Question 1

Which of the following is true regarding a marketing audit?

Accepted Answer

A)  It focuses primarily on a firm's macromarketing environment. 
B)  It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C)  It is less effective at locating the real source of a problem than a functional audit. 
D)  It analyzes only those marketing activities that have failed to produce adequate results. 
E)  It relies solely on company managers for data and opinions. 
A)  It focuses primarily on a firm's macromarketing environment. 
B)  It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps. 
C)  It is less effective at locating the real source of a problem than a functional audit. 
D)  It analyzes only those marketing activities that have failed to produce adequate results. 
E)  It relies solely on company managers for data and opinions. B

Question 2

What does a marketing controller do?

Accepted Answer

Some companies have established a marketing controller position to improve marketing efficiency. Marketing controllers work out of the controller's office but specialize in the marketing side of the business.

Question 3

Which of the following is the main advantage of a functional marketing organization?

Accepted Answer

A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships 
A)  easy coordination 
B)  lower staff requirements 
C)  administrative simplicity 
D)  reduced competition between functional groups 
E)  smooth working relationships C

Question 4

Many companies focus on multiple cause-related marketing programs to simplify execution and maximize impact.

Accepted Answer

A) True 
 B)False

Question 5

The product-management organization replaces the functional organization in the firm.

Accepted Answer

A) True 
 B)False

Question 6

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

Question 7

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

Accepted Answer

Marketing control is the process by whic

Question 8

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

Briefly explain the concept of annual-plan control.

Accepted Answer

Annual-plan control ensures the company

Question 11

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

Accepted Answer

A)  annual-plan control 
B)  profitability control 
C)  efficiency control 
D)  strategic control 
E)  statistical control 
A)  annual-plan control 
B)  profitability control 
C)  efficiency control 
D)  strategic control 
E)  statistical control

Question 12

What is the purpose of profitability control?

Accepted Answer

The purpose of profitability control is

Question 13

Transforming into a true market-driven company involves organizing around products.

Accepted Answer

A) True 
 B)False

Question 14

What are the steps involved in marketing profitability analysis?

Accepted Answer

The steps involved in marketing profitab

Question 15

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

Accepted Answer

A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets 
A)  when the product mix is highly diverse 
B)  when there are very few products in the company's portfolio 
C)  when two or more products serve a similar set of needs 
D)  when customers fall into different user groups 
E)  when the company produces many products for many markets

Question 16

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Accepted Answer

A)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management 
A)  Marketing dashboard 
B)  Enterprise resource planning 
C)  Supply chain management 
D)  Marketing resource management 
E)  Enterprise campaign management

Question 17

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n) ________.

Accepted Answer

A)  cost of labor 
B)  traceable common cost 
C)  non-traceable common cost 
D)  advertising cost 
E)  direct cost 
A)  cost of labor 
B)  traceable common cost 
C)  non-traceable common cost 
D)  advertising cost 
E)  direct cost

Question 18

Corporate philanthropy as a whole is on the rise.

Accepted Answer

A) True 
 B)False

Question 19

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

Accepted Answer

A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate 
A)  operate leaner manufacturing facilities 
B)  manage shorter supply chains 
C)  operate flatter organizations 
D)  practice a higher level of corporate social responsibility 
E)  vertically integrate

Question 20

Social marketing is a new trend in marketing.

Accepted Answer

A) True 
 B)False

Exam 22: Managing a Holistic Marketing Organization for the Long Run

Which of the following is true regarding a marketing audit?

What does a marketing controller do?

Which of the following is the main advantage of a functional marketing organization?

Many companies focus on multiple cause-related marketing programs to simplify execution and maximize impact.

The product-management organization replaces the functional organization in the firm.

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

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

The annual plan control process begins with measuring performance.

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

Briefly explain the concept of annual-plan control.

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

What is the purpose of profitability control?

Transforming into a true market-driven company involves organizing around products.

What are the steps involved in marketing profitability analysis?

One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible?

________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management.

Suppose the manufacturer pays a commission on every car sold. Then, the salesperson's commission is classified as a(n) ________.

Corporate philanthropy as a whole is on the rise.

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.

Social marketing is a new trend in marketing.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

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

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Filters