ESB Domain 2 Lesson 2 Part 2

Jon’s company acquired 2,000 new customers last year. He spent

$10,000 in marketing costs and $6,000 in sales costs. What was Jon’s

CAC?

• $18

• $8

• $26

• $6

Erin owns an ice cream shop. She spent $5,000 in marketing expenses

and $2,000 in sales costs last year. She obtained 700 new customers.

What was Erin’s CAC?

• $100

• $5

• $10

• $9

27 | Domain 2 Lesson 2 Entrepreneurship and Small Business V.2 Project Workbook, First Edition

Sarah runs a large toy store. Last year they acquired 5,000 new customers. Her company spent $30,000 in

marketing costs and $15,000 in sales costs. What was Sarah’s CAC?

• $15

• $5

• $9

• $8

Becky owns a coffee shop. She wants to figure out her customer

retention rate for the first quarter (Q1). What is Becky’s customer

retention rate? Round to the nearest whole number.

a. Customers at the end of Q1: 250

b. Customers at the beginning Q1: 225

c. New customers in Q1: 35

d. Customer retention rate: (a)  

Steve owns a food truck. He wants to figure his retention rate for September. What is Steve’s retention rate for

September? Round to the nearest whole number.

a. Customers at the end of September: 130

b. Customers at the beginning of September: 120

c. New customers in September: 20

d. Customer retention rate (a)  

Ryan owns a music store. He wants to know his customer retention rate for the fourth quarter (Q4). What is Ryan’s

customer retention rate? Round to the nearest whole number.

a. Customers at the end of Q4: 275

b. Customers at the beginning of Q4: 260

c. New customers in Q4: 30

d. Customer retention rate: (a)  

Which element of a marketing plan outlines how products or services

will be sold and delivered to customers?

• delivery plan

• B2B

• customers delivered plan

Which element utilizes a SWOT analysis?

• Situation analysis

• Product analysis

• structural analyst

• operations analyst

Which element outlines marketing costs?

• accounting

• budget

• financial

• risk

Match the following

• Strategies and tactics

• Which element talks about the characteristics of the target market?

• target market

• Which element outlines actions needed to execute the marketing plan?

• Offer or message

• Which element shows customers the value of a company?