Question 1

What does a marketing controller do?

Accepted Answer

Some companies have established a market

Question 2

Full costing allocates non-traceable common costs to marketing entities and has three major weaknesses.What are they?

Accepted Answer

Full costing has three major weaknesses:

Question 3

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

Accepted Answer

A) Marketing control 
B) Marketing implementation 
C) Test marketing 
D) Market watch 
E) Market analysis 
A) Marketing control 
B) Marketing implementation 
C) Test marketing 
D) Market watch 
E) Market analysis

Question 4

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 implement to 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 implement to lifestyle changes.

Question 5

In the future,there will be greater emphasis on precision marketing as opposed to mass marketing.

Accepted Answer

A) True 
 B)False

Question 6

Operating management is most effective in controlling direct costs and traceable common costs.

Accepted Answer

A) True 
 B)False

Question 7

Define a category-management organization.

Accepted Answer

A category-management organiza

Question 8

Your firm has experienced a decline in sales over the last three quarters.You have traced the problems to distribution inefficiencies.Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

Accepted Answer

A) average sales per point of sale 
B) sales from new products 
C) trial rate 
D) repurchase rate 
E) new customer gains 
A) average sales per point of sale 
B) sales from new products 
C) trial rate 
D) repurchase rate 
E) new customer gains

Question 9

What is marketing control? List the four types of marketing control.

Accepted Answer

Marketing control is the process by whic

Question 10

What is a brand-asset management team (BAMT)?

Accepted Answer

Triangular and horizontal product-team a

Question 11

The ________ is primarily responsible for strategic control.

Accepted Answer

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

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

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 14

Cabot, a large car manufacturer, has four popular car brands in different segments. It has a manufacturing facility near Delhi, India, where parts common to all the four brands are manufactured. Other specific parts like the brake system, windshield, bonnet, locks, and so on are manufactured in separate plants. Each make has its own product manager and support staff. All product managers report to the CEO of the company.
-The cost of operating the common manufacturing facility is a(n)_____.

Accepted Answer

A) opportunity cost 
B) traceable cost 
C) non-traceable cost 
D) sunk cost 
E) differential cost 
A) opportunity cost 
B) traceable cost 
C) non-traceable cost 
D) sunk cost 
E) differential cost

Question 15

Desktop marketing gives marketers information and decision structures on computer dashboards.

Accepted Answer

A) True 
 B)False

Question 16

________ 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 17

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 18

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 19

A marketing audit only benefits a company that is in trouble;companies in good health do not need to conduct them.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

Sustainability is the ability to meet hu

Exam 23: Managing a Holistic Marketing Organization

What does a marketing controller do?

Full costing allocates non-traceable common costs to marketing entities and has three major weaknesses.What are they?

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

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

In the future,there will be greater emphasis on precision marketing as opposed to mass marketing.

Operating management is most effective in controlling direct costs and traceable common costs.

Define a category-management organization.

Your firm has experienced a decline in sales over the last three quarters.You have traced the problems to distribution inefficiencies.Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

What is marketing control? List the four types of marketing control.

What is a brand-asset management team (BAMT)?

The ________ is primarily responsible for strategic control.

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

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

Desktop marketing gives marketers information and decision structures on computer dashboards.

________ 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.

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

Corporate philanthropy as a whole is on the rise.

A marketing audit only benefits a company that is in trouble;companies in good health do not need to conduct them.

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

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

Filters