Question 1

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Accepted Answer

A) True 
 B)False  False

Question 2

Define a category-management organization.

Accepted Answer

A category-management organization is where a company focuses on product categories to manage its brands.

Question 3

Describe and summarize the characteristics of a great marketing company.

Accepted Answer

Table 22.5 describes the characteristics of a great marketing company: It selects target markets in which it enjoys superior advantages;its employees are customer and market minded;there is a good working relationship between marketing and other departments;incentives are designed to lead to the right behaviors;it continuously builds and tracks customer satisfaction and loyalty;it manages a value delivery system;it is skilled at building its brand names;it is flexible in meeting customer's varying requirements.

Question 4

The main advantage of a functional marketing organization is ________.

Accepted Answer

A) its smooth working cross-departmental relationships 
B) its effectiveness in dealing with large numbers of products 
C) its encouragement of detailed planning for specific markets 
D) its administrative simplicity 
E) all of the above 
A) its smooth working cross-departmental relationships 
B) its effectiveness in dealing with large numbers of products 
C) its encouragement of detailed planning for specific markets 
D) its administrative simplicity 
E) all of the above

Question 5

A functional organization often leads to adequate planning for specific products and markets.

Accepted Answer

A) True 
 B)False

Question 6

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on ________.

Accepted Answer

A) proper legal,ethical,and socially responsibility behavior 
B) proper legal,ethical,and marketing communications 
C) legal,ethical,and acceptable behavior 
D) ethical,responsible,and clear behavior 
E) none of the above 
A) proper legal,ethical,and socially responsibility behavior 
B) proper legal,ethical,and marketing communications 
C) legal,ethical,and acceptable behavior 
D) ethical,responsible,and clear behavior 
E) none of the above

Question 7

Define a marketing audit.

Accepted Answer

A marketing audit is a comprehensive,sys

Question 8

Product and brand management is sometimes characterized as a ________ system.

Accepted Answer

A) hub-and-spoke 
B) wheel 
C) flattening organization 
D) layered organization 
E) regional 
A) hub-and-spoke 
B) wheel 
C) flattening organization 
D) layered organization 
E) regional

Question 9

Give an example and a flow chart for a typical functional marketing organization.

Accepted Answer

The most common form of marketing organi

Question 10

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) none of the above 
A) operate leaner manufacturing facilities 
B) manage shorter supply chains 
C) operate flatter organizations 
D) practice a higher level of corporate social responsibility 
E) none of the above

Question 11

Under the marketing concept,________ need to "think customer."

Accepted Answer

A) marketing departments 
B) finance departments 
C) senior managers 
D) manufacturing departments 
E) all departments 
A) marketing departments 
B) finance departments 
C) senior managers 
D) manufacturing departments 
E) all departments

Question 12

One of the cardinal rules in conducting the marketing audit is that ________.

Accepted Answer

A) it has to be independent 
B) it must not rely solely on company managers for data and opinions 
C) it has to be conducted periodically and comprehensively 
D) a short version of a marketing audit is satisfactory 
E) a marketing audit is not necessary except when the company is in trouble 
A) it has to be independent 
B) it must not rely solely on company managers for data and opinions 
C) it has to be conducted periodically and comprehensively 
D) a short version of a marketing audit is satisfactory 
E) a marketing audit is not necessary except when the company is in trouble

Question 13

Increasing the effort to "think global" and "act local" is known as ________.

Accepted Answer

A) flattening 
B) benchmarking 
C) globalizing 
D) focusing 
E) empowering 
A) flattening 
B) benchmarking 
C) globalizing 
D) focusing 
E) empowering

Question 14

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu

Question 15

In a ________,companies can organize themselves to understand and deal with individual customers rather than with the mass market or even market segments.

Accepted Answer

A) market-centered organization 
B) brand-centered organization 
C) brand-asset organization 
D) customer-management organization 
E) product-centered organization 
A) market-centered organization 
B) brand-centered organization 
C) brand-asset organization 
D) customer-management organization 
E) product-centered organization

Question 16

A disadvantage of product and brand managers is that they become experts in their product area but rarely achieve functional expertise.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is an example of a distribution metric?

Accepted Answer

A) Sales growth 
B) Spontaneous brand awareness 
C) Trial rate 
D) Stocks cover in days 
E) Repurchase rate 
A) Sales growth 
B) Spontaneous brand awareness 
C) Trial rate 
D) Stocks cover in days 
E) Repurchase rate

Question 18

________ links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Accepted Answer

A) Action marketing 
B) Trade marketing 
C) Cause-related marketing 
D) Social-responsibility marketing 
E) Proactive marketing 
A) Action marketing 
B) Trade marketing 
C) Cause-related marketing 
D) Social-responsibility marketing 
E) Proactive marketing

Question 19

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for tokens.The problem was,the public and media saw a perverse incentive for children to eat more chocolate,a product associated with obesity.Cadbury's problem can be best summarized as ________.

Accepted Answer

A) consumers did not value the cause Cadbury was promoting 
B) cynical customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive 
C) consumers resented being sold an inferior product on the back of a cause-marketing program 
D) all of the above 
E) none of the above 
A) consumers did not value the cause Cadbury was promoting 
B) cynical customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive 
C) consumers resented being sold an inferior product on the back of a cause-marketing program 
D) all of the above 
E) none of the above

Question 20

________ is the average price charged by the company as a percentage of the average price charged by all companies.

Accepted Answer

A) Overall market share 
B) Customer penetration 
C) Customer loyalty 
D) Customer selectivity 
E) Price selectivity 
A) Overall market share 
B) Customer penetration 
C) Customer loyalty 
D) Customer selectivity 
E) Price selectivity

Exam 22: Managing a Holistic Marketing Organization

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Define a category-management organization.

Describe and summarize the characteristics of a great marketing company.

The main advantage of a functional marketing organization is ________.

A functional organization often leads to adequate planning for specific products and markets.

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on ________.

Define a marketing audit.

Product and brand management is sometimes characterized as a ________ system.

Give an example and a flow chart for a typical functional marketing organization.

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

Under the marketing concept,________ need to "think customer."

One of the cardinal rules in conducting the marketing audit is that ________.

Increasing the effort to "think global" and "act local" is known as ________.

Give an example of a cognitive social marketing campaign.

In a ________,companies can organize themselves to understand and deal with individual customers rather than with the mass market or even market segments.

A disadvantage of product and brand managers is that they become experts in their product area but rarely achieve functional expertise.

Which of the following is an example of a distribution metric?

________ links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for tokens.The problem was,the public and media saw a perverse incentive for children to eat more chocolate,a product associated with obesity.Cadbury's problem can be best summarized as ________.

________ is the average price charged by the company as a percentage of the average price charged by all companies.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

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