Exam 22: Managing a Holistic Marketing Organization

The main advantage of a functional marketing organization is its administrative simplicity.

Designing the organization and setting up processes to respond more quickly to changes in the environment is called ________.

Corporate philanthropy as a whole is on the rise.

One rationale for category management is the increasing power of the ________.

Profitability control is the prime responsibility of line and staff management.

The purpose of strategic control is to ________.

Many companies are increasingly working with public interest groups to avoid perceptions of ________-insincere,phony efforts to appear more environmentally sensitive than they really are.

________ is the appointment of teams to manage customer-value-building processes and break down walls between departments.

You are the brand/product manager for a line of cake mixes.One of your tasks is to prepare a long-range strategy for the product.Other tasks assigned to you would include ________.

The product-management organization replaces the function organization in the firm managing a variety of brands and products.

One of the problems with being seen as a socially responsible company is that it makes it difficult to attract employees,especially younger people.

In a ________,the marketing activity is organized to meet the needs of distinct customer groups rather than being focused on marketing functions,regions,or products.

Choosing the right goal or objective for a social marketing program is critical.Some examples of the range of possible objectives include ________.

In order to promote ethical cultures,companies should ________.

________ is working more closely with customers to add value to their operations.

Identify the four characteristics of a marketing audit.

There are three types of potential product-team structures.These are ________.

Marketing has sole ownership of customer interaction,which has existed from the very beginning,when marketers played the role of middlemen between the firm and the consumer.

The danger with cause-related marketing is that it can backfire if cynical consumers question the link between the product and the cause and see the firm as self-serving and exploitive.

Microsales analysis looks at specific products,territories,and so forth that failed to produce expected sales.