Question 1

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu

Question 2

Which of the following is true regarding cause-related marketing?

Accepted Answer

A)  The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B)  Many companies focus on multiple causes to simplify execution and maximize impact. 
C)  Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D)  Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E)  In order to avoid public backlash, firms are advised to adopt a hard-sell approach to their cause efforts. 
A)  The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B)  Many companies focus on multiple causes to simplify execution and maximize impact. 
C)  Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D)  Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E)  In order to avoid public backlash, firms are advised to adopt a hard-sell approach to their cause efforts.

Question 3

What is sustainability? How is it related to the concept of greenwashing?

Accepted Answer

Sustainability is the ability to meet hu

Question 4

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 5

Merging involves ________.

Accepted Answer

A)  reducing the number of organizational levels to get closer to the customer 
B)  removing barriers that separate organizational departments 
C)  partnering with fewer but better value-adding suppliers 
D)  working more closely with customers to add value to their operations 
E)  acquiring firms in the same or complementary industries 
A)  reducing the number of organizational levels to get closer to the customer 
B)  removing barriers that separate organizational departments 
C)  partnering with fewer but better value-adding suppliers 
D)  working more closely with customers to add value to their operations 
E)  acquiring firms in the same or complementary industries

Question 6

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Accepted Answer

A) True 
 B)False

Question 7

One opportunity for designing a cause program so the sponsoring company is not overlooked among other corporate sponsors is to support a(n) ________, or a disease that afflicts fewer than 200,000 people.

Accepted Answer

A)  orphan cause 
B)  overlooked calamity 
C)  behavioral campaign 
D)  social marketing plan 
E)  value campaign 
A)  orphan cause 
B)  overlooked calamity 
C)  behavioral campaign 
D)  social marketing plan 
E)  value campaign

Question 8

Often the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise.

Accepted Answer

A) True 
 B)False

Question 9

________ refers to the ability to meet humanity's needs without harming future generations.

Accepted Answer

A)  Greenwashing 
B)  Sustainability 
C)  Ecological footprinting 
D)  Scalability 
E)  Legal practice 
A)  Greenwashing 
B)  Sustainability 
C)  Ecological footprinting 
D)  Scalability 
E)  Legal practice

Question 10

As long as finance focuses on short-term profit, it will oppose major investments designed to build satisfied, loyal customers. Which of the following steps that a marketing CEO can take to create a market- and customer-focused company can help a CEO overcome this challenge?

Accepted Answer

A)  Empower the employees. 
B)  Get outside help and guidance. 
C)  Install a modern marketing planning system. 
D)  Change the company's reward measurement and system. 
E)  Develop strong in-house marketing training programs. 
A)  Empower the employees. 
B)  Get outside help and guidance. 
C)  Install a modern marketing planning system. 
D)  Change the company's reward measurement and system. 
E)  Develop strong in-house marketing training programs.

Question 11

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following should be done to increase the likelihood that social marketing programs will be successful?

Accepted Answer

A)  Choose target markets that are the least ready to respond. 
B)  Promote multiple, doable behaviors in clear, simple terms. 
C)  Make it easy to adopt the behavior. 
D)  Adopt a soft sell approach, as opposed to attention grabbing messages. 
E)  Explain the benefits in an exaggerated manner. 
A)  Choose target markets that are the least ready to respond. 
B)  Promote multiple, doable behaviors in clear, simple terms. 
C)  Make it easy to adopt the behavior. 
D)  Adopt a soft sell approach, as opposed to attention grabbing messages. 
E)  Explain the benefits in an exaggerated manner.

Question 13

Some business practices, such as deceptive advertising, exclusive dealing, and predatory competition, sharply divide critics regarding whether they are clearly unethical or illegal.

Accepted Answer

A) True 
 B)False

Question 14

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Accepted Answer

A)  Annual plan control 
B)  Profitability control 
C)  Efficiency control 
D)  Strategic control 
E)  Marketing resource management (MRM) 
A)  Annual plan control 
B)  Profitability control 
C)  Efficiency control 
D)  Strategic control 
E)  Marketing resource management (MRM)

Question 15

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 16

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

A) True 
 B)False

Question 17

Cause marketing has a particularly interested audience in civic-minded ________.

Accepted Answer

A)  Millennial consumers 
B)  baby boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  shadow boomers 
A)  Millennial consumers 
B)  baby boomers 
C)  Gen Xers 
D)  Gen Yers 
E)  shadow boomers

Question 18

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Accepted Answer

A) True 
 B)False

Question 19

The cost of operating the common manufacturing facility is a(n) ________ cost.

Accepted Answer

A)  opportunity 
B)  traceable 
C)  nontraceable 
D)  sunk 
E)  differential 
A)  opportunity 
B)  traceable 
C)  nontraceable 
D)  sunk 
E)  differential

Question 20

What skills and competencies will marketers need to succeed in the future?

Accepted Answer

Marketing must become more holistic and

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

Give an example of a cognitive social marketing campaign.

Which of the following is true regarding cause-related marketing?

What is sustainability? How is it related to the concept of greenwashing?

The annual plan control process begins with measuring performance.

Merging involves ________.

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

One opportunity for designing a cause program so the sponsoring company is not overlooked among other corporate sponsors is to support a(n) ________, or a disease that afflicts fewer than 200,000 people.

Often the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise.

________ refers to the ability to meet humanity's needs without harming future generations.

As long as finance focuses on short-term profit, it will oppose major investments designed to build satisfied, loyal customers. Which of the following steps that a marketing CEO can take to create a market- and customer-focused company can help a CEO overcome this challenge?

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Which of the following should be done to increase the likelihood that social marketing programs will be successful?

Some business practices, such as deceptive advertising, exclusive dealing, and predatory competition, sharply divide critics regarding whether they are clearly unethical or illegal.

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Corporate philanthropy as a whole is on the rise.

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Cause marketing has a particularly interested audience in civic-minded ________.

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

The cost of operating the common manufacturing facility is a(n) ________ cost.

What skills and competencies will marketers need to succeed in the future?

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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