Question 1

________ is the importance of meeting humanity's needs without harming future generations.

Accepted Answer

A)  Greenwashing 
B)  Sustainability 
C)  Social responsibility 
D)  Ethical business 
E)  Legal practice 
A)  Greenwashing 
B)  Sustainability 
C)  Social responsibility 
D)  Ethical business 
E)  Legal practice

Question 2

Today,marketing no longer has sole ownership of customer interactions; rather marketing needs to ________.

Accepted Answer

A)  collect productivity data in order to bolster arguments for continued customer engagement 
B)  examine customer interactions to minimize the influence of manufacturing 
C)  review and consolidate customer-facing responsibilities 
D)  integrate all customer-facing processes 
E)  distribute multiple voices to customers 
A)  collect productivity data in order to bolster arguments for continued customer engagement 
B)  examine customer interactions to minimize the influence of manufacturing 
C)  review and consolidate customer-facing responsibilities 
D)  integrate all customer-facing processes 
E)  distribute multiple voices to customers

Question 3

Going forward,there are a number of imperatives to achieve marketing excellence.Marketing must be _________ and less departmental.

Accepted Answer

A)  holistic 
B)  comprehensive 
C)  integrated 
D)  developed 
E)  functional 
A)  holistic 
B)  comprehensive 
C)  integrated 
D)  developed 
E)  functional

Question 4

________ is the average price charged by the company as a percentage of the average price charged by all companies.

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 5

Identify three key success factors in developing and implementing a social marketing program.

Accepted Answer

Students may choose three of the followi

Question 6

________ is studying "best practice companies" to improve performance.

Accepted Answer

A)  Empowering 
B)  Globalizing 
C)  Flattening 
D)  Focusing 
E)  Benchmarking 
A)  Empowering 
B)  Globalizing 
C)  Flattening 
D)  Focusing 
E)  Benchmarking

Question 7

In order to promote ethical cultures,companies should ________.

Accepted Answer

A)  disseminate a written code of ethics 
B)  build a company tradition of ethical behavior 
C)  hold people responsible for observing ethical and legal guidelines 
D)  all of the above 
E)  none of the above 
A)  disseminate a written code of ethics 
B)  build a company tradition of ethical behavior 
C)  hold people responsible for observing ethical and legal guidelines 
D)  all of the above 
E)  none of the above

Question 8

One of the problems with being seen as a socially responsible company is that it makes it difficult to attract employees,especially younger people.

Accepted Answer

A) True 
 B)False

Question 9

Several forces are driving companies to practice corporate social responsibility.List and describe these forces.

Accepted Answer

The forces of rising customer expectatio

Question 10

Cause-related marketing is part of _________.

Accepted Answer

A)  action marketing 
B)  corporate societal marketing 
C)  socially responsible marketing 
D)  trade marketing 
E)  proactive marketing 
A)  action marketing 
B)  corporate societal marketing 
C)  socially responsible marketing 
D)  trade marketing 
E)  proactive marketing

Question 11

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

Accepted Answer

A)  a sales staff 
B)  functional specialists 
C)  a departmental head 
D)  interns 
E)  none of the above 
A)  a sales staff 
B)  functional specialists 
C)  a departmental head 
D)  interns 
E)  none of the above

Question 12

Outline and explain the four types of marketing control needed by companies,who is primarily responsible for these controls,and their overall purpose.

Accepted Answer

The four types of marketing control are:

Question 13

Profitability control can be approached from a product,territory,customer,segment,trade channel,or order size basis.

Accepted Answer

A) True 
 B)False

Question 14

A marketing audit is a comprehensive,systematic,internal,and periodic examination of a company's or business units' marketing environment.

Accepted Answer

A) True 
 B)False

Question 15

A successful cause-marketing program can product a number of benefits of the firm.List some of these benefits.

Accepted Answer

Some of the benefits are: improving soci

Question 16

Assume that your company's products deal with individual customers rather than with mass market or even market segments.Which marketing organization would best serve your firm

Accepted Answer

A)  A customer-management organization 
B)  A market-centered organization 
C)  A matrix organization 
D)  A functional organization 
E)  A brand-management organization 
A)  A customer-management organization 
B)  A market-centered organization 
C)  A matrix organization 
D)  A functional organization 
E)  A brand-management organization

Question 17

What is the danger to a firm of limiting its cause-related marketing to one particular cause

Accepted Answer

A)  It may limit the consumers or other stakeholders who could transfer positive feelings from the cause to the firm. 
B)  The cause may go out of business as a cure is found or the problem(s) is(are) eliminated. 
C)  The cause may be subject to government regulations or investigations, thereby embarrassing the firm. 
D)  The cause may not reach enough consumers for the firm to realize a profit from the support. 
E)  The firm must cover many bases because they sell to many consumers. 
A)  It may limit the consumers or other stakeholders who could transfer positive feelings from the cause to the firm. 
B)  The cause may go out of business as a cure is found or the problem(s) is(are) eliminated. 
C)  The cause may be subject to government regulations or investigations, thereby embarrassing the firm. 
D)  The cause may not reach enough consumers for the firm to realize a profit from the support. 
E)  The firm must cover many bases because they sell to many consumers.

Question 18

The actual success of the social marketing program should be evaluated in terms of the program objectives.

Accepted Answer

A) True 
 B)False

Question 19

Several forces are driving companies to practice a higher level of corporate social responsibility.These include ________.

Accepted Answer

A)  rising customer expectations 
B)  evolving employee goals and ambitions 
C)  tighter government legislation 
D)  investor interests 
E)  all of the above 
A)  rising customer expectations 
B)  evolving employee goals and ambitions 
C)  tighter government legislation 
D)  investor interests 
E)  all of the above

Question 20

Identify some of the brand benefits that can accrue to a company that engages in cause marketing.

Accepted Answer

Consumers may develop a strong,unique bo

Exam 22: Managing a Holistic Marketing Organization

________ is the importance of meeting humanity's needs without harming future generations.

Today,marketing no longer has sole ownership of customer interactions; rather marketing needs to ________.

Going forward,there are a number of imperatives to achieve marketing excellence.Marketing must be _________ and less departmental.

________ is the average price charged by the company as a percentage of the average price charged by all companies.

Identify three key success factors in developing and implementing a social marketing program.

________ is studying "best practice companies" to improve performance.

In order to promote ethical cultures,companies should ________.

One of the problems with being seen as a socially responsible company is that it makes it difficult to attract employees,especially younger people.

Several forces are driving companies to practice corporate social responsibility.List and describe these forces.

Cause-related marketing is part of _________.

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

Outline and explain the four types of marketing control needed by companies,who is primarily responsible for these controls,and their overall purpose.

Profitability control can be approached from a product,territory,customer,segment,trade channel,or order size basis.

A marketing audit is a comprehensive,systematic,internal,and periodic examination of a company's or business units' marketing environment.

A successful cause-marketing program can product a number of benefits of the firm.List some of these benefits.

Assume that your company's products deal with individual customers rather than with mass market or even market segments.Which marketing organization would best serve your firm

What is the danger to a firm of limiting its cause-related marketing to one particular cause

The actual success of the social marketing program should be evaluated in terms of the program objectives.

Several forces are driving companies to practice a higher level of corporate social responsibility.These include ________.

Identify some of the brand benefits that can accrue to a company that engages in cause 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

Filters