Question 1

Desktop marketing gives marketers information and decision structures on computer dashboards.

Accepted Answer

A) True 
 B)False

Question 2

A product-management organization makes sense if ________.

Accepted Answer

A)  the company's products are quite varied 
B)  there are very few products in the company's portfolio 
C)  the company is pursuing a low cost strategy 
D)  the company's products satisfy similar customer needs 
E)  the company is vertically integrated 
A)  the company's products are quite varied 
B)  there are very few products in the company's portfolio 
C)  the company is pursuing a low cost strategy 
D)  the company's products satisfy similar customer needs 
E)  the company is vertically integrated

Question 3

Self-audits tend to provide more objective information than audits conducted by external consultants.

Accepted Answer

A) True 
 B)False

Question 4

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 5

Which of the following is true regarding annual-plan control?

Accepted Answer

A)  This control process begins by identifying the causes of serious performance deviations. 
B)  The tools used for this purpose are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis. 
C)  The marketing controller has the primary responsibility for annual-plan control. 
D)  Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E)  It measures profitability by product, territory, customer, segment, trade channel, and order size. 
A)  This control process begins by identifying the causes of serious performance deviations. 
B)  The tools used for this purpose are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis. 
C)  The marketing controller has the primary responsibility for annual-plan control. 
D)  Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E)  It measures profitability by product, territory, customer, segment, trade channel, and order size.

Question 6

The cost of the land where the plant which manufactures the common parts is set up falls under ________.

Accepted Answer

A)  traceable common costs 
B)  non-traceable common costs 
C)  variable costs 
D)  manufacturing costs 
E)  material costs 
A)  traceable common costs 
B)  non-traceable common costs 
C)  variable costs 
D)  manufacturing costs 
E)  material costs

Question 7

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Accepted Answer

A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity implement to lifestyle changes. 
A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity implement to lifestyle changes.

Question 8

Describe the functional organization of a marketing department in terms of its structure, advantages, and disadvantages.

Accepted Answer

The most common form of marketing organi

Question 9

Which of the following is true regarding a matrix-management organization?

Accepted Answer

A)  It proves to be cost-effective in the long run. 
B)  It often creates conflicts regarding authority and responsibility for marketing activities. 
C)  It hampers the flow of information among marketing personnel. 
D)  It fosters a strong sense of accountability for performance among product and market managers. 
E)  It is best suited to companies that offer a small range of products to niche markets. 
A)  It proves to be cost-effective in the long run. 
B)  It often creates conflicts regarding authority and responsibility for marketing activities. 
C)  It hampers the flow of information among marketing personnel. 
D)  It fosters a strong sense of accountability for performance among product and market managers. 
E)  It is best suited to companies that offer a small range of products to niche markets.

Question 10

________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Accepted Answer

A)  Internal marketing 
B)  Corporate communications 
C)  Integrated marketing communications 
D)  Supply chain management 
E)  Employee engagement 
A)  Internal marketing 
B)  Corporate communications 
C)  Integrated marketing communications 
D)  Supply chain management 
E)  Employee engagement

Question 11

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 12

Corporate philanthropy can pose problems even when done with the best intentions. Explain.

Accepted Answer

Philanthropic efforts by compa

Question 13

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

Accepted Answer

A)  zonal managers 
B)  functional specialists 
C)  product managers 
D)  area market specialists 
E)  brand managers 
A)  zonal managers 
B)  functional specialists 
C)  product managers 
D)  area market specialists 
E)  brand managers

Question 14

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Accepted Answer

A) True 
 B)False

Question 15

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

Question 16

A customer-management organization deals with individual customers rather than the mass market or market segments.

Accepted Answer

A) True 
 B)False

Question 17

What is a marketing audit? Explain the four characteristics of a marketing audit.

Accepted Answer

A marketing audit is a comprehensive, sy

Question 18

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

Accepted Answer

A)  cognitive campaigns 
B)  active campaigns 
C)  behavioral campaigns 
D)  value campaigns 
E)  normative campaigns 
A)  cognitive campaigns 
B)  active campaigns 
C)  behavioral campaigns 
D)  value campaigns 
E)  normative campaigns

Question 19

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Accepted Answer

A) True 
 B)False

Question 20

As a marketing practice, monitoring involves ________.

Accepted Answer

A)  designing the organization and setting up processes to respond quickly to changes in the environment 
B)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions 
C)  tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices 
D)  determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them 
E)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise 
A)  designing the organization and setting up processes to respond quickly to changes in the environment 
B)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions 
C)  tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices 
D)  determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them 
E)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise

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

Desktop marketing gives marketers information and decision structures on computer dashboards.

A product-management organization makes sense if ________.

Self-audits tend to provide more objective information than audits conducted by external consultants.

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.

Which of the following is true regarding annual-plan control?

The cost of the land where the plant which manufactures the common parts is set up falls under ________.

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Describe the functional organization of a marketing department in terms of its structure, advantages, and disadvantages.

Which of the following is true regarding a matrix-management organization?

________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Corporate philanthropy can pose problems even when done with the best intentions. Explain.

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

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

A customer-management organization deals with individual customers rather than the mass market or market segments.

What is a marketing audit? Explain the four characteristics of a marketing audit.

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

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

As a marketing practice, monitoring involves ________.

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

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