Tentamen (uitwerkingen)
Voorbeeldvragen marketing 2018
- Vak
- Marketing
- Instelling
- Universiteit Gent (UGent)
Examenvragen gesteld via Curios door Dirk van den Poel in 2018
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Voorbeeld van de inhoud
1. paper “How P&G Tripled Its Innovation Success Rate” nieuw 20 aug 2015This is a question about the paper “How P&G Tripled Its Innovation Success Rate”. P&G has started a
“new-growth factory”. Which initiatives are part of this “new-growth factory”, and help the company
to foster and guide innovation?
All answers mentioned here are correct.
New-business creation groups
Focused project teams
Entrepreneurial guides
Uw antwoord is juist.
2. paper “Innovations’ Origins: When, By Whom, and How Are Radical Innovations Developed?” by
Golder et al. (2009)” nieuw 20 aug 2015
Which of the following statements based on the article “Innovations’ Origins: When, By Whom, and
How Are Radical Innovations Developed?” by Golder et al. (2009) is true?
During the gestation phase the role of the prototype pioneers is especially prominent.
Innovations that are radical draw little inspiration from existing products and services.
Many examples of companies considered in this study led product development from the first
concept to macro-commercialization.
Macro-commercialization is typically quickly followed by rapid sales take-off.
Uw antwoord is juist. p. 168: "The culminating event of the gestation stage is the first prototype. The
individual (or group) developing the first prototype is the prototype pioneer"
3. paper “CRM at a pay-TV company: Using analytical models to reduce customer attrition by
targeted marketing for subscription services” nieuw 20 aug 2015
Which of the following statements based on the article “CRM at a pay-TV company: Using analytical
models to reduce customer attrition by targeted marketing for subscription services” by Burez and
, Van den Poel (2007) is true?
The out-of-period data was used to estimate the stability of the classification results.
A satisfaction survey was found to be a less effective measure for customer retention compared
to free movie tickets or restaurant dinners.
In order to optimize profits and reduce customer attrition, companies should target as many
active customer as possible.
The study used the data collected over the same time period to estimate explanatory variables
and to check whether customers have churned or not.
Uw antwoord is juist. p. 282, Table 3.
4. gastspreker Guy Brusselmans (Bain en Co) nieuw mei 2016
Which of the following statements by Guy Brusselmans (Bain en Co) is INcorrect?
Relative penetration levels generally are not consistent across packs and channels.
In strategic plans, most brands are planned to gain share in their category. But the reality is
harsh: - Less than 5% of brands succeed to grow and outperform competition over the long run - Less
than 15% of brands consistently outgrew their category in last 4 years - 9 out of 10 new brands fail:
80% fail straight away within the first months; another 10% within 5 years after introduction.
Winners (in the domain of sustained brand growth) consistently do 3 things right: 1. Get inspired
by actual behaviours (i.e., “What consumers say is not what they do”); 2. Think multi-year asset-
building (i.e., "Brands are assets. Growing them in value requires continued and sustained
investment and consistency in execution"); 3. Make clear choices (i.e., “You can grow anything but
not everything”).
Churn rates of 50% are not uncommon, even for big brands.
Uw antwoord is juist.
5. Culturele dimensies van Hofstede
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