CAPSIM MARKETING QUIZ BUSINESS POLICY BY
WILLIAMSON QNA
True or False: Forecasts are set on the Marketing Budget Detail spreadsheet. - CORRECT
ANSWER✅✅✅False.
-When the Advanced Marketing Module is activated, marketing activities are divided between two
spreadsheets. Prices and forecasts are entered on the Pricing & Forecasting spreadsheet.
True or False: Each market segment responds to different types of media (e.g. print, direct mail, etc.) to
a varying degree. It follows that each product must be identified with its target segment. Product target
segments are identified by their placement on the Perceptual Map. - CORRECT ANSWER✅✅✅False.
-The Marketing Budget Detail includes a combo box for each product that allows teams to define the
product's target segment. If teams anticipate moving a product from one segment to another (perhaps
an R&D project completes in mid year) they can define the target segment at the beginning of the year.
Each additional advertisement increases customer awareness by _____________the first. - CORRECT
ANSWER✅✅✅A lesser amount than.
-Increasing the number of advertisements does not linearly increase Awareness. When the
advertisement runs a second time, a percentage of people who saw it the first time will see it again.
Those who see the ad twice do not become aware of the product when they see it the second time.
Therefore, the second placement does not add as much Awareness as the first-- the result, diminishing
returns apply.
True or False: The Marketing Budget Detail asks teams to determine budgets by product and segment. -
CORRECT ANSWER✅✅✅True.
-On the Marketing Budget Detail, the Promotion Budget Resource sections asks teams to assign budgets
by product, but the section also asks teams to assign a target segment for each product. This facilitates
products that might start the year in one segment, then as an R&D project completes, moves to another
segment. Teams can begin promoting in the new segment prior to the move. The same holds true for a
product that will have a new segment drift over it. In the Sales Budget Resource, Sales budgets are
allocated by Segment. However, Sales budgets can be fine tuned with the Product Allocations box. For
example, if teams have two products in one segment, the Product Allocations box can be used to
prioritize one product over the other.
In the Promotion Budget Resource, teams can select which of the following media areas.
A. Print Media and Television.
WILLIAMSON QNA
True or False: Forecasts are set on the Marketing Budget Detail spreadsheet. - CORRECT
ANSWER✅✅✅False.
-When the Advanced Marketing Module is activated, marketing activities are divided between two
spreadsheets. Prices and forecasts are entered on the Pricing & Forecasting spreadsheet.
True or False: Each market segment responds to different types of media (e.g. print, direct mail, etc.) to
a varying degree. It follows that each product must be identified with its target segment. Product target
segments are identified by their placement on the Perceptual Map. - CORRECT ANSWER✅✅✅False.
-The Marketing Budget Detail includes a combo box for each product that allows teams to define the
product's target segment. If teams anticipate moving a product from one segment to another (perhaps
an R&D project completes in mid year) they can define the target segment at the beginning of the year.
Each additional advertisement increases customer awareness by _____________the first. - CORRECT
ANSWER✅✅✅A lesser amount than.
-Increasing the number of advertisements does not linearly increase Awareness. When the
advertisement runs a second time, a percentage of people who saw it the first time will see it again.
Those who see the ad twice do not become aware of the product when they see it the second time.
Therefore, the second placement does not add as much Awareness as the first-- the result, diminishing
returns apply.
True or False: The Marketing Budget Detail asks teams to determine budgets by product and segment. -
CORRECT ANSWER✅✅✅True.
-On the Marketing Budget Detail, the Promotion Budget Resource sections asks teams to assign budgets
by product, but the section also asks teams to assign a target segment for each product. This facilitates
products that might start the year in one segment, then as an R&D project completes, moves to another
segment. Teams can begin promoting in the new segment prior to the move. The same holds true for a
product that will have a new segment drift over it. In the Sales Budget Resource, Sales budgets are
allocated by Segment. However, Sales budgets can be fine tuned with the Product Allocations box. For
example, if teams have two products in one segment, the Product Allocations box can be used to
prioritize one product over the other.
In the Promotion Budget Resource, teams can select which of the following media areas.
A. Print Media and Television.
