Question 1

A brand-asset management team (BAMT)________.

Accepted Answer

A)  concerns itself with the brand only during the marketing audit 
B)  consists of key brand managers from other companies 
C)  consists of management personnel from other departments 
D)  consists of top level mangers reviewing the brand during an audit 
E)  consists of key representatives from functions affecting the brand's performance 
A)  concerns itself with the brand only during the marketing audit 
B)  consists of key brand managers from other companies 
C)  consists of management personnel from other departments 
D)  consists of top level mangers reviewing the brand during an audit 
E)  consists of key representatives from functions affecting the brand's performance

Question 2

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

Accepted Answer

A)  market-management organization 
B)  product-management organization 
C)  brand-management organization 
D)  BAMT organization 
E)  flattened organization 
A)  market-management organization 
B)  product-management organization 
C)  brand-management organization 
D)  BAMT organization 
E)  flattened organization

Question 3

The main advantage of a functional marketing organization is ________.

Accepted Answer

A)  its smooth working cross-departmental relationships 
B)  its effectiveness in dealing with large numbers of products 
C)  its encouragement of detailed planning for specific markets 
D)  its administrative simplicity 
E)  all of the above 
A)  its smooth working cross-departmental relationships 
B)  its effectiveness in dealing with large numbers of products 
C)  its encouragement of detailed planning for specific markets 
D)  its administrative simplicity 
E)  all of the above

Question 4

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

Accepted Answer

A)  Marketing implementation 
B)  Marketing research 
C)  Marketing management 
D)  Brand management 
E)  Product management 
A)  Marketing implementation 
B)  Marketing research 
C)  Marketing management 
D)  Brand management 
E)  Product management

Question 5

When would a firm choose to use a market-management organization in bringing its products to market

Accepted Answer

Many companies sell their prod

Question 6

There are three types of potential product-teams structures: vertical,triangular,and horizontal.

Accepted Answer

A) True 
 B)False

Question 7

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Accepted Answer

A) True 
 B)False

Question 8

It is always easy to draw a clear line between normal marketing practice and unethical behavior.

Accepted Answer

A) True 
 B)False

Question 9

Companies today are less concerned with the efficiency of their marketing operations than they were in the past.

Accepted Answer

A) True 
 B)False

Question 10

In a ________,companies can organize themselves to understand and deal with individual customers rather than with the mass market or even market segments.

Accepted Answer

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

Question 11

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)  none of the above 
A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  none of the above

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

When would a firm prefer a market-management organization

Accepted Answer

When customers fall into diffe

Question 15

The purpose of annual-plan control is to ________.

Accepted Answer

A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  all of the above 
A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  all of the above

Question 16

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu

Question 17

Microsales analysis looks at specific products,territories,and so forth that failed to produce expected sales.

Accepted Answer

A) True 
 B)False

Question 18

A product-management organization makes sense if ________.

Accepted Answer

A)  the company's products are quite different 
B)  there are very few products in the portfolio 
C)  the company's products are very similar 
D)  the company's products all meet similar customer needs 
E)  all of the above 
A)  the company's products are quite different 
B)  there are very few products in the portfolio 
C)  the company's products are very similar 
D)  the company's products all meet similar customer needs 
E)  all of the above

Question 19

Companies producing a variety of products and brands often establish a product-management organization.

Accepted Answer

A) True 
 B)False

Question 20

Define cause-related marketing.

Accepted Answer

Cause-related marketing links

Exam 22: Managing a Holistic Marketing Organization

A brand-asset management team (BAMT)________.

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

The main advantage of a functional marketing organization is ________.

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

When would a firm choose to use a market-management organization in bringing its products to market

There are three types of potential product-teams structures: vertical,triangular,and horizontal.

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

It is always easy to draw a clear line between normal marketing practice and unethical behavior.

Companies today are less concerned with the efficiency of their marketing operations than they were in the past.

In a ________,companies can organize themselves to understand and deal with individual customers rather than with the mass market or even market segments.

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

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

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

When would a firm prefer a market-management organization

The purpose of annual-plan control is to ________.

Give an example of a cognitive social marketing campaign.

Microsales analysis looks at specific products,territories,and so forth that failed to produce expected sales.

A product-management organization makes sense if ________.

Companies producing a variety of products and brands often establish a product-management organization.

Define cause-related marketing.

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

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