Question 1

Cabot's CEO's annual compensation is an example of a ________ cost.

Accepted Answer

A)  direct 
B)  variable 
C)  traceable common 
D)  nontraceable common 
E)  manufacturing 
A)  direct 
B)  variable 
C)  traceable common 
D)  nontraceable common 
E)  manufacturing D

Question 2

Marketing has sole ownership of customer interaction.

Accepted Answer

A) True 
 B)False  False

Question 3

Social marketing programs designed to discourage cigarette smoking or excessive consumption of alcohol are examples of ________ campaigns.

Accepted Answer

A)  cognitive 
B)  active 
C)  behavioral 
D)  value 
E)  normative 
A)  cognitive 
B)  active 
C)  behavioral 
D)  value 
E)  normative C

Question 4

How much of the sales performance gap is due to price decline?

Accepted Answer

A)  0.4 percent 
B)  2.5 percent 
C)  28.5 percent 
D)  37 percent 
E)  71.4 percent 
A)  0.4 percent 
B)  2.5 percent 
C)  28.5 percent 
D)  37 percent 
E)  71.4 percent

Question 5

What is marketing control? List the four types of marketing control.

Accepted Answer

Marketing control is the process by whic

Question 6

Your firm has experienced a decline in sales over the last three quarters. You have traced the problems to distribution inefficiencies. Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

Accepted Answer

A)  average sales per point of sale 
B)  sales from new products 
C)  trial rate 
D)  repurchase rate 
E)  new customer gains 
A)  average sales per point of sale 
B)  sales from new products 
C)  trial rate 
D)  repurchase rate 
E)  new customer gains

Question 7

Which of the following is NOT a predicted direction for marketing in the coming years?

Accepted Answer

A)  the demise of precision marketing and rise of mass marketing 
B)  the demise of the marketing department and the rise of holistic marketing 
C)  the demise of marketing intuition and the rise of marketing science 
D)  the demise of manual marketing and the rise of both automated and creative marketing 
E)  the demise of free-spending marketing and the rise of ROI marketing 
A)  the demise of precision marketing and rise of mass marketing 
B)  the demise of the marketing department and the rise of holistic marketing 
C)  the demise of marketing intuition and the rise of marketing science 
D)  the demise of manual marketing and the rise of both automated and creative marketing 
E)  the demise of free-spending marketing and the rise of ROI marketing

Question 8

Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment?

Accepted Answer

A)  benchmarking 
B)  outsourcing 
C)  focusing 
D)  accelerating 
E)  globalizing 
A)  benchmarking 
B)  outsourcing 
C)  focusing 
D)  accelerating 
E)  globalizing

Question 9

________ approach advocates argue that all costs must ultimately be imputed in order to determine true profitability.

Accepted Answer

A)  Direct-cost 
B)  Full-cost 
C)  Traceable-cost 
D)  Activity-based costing 
E)  Fixed cost 
A)  Direct-cost 
B)  Full-cost 
C)  Traceable-cost 
D)  Activity-based costing 
E)  Fixed cost

Question 10

How can firms promote ethical behavior among their employees?

Accepted Answer

Companies must adopt and disseminate a w

Question 11

A functional organization allows for adequate planning as the number of products and markets of a firm increases.

Accepted Answer

A) True 
 B)False

Question 12

The purpose of strategic control is to ________.

Accepted Answer

A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution 
A)  examine whether the planned results are being achieved 
B)  examine where the company is making and losing money 
C)  evaluate and improve the spending efficiency and impact of marketing expenditures 
D)  examine whether the company is pursuing its best opportunities with respect to markets, products, and channels 
E)  understand the efficiency of the sales force, advertising, sales promotion, and distribution

Question 13

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Accepted Answer

A) True 
 B)False

Question 14

Companies producing a variety of products and brands often establish a product- (or brand-) management organization.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true regarding annual-plan control?

Accepted Answer

A)  This control process begins by identifying the causes of serious performance deviations. 
B)  The tools used for this purpose are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis. 
C)  The marketing controller has the primary responsibility for annual-plan control. 
D)  Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E)  It measures profitability by product, territory, customer, segment, trade channel, and order size. 
A)  This control process begins by identifying the causes of serious performance deviations. 
B)  The tools used for this purpose are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis. 
C)  The marketing controller has the primary responsibility for annual-plan control. 
D)  Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures. 
E)  It measures profitability by product, territory, customer, segment, trade channel, and order size.

Question 16

If a company has too many products and many are losing money; the company is giving away too many services; and the company is poor at cross-selling products and services, it is a sign that the company's brand-building and communication skills are weak.

Accepted Answer

A) True 
 B)False

Question 17

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on proper legal, ethical, and social responsibility behavior.

Accepted Answer

A) True 
 B)False

Question 18

What are the ten deadly marketing sins? Please include the signs that the sin exists and a suggested solution for each.

Accepted Answer

Deadly Sin #1: The company is not suffic

Question 19

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

Accepted Answer

A)  Marketing control 
B)  Marketing implementation 
C)  Test marketing 
D)  Market watch 
E)  Market analysis 
A)  Marketing control 
B)  Marketing implementation 
C)  Test marketing 
D)  Market watch 
E)  Market analysis

Question 20

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

Accepted Answer

A successful cause-marketing program can

Exam 23: Managing a Holistic Marketing Organization for the Long Run

Cabot's CEO's annual compensation is an example of a ________ cost.

Marketing has sole ownership of customer interaction.

Social marketing programs designed to discourage cigarette smoking or excessive consumption of alcohol are examples of ________ campaigns.

How much of the sales performance gap is due to price decline?

What is marketing control? List the four types of marketing control.

Your firm has experienced a decline in sales over the last three quarters. You have traced the problems to distribution inefficiencies. Which of the following should you track to ensure that the firm's distribution efficiency is maximized?

Which of the following is NOT a predicted direction for marketing in the coming years?

Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment?

________ approach advocates argue that all costs must ultimately be imputed in order to determine true profitability.

How can firms promote ethical behavior among their employees?

A functional organization allows for adequate planning as the number of products and markets of a firm increases.

The purpose of strategic control is to ________.

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Companies producing a variety of products and brands often establish a product- (or brand-) management organization.

Which of the following is true regarding annual-plan control?

If a company has too many products and many are losing money; the company is giving away too many services; and the company is poor at cross-selling products and services, it is a sign that the company's brand-building and communication skills are weak.

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on proper legal, ethical, and social responsibility behavior.

What are the ten deadly marketing sins? Please include the signs that the sin exists and a suggested solution for each.

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

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