Web site: www.DougHall.com
Call: (513) 271-9911
Library of Congress Control Number: 2005923091
ISBN 9781578602056
Cover Design: Stephen Sullivan
Interior Design: Matthew DeRhodes
Editor: Jack Heffron
This book is dedicated
to the Revolutionaries!
To Dr. W. Edwards Deming
and
to Tom Peters—who JOLTED my thinking
—and sparked this edition.
The spirit of adventure is the fuel that drives the creative engine. It awakens the imagination, fires up the adrenaline, and ignites the willingness to learn!
TABLE OF CONTENTS
Chapter 5
Chapter 6
Answers to Marketing Brain IQ Test
Doug Hall’s Current & Future Books
MARKETING BRAIN IQ TEST
At the Eureka! Ranch we believe in measurement. We’ve found that it’s only by measuring our systems of thinking and operations that we can identify where we are and how to make meaningful improvements. To that end, this Marketing Brain IQ Test is designed to help you benchmark where you are.
All of the answers have validity in certain situations. Your job is to find the answer that is the most right most of the time. Specifically, of the options provided for each question, choose the one that offers the higher “odds of success.” The correct answers are provided in the back of the book.
NOTE: As I say during lectures and workshops, I ask that there be NO WHINING during the test. Having tested thousands of sales and marketing executives, I know that when you get an answer right, you’ll consider it validation of your brilliance. However, when you get one wrong, you might be inclined to whine. Please don’t. Consider your wrong answer to be validation of how smart you were to purchase this book.
To take the test, use a PEN and mark ON THE PAGE. Pencils are for wimps!
1. The smartest way to significantly grow sales is …
a. Build loyalty
b. Find new customers
2. To build greater annual loyalty, it’s smarter to …
a. Increase dollars purchased per purchase occasion
b. Increase frequency of purchase
3. Most new products or services fail because of …
a. Poor execution of sales and marketing
b. Poor product or service performance
c. Not being a very good idea in the first place
4. When creating ideas for new products or services, the smartest strategy is …
a. To create ideas based on listening to the “voice of the customer”
b. Create ideas that customers are not necessarily asking for
5. When presenting data to a customer, you will be most effective if …
a. You provide a clear and simple chart
b. You explain the data in clear and simple words
6. A customer letter or a print ad has the best chances of success if …
a. You respect their intelligence and write at a high-school level
b. You dumb it down and write so a ten-year-old can understand it
7. Significant overall sales growth can be realized if …
a. You cut your product line by as much as 50 percent
b. You expand your product line to service all customers
