Question 1

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________.

Accepted Answer

A) middlemen 
B) customers 
C) clients 
D) internal customers 
E) external consumers 
A) middlemen 
B) customers 
C) clients 
D) internal customers 
E) external consumers

Question 2

Clayton Christensen advocates catalytic innovators to address social sector problems.Catalytic innovators exhibit all of the following qualities EXCEPT ________.

Accepted Answer

A) they create systemic social change through scaling and replication 
B) they met a need that is either overserved (because the existing solution is more complex than many people require)or not served at all 
C) they offer more complex and more costly products and services that have a higher level of performance than those of competitors 
D) they generate resources in ways that are initially unattractive to competitors 
E) they are often ignored by existing players for whom the business model is unprofitable or otherwise unattractive 
A) they create systemic social change through scaling and replication 
B) they met a need that is either overserved (because the existing solution is more complex than many people require)or not served at all 
C) they offer more complex and more costly products and services that have a higher level of performance than those of competitors 
D) they generate resources in ways that are initially unattractive to competitors 
E) they are often ignored by existing players for whom the business model is unprofitable or otherwise unattractive

Question 3

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

Accepted Answer

A) a sales staff 
B) functional specialists 
C) a departmental head 
D) interns 
E) none of the above 
A) a sales staff 
B) functional specialists 
C) a departmental head 
D) interns 
E) none of the above

Question 4

It is always easy to draw a clear line between normal marketing practice and unethical behavior.

Accepted Answer

A) True 
 B)False

Question 5

Determining the most profitable businesses and customers and focusing on them is called ________.

Accepted Answer

A) empowering 
B) focusing 
C) flattening 
D) merging 
E) outsourcing 
A) empowering 
B) focusing 
C) flattening 
D) merging 
E) outsourcing

Question 6

Effective _________ marketing must be matched by a strong sense of ethics,values,and social responsibility.

Accepted Answer

A) internal 
B) social 
C) external 
D) cause-related 
E) ethical 
A) internal 
B) social 
C) external 
D) cause-related 
E) ethical

Question 7

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to________,________,and ________ customers does the company become an effective marketer.

Accepted Answer

A) serve;listen;deliver 
B) create;serve;satisfy 
C) create;listen;deliver 
D) listen;create;satisfy 
E) deflect;monitor;listen 
A) serve;listen;deliver 
B) create;serve;satisfy 
C) create;listen;deliver 
D) listen;create;satisfy 
E) deflect;monitor;listen

Question 8

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Accepted Answer

A) True 
 B)False

Question 9

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Accepted Answer

A) True 
 B)False

Question 10

Companies that produce many products for many markets may adopt a ________ marketing organization.

Accepted Answer

A) flat 
B) brand 
C) product 
D) matrix 
E) top-down 
A) flat 
B) brand 
C) product 
D) matrix 
E) top-down

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________.

Clayton Christensen advocates catalytic innovators to address social sector problems.Catalytic innovators exhibit all of the following qualities EXCEPT ________.

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

It is always easy to draw a clear line between normal marketing practice and unethical behavior.

Determining the most profitable businesses and customers and focusing on them is called ________.

Effective _________ marketing must be matched by a strong sense of ethics,values,and social responsibility.

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to,,and customers does the company become an effective marketer.

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Companies that produce many products for many markets may adopt a ________ marketing organization.

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

Exam 22: Managing a Holistic Marketing Organization

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________.

Clayton Christensen advocates catalytic innovators to address social sector problems.Catalytic innovators exhibit all of the following qualities EXCEPT ________.

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

It is always easy to draw a clear line between normal marketing practice and unethical behavior.

Determining the most profitable businesses and customers and focusing on them is called ________.

Effective _________ marketing must be matched by a strong sense of ethics,values,and social responsibility.

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to________,________,and ________ customers does the company become an effective marketer.

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Companies that produce many products for many markets may adopt a ________ marketing organization.

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

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to,,and customers does the company become an effective marketer.