Question 1

Which of the following should be done to increase the likelihood that social marketing programs will be successful?

Accepted Answer

A)  Choose target markets that are the least ready to respond. 
B)  Promote multiple, doable behaviors in clear, simple terms. 
C)  Make it easy to adopt the behavior. 
D)  Adopt a soft sell approach, as opposed to attention grabbing messages. 
E)  Explain the benefits in an exaggerated manner. 
A)  Choose target markets that are the least ready to respond. 
B)  Promote multiple, doable behaviors in clear, simple terms. 
C)  Make it easy to adopt the behavior. 
D)  Adopt a soft sell approach, as opposed to attention grabbing messages. 
E)  Explain the benefits in an exaggerated manner.

Question 2

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.

Accepted Answer

A)  middlemen 
B)  opinion leaders 
C)  clients 
D)  influencers 
E)  end consumers 
A)  middlemen 
B)  opinion leaders 
C)  clients 
D)  influencers 
E)  end consumers

Question 3

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Accepted Answer

A)  annual-plan control 
B)  profitability control 
C)  efficiency control 
D)  strategic control 
E)  statistical control 
A)  annual-plan control 
B)  profitability control 
C)  efficiency control 
D)  strategic control 
E)  statistical control

Question 4

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

Accepted Answer

A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate 
A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate

Question 5

A company selling in a national market often organizes its sales force along ________.

Accepted Answer

A)  functional groups 
B)  geographic lines 
C)  product teams 
D)  brand groups 
E)  product categories 
A)  functional groups 
B)  geographic lines 
C)  product teams 
D)  brand groups 
E)  product categories

Question 6

A functional organization allows for adequate planning as the number of products and markets of a firm increases.

Accepted Answer

A) True 
 B)False

Which of the following should be done to increase the likelihood that social marketing programs will be successful?

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

A company selling in a national market often organizes its sales force along ________.

A functional organization allows for adequate planning as the number of products and markets of a firm increases.

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

Filters

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

Which of the following should be done to increase the likelihood that social marketing programs will be successful?

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

A company selling in a national market often organizes its sales force along ________.

A functional organization allows for adequate planning as the number of products and markets of a firm increases.

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

Filters