Exam 22: Managing a Holistic Marketing Organization

________ 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.

________ is the buying goods and services from outside domestic or foreign vendors.

A Brand-asset management team (BAMT)

________ is reducing the number of organizational levels to get closer to the customer.

________ is becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions.

A product-management organization makes sense if the company's products are quite different, or if the sheer number of products is beyond the ability of a functional organization to handle.

________ is the trend to increase partnering with fewer but better value-adding suppliers.

Designing the organization and setting up processes to respond more quickly to changes in the environment is called

________ is working more closely with customers to add value to their operations.

Implementation addresses the

One of the four types of marketing control needed by companies would be

You are leading a product team as product manager. The other members on your team are the market researcher and the communications specialist. What type of product team is this?

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on

________ is when the marketing activity is organized to meet the needs of distinct customer groups rather than being focused on marketing functions, regions, or products.

A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's or business units' marketing environment.

Going forward, there are a number of imperatives to achieve marketing excellence. Marketing must be ________ and less departmental.

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

Flattening is reducing the number of organizational levels to get closer to the customer.

A disadvantage of product and brand managers is that they become experts in their product area but rarely achieve functional expertise.

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