Question 1

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

Accepted Answer

A) True 
 B)False

Question 2

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

Accepted Answer

A) True 
 B)False

Question 3

What are some of the forces that are driving companies to practice corporate social responsibility?

Accepted Answer

A number of forces are driving companies

Question 4

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true about market share?

Accepted Answer

A)  Outside forces affect all companies in the same way. 
B)  A company's performance should be judged against the average performance of all companies. 
C)  A decline in market share does not necessarily mean the company is performing worse than other companies. 
D)  A decline in market share cannot be deliberately engineered. 
E)  All shifts in market share have marketing significance. 
A)  Outside forces affect all companies in the same way. 
B)  A company's performance should be judged against the average performance of all companies. 
C)  A decline in market share does not necessarily mean the company is performing worse than other companies. 
D)  A decline in market share cannot be deliberately engineered. 
E)  All shifts in market share have marketing significance.

Question 6

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

Accepted Answer

A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets 
A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets

Question 7

What is a brand-asset management team (BAMT)?

Accepted Answer

Triangular and horizontal product-team a

Question 8

What is a market-management organization?

Accepted Answer

Many companies sell their products to di

Question 9

Which of the following is likely to be an important trend in marketing in the future?

Accepted Answer

A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing 
A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing

Question 10

Companies producing a variety of products and brands often establish a product- (or brand-)management organization.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Marketing has sole ownership of customer interaction.

Accepted Answer

A) True 
 B)False

Question 13

________ by nonprofit or government organizations furthers a cause.

Accepted Answer

A)  Corporate societal marketing 
B)  Brand marketing 
C)  Causal marketing 
D)  Social marketing 
E)  Place marketing 
A)  Corporate societal marketing 
B)  Brand marketing 
C)  Causal marketing 
D)  Social marketing 
E)  Place marketing

Question 14

________ is market share in comparison to the largest competitor.

Accepted Answer

A)  Relative market share 
B)  Served market share 
C)  Overall market share 
D)  Market value 
E)  Target market share 
A)  Relative market share 
B)  Served market share 
C)  Overall market share 
D)  Market value 
E)  Target market share

Question 15

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

Accepted Answer

A)  Microsales analysis 
B)  Sales variance analysis 
C)  Expense-to-sales analysis 
D)  Full costing analysis 
E)  Financial analysis 
A)  Microsales analysis 
B)  Sales variance analysis 
C)  Expense-to-sales analysis 
D)  Full costing analysis 
E)  Financial analysis

Question 16

Which of the following observations is true?

Accepted Answer

A)  In today's business environment, marketers are mainly middlemen. 
B)  Marketing has the sole ownership of customer interactions. 
C)  Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer. 
D)  Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message. 
E)  Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities. 
A)  In today's business environment, marketers are mainly middlemen. 
B)  Marketing has the sole ownership of customer interactions. 
C)  Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer. 
D)  Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message. 
E)  Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities.

Question 17

A(n)________ of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the 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 18

Define sale-variance analysis and microsales analysis.

Accepted Answer

Sales-variance analysis measures the rel

Question 19

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

Accepted Answer

A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams 
A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams

Question 20

Transforming into a true market-driven company requires organizing around ________.

Accepted Answer

A)  sales 
B)  customer segments 
C)  products 
D)  functions 
E)  brands 
A)  sales 
B)  customer segments 
C)  products 
D)  functions 
E)  brands

Exam 22: Managing a Holistic Marketing Organization for the Long Run

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

What are some of the forces that are driving companies to practice corporate social responsibility?

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Which of the following is true about market share?

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

What is a brand-asset management team (BAMT)?

What is a market-management organization?

Which of the following is likely to be an important trend in marketing in the future?

Companies producing a variety of products and brands often establish a product- (or brand-)management organization.

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

Marketing has sole ownership of customer interaction.

________ by nonprofit or government organizations furthers a cause.

________ is market share in comparison to the largest competitor.

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

Which of the following observations is true?

A(n)________ of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the company is gaining on its leading competitor.

Define sale-variance analysis and microsales analysis.

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

Transforming into a true market-driven company requires organizing around ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Filters