Question 1

Annual-plan control requires making sure the company isn't overspending to achieve sales goals. The key ratio to watch is ________.

Accepted Answer

A)  stock turnover 
B)  gross margin 
C)  return on capital 
D)  cash flow return on investment 
E)  marketing expense-to-sales 
A)  stock turnover 
B)  gross margin 
C)  return on capital 
D)  cash flow return on investment 
E)  marketing expense-to-sales

Question 2

Who is primarily responsible for efficiency control?

Accepted Answer

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

Question 3

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Accepted Answer

A) True 
 B)False

Question 4

To succeed in the future, marketing must ________.

Accepted Answer

A)  become more holistic 
B)  build brands through promotion rather than performance 
C)  be more departmental 
D)  focus on free-spending 
E)  rely more on mass marketing 
A)  become more holistic 
B)  build brands through promotion rather than performance 
C)  be more departmental 
D)  focus on free-spending 
E)  rely more on mass marketing

Question 5

What is the full-cost approach of evaluating a marketing entity's performance?

Accepted Answer

When evaluating a marketing entity's per

Question 6

Which of the following business practices involves reducing the number of organizational levels to get closer to the customer?

Accepted Answer

A)  flattening 
B)  globalizing 
C)  decentralization 
D)  merging 
E)  justifying 
A)  flattening 
B)  globalizing 
C)  decentralization 
D)  merging 
E)  justifying

Question 7

Corporate philanthropy can pose problems even when done with the best intentions. Explain.

Accepted Answer

Philanthropic efforts by compa

Question 8

A disadvantage of the product-management organization is that ________.

Accepted Answer

A)  it marginalizes a company's smaller brands 
B)  it reduces organizational responsiveness to new products in the marketplace 
C)  product managers generally exercise authority outside their areas of responsibility 
D)  it prevents product managers from gaining sufficient expertise in their product areas 
E)  it fails to build long-term strengths as brand managers normally manage brands for only short periods 
A)  it marginalizes a company's smaller brands 
B)  it reduces organizational responsiveness to new products in the marketplace 
C)  product managers generally exercise authority outside their areas of responsibility 
D)  it prevents product managers from gaining sufficient expertise in their product areas 
E)  it fails to build long-term strengths as brand managers normally manage brands for only short periods

Question 9

Transforming into a true market-driven company requires organizing around ________.

Accepted Answer

A)  sales 
B)  customer segments 
C)  products 
D)  functions 
E)  brands 
A)  sales 
B)  customer segments 
C)  products 
D)  functions 
E)  brands

Question 10

Companies that produce many products for many markets may adopt a ________ marketing organization.

Accepted Answer

A)  flat 
B)  brand 
C)  product 
D)  matrix 
E)  top-down 
A)  flat 
B)  brand 
C)  product 
D)  matrix 
E)  top-down

Question 11

Social marketing is a new trend in marketing.

Accepted Answer

A) True 
 B)False

Question 12

Explain the product- or brand-management organization and list its advantages and disadvantages.

Accepted Answer

Companies producing a variety of product

Question 13

The purpose of profitability control is to ________.

Accepted Answer

A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution 
A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution

Question 14

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n) ________.

Accepted Answer

A)  cost of labor 
B)  traceable common cost 
C)  nontraceable common cost 
D)  advertising cost 
E)  direct cost 
A)  cost of labor 
B)  traceable common cost 
C)  nontraceable common cost 
D)  advertising cost 
E)  direct cost

Question 15

Cause-related marketing is part of ________.

Accepted Answer

A)  sustainability 
B)  corporate societal marketing 
C)  social media 
D)  global marketing 
E)  community marketing 
A)  sustainability 
B)  corporate societal marketing 
C)  social media 
D)  global marketing 
E)  community marketing

Question 16

A(n) ________ market share of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the company is gaining on its leading competitor.

Accepted Answer

A)  overall 
B)  served 
C)  potential 
D)  relative 
E)  actual 
A)  overall 
B)  served 
C)  potential 
D)  relative 
E)  actual

Question 17

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

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 18

Which of the following is likely to be an important trend in marketing in the future?

Accepted Answer

A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing 
A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing

Question 19

Which of the following is the main advantage of a functional marketing organization?

Accepted Answer

A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships 
A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships

Question 20

In the context of overall market share, customer loyalty refers to the percentage of all customers who buy from the company.

Accepted Answer

A) True 
 B)False

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

Annual-plan control requires making sure the company isn't overspending to achieve sales goals. The key ratio to watch is ________.

Who is primarily responsible for efficiency control?

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

To succeed in the future, marketing must ________.

What is the full-cost approach of evaluating a marketing entity's performance?

Which of the following business practices involves reducing the number of organizational levels to get closer to the customer?

Corporate philanthropy can pose problems even when done with the best intentions. Explain.

A disadvantage of the product-management organization is that ________.

Transforming into a true market-driven company requires organizing around ________.

Companies that produce many products for many markets may adopt a ________ marketing organization.

Social marketing is a new trend in marketing.

Explain the product- or brand-management organization and list its advantages and disadvantages.

The purpose of profitability control is to ________.

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n) ________.

Cause-related marketing is part of ________.

A(n) ________ market share of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the company is gaining on its leading competitor.

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

Which of the following is likely to be an important trend in marketing in the future?

Which of the following is the main advantage of a functional marketing organization?

In the context of overall market share, customer loyalty refers to the percentage of all customers who buy from the company.

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