Question 1

Which of the following is the main advantage of a functional marketing organization?

Accepted Answer

A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships 
A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships

Question 2

A social marketing program which aims to alter ideas about abortion is an example of a(n)________.

Accepted Answer

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

Question 3

Define marketing implementation.

Accepted Answer

Marketing implementation is th

Question 4

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

Accepted Answer

A)  effective reach 
B)  customer acquisition costs 
C)  market share 
D)  stocks cover in days 
E)  response rate 
A)  effective reach 
B)  customer acquisition costs 
C)  market share 
D)  stocks cover in days 
E)  response rate

Question 5

How can a firm periodically reassess its strategic approach to the marketplace?

Accepted Answer

Each company should periodically reasses

Question 6

The ratio of promoters to detractors is a customer metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 7

A product-management organization ________.

Accepted Answer

A)  often proves to be cost-effective 
B)  simplifies the process of developing a national strategy 
C)  focuses on building market share rather than customer relationships 
D)  reduces an organization's staffing requirements 
E)  allows product managers to achieve functional expertise 
A)  often proves to be cost-effective 
B)  simplifies the process of developing a national strategy 
C)  focuses on building market share rather than customer relationships 
D)  reduces an organization's staffing requirements 
E)  allows product managers to achieve functional expertise

Question 8

Market managers are staff people, with duties like those of a product manager.

Accepted Answer

A) True 
 B)False

Question 9

Explain the concept of greenwashing along with an example.

Accepted Answer

Greenwashing gives products the appearan

Question 10

A marketing audit only benefits a company that is in trouble; companies in good health do not need to conduct them.

Accepted Answer

A) True 
 B)False

Question 11

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu

Question 12

The first step in the social marketing planning process is ________.

Accepted Answer

A)  determining the focus of the program 
B)  selecting the target audience 
C)  setting objectives and goals 
D)  designing the market offering 
E)  finding a source of funding 
A)  determining the focus of the program 
B)  selecting the target audience 
C)  setting objectives and goals 
D)  designing the market offering 
E)  finding a source of funding

Question 13

What are direct, traceable common, and nontraceable common costs? Give an example of each.

Accepted Answer

Direct costs are costs that we can assig

Question 14

Which of the following is true about a brand-asset management team (BAMT)?

Accepted Answer

A)  A BAMT is part of the triangular and vertical product team structures. 
B)  BAMTs often report directly to the organization's chief branding officer. 
C)  BAMTs are a traditional, tried and tested means of managing brands. 
D)  Companies with a product-management organization often have only one BAMT. 
E)  The BAMT consists of key representatives from functions affecting the brand's performance. 
A)  A BAMT is part of the triangular and vertical product team structures. 
B)  BAMTs often report directly to the organization's chief branding officer. 
C)  BAMTs are a traditional, tried and tested means of managing brands. 
D)  Companies with a product-management organization often have only one BAMT. 
E)  The BAMT consists of key representatives from functions affecting the brand's performance.

Question 15

To succeed in the future, marketing must be more holistic and less departmental.

Accepted Answer

A) True 
 B)False

Question 16

Social marketing is a new trend in marketing.

Accepted Answer

A) True 
 B)False

Question 17

What is the full-cost approach of evaluating a marketing entity's performance?

Accepted Answer

When evaluating a marketing entity's per

Question 18

List and define some of the important shifts that have taken place in business and marketing practices.

Accepted Answer

1. Reengineering is the appointment of t

Question 19

A disadvantage of the product-management organization is that ________.

Accepted Answer

A)  it marginalizes a company's smaller brands 
B)  it reduces organizational responsiveness to new products in the market place 
C)  product managers generally exercise authority outside their areas of responsibility 
D)  it prevents product managers from gaining sufficient expertise in their product areas 
E)  it fails to build long-term strengths as brand managers normally manage brands for only short periods 
A)  it marginalizes a company's smaller brands 
B)  it reduces organizational responsiveness to new products in the market place 
C)  product managers generally exercise authority outside their areas of responsibility 
D)  it prevents product managers from gaining sufficient expertise in their product areas 
E)  it fails to build long-term strengths as brand managers normally manage brands for only short periods

Question 20

The product-management organization replaces the functional organization in the firm.

Accepted Answer

A) True 
 B)False

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

Which of the following is the main advantage of a functional marketing organization?

A social marketing program which aims to alter ideas about abortion is an example of a(n)________.

Define marketing implementation.

Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

How can a firm periodically reassess its strategic approach to the marketplace?

The ratio of promoters to detractors is a customer metric that is used to evaluate the performance of marketing plans.

A product-management organization ________.

Market managers are staff people, with duties like those of a product manager.

Explain the concept of greenwashing along with an example.

A marketing audit only benefits a company that is in trouble; companies in good health do not need to conduct them.

Give an example of a cognitive social marketing campaign.

The first step in the social marketing planning process is ________.

What are direct, traceable common, and nontraceable common costs? Give an example of each.

Which of the following is true about a brand-asset management team (BAMT)?

To succeed in the future, marketing must be more holistic and less departmental.

Social marketing is a new trend in marketing.

What is the full-cost approach of evaluating a marketing entity's performance?

List and define some of the important shifts that have taken place in business and marketing practices.

A disadvantage of the product-management organization is that ________.

The product-management organization replaces the functional organization in the firm.

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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