Question 1

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

Accepted Answer

A successful cause-marketing program can

Question 2

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 market place 
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 market place 
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 3

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

Accepted Answer

A) True 
 B)False

Question 4

What are direct,traceable common,and non-traceable common costs? Give an example of each.

Accepted Answer

Direct costs are costs that we can assig

Question 5

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

Accepted Answer

Philanthropic efforts by compa

Question 6

The airfare for an economy class, one-way ticket from Laos to Nanjing is $500. Due to the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat.
-The sales gap due to reduced volume is ________.

Accepted Answer

A) 0)4 percent 
B) 28.5 percent 
C) 71.4 percent 
D) 2)5 percent 
E) 63 percent 
A) 0)4 percent 
B) 28.5 percent 
C) 71.4 percent 
D) 2)5 percent 
E) 63 percent

Question 7

What are some of the forces that are driving companies to practice corporate social responsibility?

Accepted Answer

A number of forces are driving companies

Question 8

Top and middle management are primarily responsible for ________.

Accepted Answer

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

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

As a marketing practice,monitoring involves ________.

Accepted Answer

A) designing the organization and setting up processes to respond quickly to changes in the environment 
B) becoming more accountable by measuring,analyzing,and documenting the effects of marketing actions 
C) tracking what is said online and elsewhere and studying customers,competitors,and others to improve business practices 
D) determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them 
E) factoring the interests of customers,employees,shareholders,and other stakeholders into the activities of the enterprise 
A) designing the organization and setting up processes to respond quickly to changes in the environment 
B) becoming more accountable by measuring,analyzing,and documenting the effects of marketing actions 
C) tracking what is said online and elsewhere and studying customers,competitors,and others to improve business practices 
D) determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them 
E) factoring the interests of customers,employees,shareholders,and other stakeholders into the activities of the enterprise

Question 11

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 12

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers.The problem was that the public and media saw a perverse incentive for children to eat more chocolate,a product associated with obesity.Which of the following best summarizes Cadbury's problem?

Accepted Answer

A) Customers felt that the cause was not in sync with the company's brand image. 
B) Consumers did not value the cause Cadbury was promoting. 
C) Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D) Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E) Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. 
A) Customers felt that the cause was not in sync with the company's brand image. 
B) Consumers did not value the cause Cadbury was promoting. 
C) Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D) Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E) Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior.

Question 13

Companies producing a variety of products and brands often establish a product- (or brand-)management organization.

Accepted Answer

A) True 
 B)False

Question 14

How can firms promote ethical behavior among their employees?

Accepted Answer

Companies must adopt and disseminate a w

Question 15

________ 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 16

A customer-management organization deals with individual customers rather than the mass market or market segments.

Accepted Answer

A) True 
 B)False

Question 17

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 18

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 23: Managing a Holistic Marketing Organization

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

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

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

What are direct,traceable common,and non-traceable common costs? Give an example of each.

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

The airfare for an economy class, one-way ticket from Laos to Nanjing is $500. Due to the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat. -The sales gap due to reduced volume is ________.

What are some of the forces that are driving companies to practice corporate social responsibility?

Top and middle management are primarily responsible for ________.

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

As a marketing practice,monitoring involves ________.

A product-management organization makes sense if ________.

Companies producing a variety of products and brands often establish a product- (or brand-)management organization.

How can firms promote ethical behavior among their employees?

________ is market share in comparison to the largest competitor.

A customer-management organization deals with individual customers rather than the mass market or market segments.

Cause-related marketing is part of ________.

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

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

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

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