Question 1

Which of the following is a best practice in business and marketing?

Accepted Answer

A)  end-product orientation 
B)  reacting to competitors 
C)  vertical integration 
D)  stockholder driven 
E)  teamwork 
A)  end-product orientation 
B)  reacting to competitors 
C)  vertical integration 
D)  stockholder driven 
E)  teamwork

Question 2

Cause-related marketing efforts are unlikely to backfire as customers generally view the company's motives as genuine.

Accepted Answer

A) True 
 B)False

Question 3

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

Accepted Answer

A)  Marketing implementation 
B)  Marketing research 
C)  Marketing analysis 
D)  Brand management 
E)  Product management 
A)  Marketing implementation 
B)  Marketing research 
C)  Marketing analysis 
D)  Brand management 
E)  Product management

Question 4

What is a customer-management organization? When should it be adopted?

Accepted Answer

A customer-management organization deals

Question 5

Define a category-management organization.

Accepted Answer

A category-management organiza

Question 6

When customers fall into different user groups with distinct buying preferences and practices, a ________ is desirable.

Accepted Answer

A)  market-management organization 
B)  product-management organization 
C)  brand-management organization 
D)  geographic organization 
E)  functional organization 
A)  market-management organization 
B)  product-management organization 
C)  brand-management organization 
D)  geographic organization 
E)  functional organization

Question 7

Identify three key success factors in developing and implementing a social marketing program.

Accepted Answer

Students may choose three of the followi

Question 8

Annual-plan control requires making sure the company isn't overspending to achieve sales goals. The key ratio to watch is ________.

Accepted Answer

A)  stock turnover 
B)  gross margin 
C)  return on capital 
D)  cash flow return on investment 
E)  marketing expense-to-sales 
A)  stock turnover 
B)  gross margin 
C)  return on capital 
D)  cash flow return on investment 
E)  marketing expense-to-sales

Question 9

How can firms promote ethical behavior among their employees?

Accepted Answer

Companies must adopt and disseminate a w

Question 10

Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment?

Accepted Answer

A)  benchmarking 
B)  outsourcing 
C)  focusing 
D)  accelerating 
E)  globalizing 
A)  benchmarking 
B)  outsourcing 
C)  focusing 
D)  accelerating 
E)  globalizing

Question 11

Firms that are viewed as being socially responsible have the added benefit of being able to attract employees.

Accepted Answer

A) True 
 B)False

Question 12

Define cause-related marketing. What is the difference between cause-related marketing and social marketing?

Accepted Answer

Cause-related marketing links the firm's

Question 13

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 14

What is the purpose of profitability control?

Accepted Answer

The purpose of profitability control is

Question 15

When customers fall into different user groups with distinct buying preferences and practices, a product team structure is desirable.

Accepted Answer

A) True 
 B)False

Question 16

The ________ is primarily responsible for strategic control.

Accepted Answer

A)  line and staff management 
B)  marketing auditor 
C)  marketing controller 
D)  middle management 
E)  BAMT 
A)  line and staff management 
B)  marketing auditor 
C)  marketing controller 
D)  middle management 
E)  BAMT

Question 17

List some of the marketing trends that are likely to emerge in the near future.

Accepted Answer

The coming years will see:
• The demise

Question 18

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 19

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?

Accepted Answer

A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. 
A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior.

Question 20

The CEO's annual compensation is an example of a ________.

Accepted Answer

A)  direct cost 
B)  variable cost 
C)  traceable common cost 
D)  non-traceable common cost 
E)  manufacturing cost 
A)  direct cost 
B)  variable cost 
C)  traceable common cost 
D)  non-traceable common cost 
E)  manufacturing cost

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

Which of the following is a best practice in business and marketing?

Cause-related marketing efforts are unlikely to backfire as customers generally view the company's motives as genuine.

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

What is a customer-management organization? When should it be adopted?

Define a category-management organization.

When customers fall into different user groups with distinct buying preferences and practices, a ________ is desirable.

Identify three key success factors in developing and implementing a social marketing program.

Annual-plan control requires making sure the company isn't overspending to achieve sales goals. The key ratio to watch is ________.

How can firms promote ethical behavior among their employees?

Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment?

Firms that are viewed as being socially responsible have the added benefit of being able to attract employees.

Define cause-related marketing. What is the difference between cause-related marketing and social marketing?

The annual plan control process begins with measuring performance.

What is the purpose of profitability control?

When customers fall into different user groups with distinct buying preferences and practices, a product team structure is desirable.

The ________ is primarily responsible for strategic control.

List some of the marketing trends that are likely to emerge in the near future.

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.

The CEO's annual compensation is an example of a ________.

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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