Question 1

How much of the sales performance gap is due to price decline?

Accepted Answer

A)  28.5 percent 
B)  37 percent 
C)  2.5 percent 
D)  71.4 percent 
E)  0.4 percent 
A)  28.5 percent 
B)  37 percent 
C)  2.5 percent 
D)  71.4 percent 
E)  0.4 percent

Question 2

The actual success of a social marketing program should be evaluated in terms of the program objectives.

Accepted Answer

A) True 
 B)False

Question 3

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 4

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

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 to implement 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 to implement lifestyle changes.

Question 5

Operating management is most effective in controlling direct costs and traceable common costs.

Accepted Answer

A) True 
 B)False

Question 6

What is marketing control? List the four types of marketing control.

Accepted Answer

Marketing control is the process by whic

Question 7

Social marketing programs take little time to develop and are generally easy to implement.

Accepted Answer

A) True 
 B)False

Question 8

To succeed in the future, marketing must ________.

Accepted Answer

A)  become more holistic 
B)  build brands through promotion rather than performance 
C)  be more departmental 
D)  focus on free-spending 
E)  rely more on mass marketing 
A)  become more holistic 
B)  build brands through promotion rather than performance 
C)  be more departmental 
D)  focus on free-spending 
E)  rely more on mass marketing

Question 9

The purpose of strategic control is to ________.

Accepted Answer

A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution 
A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution

Question 10

Because the retail trade tends to think of profitability in terms of product categories, some companies are switching to a category management organizational model.

Accepted Answer

A) True 
 B)False

Question 11

The first step in conducting a marketing profitability analysis involves assigning functional expenses to marketing entities.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is true regarding cause-related marketing?

Accepted Answer

A)  The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B)  Many companies focus on multiple causes to simplify execution and maximize impact. 
C)  Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D)  Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E)  In order to avoid public backlash, firms are advised to adopt a hard-sell approach to their cause efforts. 
A)  The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes. 
B)  Many companies focus on multiple causes to simplify execution and maximize impact. 
C)  Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm. 
D)  Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders. 
E)  In order to avoid public backlash, firms are advised to adopt a hard-sell approach to their cause efforts.

Question 13

Explain the product- or brand-management organization and list its advantages and disadvantages.

Accepted Answer

Companies producing a variety of product

Question 14

As a business practice, broadening involves _________.

Accepted Answer

A)  acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope 
B)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise 
C)  buying more goods and services from outside domestic or foreign vendors 
D)  appointing teams to manage customer-value-building processes and break down walls between departments 
E)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions 
A)  acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope 
B)  factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise 
C)  buying more goods and services from outside domestic or foreign vendors 
D)  appointing teams to manage customer-value-building processes and break down walls between departments 
E)  becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions

Question 15

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

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)  Attract people with obesity to sign up for a one-time free medical check up. 
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)  Attract people with obesity to sign up for a one-time free medical check up.

Question 16

Which of the following represents the objective of a cognitive social marketing campaign?

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 to implement 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 to implement lifestyle changes.

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Accepted Answer

A) True 
 B)False

Question 19

A product- or brand-management organization is characterized as a(n)________ system.

Accepted Answer

A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral 
A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral

Question 20

Many companies now focus on departments as opposed to processes, because processes can be a barrier to smooth performance.

Accepted Answer

A) True 
 B)False

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

How much of the sales performance gap is due to price decline?

The actual success of a social marketing program should be evaluated in terms of the program objectives.

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

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

Operating management is most effective in controlling direct costs and traceable common costs.

What is marketing control? List the four types of marketing control.

Social marketing programs take little time to develop and are generally easy to implement.

To succeed in the future, marketing must ________.

The purpose of strategic control is to ________.

Because the retail trade tends to think of profitability in terms of product categories, some companies are switching to a category management organizational model.

The first step in conducting a marketing profitability analysis involves assigning functional expenses to marketing entities.

Which of the following is true regarding cause-related marketing?

Explain the product- or brand-management organization and list its advantages and disadvantages.

As a business practice, broadening involves _________.

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

Which of the following represents the objective of a cognitive social marketing campaign?

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

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

A product- or brand-management organization is characterized as a(n)________ system.

Many companies now focus on departments as opposed to processes, because processes can be a barrier to smooth performance.

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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