term 5.If a company pursues a “profit orienta$on” in pricing, which are its key pricing objec$ves? (1.5 Points) Volume, market share and growth rate Contribu$on margin, ROI and rapid recovery of R&D investments Volume and rapid recovery of R&D investments Crea$ng brand image, market share and cash flow 6.You have recently founded a micro-brewery in northern…