Question 1

The first step in the social marketing planning process is ________.

Accepted Answer

A)  determining the focus of the program 
B)  selecting the target audience 
C)  setting objectives and goals 
D)  designing the market offering 
E)  finding a source of funding 
A)  determining the focus of the program 
B)  selecting the target audience 
C)  setting objectives and goals 
D)  designing the market offering 
E)  finding a source of funding

Question 2

List some of the marketing trends that are likely to emerge in the near future.

Accepted Answer

The coming years will see:
• The demise

Question 3

Which of the following is true about market share?

Accepted Answer

A)  Outside forces affect all companies in the same way. 
B)  A company's performance should be judged against the average performance of all companies. 
C)  A decline in market share does not necessarily mean the company is performing worse than are other companies. 
D)  A decline in market share cannot be deliberately engineered. 
E)  All shifts in market share have marketing significance. 
A)  Outside forces affect all companies in the same way. 
B)  A company's performance should be judged against the average performance of all companies. 
C)  A decline in market share does not necessarily mean the company is performing worse than are other companies. 
D)  A decline in market share cannot be deliberately engineered. 
E)  All shifts in market share have marketing significance.

Question 4

________ marketing by nonprofit or government organizations furthers a cause.

Accepted Answer

A)  Corporate societal 
B)  Brand 
C)  Causal 
D)  Social 
E)  Place 
A)  Corporate societal 
B)  Brand 
C)  Causal 
D)  Social 
E)  Place

Question 5

The product-management organization replaces the functional organization in the firm.

Accepted Answer

A) True 
 B)False

Question 6

Briefly explain the concept of annual-plan control.

Accepted Answer

Annual-plan control ensures the company

Question 7

The coming years will see the rise of the marketing department and the demise of holistic marketing.

Accepted Answer

A) True 
 B)False

Question 8

IBM lets frontline employees spend up to $5,000 to solve a customer problem on the spot, which is an example of which of the following steps that a marketing CEO can take to create a market- and customer-focused company?

Accepted Answer

A)  Empower the employees. 
B)  Hire strong marketing talent. 
C)  Get outside help and guidance. 
D)  Install a modern marketing planning system. 
E)  Develop strong in-house marketing training programs. 
A)  Empower the employees. 
B)  Hire strong marketing talent. 
C)  Get outside help and guidance. 
D)  Install a modern marketing planning system. 
E)  Develop strong in-house marketing training programs.

Question 9

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?

Accepted Answer

A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. 
A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior.

Question 10

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

Accepted Answer

A)  effective reach 
B)  customer acquisition costs 
C)  market share 
D)  stocks cover in days 
E)  response rate 
A)  effective reach 
B)  customer acquisition costs 
C)  market share 
D)  stocks cover in days 
E)  response rate

Question 11

________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Accepted Answer

A)  Internal marketing 
B)  Corporate communications 
C)  Integrated marketing communications 
D)  Supply chain management 
E)  Employee engagement 
A)  Internal marketing 
B)  Corporate communications 
C)  Integrated marketing communications 
D)  Supply chain management 
E)  Employee engagement

Question 12

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

Accepted Answer

A) True 
 B)False

Question 13

To succeed in the future, marketing must be more holistic and less departmental.

Accepted Answer

A) True 
 B)False

Question 14

________ gives products the appearance of being more environmentally friendly without living up to that promise.

Accepted Answer

A)  Ambush marketing 
B)  Greenwashing 
C)  Astroturfing 
D)  Viral marketing 
E)  Green politics 
A)  Ambush marketing 
B)  Greenwashing 
C)  Astroturfing 
D)  Viral marketing 
E)  Green politics

Question 15

Which of the following represents the objective of a cognitive social marketing campaign?

Accepted Answer

A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes. 
A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes.

Question 16

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true of building a creative marketing organization?

Accepted Answer

A)  It is enough if firms are customer-oriented. 
B)  Companies must watch trends and be ready to capitalize on them. 
C)  Firms should focus more on efficiency rather than innovation. 
D)  Companies should attempt to minimize risks as much as possible. 
E)  Firms should focus on protecting their existing markets and physical resources. 
A)  It is enough if firms are customer-oriented. 
B)  Companies must watch trends and be ready to capitalize on them. 
C)  Firms should focus more on efficiency rather than innovation. 
D)  Companies should attempt to minimize risks as much as possible. 
E)  Firms should focus on protecting their existing markets and physical resources.

Question 18

A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

Accepted Answer

A)  marketing plan 
B)  test market 
C)  marketing audit 
D)  market-based scorecard analysis 
E)  marketing metric 
A)  marketing plan 
B)  test market 
C)  marketing audit 
D)  market-based scorecard analysis 
E)  marketing metric

Question 19

In the future, there will be greater emphasis on precision marketing as opposed to mass marketing.

Accepted Answer

A) True 
 B)False

Question 20

What are some of the forces that are driving companies to practice corporate social responsibility?

Accepted Answer

A number of forces are driving companies

Exam 23: Managing a Holistic Marketing Organization for the Long Run

The first step in the social marketing planning process is ________.

List some of the marketing trends that are likely to emerge in the near future.

Which of the following is true about market share?

________ marketing by nonprofit or government organizations furthers a cause.

The product-management organization replaces the functional organization in the firm.

Briefly explain the concept of annual-plan control.

The coming years will see the rise of the marketing department and the demise of holistic marketing.

IBM lets frontline employees spend up to $5,000 to solve a customer problem on the spot, which is an example of which of the following steps that a marketing CEO can take to create a market- and customer-focused company?

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

To succeed in the future, marketing must be more holistic and less departmental.

________ gives products the appearance of being more environmentally friendly without living up to that promise.

Which of the following represents the objective of a cognitive social marketing campaign?

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

Which of the following is true of building a creative marketing organization?

In the future, there will be greater emphasis on precision marketing as opposed to mass marketing.

What are some of the forces that are driving companies to practice corporate social responsibility?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

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