Exam 15: Marketing Performance Measurement

____ is an assessment of how the firm is doing relative to competition.

​Efficiency and effectiveness control is the primary responsibility of____________________management.

Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy?

Motorola plans to introduce an advanced personal communicator to the business market. They feel that the system is ideally suited for managers. While a broad marketing strategy has been sketched out, it is now time to put together the specific details of the marketing plan from start-to-finish. The planned introduction is six months away. Provide a comprehensive list of the key decisions the firm should make in the areas of pricing, channels, advertising, sales force training, segmentation, and related areas. Next, describe the specific types of information that might be gathered to facilitate each decision. Finally, once the product is introduced, what performance areas should be monitored to determine if strategy adjustments are required for the new product?

Research has shown that which of the following are important implementation skills for marketing managers?

Organizing is a skill that the marketing manager must first use before using the four implementation skills covered in the text.

The central focus of a marketing audit is on the firm's cost accounting system.

_____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.

Warehousing costs fit into an activity-based cost system but advertising costs do not.

Which of the following statements concerning an activity-based cost (ABC) system is(are) correct?

​Many marketing plans fail because they are poorly implemented. Explain the special implementation challenges that emerge for managers operating in the business marketing environment.

The level of marketing control that examines whether the strategy is being implemented as planned and whether it produces the intended results is termed: ​

​Marketing control is a process business marketers can use to generate information on marketing performance. For each of the levels of marketing control, describe the purpose of the control, identify who is primarily responsible for that control in the organization, and provide examples of tools that can be used. ​

The goal of _____ is to describe where the firm is making or losing money in terms of the important segments of its business.

With the balanced scorecard, executives can now measure how their business units create value for current and future customers and how they must enhance internal capabilities and the investment in people, systems, and procedures necessary to improve future performance. Describe the four perspectives of organizational performance that are considered in the balanced scorecard approach. ​

Strategy maps can be used to align internal processes to support different marketing strategies.

​Illustrate how a business marketing manager might use a responsibility chart to pinpoint the roles that diverse functional specialists must perform in the implementation of marketing strategy.

Which of the following could assume a role in the marketing strategy center?

Marketing control is a process whereby management generates information on performance, such as efficient allocation of marketing effort.

Good implementers struggle and wrestle with their markets and businesses until they can simply and powerfully express the "back of the envelope ratios necessary to run the business, regardless of formal control system inadequacies."