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
8. When selling a customer it is best to …
a. Be blunt and direct about what you offer
b. Use a softer, relationship-focused approach
9. Building customer credibility is most effective if you offer …
a. A product demonstration
b. Testimonials from satisfied customers
10. Forced to choose, buyers prefer salespeople who are …
a. Highly dependable
b. Highly competent
11. The smartest way to introduce a new consumer product or service is to …
a. Introduce it at a lower price to generate trial
b. Keep your price at list price from the beginning
12. In industrial marketing it’s nine times more important to focus on …
a. Price advantages
b. Performance and quality advantages
13. With a major breakthrough product or service, you can usually tell …
a. You have a winner within twelve months
b. It usually takes as much as six years before you can tell
FOREWORD
{by Sergio Zyman}
Jump Start Your MARKETING Brain is a proven playbook for surviving in the current world and for growing your business in general.
In place of mindless gimmicks and tricks, it delivers rock-solid data, insightful truths, and market-altering ideas that will help you get to your business destination.
This book shows you how to quantitatively tilt the odds of success in your favor. The book also documents practical ideas for making a measurable difference in your sales and marketing results.
In a nutshell, the book teaches what I preach: “How to sell more, to more people, for more money, more efficiently.” It also does something that I like to do over and over again, which is to blow up the black box of marketing and to replace it