Question 1

Under the marketing concept,________ need to "think customer."

Accepted Answer

A)  marketing departments 
B)  finance departments 
C)  senior managers 
D)  manufacturing departments 
E)  all departments 
A)  marketing departments 
B)  finance departments 
C)  senior managers 
D)  manufacturing departments 
E)  all departments

Question 2

The main advantage of a functional marketing organization is its administrative simplicity.

Accepted Answer

A) True 
 B)False

Question 3

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to________,________,and ________ customers does the company become an effective marketer.

Accepted Answer

A)  serve; listen; deliver 
B)  create; serve; satisfy 
C)  create; listen; deliver 
D)  listen; create; satisfy 
E)  deflect; monitor; listen 
A)  serve; listen; deliver 
B)  create; serve; satisfy 
C)  create; listen; deliver 
D)  listen; create; satisfy 
E)  deflect; monitor; listen

Question 4

P&G cites a number of advantages to a category-management structure.This new scheme is designed to ensure that _________.

Accepted Answer

A)  all categories receive adequate resources 
B)  all brand mangers compete for limited dollars 
C)  all brand managers compete for the positions in the largest categories 
D)  all brand managers compete for new-product roll-outs and launches 
E)  all brand managers compete for upper-level management positions 
A)  all categories receive adequate resources 
B)  all brand mangers compete for limited dollars 
C)  all brand managers compete for the positions in the largest categories 
D)  all brand managers compete for new-product roll-outs and launches 
E)  all brand managers compete for upper-level management positions

Question 5

________ is buying more goods and services from outside domestic or foreign vendors.

Accepted Answer

A)  Benchmarking 
B)  Merging 
C)  Globalizing 
D)  Outsourcing 
E)  Accelerating 
A)  Benchmarking 
B)  Merging 
C)  Globalizing 
D)  Outsourcing 
E)  Accelerating

Question 6

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 7

Many companies are increasingly working with public interest groups to avoid perceptions of ________-insincere,phony efforts to appear more environmentally sensitive than they really are.

Accepted Answer

A)  containerization 
B)  decentralization 
C)  greenwashing 
D)  legalistic actions 
E)  none of the above 
A)  containerization 
B)  decentralization 
C)  greenwashing 
D)  legalistic actions 
E)  none of the above

Question 8

Modern marketing departments may be organized in a number of different,sometimes overlapping ways by ________.

Accepted Answer

A)  function, brand, product group, customer, or matrix 
B)  design, brand, product, territory, or matrix 
C)  matrix, brand, function, geography, or customer 
D)  customer, brand, geography, or territory 
E)  function, geography, product or brand, market, or matrix 
A)  function, brand, product group, customer, or matrix 
B)  design, brand, product, territory, or matrix 
C)  matrix, brand, function, geography, or customer 
D)  customer, brand, geography, or territory 
E)  function, geography, product or brand, market, or matrix

Question 9

Define a marketing audit.

Accepted Answer

A marketing audit is a comprehensive,sys

Question 10

Overall market share can be broken down into four components.List and define these components.

Accepted Answer

Overall market share is the product of c

Question 11

A _________ is an examination of a company's marketing environment,objectives,strategies,and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance.

Accepted Answer

A)  marketing plan 
B)  marketing management 
C)  marketing audit 
D)  marketing intelligence 
E)  marketing metric 
A)  marketing plan 
B)  marketing management 
C)  marketing audit 
D)  marketing intelligence 
E)  marketing metric

Question 12

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

Question 13

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

Accepted Answer

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

Question 14

There are three types of potential product-team structures.These are ________.

Accepted Answer

A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams 
A)  vertical, triangular, and horizontal product teams 
B)  vertical, horizontal, and circular product teams 
C)  horizontal, vertical, and rectangular product teams 
D)  horizontal, vertical, and flattened product teams 
E)  vertical, rectangular, and circular product teams

Question 15

The danger with cause-related marketing is that it can backfire if cynical consumers question the link between the product and the cause and see the firm as self-serving and exploitive.

Accepted Answer

A) True 
 B)False

Question 16

_______ of exactly 100% means that your company is tied for the market lead.A rise means a company is gaining on its leading competitor.

Accepted Answer

A)  Overall market share 
B)  Served market share 
C)  Potential market share 
D)  Relative market share 
E)  Actual market share 
A)  Overall market share 
B)  Served market share 
C)  Potential market share 
D)  Relative market share 
E)  Actual market share

Question 17

Companies that produce many products for many markets may adopt a ________ marketing organization.

Accepted Answer

A)  flat 
B)  brand 
C)  product 
D)  matrix 
E)  top-down 
A)  flat 
B)  brand 
C)  product 
D)  matrix 
E)  top-down

Question 18

The control process includes the following: ________.

Accepted Answer

A)  goal setting, performance measurement, performance diagnosis, corrective action 
B)  goal setting, brand review, marketing audit, corrective action 
C)  brand audit, control review, efficiency control, corrective action 
D)  management scorecard, goal setting, marketing audit, corrective action 
E)  efficiency control, strategic control, goal setting, corrective action 
A)  goal setting, performance measurement, performance diagnosis, corrective action 
B)  goal setting, brand review, marketing audit, corrective action 
C)  brand audit, control review, efficiency control, corrective action 
D)  management scorecard, goal setting, marketing audit, corrective action 
E)  efficiency control, strategic control, goal setting, corrective action

Question 19

Describe and summarize the characteristics of a great marketing company.

Accepted Answer

Table 22.5 describes the characteristics

Question 20

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

Accepted Answer

A)  territory 
B)  geographic 
C)  psychographic profile 
D)  convenience 
E)  product 
A)  territory 
B)  geographic 
C)  psychographic profile 
D)  convenience 
E)  product

Exam 22: Managing a Holistic Marketing Organization

Under the marketing concept,________ need to "think customer."

The main advantage of a functional marketing organization is its administrative simplicity.

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to________,________,and ________ customers does the company become an effective marketer.

P&G cites a number of advantages to a category-management structure.This new scheme is designed to ensure that _________.

________ is buying more goods and services from outside domestic or foreign vendors.

Corporate philanthropy as a whole is on the rise.

Many companies are increasingly working with public interest groups to avoid perceptions of ________-insincere,phony efforts to appear more environmentally sensitive than they really are.

Modern marketing departments may be organized in a number of different,sometimes overlapping ways by ________.

Define a marketing audit.

Overall market share can be broken down into four components.List and define these components.

A _________ is an examination of a company's marketing environment,objectives,strategies,and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance.

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

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

There are three types of potential product-team structures.These are ________.

The danger with cause-related marketing is that it can backfire if cynical consumers question the link between the product and the cause and see the firm as self-serving and exploitive.

_______ of exactly 100% means that your company is tied for the market lead.A rise means a company is gaining on its leading competitor.

Companies that produce many products for many markets may adopt a ________ marketing organization.

The control process includes the following: ________.

Describe and summarize the characteristics of a great marketing company.

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

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

A company can have an excellent marketing department and yet fail at marketing.Much depends on how other company departments view customers.Only when all employees realize that their jobs are to,,and customers does the company become an effective marketer.