Question 1

Which of the following represents the objective of a social marketing campaign aimed at changing people's actions?

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 2

Which of the following observations is true?

Accepted Answer

A)  In today's business environment, marketers are mainly middlemen. 
B)  Marketing has the sole ownership of customer interactions. 
C)  Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer. 
D)  Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message. 
E)  Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities. 
A)  In today's business environment, marketers are mainly middlemen. 
B)  Marketing has the sole ownership of customer interactions. 
C)  Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer. 
D)  Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message. 
E)  Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities.

Question 3

________ involves studying "best practice companies" to improve performance.

Accepted Answer

A)  Empowering 
B)  Globalizing 
C)  Flattening 
D)  Benchmarking 
E)  Focusing 
A)  Empowering 
B)  Globalizing 
C)  Flattening 
D)  Benchmarking 
E)  Focusing

Question 4

There are three types of product-team structures. These are ________.

Accepted Answer

A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams 
A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams

Question 5

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

Accepted Answer

A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate 
A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate

Question 6

________, or reducing the number of organizational levels to get closer to the customer, is one of the important shifts in marketing and business practices.

Accepted Answer

A)  Merging 
B)  Flattening 
C)  Globalizing 
D)  Focusing 
E)  Justifying 
A)  Merging 
B)  Flattening 
C)  Globalizing 
D)  Focusing 
E)  Justifying

Question 7

What is a marketing audit? Explain the four characteristics of a marketing audit.

Accepted Answer

A marketing audit is a comprehensive, sy

Question 8

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

Accepted Answer

A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets 
A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets

Question 9

________ is market share in comparison to the largest competitor.

Accepted Answer

A)  Relative market share 
B)  Served market share 
C)  Overall market share 
D)  Market value 
E)  Target market share 
A)  Relative market share 
B)  Served market share 
C)  Overall market share 
D)  Market value 
E)  Target market share

Question 10

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.

Accepted Answer

A)  middlemen 
B)  opinion leaders 
C)  clients 
D)  influencers 
E)  end consumers 
A)  middlemen 
B)  opinion leaders 
C)  clients 
D)  influencers 
E)  end consumers

Question 11

The ________ is primarily responsible for strategic control.

Accepted Answer

A)  line and staff management 
B)  marketing auditor 
C)  marketing controller 
D)  middle management 
E)  BAMT 
A)  line and staff management 
B)  marketing auditor 
C)  marketing controller 
D)  middle management 
E)  BAMT

Question 12

Define sale-variance analysis and microsales analysis.

Accepted Answer

Sales-variance analysis measures the rel

Question 13

When customers fall into different user groups with distinct buying preferences and practices, a ________ organization is desirable.

Accepted Answer

A)  market-management 
B)  product-management 
C)  brand-management 
D)  geographic 
E)  functional 
A)  market-management 
B)  product-management 
C)  brand-management 
D)  geographic 
E)  functional

Question 14

In order to promote ethical cultures, companies should do all of the following EXCEPT ________.

Accepted Answer

A)  disseminate a written code of ethics 
B)  build a company tradition of ethical behavior 
C)  hold people responsible for observing ethical and legal guidelines 
D)  ensure every employee knows and observes relevant laws 
E)  encourage business practices that are not clearly ethical or unethical 
A)  disseminate a written code of ethics 
B)  build a company tradition of ethical behavior 
C)  hold people responsible for observing ethical and legal guidelines 
D)  ensure every employee knows and observes relevant laws 
E)  encourage business practices that are not clearly ethical or unethical

Question 15

________ analysis looks at specific products, territories, and so forth that failed to produce expected sales.

Accepted Answer

A)  Microsales 
B)  Sales variance 
C)  Expense-to-sales 
D)  Full costing 
E)  Financial 
A)  Microsales 
B)  Sales variance 
C)  Expense-to-sales 
D)  Full costing 
E)  Financial

Question 16

Which of the following represents the objective of a social marketing campaign aimed at changing people's behavior?

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)  Attract people with obesity to sign up for a one-time free medical check up. 
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)  Attract people with obesity to sign up for a one-time free medical check up.

Question 17

The cost of land where a plant that manufactures common parts is set up falls under ________ costs.

Accepted Answer

A)  traceable common 
B)  nontraceable common 
C)  variable 
D)  manufacturing 
E)  material 
A)  traceable common 
B)  nontraceable common 
C)  variable 
D)  manufacturing 
E)  material

Question 18

What are the steps involved in marketing profitability analysis?

Accepted Answer

The steps involved in marketing profitab

Question 19

The manufacturer launches a brand building advertising campaign. The campaign does not promote any one specific car but is aimed at promoting the company as a whole. Which type of cost does this fall under?

Accepted Answer

A)  direct costs 
B)  material costs 
C)  nontraceable costs 
D)  traceable costs 
E)  labor costs 
A)  direct costs 
B)  material costs 
C)  nontraceable costs 
D)  traceable costs 
E)  labor costs

Question 20

Marketing effectiveness rating instruments and marketing audits are approaches to ________ control.

Accepted Answer

A)  annual-plan 
B)  profitability 
C)  efficiency 
D)  strategic 
E)  statistical 
A)  annual-plan 
B)  profitability 
C)  efficiency 
D)  strategic 
E)  statistical

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

Which of the following represents the objective of a social marketing campaign aimed at changing people's actions?

Which of the following observations is true?

________ involves studying "best practice companies" to improve performance.

There are three types of product-team structures. These are ________.

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

________, or reducing the number of organizational levels to get closer to the customer, is one of the important shifts in marketing and business practices.

What is a marketing audit? Explain the four characteristics of a marketing audit.

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

________ is market share in comparison to the largest competitor.

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.

The ________ is primarily responsible for strategic control.

Define sale-variance analysis and microsales analysis.

When customers fall into different user groups with distinct buying preferences and practices, a ________ organization is desirable.

In order to promote ethical cultures, companies should do all of the following EXCEPT ________.

________ analysis looks at specific products, territories, and so forth that failed to produce expected sales.

Which of the following represents the objective of a social marketing campaign aimed at changing people's behavior?

The cost of land where a plant that manufactures common parts is set up falls under ________ costs.

What are the steps involved in marketing profitability analysis?

The manufacturer launches a brand building advertising campaign. The campaign does not promote any one specific car but is aimed at promoting the company as a whole. Which type of cost does this fall under?

Marketing effectiveness rating instruments and marketing audits are approaches to ________ control.

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

Filters