Question 1

Some companies have established a marketing controller position to specialize in improving marketing efficiency. Which of the following would be a task performed by this position?

Accepted Answer

A)  Develop brand positioning. 
B)  Evaluate customer and geographic profitability. 
C)  Brainstorm advertising campaign concepts. 
D)  Recruit a sales force. 
E)  Manage new product development.

Question 2

Strategy addresses the ________ and the ________ of marketing activities.

Accepted Answer

A)  what/why 
B)  what/who 
C)  who/how 
D)  what/when 
E)  what/how

Question 3

Marketing has sole ownership of customer interaction, which has existed from the very beginning, when marketers played the role of middlemen between the firm and the consumer.

Accepted Answer

A) True 
 B)False

Question 4

John Woo is a marketing vice-president who finds himself constantly weighing the claims of competing functional specialists. He faces a difficult coordination problem. How is Mr. Woo's marketing department organized?

Accepted Answer

The answer of John Woo is a marketing vice-president who...

Question 5

A social marketing program for Canadian Blood Services that seeks to motivate more Canadians to donate blood is an example of a(n) ________ campaign.

Accepted Answer

A)  behavioural 
B)  value 
C)  advocacy 
D)  cognitive 
E)  action

Question 6

What are some guidelines to choosing the cause to ensure maximum impact for companies designing and implementing cause-marketing programs?

Accepted Answer

The answer of What are some guidelines to choosing the...

Question 7

The importance of meeting humanity's needs without harming future generations is referred to as

Accepted Answer

A)  eco-marketing. 
B)  corporate citizenship. 
C)  sustainability. 
D)  globalization. 
E)  good will.

Question 8

Characterize the functional organizational marketing department in terms of its structure, advantages, and disadvantages.

Accepted Answer

The answer of Characterize the functional organizational marketing department in...

Question 9

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

Accepted Answer

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

Question 10

Merging is acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope.

Accepted Answer

A) True 
 B)False

Question 11

Passengers on British Airways flights are encouraged to donate leftover foreign currency from their travels. British Airways collects the deposits and donates them directly to Unicef. What particular type of socially responsible marketing does this represent?

Accepted Answer

The answer of Passengers on British Airways flights are encouraged...

Question 12

As the CMO of your firm, you interact with the other business disciplines on a daily basis. One of your goals this year is to get the other departments to "think customer" and work together to satisfy customer needs. Your two tasks then are to

Accepted Answer

A)  ignore the other departments and concentrate on internal and external marketing to the consumer; convince the CEO that your positions are in the best interest of the firm. 
B)  convince the other departments that your "customer knowledge" best serves their interests and that they should follow the lead of the marketing department. 
C)  increase internal marketing efforts and decrease external marketing efforts until the other departments come around to your view point. 
D)  resist changing your way of working to fulfill other department's expectations and refuse to tolerate varying viewpoints on company problems and goals. 
E)  coordinate the company's internal marketing activities and coordinate marketing with other company functions that serve the customer.

Question 13

Globalizing is increasing the effort to "think global" and "act local."

Accepted Answer

A) True 
 B)False

Question 14

A fourth alternative available to a company that uses a product-management organization is to introduce ________ in which a company focuses on product ________ to manage its brands.

Accepted Answer

A)  category management/specialists 
B)  category management/categories 
C)  product brand managers/categories 
D)  product managers/categories 
E)  category specialists/managers

Question 15

Companies producing a variety of products and brands often establish a product management organization.

Accepted Answer

A) True 
 B)False

Question 16

A company like Johnson & Johnson, with many different product lines, may believe that each major brand should be run by a brand asset management team (BAMT). Explain this type of management.

Accepted Answer

The answer of A company like Johnson & Johnson, with...

Question 17

What is the danger from a firm, such as McDonald's with their Ronald McDonald Houses, limiting their 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 not reach enough consumers for the firm to realize a profit from the support. 
C)  The cause may go out of business as a cure is found or the problem(s) is(are) eliminated. 
D)  The cause may be subject to government regulations or investigations thereby embarrassing the firm. 
E)  The firm must cover "many" bases because they sell to "many consumers."

Question 18

What is the reason for Nike's decision to leave its famed swoosh logo off the yellow LIVESTRONG bracelets?

Accepted Answer

A)  It may lead some consumers to develop positive brand associations. 
B)  It may send the message that Lance Armstrong only uses Nike products. 
C)  It may create a sense of brand community. 
D)  It may lead some consumers to view Nike's support for cancer research as self-serving and exploitative. 
E)  It my dissuade consumers from purchasing the yellow bracelets.

Question 19

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

Accepted Answer

A)  customer, by brand, by geography, by territory. 
B)  design, by brand, by product, by territory, by matrix. 
C)  function, by brand, by product group, by customer, by matrix. 
D)  functionally, geographically, by product or brand, by market, in a matrix. 
E)  matrix, by brand, by function, by geography, by customer.

Question 20

Social marketing is done by a nonprofit or government organization to further a cause.

Accepted Answer

A) True 
 B)False

Exam 22: Managing a Holistic Marketing Organization

Some companies have established a marketing controller position to specialize in improving marketing efficiency. Which of the following would be a task performed by this position?

Strategy addresses the and the of marketing activities.

Marketing has sole ownership of customer interaction, which has existed from the very beginning, when marketers played the role of middlemen between the firm and the consumer.

John Woo is a marketing vice-president who finds himself constantly weighing the claims of competing functional specialists. He faces a difficult coordination problem. How is Mr. Woo's marketing department organized?

A social marketing program for Canadian Blood Services that seeks to motivate more Canadians to donate blood is an example of a(n) ________ campaign.

What are some guidelines to choosing the cause to ensure maximum impact for companies designing and implementing cause-marketing programs?

The importance of meeting humanity's needs without harming future generations is referred to as

Characterize the functional organizational marketing department in terms of its structure, advantages, and disadvantages.

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

Merging is acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope.

Passengers on British Airways flights are encouraged to donate leftover foreign currency from their travels. British Airways collects the deposits and donates them directly to Unicef. What particular type of socially responsible marketing does this represent?

As the CMO of your firm, you interact with the other business disciplines on a daily basis. One of your goals this year is to get the other departments to "think customer" and work together to satisfy customer needs. Your two tasks then are to

Globalizing is increasing the effort to "think global" and "act local."

A fourth alternative available to a company that uses a product-management organization is to introduce in which a company focuses on product to manage its brands.

Companies producing a variety of products and brands often establish a product management organization.

A company like Johnson & Johnson, with many different product lines, may believe that each major brand should be run by a brand asset management team (BAMT). Explain this type of management.

What is the danger from a firm, such as McDonald's with their Ronald McDonald Houses, limiting their cause-related marketing to one particular cause?

What is the reason for Nike's decision to leave its famed swoosh logo off the yellow LIVESTRONG bracelets?

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

Social marketing is done by a nonprofit or government organization to further a cause.