Question 1

A company selling in a national market often organizes its sales force along ________.

Accepted Answer

A)  functional groups 
B)  geographic lines 
C)  product teams 
D)  brand groups 
E)  product categories 
A)  functional groups 
B)  geographic lines 
C)  product teams 
D)  brand groups 
E)  product categories

Question 2

There are three types of product-team structures: vertical, triangular, and horizontal.

Accepted Answer

A) True 
 B)False

Question 3

A product-management organization makes sense if ________.

Accepted Answer

A)  the company's products are quite varied 
B)  there are very few products in the company's portfolio 
C)  the company is pursuing a low cost strategy 
D)  the company's products satisfy similar customer needs 
E)  the company is vertically integrated 
A)  the company's products are quite varied 
B)  there are very few products in the company's portfolio 
C)  the company is pursuing a low cost strategy 
D)  the company's products satisfy similar customer needs 
E)  the company is vertically integrated

Question 4

What is a customer-management organization? When should a customer-management organization be adopted?

Accepted Answer

A customer-management organization deals

Question 5

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

Accepted Answer

A)  zonal managers 
B)  functional specialists 
C)  product managers 
D)  area market specialists 
E)  brand managers 
A)  zonal managers 
B)  functional specialists 
C)  product managers 
D)  area market specialists 
E)  brand managers

Question 6

Top and middle management are primarily responsible for ________ control.

Accepted Answer

A)  annual-plan 
B)  efficiency 
C)  profitability 
D)  technological 
E)  innovation 
A)  annual-plan 
B)  efficiency 
C)  profitability 
D)  technological 
E)  innovation

Question 7

In the future, marketers should use the Internet more, improve the sales automation system, apply market automation to routine decisions, and develop formal marketing decision models and marketing dashboards.

Accepted Answer

A) True 
 B)False

Question 8

Because the retail trade tends to think of profitability in terms of product categories, some companies are switching to a category management organizational model.

Accepted Answer

A) True 
 B)False

Question 9

The sales gap due to reduced volume is ________ percent.

Accepted Answer

A)  0.4 
B)  2.5 
C)  28.5 
D)  63 
E)  71.4 
A)  0.4 
B)  2.5 
C)  28.5 
D)  63 
E)  71.4

Question 10

Which of the following is a best practice in business and marketing?

Accepted Answer

A)  end-product orientation 
B)  reacting to competitors 
C)  vertical integration 
D)  stockholder driven 
E)  teamwork 
A)  end-product orientation 
B)  reacting to competitors 
C)  vertical integration 
D)  stockholder driven 
E)  teamwork

Question 11

Market managers are staff people, with duties like those of a product manager.

Accepted Answer

A) True 
 B)False

Question 12

Explain the concept of greenwashing along with an example.

Accepted Answer

Greenwashing is a marketing strategy use

Question 13

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Accepted Answer

A) True 
 B)False

Question 14

Define a category-management organization.

Accepted Answer

A category-management organiza

Question 15

A product- or brand-management organization is characterized as a(n) ________ system.

Accepted Answer

A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral 
A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral

Question 16

Identify three key success factors in developing and implementing a social marketing program.

Accepted Answer

Students may choose three of the followi

Question 17

Although salespeople are legally prohibited from saying things about their products that are not true, they may legally suggest things about competitors' products that are not true.

Accepted Answer

A) True 
 B)False

Question 18

Transforming into a true market-driven company involves organizing around products.

Accepted Answer

A) True 
 B)False

Question 19

Firms that are viewed as being socially responsible have the added benefit of being able to attract employees.

Accepted Answer

A) True 
 B)False

Question 20

Profitability control is the prime responsibility of line and staff management.

Accepted Answer

A) True 
 B)False

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

A company selling in a national market often organizes its sales force along ________.

There are three types of product-team structures: vertical, triangular, and horizontal.

A product-management organization makes sense if ________.

What is a customer-management organization? When should a customer-management organization be adopted?

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

Top and middle management are primarily responsible for ________ control.

In the future, marketers should use the Internet more, improve the sales automation system, apply market automation to routine decisions, and develop formal marketing decision models and marketing dashboards.

Because the retail trade tends to think of profitability in terms of product categories, some companies are switching to a category management organizational model.

The sales gap due to reduced volume is ________ percent.

Which of the following is a best practice in business and marketing?

Market managers are staff people, with duties like those of a product manager.

Explain the concept of greenwashing along with an example.

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Define a category-management organization.

A product- or brand-management organization is characterized as a(n) ________ system.

Identify three key success factors in developing and implementing a social marketing program.

Although salespeople are legally prohibited from saying things about their products that are not true, they may legally suggest things about competitors' products that are not true.

Transforming into a true market-driven company involves organizing around products.

Firms that are viewed as being socially responsible have the added benefit of being able to attract employees.

Profitability control is the prime responsibility of line and staff management.

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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