Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

A social marketing program which aims to alter ideas about abortion is an example of a(n) ________ campaign.

Accepted Answer

A)  cognitive 
B)  active 
C)  behavioral 
D)  value 
E)  normative 
A)  cognitive 
B)  active 
C)  behavioral 
D)  value 
E)  normative

Question 3

The actual success of a social marketing program should be evaluated in terms of the program objectives.

Accepted Answer

A) True 
 B)False

Question 4

________ 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)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management 
A)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management

Question 5

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following shifts in business practices?

Accepted Answer

A)  reengineering 
B)  outsourcing 
C)  benchmarking 
D)  supplier partnering 
E)  customer partnering 
A)  reengineering 
B)  outsourcing 
C)  benchmarking 
D)  supplier partnering 
E)  customer partnering

Question 6

Describe the functional organization of a marketing department in terms of its structure, advantages, and disadvantages.

Accepted Answer

The most common form of marketing organi

Question 7

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 8

What is a market-management organization?

Accepted Answer

Many companies sell their products to di

Question 9

________ involves buying more goods and services from external domestic or foreign vendors.

Accepted Answer

A)  Merging 
B)  Broadening 
C)  Outsourcing 
D)  Globalizing 
E)  Accelerating 
A)  Merging 
B)  Broadening 
C)  Outsourcing 
D)  Globalizing 
E)  Accelerating

Question 10

Many companies are beginning to realize that they are not really market and customer driven, they are product and sales driven. In the attempt to transform themselves into true market-driven companies, many firms must change. Describe and explain what changes are necessary.

Accepted Answer

To be truly market-driven, companies nee

Question 11

Many companies focus on multiple cause-related marketing programs to simplify execution and maximize impact.

Accepted Answer

A) True 
 B)False

Question 12

How can a firm periodically reassess its strategic approach to the marketplace?

Accepted Answer

Each company should periodically reasses

Question 13

The ratio of promoters to detractors is a customer metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 14

Cause-related marketing efforts are unlikely to backfire as customers generally view the company's motives as genuine.

Accepted Answer

A) True 
 B)False

Question 15

If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider?

Accepted Answer

A)  customer complaints 
B)  share of shelf 
C)  effective reach 
D)  trial rate 
E)  market share 
A)  customer complaints 
B)  share of shelf 
C)  effective reach 
D)  trial rate 
E)  market share

Question 16

The first step in conducting a marketing profitability analysis involves assigning functional expenses to marketing entities.

Accepted Answer

A) True 
 B)False

Question 17

As a business practice, broadening involves ________.

Accepted Answer

A)  acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope 
B)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise 
C)  buying more goods and services from outside domestic or foreign vendors 
D)  appointing teams to manage customer-value-building processes and break down walls between departments 
E)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions 
A)  acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope 
B)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise 
C)  buying more goods and services from outside domestic or foreign vendors 
D)  appointing teams to manage customer-value-building processes and break down walls between departments 
E)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions

Question 18

List and define some of the important shifts that have taken place in business and marketing practices.

Accepted Answer

Some important shifts that have taken pl

Question 19

Which of the four characteristics of a marketing audit is described by the fact that outside consultants can bring necessary objectivity to the process?

Accepted Answer

A)  comprehensive 
B)  systematic 
C)  independent 
D)  periodic 
E)  opinion-based 
A)  comprehensive 
B)  systematic 
C)  independent 
D)  periodic 
E)  opinion-based

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

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

A social marketing program which aims to alter ideas about abortion is an example of a(n) ________ campaign.

The actual success of a social marketing program should be evaluated in terms of the program objectives.

________ 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.

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following shifts in business practices?

Describe the functional organization of a marketing department in terms of its structure, advantages, and disadvantages.

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

What is a market-management organization?

________ involves buying more goods and services from external domestic or foreign vendors.

Many companies are beginning to realize that they are not really market and customer driven, they are product and sales driven. In the attempt to transform themselves into true market-driven companies, many firms must change. Describe and explain what changes are necessary.

Many companies focus on multiple cause-related marketing programs to simplify execution and maximize impact.

How can a firm periodically reassess its strategic approach to the marketplace?

The ratio of promoters to detractors is a customer metric that is used to evaluate the performance of marketing plans.

Cause-related marketing efforts are unlikely to backfire as customers generally view the company's motives as genuine.

If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider?

The first step in conducting a marketing profitability analysis involves assigning functional expenses to marketing entities.

As a business practice, broadening involves ________.

List and define some of the important shifts that have taken place in business and marketing practices.

Which of the four characteristics of a marketing audit is described by the fact that outside consultants can bring necessary objectivity to the process?

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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