Question 1

Choosing the right goal or objective for a social marketing program is critical. Some examples of the range of possible objectives include

Accepted Answer

A)  cognitive campaigns, marketing campaigns, brand campaigns, value campaigns. 
B)  behavioural campaigns, action campaigns, "shock" campaigns. 
C)  cognitive campaigns, behavioural campaigns, marketing campaigns, advertising campaigns. 
D)  cognitive campaigns, action campaigns, behavioural campaigns, value campaigns. 
E)  "shock" campaigns, marketing campaigns, brand campaigns, action campaigns. 
A)  cognitive campaigns, marketing campaigns, brand campaigns, value campaigns. 
B)  behavioural campaigns, action campaigns, "shock" campaigns. 
C)  cognitive campaigns, behavioural campaigns, marketing campaigns, advertising campaigns. 
D)  cognitive campaigns, action campaigns, behavioural campaigns, value campaigns. 
E)  "shock" campaigns, marketing campaigns, brand campaigns, action campaigns.

Question 2

Strategy addresses the what, and why of marketing activities; implementation addresses the who, where, when, and how.

Accepted Answer

A) True 
 B)False

Question 3

________ is the study of "best practice companies" to improve performance.

Accepted Answer

A)  Focusing 
B)  Flattening 
C)  Empowering 
D)  Globalizing 
E)  Benchmarking 
A)  Focusing 
B)  Flattening 
C)  Empowering 
D)  Globalizing 
E)  Benchmarking

Question 4

In a typical organization, each business function has a potential impact on customer satisfaction. Under the marketing concept, all departments need to ________ and work together to satisfy ________.

Accepted Answer

A)  think customer/customer needs and expectations 
B)  think customer/corporate goals and objectives 
C)  market share/customers 
D)  profits/customers 
E)  think customer/short term bonuses 
A)  think customer/customer needs and expectations 
B)  think customer/corporate goals and objectives 
C)  market share/customers 
D)  profits/customers 
E)  think customer/short term bonuses

Question 5

A successful cause-marketing program can produce a number of benefits for a firm. When Lenscrafters developed its Give the Gift of Sight program that provides free vision screening, eye exams, and glasses to more than 3 million needy people around the world, the cause marketing program would have resulted in a number of benefits. List some of these benefits.

Accepted Answer

Some of the benefits are:improving socia

Question 6

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A)  convenience 
B)  product lines 
C)  geographic 
D)  psychographic profiles 
E)  territory 
A)  convenience 
B)  product lines 
C)  geographic 
D)  psychographic profiles 
E)  territory

Question 8

Outsourcing is to buy more goods and services from outside domestic or foreign vendors.

Accepted Answer

A) True 
 B)False

Question 9

Determining the most profitable businesses and customers and focusing on them is called

Accepted Answer

A)  flattening. 
B)  empowering. 
C)  focusing. 
D)  outsourcing. 
E)  merging. 
A)  flattening. 
B)  empowering. 
C)  focusing. 
D)  outsourcing. 
E)  merging.

Question 10

________ is the appointment of teams to manage customer-value-building processes and break down walls between departments.

Accepted Answer

A)  Outsourcing 
B)  Benchmarking 
C)  Supplier partnering 
D)  Customer Partnering 
E)  Reengineering 
A)  Outsourcing 
B)  Benchmarking 
C)  Supplier partnering 
D)  Customer Partnering 
E)  Reengineering

Choosing the right goal or objective for a social marketing program is critical. Some examples of the range of possible objectives include

Strategy addresses the what, and why of marketing activities; implementation addresses the who, where, when, and how.

________ is the study of "best practice companies" to improve performance.

In a typical organization, each business function has a potential impact on customer satisfaction. Under the marketing concept, all departments need to and work together to satisfy .

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

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

Outsourcing is to buy more goods and services from outside domestic or foreign vendors.

Determining the most profitable businesses and customers and focusing on them is called

________ is the appointment of teams to manage customer-value-building processes and break down walls between departments.

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 Position

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 Marketing Offerings

Tapping into Global Markets

Filters

Exam 22: Managing a Holistic Marketing Organization

Choosing the right goal or objective for a social marketing program is critical. Some examples of the range of possible objectives include

Strategy addresses the what, and why of marketing activities; implementation addresses the who, where, when, and how.

________ is the study of "best practice companies" to improve performance.

In a typical organization, each business function has a potential impact on customer satisfaction. Under the marketing concept, all departments need to ________ and work together to satisfy ________.

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

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

Outsourcing is to buy more goods and services from outside domestic or foreign vendors.

Determining the most profitable businesses and customers and focusing on them is called

________ is the appointment of teams to manage customer-value-building processes and break down walls between departments.

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 Position

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 Marketing Offerings

Tapping into Global Markets

Filters

In a typical organization, each business function has a potential impact on customer satisfaction. Under the marketing concept, all departments need to and work together to satisfy .