Exam 15: Designing and Controlling Global Marketing Systems

Once companies reach a critical mass of diverse products and customers,the functional organizational format is the most likely to be adopted.

Two fatal flaws in transforming a marketing organization via leadership include underestimating the power of organizational silos and taking on too much too soon.

Location is another important factor in eSys strategy.

eSys is an example of a firm that is ____________________________.

Companies like Johnson & Johnson have been able to build productive units that perform to the company's standards globally largely because of a ______________________________.

In which organizational format might the following comment be most likely overheard? "Lau Seng Kong wants me to complete next year's sales forecast for microprocessors produced in our Singapore plant.Ming Wo wants me to suggest a strategy for moving our microprocessor production facilities.I can't do a forecast for the Singapore plant if we're eliminating production there,can I?"

Successful global marketing organizations must focus on being excellent providers of marketing services and brand campaigns as opposed to simply disseminating information and best practices.

Informal control mechanisms include all of these except _____________________.

Kwan Lee's Pan-Pacific marketing team has been able to respond quickly to the rapidly changing nature of her region's digital media as a prime means of communication.Unfortunately,her team is challenged by the fact that its colleagues in Europe and North America have advanced digital marketing capabilities that can't be implemented in her area.Kwan Lee is struggling with the balance of ______________________ versus ________________________.

According to Kim,Acito and Rusetski,infrastructural minimalists would be most likely to prefer an organization that ________________________.

Because intangible assets such as brand value and intellectual property are so important in the global competitive environment,they are often measured and reported.

Adaptability,entrepreneurship and a strong reliance on technology are some of the hallmarks of the _____________________.

Because Procter and Gamble is a global marketer of consumer products and boasts a wide variety of end-user markets,its marketing organizational format is ____________________________.

A product-based organization would be most likely to feature _______________________________________________.

The eSys concept of Total Business Outsourcing __________________________________________.

All of the following reflect the benefits of Starbucks' revised organizational structure except __________________________.

The greatest number of marketing executives base budget decisions upon this factor:

Rudolph is a Product Manager for Global Gesellschaft,GmbH.He manages the cosmetics product line across markets,and reports to the Director of Marketing for personal care.However,his responsibilities also include the management of Global Gesellschaft's outsourcing activities,where he liaises with the VP of Operations.As might be imagined,Rudolph has occasional difficulties establishing his daily to-do list! Global Gesellschaft operates with a __________________________ organizational format.

Because of the success of matrix organizations in managing global marketing,most MNCs continue to operate using this structure.

Organizational formats that are based on the processes performed by an organization are referred to as _______________ organizational structures.