Question 1

The cost of operating the common manufacturing facility is a(n) ________ cost.

Accepted Answer

A)  opportunity 
B)  traceable 
C)  nontraceable 
D)  sunk 
E)  differential 
A)  opportunity 
B)  traceable 
C)  nontraceable 
D)  sunk 
E)  differential B

Question 2

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?

Accepted Answer

A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. 
A)  Customers felt that the cause was not in sync with the company's brand image. 
B)  Consumers did not value the cause Cadbury was promoting. 
C)  Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. 
D)  Consumers resented being sold an inferior product on the back of a cause-marketing program. 
E)  Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. C

Question 3

Define sale-variance analysis and microsales analysis.

Accepted Answer

Sales-variance analysis measures the relative contribution of different factors to a gap in sales performance. Microsales analysis looks at specific products, territories, and so forth that failed to produce expected sales.

Question 4

Often the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise.

Accepted Answer

A) True 
 B)False

Question 5

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 6

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Top and middle management are primarily responsible for ________ control.

Accepted Answer

A)  annual-plan 
B)  efficiency 
C)  profitability 
D)  technological 
E)  innovation 
A)  annual-plan 
B)  efficiency 
C)  profitability 
D)  technological 
E)  innovation

Question 9

Identify three key success factors in developing and implementing a social marketing program.

Accepted Answer

Students may choose three of the followi

Question 10

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Accepted Answer

A) True 
 B)False

Question 11

What is a customer-management organization? When should a customer-management organization be adopted?

Accepted Answer

A customer-management organization deals

Question 12

Served market share ________.

Accepted Answer

A)  expresses the company's sales as a percentage of total market sales 
B)  is sales as a percentage of the total sales to the market 
C)  is market share in relationship to the largest competitor 
D)  is always smaller than overall market share 
E)  measures the relative contribution of different factors to a gap in sales performance 
A)  expresses the company's sales as a percentage of total market sales 
B)  is sales as a percentage of the total sales to the market 
C)  is market share in relationship to the largest competitor 
D)  is always smaller than overall market share 
E)  measures the relative contribution of different factors to a gap in sales performance

Question 13

What is a brand-asset management team (BAMT)?

Accepted Answer

Triangular and horizontal product-team a

Question 14

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Accepted Answer

A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes. 
A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes.

Question 15

Marketing has sole ownership of customer interaction.

Accepted Answer

A) True 
 B)False

Question 16

A product- or brand-management organization is characterized as a(n) ________ system.

Accepted Answer

A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral 
A)  hub-and-spoke 
B)  waterfall 
C)  internal marketing 
D)  top-down 
E)  lateral

Question 17

There are three types of product-team structures: vertical, triangular, and horizontal.

Accepted Answer

A) True 
 B)False

Question 18

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following represents the objective of a cognitive social marketing campaign?

Accepted Answer

A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes. 
A)  Motivate people with obesity to eat healthy and exercise more often. 
B)  Change public attitudes and stereotypes associated with people who are obese. 
C)  Explain the different causes of obesity and how it can be prevented. 
D)  Encourage people to participate in a walkathon aimed at promoting awareness about obesity. 
E)  Help people with obesity to implement lifestyle changes.

Question 20

Which of the following is likely to be an important trend in marketing in the future?

Accepted Answer

A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing 
A)  marketing intuition 
B)  free-spending marketing 
C)  manual marketing 
D)  marketing science 
E)  mass marketing

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

The cost of operating the common manufacturing facility is a(n) ________ cost.

Define sale-variance analysis and microsales analysis.

Often the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise.

The purpose of strategic control is to ________.

The annual plan control process begins with measuring performance.

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

Top and middle management are primarily responsible for ________ control.

Identify three key success factors in developing and implementing a social marketing program.

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

What is a customer-management organization? When should a customer-management organization be adopted?

Served market share ________.

What is a brand-asset management team (BAMT)?

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Marketing has sole ownership of customer interaction.

A product- or brand-management organization is characterized as a(n) ________ system.

There are three types of product-team structures: vertical, triangular, and horizontal.

Corporate philanthropy as a whole is on the rise.

Which of the following represents the objective of a cognitive social marketing campaign?

Which of the following is likely to be an important trend in marketing in the future?

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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