Question 1

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

Accepted Answer

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

Question 2

A product-management organization ________.

Accepted Answer

A) often proves to be cost-effective 
B) simplifies the process of developing a national strategy 
C) focuses on building market share rather than customer relationships 
D) reduces an organization's staffing requirements 
E) allows product managers to achieve functional expertise 
A) often proves to be cost-effective 
B) simplifies the process of developing a national strategy 
C) focuses on building market share rather than customer relationships 
D) reduces an organization's staffing requirements 
E) allows product managers to achieve functional expertise C

Question 3

Merging involves ________.

Accepted Answer

A) reducing the number of organizational levels to get closer to the customer 
B) removing barriers that separate organizational departments 
C) partnering with fewer but better value-adding suppliers 
D) working more closely with customers to add value to their operations 
E) acquiring firms in the same or complementary industries 
A) reducing the number of organizational levels to get closer to the customer 
B) removing barriers that separate organizational departments 
C) partnering with fewer but better value-adding suppliers 
D) working more closely with customers to add value to their operations 
E) acquiring firms in the same or complementary industries E

Question 4

________ which gives products the appearance of being more environmentally friendly without living up to that promise.

Accepted Answer

A) Ambush marketing 
B) Greenwashing 
C) Astroturfing 
D) Viral marketing 
E) Green politics 
A) Ambush marketing 
B) Greenwashing 
C) Astroturfing 
D) Viral marketing 
E) Green politics

Question 5

The airfare for an economy class, one-way ticket from Laos to Nanjing is $500. Due to the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat.
-How much of the sales performance gap is due to price decline?

Accepted Answer

A) 28.5 percent 
B) 37 percent 
C) 2)5 percent 
D) 71.4 percent 
E) 0)4 percent 
A) 28.5 percent 
B) 37 percent 
C) 2)5 percent 
D) 71.4 percent 
E) 0)4 percent

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Explain the product- or brand-management organization and list its advantages and disadvantages.

Accepted Answer

Companies producing a variety of product

Question 8

________ refers to the ability to meet humanity's needs without harming future generations.

Accepted Answer

A) Greenwashing 
B) Sustainability 
C) Ecological footprinting 
D) Scalability 
E) Legal practice 
A) Greenwashing 
B) Sustainability 
C) Ecological footprinting 
D) Scalability 
E) Legal practice

Question 9

The first step in the social marketing planning process is ________.

Accepted Answer

A) determining the focus of the program 
B) selecting the target audience 
C) setting objectives and goals 
D) designing the market offering 
E) finding a source of funding 
A) determining the focus of the program 
B) selecting the target audience 
C) setting objectives and goals 
D) designing the market offering 
E) finding a source of funding

Question 10

Cabot, a large car manufacturer, has four popular car brands in different segments. It has a manufacturing facility near Delhi, India, where parts common to all the four brands are manufactured. Other specific parts like the brake system, windshield, bonnet, locks, and so on are manufactured in separate plants. Each make has its own product manager and support staff. All product managers report to the CEO of the company.
-The cost of the land where the plant which manufactures the common parts is set up falls under ________.

Accepted Answer

A) traceable common costs 
B) non-traceable common costs 
C) variable costs 
D) manufacturing costs 
E) material costs 
A) traceable common costs 
B) non-traceable common costs 
C) variable costs 
D) manufacturing costs 
E) material costs

Question 11

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________,charged with understanding customers' needs and transmitting their voice to various functional areas.

Accepted Answer

A) middlemen 
B) opinion leaders 
C) clients 
D) influencers 
E) end consumers 
A) middlemen 
B) opinion leaders 
C) clients 
D) influencers 
E) end consumers

Question 12

A __________ program could backfire if cynical consumers question the link between the product and the cause,and see the firm as being self-serving and exploitive.

Accepted Answer

A) cause-related marketing 
B) holistic marketing 
C) social media 
D) global marketing 
E) community marketing 
A) cause-related marketing 
B) holistic marketing 
C) social media 
D) global marketing 
E) community marketing

Question 13

Self-audits tend to provide more objective information than audits conducted by external consultants.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

Briefly explain the concept of annual-plan control.

Accepted Answer

Annual-plan control ensures the company

Question 17

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

Accepted Answer

A) zonal managers 
B) functional specialists 
C) product managers 
D) area market specialists 
E) brand managers 
A) zonal managers 
B) functional specialists 
C) product managers 
D) area market specialists 
E) brand managers

Question 18

In order to promote ethical cultures,companies should do all of the following EXCEPT ________.

Accepted Answer

A) disseminate a written code of ethics 
B) build a company tradition of ethical behavior 
C) hold people responsible for observing ethical and legal guidelines 
D) ensure every employee knows and observes relevant laws 
E) encourage business practices that are not clearly ethical or unethical 
A) disseminate a written code of ethics 
B) build a company tradition of ethical behavior 
C) hold people responsible for observing ethical and legal guidelines 
D) ensure every employee knows and observes relevant laws 
E) encourage business practices that are not clearly ethical or unethical

Question 19

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

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

What is a marketing audit? Explain the four characteristics of a marketing audit.

Accepted Answer

A marketing audit is a comprehensive,sys

Exam 23: Managing a Holistic Marketing Organization

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

A product-management organization ________.

Merging involves ________.

________ which gives products the appearance of being more environmentally friendly without living up to that promise.

The airfare for an economy class, one-way ticket from Laos to Nanjing is $500. Due to the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat. -How much of the sales performance gap is due to price decline?

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

Explain the product- or brand-management organization and list its advantages and disadvantages.

________ refers to the ability to meet humanity's needs without harming future generations.

The first step in the social marketing planning process is ________.

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________,charged with understanding customers' needs and transmitting their voice to various functional areas.

A __________ program could backfire if cynical consumers question the link between the product and the cause,and see the firm as being self-serving and exploitive.

Self-audits tend to provide more objective information than audits conducted by external consultants.

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

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

Briefly explain the concept of annual-plan control.

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

In order to promote ethical cultures,companies should do all of the following EXCEPT ________.

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

What is a marketing audit? Explain the four characteristics of a marketing audit.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

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 Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

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