Question 1

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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,firms are required to change.Describe and explain what changes are necessary.

Accepted Answer

To be truly market-driven,companies need

Question 4

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 5

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu

Question 6

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

Accepted Answer

A) market-management organization 
B) product-management organization 
C) brand-management organization 
D) geographic organization 
E) functional organization 
A) market-management organization 
B) product-management organization 
C) brand-management organization 
D) geographic organization 
E) functional organization

Question 7

Which of the following is the main advantage of a functional marketing organization?

Accepted Answer

A) easy coordination 
B) lower staff requirements 
C) administrative simplicity 
D) reduced competition between functional groups 
E) smooth working relationships 
A) easy coordination 
B) lower staff requirements 
C) administrative simplicity 
D) reduced competition between functional groups 
E) smooth working relationships

Question 8

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is true regarding cause-related marketing?

Accepted Answer

A) The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B) Many companies focus on multiple causes to simplify execution and maximize impact. 
C) Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D) Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E) In order to avoid public backlash,firms are advised to adopt a hard-sell approach to their cause efforts. 
A) The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B) Many companies focus on multiple causes to simplify execution and maximize impact. 
C) Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D) Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E) In order to avoid public backlash,firms are advised to adopt a hard-sell approach to their cause efforts.

Question 10

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

Accepted Answer

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

Question 11

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following 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 12

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 13

________ involves studying "best practice companies" to improve performance.

Accepted Answer

A) Empowering 
B) Globalizing 
C) Flattening 
D) Benchmarking 
E) Focusing 
A) Empowering 
B) Globalizing 
C) Flattening 
D) Benchmarking 
E) Focusing

Question 14

Some business practices,such as deceptive advertising,exclusive dealing,and predatory competition,sharply divide critics regarding whether they are clearly unethical or illegal.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true regarding a marketing audit?

Accepted Answer

A) It focuses primarily on a firm's macromarketing environment. 
B) It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C) It is less effective at locating the real source of a problem than a functional audit. 
D) It analyzes only those marketing activities that have failed to produce adequate results. 
E) It relies solely on company managers for data and opinions. 
A) It focuses primarily on a firm's macromarketing environment. 
B) It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C) It is less effective at locating the real source of a problem than a functional audit. 
D) It analyzes only those marketing activities that have failed to produce adequate results. 
E) It relies solely on company managers for data and opinions.

Question 16

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 17

The purpose of profitability control is to ________.

Accepted Answer

A) examine whether the planned results are being achieved 
B) examine where the company is making and losing money 
C) evaluate and improve the spending efficiency and impact of marketing expenditures 
D) examine whether the company is pursuing its best opportunities with respect to markets,products,and channels 
E) understand the efficiency of the sales force,advertising,sales promotion,and distribution 
A) examine whether the planned results are being achieved 
B) examine where the company is making and losing money 
C) evaluate and improve the spending efficiency and impact of marketing expenditures 
D) examine whether the company is pursuing its best opportunities with respect to markets,products,and channels 
E) understand the efficiency of the sales force,advertising,sales promotion,and distribution

Question 18

Which of the following is true of building a creative marketing organization?

Accepted Answer

A) It is enough if firms are customer-oriented. 
B) Companies must watch trends and be ready to capitalize on them. 
C) Firms should focus more on efficiency rather than innovation. 
D) Companies should attempt to minimize risks as much as possible. 
E) Firms should focus on protecting their existing markets and physical resources. 
A) It is enough if firms are customer-oriented. 
B) Companies must watch trends and be ready to capitalize on them. 
C) Firms should focus more on efficiency rather than innovation. 
D) Companies should attempt to minimize risks as much as possible. 
E) Firms should focus on protecting their existing markets and physical resources.

Question 19

The knowledge,skills,resources,and experiences of a top firm may even be more
important to a non-profit or community group than funding.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true regarding annual-plan control?

Accepted Answer

A) This control process begins by identifying the causes of serious performance deviations. 
B) The tools used for this purpose are sales analysis,market share analysis,marketing expense-to-sales analysis,and financial analysis. 
C) The marketing controller has the primary responsibility for annual-plan control. 
D) Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E) It measures profitability by product,territory,customer,segment,trade channel,and order size. 
A) This control process begins by identifying the causes of serious performance deviations. 
B) The tools used for this purpose are sales analysis,market share analysis,marketing expense-to-sales analysis,and financial analysis. 
C) The marketing controller has the primary responsibility for annual-plan control. 
D) Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E) It measures profitability by product,territory,customer,segment,trade channel,and order size.

Exam 23: Managing a Holistic Marketing Organization

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

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

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,firms are required to change.Describe and explain what changes are necessary.

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

Give an example of a cognitive social marketing campaign.

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

Which of the following is the main advantage of a functional marketing organization?

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Which of the following is true regarding cause-related marketing?

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

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

The annual plan control process begins with measuring performance.

________ involves studying "best practice companies" to improve performance.

Some business practices,such as deceptive advertising,exclusive dealing,and predatory competition,sharply divide critics regarding whether they are clearly unethical or illegal.

Which of the following is true regarding a marketing audit?

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.

The purpose of profitability control is to ________.

Which of the following is true of building a creative marketing organization?

The knowledge,skills,resources,and experiences of a top firm may even be more important to a non-profit or community group than funding.

Which of the following is true regarding annual-plan control?

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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