Exam 22: Managing a Holistic Marketing Organization

Although it is necessary to be customer oriented,it is not enough.

Product and brand management is sometimes characterized as a ________ system.

What are the three types of costs a company might incur How do they differ

A marketing audit only benefits a company that is in trouble.Companies in good health do not need to conduct them.

The four types of marketing controls are annual plan,profitability,efficiency,and strategic.

Product and brand management systems are sometimes characterized as a hub-and-spoke system.

Strategy addresses the ________ and the _________ of marketing activities.

Define a category-management organization.

Explain the product- or brand-management organization and list its advantages and disadvantages.

Going forward,there are a number of imperatives to achieving marketing excellence.For example,marketers must ________.

Effective _________ marketing must be matched by a strong sense of ethics,values,and social responsibility.

Corporate philanthropy can pose problems even when done with the best intentions.How so

Full costing allocates nontraceable common costs to marketing entities and has three major weaknesses.What are they

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Social marketing programs designed to demotivate cigarette smoking or excessive consumption of alcohol are examples of ________.

________ is 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 ________.

The four characteristics of a marketing audit are ________.

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

Give an example and a flow chart for a typical functional marketing organization.