Question 1

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

Accepted Answer

Consumers may develop a strong,unique bo

Question 2

Internal marketing 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) True 
 B)False

Question 3

Assume that your company's products deal with individual customers rather than with mass market or even market segments.Which marketing organization would best serve your firm?

Accepted Answer

A) A customer-management organization 
B) A market-centered organization 
C) A matrix organization 
D) A functional organization 
E) A brand-management organization 
A) A customer-management organization 
B) A market-centered organization 
C) A matrix organization 
D) A functional organization 
E) A brand-management organization

Question 4

When would a firm prefer a market-management organization?

Accepted Answer

When customers fall into diffe

Question 5

The product-management organization has a number of disadvantages,including ________.

Accepted Answer

A) product and brand managers may lack enough authority to carry out their responsibilities 
B) short-term involvement leads to short-term planning and fails to build long-term brand strengths 
C) fragmentation of markets makes it harder to develop a national strategy 
D) product and brand managers become experts in their product area but rarely achieve functional expertise 
E) all of the above 
A) product and brand managers may lack enough authority to carry out their responsibilities 
B) short-term involvement leads to short-term planning and fails to build long-term brand strengths 
C) fragmentation of markets makes it harder to develop a national strategy 
D) product and brand managers become experts in their product area but rarely achieve functional expertise 
E) all of the above

Question 6

When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.

Accepted Answer

A) True 
 B)False

Question 7

Today,marketing no longer has sole ownership of customer interactions;rather marketing needs to ________.

Accepted Answer

A) collect productivity data in order to bolster arguments for continued customer engagement 
B) examine customer interactions to minimize the influence of manufacturing 
C) review and consolidate customer-facing responsibilities 
D) integrate all customer-facing processes 
E) distribute multiple voices to customers 
A) collect productivity data in order to bolster arguments for continued customer engagement 
B) examine customer interactions to minimize the influence of manufacturing 
C) review and consolidate customer-facing responsibilities 
D) integrate all customer-facing processes 
E) distribute multiple voices to customers

Question 8

The served market is made up of ________.

Accepted Answer

A) all buyers who are willing to buy the product 
B) all buyers who are able to buy the product 
C) all buyers who are aware of the product 
D) all buyers who are willing and able to buy the product 
E) all buyers who have bought the product 
A) all buyers who are willing to buy the product 
B) all buyers who are able to buy the product 
C) all buyers who are aware of the product 
D) all buyers who are willing and able to buy the product 
E) all buyers who have bought the product

Question 9

The control process includes the following: ________.

Accepted Answer

A) goal setting,performance measurement,performance diagnosis,corrective action 
B) goal setting,brand review,marketing audit,corrective action 
C) brand audit,control review,efficiency control,corrective action 
D) management scorecard,goal setting,marketing audit,corrective action 
E) efficiency control,strategic control,goal setting,corrective action 
A) goal setting,performance measurement,performance diagnosis,corrective action 
B) goal setting,brand review,marketing audit,corrective action 
C) brand audit,control review,efficiency control,corrective action 
D) management scorecard,goal setting,marketing audit,corrective action 
E) efficiency control,strategic control,goal setting,corrective action

Question 10

________ is partnering with fewer but better value-adding suppliers.

Accepted Answer

A) Supplier partnering 
B) Benchmarking 
C) Customer partnering 
D) Flattening 
E) Empowering 
A) Supplier partnering 
B) Benchmarking 
C) Customer partnering 
D) Flattening 
E) Empowering

Question 11

________ is buying more goods and services from outside domestic or foreign vendors.

Accepted Answer

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

Question 12

Going forward,there are a number of imperatives to achieve marketing excellence.Marketing must be _________ and less departmental.

Accepted Answer

A) holistic 
B) comprehensive 
C) integrated 
D) developed 
E) functional 
A) holistic 
B) comprehensive 
C) integrated 
D) developed 
E) functional

Question 13

Social marketing programs designed to demotivate cigarette smoking or excessive consumption of alcohol are examples of ________.

Accepted Answer

A) cognitive campaigns 
B) action campaigns 
C) behavioral campaigns 
D) value campaigns 
E) none of the above 
A) cognitive campaigns 
B) action campaigns 
C) behavioral campaigns 
D) value campaigns 
E) none of the above

Question 14

What is the purpose of profitability control?

Accepted Answer

The purpose of profi

Question 15

Going forward,there are a number of imperatives to achieving marketing excellence.For example,marketers must ________.

Accepted Answer

A) create new ideas if the company is to prosper in a hypercompetitive market 
B) strive for customer insight and treat customers differently but appropriately 
C) build strong brands through performance,more than through promotion 
D) go electronic and win through building superior information and communications systems 
E) all of the above 
A) create new ideas if the company is to prosper in a hypercompetitive market 
B) strive for customer insight and treat customers differently but appropriately 
C) build strong brands through performance,more than through promotion 
D) go electronic and win through building superior information and communications systems 
E) all of the above

Question 16

Cause-related marketing is part of _________.

Accepted Answer

A) action marketing 
B) corporate societal marketing 
C) socially responsible marketing 
D) trade marketing 
E) proactive marketing 
A) action marketing 
B) corporate societal marketing 
C) socially responsible marketing 
D) trade marketing 
E) proactive marketing

Question 17

Several forces are driving companies to practice a higher level of corporate social responsibility.These include ________.

Accepted Answer

A) rising customer expectations 
B) evolving employee goals and ambitions 
C) tighter government legislation 
D) investor interests 
E) all of the above 
A) rising customer expectations 
B) evolving employee goals and ambitions 
C) tighter government legislation 
D) investor interests 
E) all of the above

Question 18

The main advantage of a functional marketing organization is its ________.

Accepted Answer

A) ease of reporting 
B) reduced staff requirements 
C) administrative simplicity 
D) overlapping responsibilities 
E) increased work load requirements 
A) ease of reporting 
B) reduced staff requirements 
C) administrative simplicity 
D) overlapping responsibilities 
E) increased work load requirements

Question 19

The four characteristics of a marketing audit are ________.

Accepted Answer

A) product orientation,market orientation,innovation orientation,productivity orientation 
B) comprehensive,systematic,independent,periodic 
C) comprehensive,systematic,periodic,corporate 
D) systematic,as needed,comprehensive,independent 
E) compartmentalized,systematic,periodic,independent 
A) product orientation,market orientation,innovation orientation,productivity orientation 
B) comprehensive,systematic,independent,periodic 
C) comprehensive,systematic,periodic,corporate 
D) systematic,as needed,comprehensive,independent 
E) compartmentalized,systematic,periodic,independent

Question 20

What are the three types of costs a company might incur? How do they differ?

Accepted Answer

Direct costs are costs that we can assig

Exam 22: Managing a Holistic Marketing Organization

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

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

Assume that your company's products deal with individual customers rather than with mass market or even market segments.Which marketing organization would best serve your firm?

When would a firm prefer a market-management organization?

The product-management organization has a number of disadvantages,including ________.

When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.

Today,marketing no longer has sole ownership of customer interactions;rather marketing needs to ________.

The served market is made up of ________.

The control process includes the following: ________.

________ is partnering with fewer but better value-adding suppliers.

________ is buying more goods and services from outside domestic or foreign vendors.

Going forward,there are a number of imperatives to achieve marketing excellence.Marketing must be _________ and less departmental.

Social marketing programs designed to demotivate cigarette smoking or excessive consumption of alcohol are examples of ________.

What is the purpose of profitability control?

Going forward,there are a number of imperatives to achieving marketing excellence.For example,marketers must ________.

Cause-related marketing is part of _________.

Several forces are driving companies to practice a higher level of corporate social responsibility.These include ________.

The main advantage of a functional marketing organization is its ________.

The four characteristics of a marketing audit are ________.

What are the three types of costs a company might incur? How do they differ?

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