Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is true regarding a matrix-management organization?

Accepted Answer

A) It proves to be cost-effective in the long run. 
B) It often creates conflicts regarding authority and responsibility for marketing activities. 
C) It hampers the flow of information among marketing personnel. 
D) It fosters a strong sense of accountability for performance among product and market managers. 
E) It is best suited to companies that offer a small range of products to niche markets. 
A) It proves to be cost-effective in the long run. 
B) It often creates conflicts regarding authority and responsibility for marketing activities. 
C) It hampers the flow of information among marketing personnel. 
D) It fosters a strong sense of accountability for performance among product and market managers. 
E) It is best suited to companies that offer a small range of products to niche markets.

Question 3

List some of the marketing trends that are likely to emerge in the near future.

Accepted Answer

The coming years will see:
• The demise

Question 4

Companies must adopt and disseminate a written code of ethics,build a company tradition of ethical behavior,and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following represents the objective of a cognitive social marketing campaign?

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

Accepted Answer

A) Marketing implementation 
B) Marketing research 
C) Marketing analysis 
D) Brand management 
E) Product management 
A) Marketing implementation 
B) Marketing research 
C) Marketing analysis 
D) Brand management 
E) Product management

Question 8

Rising customer expectations,evolving employee goals and ambitions,and tighter government legislation and pressure are driving companies to ________.

Accepted Answer

A) operate leaner manufacturing facilities 
B) manage shorter supply chains 
C) operate flatter organizations 
D) practice a higher level of corporate social responsibility 
E) vertically integrate 
A) operate leaner manufacturing facilities 
B) manage shorter supply chains 
C) operate flatter organizations 
D) practice a higher level of corporate social responsibility 
E) vertically integrate

Question 9

Served market share ________.

Accepted Answer

A) expresses the company's sales as a percentage of total market sales 
B) is sales as a percentage of the total sales to the market 
C) is market share in relationship to the largest competitor 
D) is always smaller than overall market share 
E) measures the relative contribution of different factors to a gap in sales performance 
A) expresses the company's sales as a percentage of total market sales 
B) is sales as a percentage of the total sales to the market 
C) is market share in relationship to the largest competitor 
D) is always smaller than overall market share 
E) measures the relative contribution of different factors to a gap in sales performance

Question 10

A ________ is a comprehensive,systematic,independent,and periodic examination of a company's or business unit's marketing environment,objectives,strategies,and activities,with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

Accepted Answer

A) marketing plan 
B) test market 
C) marketing audit 
D) market-based scorecard analysis 
E) marketing metric 
A) marketing plan 
B) test market 
C) marketing audit 
D) market-based scorecard analysis 
E) marketing metric

Question 11

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager.Under what conditions is this alternative feasible?

Accepted Answer

A) when the product mix is highly diverse 
B) when there are very few products in the company's portfolio 
C) when two or more products serve a similar set of needs 
D) when customers fall into different user groups 
E) when the company produces many products for many markets 
A) when the product mix is highly diverse 
B) when there are very few products in the company's portfolio 
C) when two or more products serve a similar set of needs 
D) when customers fall into different user groups 
E) when the company produces many products for many markets

Question 12

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Accepted Answer

A) annual-plan control 
B) profitability control 
C) efficiency control 
D) strategic control 
E) statistical control 
A) annual-plan control 
B) profitability control 
C) efficiency control 
D) strategic control 
E) statistical control

Question 13

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 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

A(n)________ 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 market share 
B) served market share 
C) potential market share 
D) relative market share 
E) actual market share 
A) overall market share 
B) served market share 
C) potential market share 
D) relative market share 
E) actual market share

Question 16

________ by nonprofit or government organizations furthers a cause.

Accepted Answer

A) Corporate societal marketing 
B) Brand marketing 
C) Causal marketing 
D) Social marketing 
E) Place marketing 
A) Corporate societal marketing 
B) Brand marketing 
C) Causal marketing 
D) Social marketing 
E) Place marketing

Question 17

Which of the following is true about a brand-asset management team (BAMT)?

Accepted Answer

A) A BAMT is part of the triangular and vertical product team structures. 
B) BAMTs often report directly to the organization's chief branding officer. 
C) BAMTs are a traditional,tried and tested means of managing brands. 
D) Companies with a product-management organization often have only one BAMT. 
E) The BAMT consists of key representatives from functions affecting the brand's performance. 
A) A BAMT is part of the triangular and vertical product team structures. 
B) BAMTs often report directly to the organization's chief branding officer. 
C) BAMTs are a traditional,tried and tested means of managing brands. 
D) Companies with a product-management organization often have only one BAMT. 
E) The BAMT consists of key representatives from functions affecting the brand's performance.

Question 18

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

Accepted Answer

A) effective reach 
B) customer acquisition costs 
C) market share 
D) stocks cover in days 
E) response rate 
A) effective reach 
B) customer acquisition costs 
C) market share 
D) stocks cover in days 
E) response rate

Question 19

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

Question 20

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.
-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) non-traceable common cost 
D) advertising cost 
E) direct cost 
A) cost of labor 
B) traceable common cost 
C) non-traceable common cost 
D) advertising cost 
E) direct cost

Exam 23: Managing a Holistic Marketing Organization

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

Which of the following is true regarding a matrix-management organization?

List some of the marketing trends that are likely to emerge in the near future.

Companies must adopt and disseminate a written code of ethics,build a company tradition of ethical behavior,and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Which of the following represents the objective of a cognitive social marketing campaign?

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

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

Rising customer expectations,evolving employee goals and ambitions,and tighter government legislation and pressure are driving companies to ________.

Served market share ________.

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager.Under what conditions is this alternative feasible?

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

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

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

A(n)________ 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.

________ by nonprofit or government organizations furthers a cause.

Which of the following is true about a brand-asset management team (BAMT)?

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

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

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