Question 1

Many companies are beginning to realize that they are not really market and customer driven-they are product and sales driven.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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) BAMT organization 
E) flattened organization 
A) market-management organization 
B) product-management organization 
C) brand-management organization 
D) BAMT organization 
E) flattened organization

Question 4

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on proper legal,ethical,and social responsibility behavior.

Accepted Answer

A) True 
 B)False

Question 5

Profitability control can be approached from a product,territory,customer,segment,trade channel,or order size basis.

Accepted Answer

A) True 
 B)False

Question 6

________ is the acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope.

Accepted Answer

A) Merging 
B) Globalizing 
C) Accelerating 
D) Empowering 
E) Outsourcing 
A) Merging 
B) Globalizing 
C) Accelerating 
D) Empowering 
E) Outsourcing

Question 7

There are three types of potential product-teams structures: vertical,triangular,and horizontal.

Accepted Answer

A) True 
 B)False

Question 8

Social marketing programs are relatively simple;they take very little time to develop and are generally easy to implement.

Accepted Answer

A) True 
 B)False

Question 9

Several companies are now adding ________ to support the sales efforts in high-volume markets.

Accepted Answer

A) behavior specialists 
B) consumer specialists 
C) area market specialists 
D) regional managers 
E) district managers 
A) behavior specialists 
B) consumer specialists 
C) area market specialists 
D) regional managers 
E) district managers

Question 10

What is the danger to a firm of limiting its cause-related marketing to one particular cause?

Accepted Answer

A) It may limit the consumers or other stakeholders who could transfer positive feelings from the cause to the firm. 
B) The cause may go out of business as a cure is found or the problem(s)is(are)eliminated. 
C) The cause may be subject to government regulations or investigations,thereby embarrassing the firm. 
D) The cause may not reach enough consumers for the firm to realize a profit from the support. 
E) The firm must cover many bases because they sell to many consumers. 
A) It may limit the consumers or other stakeholders who could transfer positive feelings from the cause to the firm. 
B) The cause may go out of business as a cure is found or the problem(s)is(are)eliminated. 
C) The cause may be subject to government regulations or investigations,thereby embarrassing the firm. 
D) The cause may not reach enough consumers for the firm to realize a profit from the support. 
E) The firm must cover many bases because they sell to many consumers.

Question 11

_______ of exactly 100% means that your company is tied for the market lead.A rise means a 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 12

Modern marketing departments may be organized in a number of different,sometimes overlapping ways by ________.

Accepted Answer

A) function,brand,product group,customer,or matrix 
B) design,brand,product,territory,or matrix 
C) matrix,brand,function,geography,or customer 
D) customer,brand,geography,or territory 
E) function,geography,product or brand,market,or matrix 
A) function,brand,product group,customer,or matrix 
B) design,brand,product,territory,or matrix 
C) matrix,brand,function,geography,or customer 
D) customer,brand,geography,or territory 
E) function,geography,product or brand,market,or matrix

Question 13

Cause marketing has a particular interested audience in civic-minded ________.

Accepted Answer

A) Millennial consumers 
B) baby boomers 
C) Gen Xers 
D) Gen Yers 
E) shadow boomers 
A) Millennial consumers 
B) baby boomers 
C) Gen Xers 
D) Gen Yers 
E) shadow boomers

Question 14

Discuss BAMT.

Accepted Answer

BAMT stands for brand-asset ma

Question 15

2006 saw the highly publicized launch of (RED),a campaign created to raise awareness and money for The Global Fund by teaming with brands such as American Express,Motorola,Converse,and Gap to produce (PRODUCT)RED branded products.For these companies,this is an example of ________.

Accepted Answer

A) cause-related marketing 
B) social marketing 
C) sustainable business 
D) awareness marketing 
E) corporate philanthropy 
A) cause-related marketing 
B) social marketing 
C) sustainable business 
D) awareness marketing 
E) corporate philanthropy

Question 16

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) all of the above 
A) annual-plan control 
B) profitability control 
C) efficiency control 
D) strategic control 
E) all of the above

Question 17

What are the two tasks specific to the CMO (chief marketing officer)with regards to relations with the other functional business departments?

Accepted Answer

The CMO has two tasks: (1)to c

Question 18

Companies producing a variety of products and brands often establish a product-management organization.

Accepted Answer

A) True 
 B)False

Question 19

Because the retail trade tends to think of profitability in terms of product categories,some companies are switching to a category-management organizational model.

Accepted Answer

A) True 
 B)False

Question 20

To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.

Accepted Answer

A) True 
 B)False

Exam 22: Managing a Holistic Marketing Organization

Many companies are beginning to realize that they are not really market and customer driven-they are product and sales driven.

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

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

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on proper legal,ethical,and social responsibility behavior.

Profitability control can be approached from a product,territory,customer,segment,trade channel,or order size basis.

________ is the acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope.

There are three types of potential product-teams structures: vertical,triangular,and horizontal.

Social marketing programs are relatively simple;they take very little time to develop and are generally easy to implement.

Several companies are now adding ________ to support the sales efforts in high-volume markets.

What is the danger to a firm of limiting its cause-related marketing to one particular cause?

_______ of exactly 100% means that your company is tied for the market lead.A rise means a company is gaining on its leading competitor.

Modern marketing departments may be organized in a number of different,sometimes overlapping ways by ________.

Cause marketing has a particular interested audience in civic-minded ________.

Discuss BAMT.

2006 saw the highly publicized launch of (RED),a campaign created to raise awareness and money for The Global Fund by teaming with brands such as American Express,Motorola,Converse,and Gap to produce (PRODUCT)RED branded products.For these companies,this is an example of ________.

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

What are the two tasks specific to the CMO (chief marketing officer)with regards to relations with the other functional business departments?

Companies producing a variety of products and brands often establish a product-management organization.

Because the retail trade tends to think of profitability in terms of product categories,some companies are switching to a category-management organizational model.

To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.

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