Question 1

Profitability control is the prime responsibility of line and staff management.

Accepted Answer

A) True 
 B)False  False

Question 2

Discuss BAMT.

Accepted Answer

BAMT stands for brand-asset management team and it consists of key representatives from major functions affecting the brand's performance.

Question 3

The product-management organization replaces the function organization in the firm managing a variety of brands and products.

Accepted Answer

A) True 
 B)False  False

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

An advantage of the product- and brand-management system is that product and brand managers cause the company to focus on building market share rather than on building customer relationships.

Accepted Answer

A) True 
 B)False

Question 6

To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.

Accepted Answer

A) True 
 B)False

Question 7

Marketing has sole ownership of customer interaction,which has existed from the very beginning,when marketers played the role of middlemen between the firm and the consumer.

Accepted Answer

A) True 
 B)False

Question 8

Some of the specific means by which cause-marketing programs can build brand equity with consumers include _________.

Accepted Answer

A)  building brand awareness and enhancing brand image 
B)  establishing brand credibility 
C)  evoking brand feelings and creating a sense of brand community 
D)  eliciting brand engagements 
E)  all of the above 
A)  building brand awareness and enhancing brand image 
B)  establishing brand credibility 
C)  evoking brand feelings and creating a sense of brand community 
D)  eliciting brand engagements 
E)  all of the above

Question 9

What is the purpose of profitability control

Accepted Answer

The purpose of profi

Question 10

What is "greenwashing"

Accepted Answer

Greenwashing is insincere,phon

Question 11

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

Accepted Answer

A)  proper legal, ethical, and socially responsibility behavior 
B)  proper legal, ethical, and marketing communications 
C)  legal, ethical, and acceptable behavior 
D)  ethical, responsible, and clear behavior 
E)  none of the above 
A)  proper legal, ethical, and socially responsibility behavior 
B)  proper legal, ethical, and marketing communications 
C)  legal, ethical, and acceptable behavior 
D)  ethical, responsible, and clear behavior 
E)  none of the above

Question 12

The main drawback to the ________ is that it is costly and often creates conflicts.

Accepted Answer

A)  vertical organization 
B)  horizontal organization 
C)  matrix organization 
D)  triangular organization 
E)  BAMT 
A)  vertical organization 
B)  horizontal organization 
C)  matrix organization 
D)  triangular organization 
E)  BAMT

Question 13

The product-management organization has a number of disadvantages,including ________.

Accepted Answer

A)  product and brand managers may lack enough authority to carry out their responsibilities 
B)  short-term involvement leads to short-term planning and fails to build long-term brand strengths 
C)  fragmentation of markets makes it harder to develop a national strategy 
D)  product and brand managers become experts in their product area but rarely achieve functional expertise 
E)  all of the above 
A)  product and brand managers may lack enough authority to carry out their responsibilities 
B)  short-term involvement leads to short-term planning and fails to build long-term brand strengths 
C)  fragmentation of markets makes it harder to develop a national strategy 
D)  product and brand managers become experts in their product area but rarely achieve functional expertise 
E)  all of the above

Question 14

The main advantage of a functional marketing organization is its ________.

Accepted Answer

A)  ease of reporting 
B)  reduced staff requirements 
C)  administrative simplicity 
D)  overlapping responsibilities 
E)  increased work load requirements 
A)  ease of reporting 
B)  reduced staff requirements 
C)  administrative simplicity 
D)  overlapping responsibilities 
E)  increased work load requirements

Question 15

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

Accepted Answer

A)  product-centered organization 
B)  brand-centered organization 
C)  customer-management organization 
D)  market-centered organization 
E)  brand asset organization 
A)  product-centered organization 
B)  brand-centered organization 
C)  customer-management organization 
D)  market-centered organization 
E)  brand asset organization

Question 16

________ is the size of the average customer purchase from the company as a percentage of the size of the average customer purchase from an average company.

Accepted Answer

A)  Overall market share 
B)  Customer penetration 
C)  Customer loyalty 
D)  Customer selectivity 
E)  Price selectivity 
A)  Overall market share 
B)  Customer penetration 
C)  Customer loyalty 
D)  Customer selectivity 
E)  Price selectivity

Question 17

Social marketing programs are relatively simple; they take very little time to develop and are generally easy to implement.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

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

Question 19

Companies must adopt and disseminate a written code of ethics,build a company tradition of ethical behavior,and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

A) True 
 B)False

Question 20

One of the cardinal rules in conducting the marketing audit is that ________.

Accepted Answer

A)  it has to be independent 
B)  it must not rely solely on company managers for data and opinions 
C)  it has to be conducted periodically and comprehensively 
D)  a short version of a marketing audit is satisfactory 
E)  a marketing audit is not necessary except when the company is in trouble 
A)  it has to be independent 
B)  it must not rely solely on company managers for data and opinions 
C)  it has to be conducted periodically and comprehensively 
D)  a short version of a marketing audit is satisfactory 
E)  a marketing audit is not necessary except when the company is in trouble

Exam 22: Managing a Holistic Marketing Organization

Profitability control is the prime responsibility of line and staff management.

Discuss BAMT.

The product-management organization replaces the function organization in the firm managing a variety of brands and products.

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.

An advantage of the product- and brand-management system is that product and brand managers cause the company to focus on building market share rather than on building customer relationships.

To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.

Marketing has sole ownership of customer interaction,which has existed from the very beginning,when marketers played the role of middlemen between the firm and the consumer.

Some of the specific means by which cause-marketing programs can build brand equity with consumers include _________.

What is the purpose of profitability control

What is "greenwashing"

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

The main drawback to the ________ is that it is costly and often creates conflicts.

The product-management organization has a number of disadvantages,including ________.

The main advantage of a functional marketing organization is its ________.

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

________ is the size of the average customer purchase from the company as a percentage of the size of the average customer purchase from an average company.

Social marketing programs are relatively simple; they take very little time to develop and are generally easy to implement.

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

Companies must adopt and disseminate a written code of ethics,build a company tradition of ethical behavior,and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

One of the cardinal rules in conducting the marketing audit is that ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Filters