Exam 22: Managing a Holistic Marketing Organization

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, it will require the firm to change. Describe and explain what changes are going to be necessary.

Colgate has moved from managing Colgate toothpaste to managing the toothpaste category to managing mouth care. In other words, Colgate has moved from brand management to ________ to "customer-need management".

________ is the acquiring or merging with firms in the same or complementary industries to gain economies of scale or scope.

_________ is factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise.

Category management is when a company focuses on product categories to manage its brands.

An advantage of the product manager is that he/she can concentrate on developing a cost-effective marketing program.

A number of "deadly sins" signal that the marketing program is in trouble. With the following signs, identify the "sin." "Poor identification of market segments, poor prioritization of market segments, no market segment managers, employees who think that it is the job of marketing and sales to serve customers, no training program to create a customer culture, no incentives to treat the customer especially well."

You work in the marketing department of a Canadian transportation company. You believe that your firm engages in their marketing activities in an ethical, legal, and socially responsible manner. According to Cone, Inc., is there any need for your firm to communicate your corporate social responsibility?

Empowering is encouraging and empowering personnel to produce more ideas and take more initiative.

How does the millennial generation fell about companies and causes, according to the 2010 Cone Cause Evolution Study?

Accelerating is designing the organization and setting up processes to respond more quickly to changes in the environment.

A national sales manager supervises four regional sales managers, who each supervise six zone managers, who in turn supervise eight district sales manager, who each supervise ten salespeople. This is an example of which type of marketing department organization?

Canon sells its fax machines to consumers, business, and government markets. As a result it finds that a ________ is desirable because the market manager supervises several market-development managers and market specialists.

Another rationale for category management is the increasing power of the

The product-management organization has several advantages. Which of the following is a disadvantage of the product-management system?

Which of the following is true of building a creative marketing organization?

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

Define a marketing audit.

Many companies don't really know how their customers and dealers see them.

In which phase of the social marketing planning process would companies analyze target audiences and the competition?