Exam 15: Marketing Performance Measurement

_____ provides a visual representation of the cause-and-effect relationships among the components of a company's strategy.

The ____ is a comprehensive, periodic and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's internal marketing activities.​

Under an activity-based cost system, managers must refrain from allocating all expenses to individual units and, instead, separate the expenses and match them to the level of activity that consumes the resources.

In the balanced scorecard, the____________________perspective describes the business processes that have the greatest effect on the chosen strategy, such as customer relationship management, innovation management or supply-chain management.

One component of the balanced scorecard centers on customer satisfaction while another centers on employee satisfaction.

Expense-to-sales ratios provide one measure of the efficiency of marketing operations.

Market share analysis is an attempt to determine why actual sales varied from planned sales.

The ____ of the Balanced Scorecard describes the expected outcomes of strategy, such as revenue growth or productivity improvements.

If a business marketer is particularly concerned with over- or under- spending on a particular marketing strategy element, such as advertising, which of the following tools would be most useful?

The strategy map, when coupled with the measures and targets from the balanced scorecard, provides a valuable framework for the strategist.

A strategy map provides a visual representation of a firm's critical objectives but fails to cover the cause-and-effect relationships among them.​

For customers with a transactional focus, business marketers should discontinue the use of expensive customer databases and set revenue targets and profit goals.

The Balanced Scorecard measures performance from a learning and growth perspective.

Marketing managers who are flexible and intelligent in dealing with the firm's information and control systems are exhibiting good _____ skills.

Flagstaff Electrical Supply wonders whether they are spending too much or too little on various elements in their marketing program. Which of the following tools would appear to be most appropriate in examining the efficiency of operations?

Dell Computer entered into a strategic alliance with Lexmark, a producer of printers and ink cartridges, to provide a more direct challenge to Hewlett-Packard (H-P)-the market leader in printer and cartridge sales. Clearly, this will take time and a well conceived strategy by Dell because H-P has about 50 percent market share in printer sales and a huge installed base of printer customers around the world. For this strategic initiative in the printer business, describe how Dell might use a strategy map to illustrate objectives, targets, and strategies as well as measures it might use to assess its performance in this new business.

Expense-to-sales ratios are analyses of the____________________of marketing operations to determine whether the firm is overspending or underspending.

If marketing implementation is poor:

The balanced scorecard attempts to keep the sales of a business unit in balance with profit growth.​

A firm that sells sophisticated equipment to paper manufacturers learned that the same technology may have important potential in the lucrative food-processing industry. Suggest several critical issues that this firm should address before embarking on this new strategy course.