Question 1

Category management is when a company focuses on product categories to manage its brands.

Accepted Answer

A) True 
 B)False

Question 2

A brand-asset management team (BAMT)________.

Accepted Answer

A) concerns itself with the brand only during the marketing audit 
B) consists of key brand managers from other companies 
C) consists of management personnel from other departments 
D) consists of top level mangers reviewing the brand during an audit 
E) consists of key representatives from functions affecting the brand's performance 
A) concerns itself with the brand only during the marketing audit 
B) consists of key brand managers from other companies 
C) consists of management personnel from other departments 
D) consists of top level mangers reviewing the brand during an audit 
E) consists of key representatives from functions affecting the brand's performance

Question 3

Social marketing is done by a nonprofit or government organization to further a cause.

Accepted Answer

A) True 
 B)False

Question 4

Give three examples of approaches to annual-plan control.

Accepted Answer

Marketers can approach annual-plan contr

Question 5

In response to poor performance through a particular channel,marketing management can ________.

Accepted Answer

A) establish a special charge for handling orders through that channel 
B) give more promotional aid to that channel 
C) reduce the number of sales calls and the amount of advertising going to that channel 
D) abandon the weakest units in that channel 
E) all of the above 
A) establish a special charge for handling orders through that channel 
B) give more promotional aid to that channel 
C) reduce the number of sales calls and the amount of advertising going to that channel 
D) abandon the weakest units in that channel 
E) all of the above

Question 6

_________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing,providing,and communicating customer value.

Accepted Answer

A) Internal marketing 
B) External marketing 
C) Integrated marketing communications 
D) Sales department 
E) External relations 
A) Internal marketing 
B) External marketing 
C) Integrated marketing communications 
D) Sales department 
E) External relations

Question 7

________ measures the relative contribution of different factors to a gap in sales performance.

Accepted Answer

A) Sales analysis 
B) Annual-plan control 
C) Sales-variance analysis 
D) Efficiency control 
E) Strategic control 
A) Sales analysis 
B) Annual-plan control 
C) Sales-variance analysis 
D) Efficiency control 
E) Strategic control

Question 8

Implementation addresses the ________.

Accepted Answer

A) potential market,available markets,and target market 
B) who,where,when,and how 
C) who,when,the target market,and the price 
D) the who,the where,the consumer,and the price 
E) the who,the when,the how,and the product choices 
A) potential market,available markets,and target market 
B) who,where,when,and how 
C) who,when,the target market,and the price 
D) the who,the where,the consumer,and the price 
E) the who,the when,the how,and the product choices

Question 9

Your company believes that each major brand should be run by a ________,consisting of key representatives from the major functions.

Accepted Answer

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

Question 10

Explain the product- or brand-management organization and list its advantages and disadvantages.

Accepted Answer

The product- or brand-management organiz

Question 11

In response to the rapidly changing environment,companies have restructured their business and marketing practices in eleven ways.List and define five of these practices.

Accepted Answer

Reengineering is the appointment of team

Question 12

Several forces are driving companies to practice corporate social responsibility.List and describe these forces.

Accepted Answer

The forces of rising customer expectatio

Question 13

Overall market share can be broken down into four components.List and define these components.

Accepted Answer

Overall market share is the product of c

Question 14

A marketing audit is a comprehensive,systematic,internal,and periodic examination of a company's or business units' marketing environment.

Accepted Answer

A) True 
 B)False

Question 15

Companies today are less concerned with the efficiency of their marketing operations than they were in the past.

Accepted Answer

A) True 
 B)False

Question 16

A product-management organization makes sense if ________.

Accepted Answer

A) the company's products are quite different 
B) there are very few products in the portfolio 
C) the company's products are very similar 
D) the company's products all meet similar customer needs 
E) all of the above 
A) the company's products are quite different 
B) there are very few products in the portfolio 
C) the company's products are very similar 
D) the company's products all meet similar customer needs 
E) all of the above

Question 17

When would a firm choose to use a market-management organization in bringing its products to market?

Accepted Answer

Many companies sell their prod

Question 18

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

Accepted Answer

Full costing has three major weaknesses:

Question 19

Corporate philanthropy can pose problems even when done with the best intentions.How so?

Accepted Answer

Good deeds can be overlooked-e

Question 20

Product and brand management systems are sometimes characterized as a hub-and-spoke system.

Accepted Answer

A) True 
 B)False

Exam 22: Managing a Holistic Marketing Organization

Category management is when a company focuses on product categories to manage its brands.

A brand-asset management team (BAMT)________.

Social marketing is done by a nonprofit or government organization to further a cause.

Give three examples of approaches to annual-plan control.

In response to poor performance through a particular channel,marketing management can ________.

_________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing,providing,and communicating customer value.

________ measures the relative contribution of different factors to a gap in sales performance.

Implementation addresses the ________.

Your company believes that each major brand should be run by a ________,consisting of key representatives from the major functions.

Explain the product- or brand-management organization and list its advantages and disadvantages.

In response to the rapidly changing environment,companies have restructured their business and marketing practices in eleven ways.List and define five of these practices.

Several forces are driving companies to practice corporate social responsibility.List and describe these forces.

Overall market share can be broken down into four components.List and define these components.

A marketing audit is a comprehensive,systematic,internal,and periodic examination of a company's or business units' marketing environment.

Companies today are less concerned with the efficiency of their marketing operations than they were in the past.

A product-management organization makes sense if ________.

When would a firm choose to use a market-management organization in bringing its products to market?

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

Corporate philanthropy can pose problems even when done with the best intentions.How so?

Product and brand management systems are sometimes characterized as a hub-and-spoke system.

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

Filters