Question 1

________ gives products the appearance of being more environmentally friendly without living up to that promise.

Accepted Answer

A)  Ambush marketing 
B)  Greenwashing 
C)  Astroturfing 
D)  Viral marketing 
E)  Green politics 
A)  Ambush marketing 
B)  Greenwashing 
C)  Astroturfing 
D)  Viral marketing 
E)  Green politics

Question 2

Merging involves ________.

Accepted Answer

A)  reducing the number of organizational levels to get closer to the customer 
B)  removing barriers that separate organizational departments 
C)  partnering with fewer but better value-adding suppliers 
D)  working more closely with customers to add value to their operations 
E)  acquiring firms in the same or complementary industries 
A)  reducing the number of organizational levels to get closer to the customer 
B)  removing barriers that separate organizational departments 
C)  partnering with fewer but better value-adding suppliers 
D)  working more closely with customers to add value to their operations 
E)  acquiring firms in the same or complementary industries

Question 3

What are the steps involved in marketing profitability analysis?

Accepted Answer

The steps involved in marketing profitab

Question 4

In the future, there will be greater emphasis on precision marketing as opposed to mass marketing.

Accepted Answer

A) True 
 B)False

Question 5

Briefly explain the concept of annual-plan control.

Accepted Answer

Annual-plan control ensures the company

Question 6

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Accepted Answer

A)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management 
A)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management

Question 7

Your firm has experienced a decline in sales over the last three quarters. You have traced the problems to distribution inefficiencies. Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

Accepted Answer

A)  average sales per point of sale 
B)  sales from new products 
C)  trial rate 
D)  repurchase rate 
E)  new customer gains 
A)  average sales per point of sale 
B)  sales from new products 
C)  trial rate 
D)  repurchase rate 
E)  new customer gains

Question 8

________ refers to the ability to meet humanity's needs without harming future generations.

Accepted Answer

A)  Greenwashing 
B)  Sustainability 
C)  Ecological footprinting 
D)  Scalability 
E)  Legal practice 
A)  Greenwashing 
B)  Sustainability 
C)  Ecological footprinting 
D)  Scalability 
E)  Legal practice

Question 9

A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

Accepted Answer

A)  marketing plan 
B)  test market 
C)  marketing audit 
D)  market-based scorecard analysis 
E)  marketing metric 
A)  marketing plan 
B)  test market 
C)  marketing audit 
D)  market-based scorecard analysis 
E)  marketing metric

Question 10

Many companies are beginning to realize that they are not really market and customer driven, they are product and sales driven. In the attempt to transform themselves into true market-driven companies, firms are required to change. Describe and explain what changes are necessary.

Accepted Answer

To be truly market-driven, companies nee

Question 11

Cause-related marketing is part of ________.

Accepted Answer

A)  sustainability 
B)  corporate societal marketing 
C)  social media 
D)  global marketing 
E)  community marketing 
A)  sustainability 
B)  corporate societal marketing 
C)  social media 
D)  global marketing 
E)  community marketing

Question 12

The sales gap due to reduced volume is ________.

Accepted Answer

A)  0.4 percent 
B)  28.5 percent 
C)  71.4 percent 
D)  2.5 percent 
E)  63 percent 
A)  0.4 percent 
B)  28.5 percent 
C)  71.4 percent 
D)  2.5 percent 
E)  63 percent

Question 13

Which of the following is true regarding a marketing audit?

Accepted Answer

A)  It focuses primarily on a firm's macromarketing environment. 
B)  It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C)  It is less effective at locating the real source of a problem than a functional audit. 
D)  It analyzes only those marketing activities that have failed to produce adequate results. 
E)  It relies solely on company managers for data and opinions. 
A)  It focuses primarily on a firm's macromarketing environment. 
B)  It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C)  It is less effective at locating the real source of a problem than a functional audit. 
D)  It analyzes only those marketing activities that have failed to produce adequate results. 
E)  It relies solely on company managers for data and opinions.

Question 14

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 15

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

Accepted Answer

A successful cause-marketing program can

Question 16

The purpose of profitability 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 17

________ involves buying more goods and services from external domestic or foreign vendors.

Accepted Answer

A)  Merging 
B)  Broadening 
C)  Outsourcing 
D)  Globalizing 
E)  Accelerating 
A)  Merging 
B)  Broadening 
C)  Outsourcing 
D)  Globalizing 
E)  Accelerating

Question 18

Which of the following business practices involves reducing the number of organizational levels to get closer to the customer?

Accepted Answer

A)  flattening 
B)  globalizing 
C)  decentralization 
D)  merging 
E)  justifying 
A)  flattening 
B)  globalizing 
C)  decentralization 
D)  merging 
E)  justifying

Question 19

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Accepted Answer

A) True 
 B)False

Question 20

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n)________.

Accepted Answer

A)  cost of labor 
B)  traceable common cost 
C)  non-traceable common cost 
D)  advertising cost 
E)  direct cost 
A)  cost of labor 
B)  traceable common cost 
C)  non-traceable common cost 
D)  advertising cost 
E)  direct cost

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

________ gives products the appearance of being more environmentally friendly without living up to that promise.

Merging involves ________.

What are the steps involved in marketing profitability analysis?

In the future, there will be greater emphasis on precision marketing as opposed to mass marketing.

Briefly explain the concept of annual-plan control.

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Your firm has experienced a decline in sales over the last three quarters. You have traced the problems to distribution inefficiencies. Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

________ refers to the ability to meet humanity's needs without harming future generations.

Many companies are beginning to realize that they are not really market and customer driven, they are product and sales driven. In the attempt to transform themselves into true market-driven companies, firms are required to change. Describe and explain what changes are necessary.

Cause-related marketing is part of ________.

The sales gap due to reduced volume is ________.

Which of the following is true regarding a marketing audit?

Corporate philanthropy as a whole is on the rise.

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

The purpose of profitability control is to ________.

________ involves buying more goods and services from external domestic or foreign vendors.

Which of the following business practices involves reducing the number of organizational levels to get closer to the customer?

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n)________.

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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