Exam 22: Managing a Holistic Marketing Organization

Sometimes a market share decline is deliberately engineered to improve profits.

Market leaders tend to miss trends when they are risk adverse,obsessed about protecting their existing markets and physical resources,and more interested in ________ than innovation.

________ is working more closely with customers to add value to their operations.

You are the brand/product manager for a line of cake mixes.One of your tasks is to prepare a long-range strategy for the product.Other tasks assigned to you would include ________.

________ is done by a nonprofit or government organization to further a cause.

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.

Compare and contrast the differences between cause-related marketing and social marketing.

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Several companies are now adding ________ to support the sales efforts in high-volume markets.

Identify the four characteristics of a marketing audit.

Your company believes that each major brand should be run by a ________,consisting of key representatives from the major functions.

When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.

Cause marketing has a particular interested audience in civic-minded ________.

Define marketing implementation.

2006 saw the highly publicized launch of (RED),a campaign created to raise awareness and money for The Global Fund by teaming with brands such as American Express,Motorola,Converse,and Gap to produce (PRODUCT)RED branded products.For these companies,this is an example of ________.

A company can have an excellent marketing department and yet fail at marketing because much depends on how other company departments view customers.

Investors are largely indifferent to what firms do to achieve sustainability as long as the firms are profitable.

Clayton Christensen advocates catalytic innovators to address social sector problems.Catalytic innovators exhibit all of the following qualities EXCEPT ________.

________ links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Although it's necessary to be customer oriented,it's not enough.The organization must also be ________.