Question 1

Which of the following is true of search engine optimization and search engine marketing?

Accepted Answer

A) Search engine optimization involves buying keywords known as AdWords for which consumers are likely to search. 
B) Search engine marketing refers to a set of techniques that helps ensure that a company's web pages are ranked highly when consumers search for information using a search engine. 
C) Organic search is driven by proprietary algorithms which are similar to every search engine. 
D) The results of a company's effective use of search engine optimization are that a company's web pages rank higher in the results returned from consumers' searches. 
A) Search engine optimization involves buying keywords known as AdWords for which consumers are likely to search. 
B) Search engine marketing refers to a set of techniques that helps ensure that a company's web pages are ranked highly when consumers search for information using a search engine. 
C) Organic search is driven by proprietary algorithms which are similar to every search engine. 
D) The results of a company's effective use of search engine optimization are that a company's web pages rank higher in the results returned from consumers' searches.

Question 2

A new candy called Twirl was launched by a leading food manufacturer,Silver Ring Corporation.The candy was promoted with the help of a wide range of marketing activities.This was followed by a comparison of the relative costs and outcomes of each marketing activity.Which of the following audits would have most likely conducted the study of the cost-effectiveness of the company's marketing activities?

Accepted Answer

A) Marketing environment audit 
B) Organization audit 
C) Product manager audit 
D) Marketing productivity audit 
A) Marketing environment audit 
B) Organization audit 
C) Product manager audit 
D) Marketing productivity audit

Question 3

Optimization of SEM includes bidding a high enough price for a site to be highly ranked,but not so high that the cost of buying the keywords is higher than their value as leads.

Accepted Answer

A) True 
 B)False

Question 4

Financial terms are helpful in recognizing the importance of customer satisfaction.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is the last step in the control process?

Accepted Answer

A) Evaluating feedback data 
B) Obtaining feedback data 
C) Taking corrective action 
D) Specifying feedback data 
A) Evaluating feedback data 
B) Obtaining feedback data 
C) Taking corrective action 
D) Specifying feedback data

Question 6

Describe the step of determining probabilities in the contingency planning process.

Accepted Answer

In the contingency planning process,the

Question 7

Profitability analysis requires analysts to determine the costs associated with specific marketing activities to find out the profitability of different market segments,products,customer accounts,and distribution channels.

Accepted Answer

A) True 
 B)False

Question 8

Performance standards should not be tied to any specific time-periods.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is true about methods for obtaining feedback data?

Accepted Answer

A) Outside syndicated services are apt to take longer than in-house research projects. 
B) Invoice methods are typically the most expensive method of obtaining information. 
C) VAT approaches typically are the most time-consuming method of obtaining information. 
D) In-house research projects are apt to be more expensive than using an outside syndicated service. 
A) Outside syndicated services are apt to take longer than in-house research projects. 
B) Invoice methods are typically the most expensive method of obtaining information. 
C) VAT approaches typically are the most time-consuming method of obtaining information. 
D) In-house research projects are apt to be more expensive than using an outside syndicated service.

Question 10

Which of the following steps in the process of implementing strategic monitoring takes place at periodic intervals when the firm evaluates its performance to date along with major changes in the external environment?

Accepted Answer

A) Tracking and monitoring 
B) Strategy reassessment 
C) Identifying key variables 
D) Taking corrective action 
A) Tracking and monitoring 
B) Strategy reassessment 
C) Identifying key variables 
D) Taking corrective action

Question 11

Line managers need to be closely involved with the development of the performance measurement system,so that they can be assured of getting the performance data they need,on a timely basis.

Accepted Answer

A) True 
 B)False

Question 12

Managers can presume a causal relationship and specify appropriate action when:

Accepted Answer

A) results are compared with the standards set in the step of setting performance standards. 
B) linkages between inputs and outputs are clear. 
C) management evaluates feedback data to find out whether there is any deviation from the plan. 
D) information is obtained in measured form. 
A) results are compared with the standards set in the step of setting performance standards. 
B) linkages between inputs and outputs are clear. 
C) management evaluates feedback data to find out whether there is any deviation from the plan. 
D) information is obtained in measured form.

Question 13

Profit is a long-term measure which cannot be manipulated.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following would help a firm to conduct a line-item margin and expense analysis?

Accepted Answer

A) Orders 
B) Product line 
C) Geographical control unit 
D) Budgets 
A) Orders 
B) Product line 
C) Geographical control unit 
D) Budgets

Question 15

What is a sales analysis?

Accepted Answer

A sales analysis is a way of classifying

Question 16

Which of the following is true about direct costing?

Accepted Answer

A) Direct costing involves certain fixed joint costs that cannot be clearly linked to a single unit of analysis. 
B) Direct costing involves the use of contribution accounting. 
C) Those favoring the direct costing approach argue there is only one accurate way to assign indirect costs. 
D) Direct costing involves the use of occupancy cost. 
A) Direct costing involves certain fixed joint costs that cannot be clearly linked to a single unit of analysis. 
B) Direct costing involves the use of contribution accounting. 
C) Those favoring the direct costing approach argue there is only one accurate way to assign indirect costs. 
D) Direct costing involves the use of occupancy cost.

Question 17

Which of the following methods identify costs according to various expense categories?

Accepted Answer

A) Activity-based costing methods 
B) Economic value added metrics 
C) Traditional costing methods 
D) Balanced scoreboard techniques 
A) Activity-based costing methods 
B) Economic value added metrics 
C) Traditional costing methods 
D) Balanced scoreboard techniques

Question 18

In a marketing functions audit,_____ questions focus on experience effects,relative costs,and the actions of major competitors.

Accepted Answer

A) advertising 
B) distribution 
C) price 
D) product 
A) advertising 
B) distribution 
C) price 
D) product

Question 19

Big Bite Inc. ,a fast food joint,arranges for home delivery of their delicacies.However,it does not deliver goods if the consumers buy only a small quantity of goods.Which of the following is Big Bite Inc.engaging in?

Accepted Answer

A) Sales analysis by order size 
B) Sales analysis by territory 
C) Sales analysis by product 
D) Sales analysis by channel intermediary 
A) Sales analysis by order size 
B) Sales analysis by territory 
C) Sales analysis by product 
D) Sales analysis by channel intermediary

Question 20

At the _____ level,whether for revenue or expenses,results are compared with the standards set in the step of setting performance standards.

Accepted Answer

A) line-item 
B) header 
C) schedule line 
D) staff 
A) line-item 
B) header 
C) schedule line 
D) staff

Which of the following is true of search engine optimization and search engine marketing?

Optimization of SEM includes bidding a high enough price for a site to be highly ranked,but not so high that the cost of buying the keywords is higher than their value as leads.

Financial terms are helpful in recognizing the importance of customer satisfaction.

Which of the following is the last step in the control process?

Describe the step of determining probabilities in the contingency planning process.

Profitability analysis requires analysts to determine the costs associated with specific marketing activities to find out the profitability of different market segments,products,customer accounts,and distribution channels.

Performance standards should not be tied to any specific time-periods.

Which of the following is true about methods for obtaining feedback data?

Which of the following steps in the process of implementing strategic monitoring takes place at periodic intervals when the firm evaluates its performance to date along with major changes in the external environment?

Line managers need to be closely involved with the development of the performance measurement system,so that they can be assured of getting the performance data they need,on a timely basis.

Managers can presume a causal relationship and specify appropriate action when:

Profit is a long-term measure which cannot be manipulated.

Which of the following would help a firm to conduct a line-item margin and expense analysis?

What is a sales analysis?

Which of the following is true about direct costing?

Which of the following methods identify costs according to various expense categories?

In a marketing functions audit,_____ questions focus on experience effects,relative costs,and the actions of major competitors.

Big Bite Inc. ,a fast food joint,arranges for home delivery of their delicacies.However,it does not deliver goods if the consumers buy only a small quantity of goods.Which of the following is Big Bite Inc.engaging in?

At the _____ level,whether for revenue or expenses,results are compared with the standards set in the step of setting performance standards.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Filters

Exam 18: Measuring and Delivering Marketing Performance

Which of the following is true of search engine optimization and search engine marketing?

Optimization of SEM includes bidding a high enough price for a site to be highly ranked,but not so high that the cost of buying the keywords is higher than their value as leads.

Financial terms are helpful in recognizing the importance of customer satisfaction.

Which of the following is the last step in the control process?

Describe the step of determining probabilities in the contingency planning process.

Profitability analysis requires analysts to determine the costs associated with specific marketing activities to find out the profitability of different market segments,products,customer accounts,and distribution channels.

Performance standards should not be tied to any specific time-periods.

Which of the following is true about methods for obtaining feedback data?

Which of the following steps in the process of implementing strategic monitoring takes place at periodic intervals when the firm evaluates its performance to date along with major changes in the external environment?

Line managers need to be closely involved with the development of the performance measurement system,so that they can be assured of getting the performance data they need,on a timely basis.

Managers can presume a causal relationship and specify appropriate action when:

Profit is a long-term measure which cannot be manipulated.

Which of the following would help a firm to conduct a line-item margin and expense analysis?

What is a sales analysis?

Which of the following is true about direct costing?

Which of the following methods identify costs according to various expense categories?

In a marketing functions audit,_____ questions focus on experience effects,relative costs,and the actions of major competitors.

Big Bite Inc. ,a fast food joint,arranges for home delivery of their delicacies.However,it does not deliver goods if the consumers buy only a small quantity of goods.Which of the following is Big Bite Inc.engaging in?

At the _____ level,whether for revenue or expenses,results are compared with the standards set in the step of setting performance standards.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Filters