Question 1

A __________ is a nongovernmental organization that serves its customers but does not have profit as an organizational goal.

Accepted Answer

A) business firm 
B) subchapter S corporation 
C) service agency 
D) cooperative 
E) nonprofit organization 
A) business firm 
B) subchapter S corporation 
C) service agency 
D) cooperative 
E) nonprofit organization

Question 2

__________ is the visual computer display of the essential information related to achieving a marketing objective.

Accepted Answer

A) marketing metric 
B) output report 
C) marketing dashboard 
D) information screen 
E) corporate dashboard 
A) marketing metric 
B) output report 
C) marketing dashboard 
D) information screen 
E) corporate dashboard

Question 3

Quadrant "D" in Figure 2-7 above represents a(n)__________ in a SWOT analysis.

Accepted Answer

A) Threat 
B) Weakness 
C) Strength 
D) Opportunity 
E) Market segment 
A) Threat 
B) Weakness 
C) Strength 
D) Opportunity 
E) Market segment

Question 4

__________ have an increasingly important role in top management because of their ability to think strategically,bringing with them to the job multi-industry backgrounds,cross-functional management expertise,analytical skills,and intuitive marketing insights.

Accepted Answer

A) Chief marketing officers (CMOs) 
B) Chief financial officers (CFOs) 
C) Chief executive officers (CEOs) 
D) Chief human resource officers (CHROs) 
E) Chief operating officers (COOs) 
A) Chief marketing officers (CMOs) 
B) Chief financial officers (CFOs) 
C) Chief executive officers (CEOs) 
D) Chief human resource officers (CHROs) 
E) Chief operating officers (COOs)

Question 5

Amy Smith has just completed measuring the results of her firm's product performance.Her next step will be to

Accepted Answer

A) do a profitability analysis. 
B) take necessary corrective actions. 
C) bring these to the marketing auditor. 
D) proceed regardless of deviations from original plans. 
E) compare the results against the goals specified in the marketing plan. 
A) do a profitability analysis. 
B) take necessary corrective actions. 
C) bring these to the marketing auditor. 
D) proceed regardless of deviations from original plans. 
E) compare the results against the goals specified in the marketing plan.

Question 6

What are the marketing mix elements that comprise a cohesive marketing program?

Accepted Answer

Figure 2-8 in the textbook illustrates t

Question 7

At which step of the planning stage of the strategic marketing process does a firm develop its marketing mix?

Accepted Answer

A) situation analysis 
B) goal setting 
C) marketing program 
D) implementation 
E) market segmentation 
A) situation analysis 
B) goal setting 
C) marketing program 
D) implementation 
E) market segmentation

Question 8

Social entrepreneurs are usually structured as __________.

Accepted Answer

A) business firms 
B) subchapter S corporations 
C) nonprofit organizations 
D) governmental agencies 
E) 501 (c)3 for profit organizations 
A) business firms 
B) subchapter S corporations 
C) nonprofit organizations 
D) governmental agencies 
E) 501 (c)3 for profit organizations

Question 9

Which of the following statements regarding organizational foundation is MOST ACCURATE?

Accepted Answer

A) An organizational foundation specifies its goals. 
B) An organizational foundation defines the business that it is in. 
C) An organization's foundation empowers stakeholders to have a voice in the strategic marketing process. 
D) An organization's foundation is its philosophical reason for being-why it exists. 
E) An organization's foundation is the company,its product,and its customers. 
A) An organizational foundation specifies its goals. 
B) An organizational foundation defines the business that it is in. 
C) An organization's foundation empowers stakeholders to have a voice in the strategic marketing process. 
D) An organization's foundation is its philosophical reason for being-why it exists. 
E) An organization's foundation is the company,its product,and its customers.

Question 10

Cross-functional teams refer to

Accepted Answer

A) members of an organization who have been trained in multiple disciplines so they can easily move from one job to another as needed. 
B) situations where two departments within the same company have opposing views about how a product should be developed and managed. 
C) departments within an organization that carry out multiple functions due to financial constraints within the company. 
D) a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals. 
E) departments within an organization who manage the same product with distinctly different marketing programs to reach different target markets. 
A) members of an organization who have been trained in multiple disciplines so they can easily move from one job to another as needed. 
B) situations where two departments within the same company have opposing views about how a product should be developed and managed. 
C) departments within an organization that carry out multiple functions due to financial constraints within the company. 
D) a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals. 
E) departments within an organization who manage the same product with distinctly different marketing programs to reach different target markets.

Question 11

According to the textbook,all of the following terms can be used interchangeably to refer to entities that engage in for-profit and nonprofit operations EXCEPT:

Accepted Answer

A) an organization. 
B) a company. 
C) a firm. 
D) a corporation. 
E) an enterprise. 
A) an organization. 
B) a company. 
C) a firm. 
D) a corporation. 
E) an enterprise.

Question 12

According to Mark Zuckerberg,founder and CEO of Facebook,"We have a saying: 'Move fast and break things.' The idea is that if you never break anything,you're probably not moving fast enough." Moving fast to build more things and learn faster is one of Facebook's

Accepted Answer

A) sustainability doctrines. 
B) goals and objectives. 
C) core values. 
D) moral imperatives. 
E) functional strategy. 
A) sustainability doctrines. 
B) goals and objectives. 
C) core values. 
D) moral imperatives. 
E) functional strategy.

Question 13

The organizational __________ answers the question,"What will we do?"

Accepted Answer

A) foundation 
B) direction 
C) culture 
D) strategy 
E) mission 
A) foundation 
B) direction 
C) culture 
D) strategy 
E) mission

Question 14

Based on the information in Figure 2-11 above,the planning gap between 2005 and 2012,as represented by the wedge DBC,__________.

Accepted Answer

A) is widening 
B) is narrowing 
C) is staying the same 
D) cannot be quantified 
E) began to open in 1998 
A) is widening 
B) is narrowing 
C) is staying the same 
D) cannot be quantified 
E) began to open in 1998

Question 15

The difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place is referred to as the __________.

Accepted Answer

A) planning gap 
B) contribution margin 
C) point of difference 
D) breakeven point 
E) sales response function 
A) planning gap 
B) contribution margin 
C) point of difference 
D) breakeven point 
E) sales response function

Question 16

In a typical manufacturing firm,the structure of its marketing department is typically organized from top to bottom as follows:

Accepted Answer

A) CEO→CFO→Product Manager. 
B) CEO→CMO→Product Manager. 
C) Product Manager→Marketing Research Manager→Sales Manager→Promotion Manager. 
D) Industry Manager→Market Manager→Product Manager. 
E) Product Manager→CMO→CEO. 
A) CEO→CFO→Product Manager. 
B) CEO→CMO→Product Manager. 
C) Product Manager→Marketing Research Manager→Sales Manager→Promotion Manager. 
D) Industry Manager→Market Manager→Product Manager. 
E) Product Manager→CMO→CEO.

Question 17

The founder of Starbucks,Howard Schultz,provides health care for all employees who work over 20 hours per week.He says "the companies that are doing the right thing by covering their employees [with health care coverage] are paying for the companies who don't do the right thing." This is an example of one of Starbucks' __________ goals.

Accepted Answer

A) profit 
B) market share 
C) employee welfare 
D) customer satisfaction 
E) sales 
A) profit 
B) market share 
C) employee welfare 
D) customer satisfaction 
E) sales

Question 18

SBUs with dominant shares of slow-growth markets that provide cash to cover the organization's overhead and to invest in other SBUs are referred to as __________.

Accepted Answer

A) cash cows 
B) stars 
C) question marks 
D) dogs 
E) hedgehogs 
A) cash cows 
B) stars 
C) question marks 
D) dogs 
E) hedgehogs

Question 19

All of the following were strategic opportunities identified in IBM's 2015 Road Map EXCEPT:

Accepted Answer

A) the connected,"Smarter Planet." 
B) cloud and smarter computing. 
C) a shift from software and services to PCs and hard disk drives. 
D) business analytics and optimization. 
E) growth markets such as China,India,Brazil,and Africa. 
A) the connected,"Smarter Planet." 
B) cloud and smarter computing. 
C) a shift from software and services to PCs and hard disk drives. 
D) business analytics and optimization. 
E) growth markets such as China,India,Brazil,and Africa.

Question 20

Which of the following statements regarding organizational culture is MOST ACCURATE?

Accepted Answer

A) Organizational culture exists only at the corporate level of an organization. 
B) Organizational culture involves communicating and connecting with all of the firm's stakeholders. 
C) Organizational culture is best used only at the functional level for the most effective results. 
D) Organizational culture cannot be learned or taught. 
E) Organizational culture is a statement of the organization's function in society. 
A) Organizational culture exists only at the corporate level of an organization. 
B) Organizational culture involves communicating and connecting with all of the firm's stakeholders. 
C) Organizational culture is best used only at the functional level for the most effective results. 
D) Organizational culture cannot be learned or taught. 
E) Organizational culture is a statement of the organization's function in society.

Exam 2: Developing Successful Organizational and Marketing Strategies

A __________ is a nongovernmental organization that serves its customers but does not have profit as an organizational goal.

__________ is the visual computer display of the essential information related to achieving a marketing objective.

Quadrant "D" in Figure 2-7 above represents a(n)__________ in a SWOT analysis.

__________ have an increasingly important role in top management because of their ability to think strategically,bringing with them to the job multi-industry backgrounds,cross-functional management expertise,analytical skills,and intuitive marketing insights.

Amy Smith has just completed measuring the results of her firm's product performance.Her next step will be to

What are the marketing mix elements that comprise a cohesive marketing program?

At which step of the planning stage of the strategic marketing process does a firm develop its marketing mix?

Social entrepreneurs are usually structured as __________.

Which of the following statements regarding organizational foundation is MOST ACCURATE?

Cross-functional teams refer to

According to the textbook,all of the following terms can be used interchangeably to refer to entities that engage in for-profit and nonprofit operations EXCEPT:

According to Mark Zuckerberg,founder and CEO of Facebook,"We have a saying: 'Move fast and break things.' The idea is that if you never break anything,you're probably not moving fast enough." Moving fast to build more things and learn faster is one of Facebook's

The organizational __________ answers the question,"What will we do?"

Based on the information in Figure 2-11 above,the planning gap between 2005 and 2012,as represented by the wedge DBC,__________.

The difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place is referred to as the __________.

In a typical manufacturing firm,the structure of its marketing department is typically organized from top to bottom as follows:

SBUs with dominant shares of slow-growth markets that provide cash to cover the organization's overhead and to invest in other SBUs are referred to as __________.

All of the following were strategic opportunities identified in IBM's 2015 Road Map EXCEPT:

Which of the following statements regarding organizational culture is MOST ACCURATE?

Creating Customer Relationships and Value Through Marketing

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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