Question 1

A second alternative available to firms with a product-management organization is to switch from product managers to

Accepted Answer

A)  brand managers. 
B)  a flattening organization. 
C)  hub-and-spoke system. 
D)  co-brand leaders. 
E)  product teams. 
A)  brand managers. 
B)  a flattening organization. 
C)  hub-and-spoke system. 
D)  co-brand leaders. 
E)  product teams. E

Question 2

Many companies are beginning to realize that they are not really market- and customer-driven they are product and sales driven.

Accepted Answer

A) True 
 B)False  True

Question 3

Supplier partnering is increasing partnering with fewer but better value-adding suppliers.

Accepted Answer

A) True 
 B)False  True

Question 4

Today marketing no longer has sole ownership of customer interactions; rather marketing needs to ________ all the customer-facing processes so that the customers see a single face and hear a single voice when they interact with the firm.

Accepted Answer

A)  examine 
B)  integrate 
C)  collect 
D)  distribute 
E)  review 
A)  examine 
B)  integrate 
C)  collect 
D)  distribute 
E)  review

Question 5

You've been hired to work in the marketing department of a business software firm. Why is it critical in today's marketing organizations that your chief marketing officer (CMO) ensure that relations with other functional business departments are harmonious? What two tasks must he/she undertake to ensure this?

Accepted Answer

Under the marketing concept,all departme

Question 6

A functional marketing organization can result in ________ as products and markets increase.

Accepted Answer

A)  proper reporting relationships 
B)  smooth coordination 
C)  effectiveness 
D)  inadequate planning 
E)  administrative simplicity 
A)  proper reporting relationships 
B)  smooth coordination 
C)  effectiveness 
D)  inadequate planning 
E)  administrative simplicity

Question 7

Cause-related marketing is part of

Accepted Answer

A)  socially-responsible marketing. 
B)  corporate societal marketing (CSM). 
C)  pro-active marketing. 
D)  action marketing. 
E)  trade marketing. 
A)  socially-responsible marketing. 
B)  corporate societal marketing (CSM). 
C)  pro-active marketing. 
D)  action marketing. 
E)  trade marketing.

Question 8

In the 1970s, the Canadian government launched campaigns to "Say No to Drugs" and "exercise more and eat better." These are all examples of

Accepted Answer

A)  cause-related marketing. 
B)  value campaigns. 
C)  co-branding. 
D)  marketing excellence. 
E)  social marketing. 
A)  cause-related marketing. 
B)  value campaigns. 
C)  co-branding. 
D)  marketing excellence. 
E)  social marketing.

Question 9

A successful cause marketing program can produce a number of benefits: improving social welfare; creating differentiated brand positioning; building strong consumer bonds; enhancing the company's public image with government officials and other decision makers; creating a reservoir of goodwill; boosting internal morale and galvanizing employees; and

Accepted Answer

A)  driving sales. 
B)  increasing the rate of return on net worth. 
C)  increased stock pricing. 
D)  increased brand recognition. 
E)  increased profit margins. 
A)  driving sales. 
B)  increasing the rate of return on net worth. 
C)  increased stock pricing. 
D)  increased brand recognition. 
E)  increased profit margins.

Question 10

The main advantage of a functional marketing organization is its administrative simplicity.

Accepted Answer

A) True 
 B)False

Question 11

DuPont was a pioneer in developing the matrix structure, employing both ________ and ________.

Accepted Answer

A)  clients/servers 
B)  suppliers/main marketers 
C)  main marketers/suppliers 
D)  product/market managers 
E)  category /brand managers 
A)  clients/servers 
B)  suppliers/main marketers 
C)  main marketers/suppliers 
D)  product/market managers 
E)  category /brand managers

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Accepted Answer

A)  External relations 
B)  Internal marketing 
C)  Sales department 
D)  Integrated marketing communications 
E)  External marketing 
A)  External relations 
B)  Internal marketing 
C)  Sales department 
D)  Integrated marketing communications 
E)  External marketing

Question 14

Many companies now focus on _______ rather than departments, because departmental organization can be a barrier to the smooth performance of fundamental business processes.

Accepted Answer

A)  company functions 
B)  the bottom line 
C)  functional specialists 
D)  key processes 
E)  customer feedback 
A)  company functions 
B)  the bottom line 
C)  functional specialists 
D)  key processes 
E)  customer feedback

Question 15

One of the cardinal rules in conducting the marketing audit is that

Accepted Answer

A)  a "short version" of a marketing audit is satisfactory. 
B)  a marketing audit is not necessary except when the company is in trouble. 
C)  it has to be independent. 
D)  one must not rely solely on company managers for data and opinions. 
E)  it has to be conducted periodically and comprehensively. 
A)  a "short version" of a marketing audit is satisfactory. 
B)  a marketing audit is not necessary except when the company is in trouble. 
C)  it has to be independent. 
D)  one must not rely solely on company managers for data and opinions. 
E)  it has to be conducted periodically and comprehensively.

Question 16

Product and brand management is sometimes characterized as a ________ system.

Accepted Answer

A)  flattening organization 
B)  wheel 
C)  regional system 
D)  layered organization 
E)  hub-and-spoke 
A)  flattening organization 
B)  wheel 
C)  regional system 
D)  layered organization 
E)  hub-and-spoke

Question 17

________ is done by a nonprofit or government organization to further a cause.

Accepted Answer

A)  Social marketing 
B)  Nonprofit marketing 
C)  Brand marketing 
D)  Issue marketing 
E)  Causal marketing 
A)  Social marketing 
B)  Nonprofit marketing 
C)  Brand marketing 
D)  Issue marketing 
E)  Causal marketing

Question 18

Market leaders tend to miss trends when they are risk-adverse, obsessed about protecting their existing markets and physical resources, and more interested in ________ than innovation.

Accepted Answer

A)  customer selectivity 
B)  customer loyalty 
C)  profits 
D)  price selectivity 
E)  efficiency 
A)  customer selectivity 
B)  customer loyalty 
C)  profits 
D)  price selectivity 
E)  efficiency

Question 19

Focusing is determining the most profitable businesses and customers and focusing on them.

Accepted Answer

A) True 
 B)False

Question 20

The four types of marketing controls are annual-plan, profitability, efficiency, and strategic.

Accepted Answer

A) True 
 B)False

A second alternative available to firms with a product-management organization is to switch from product managers to

Many companies are beginning to realize that they are not really market- and customer-driven they are product and sales driven.

Supplier partnering is increasing partnering with fewer but better value-adding suppliers.

Today marketing no longer has sole ownership of customer interactions; rather marketing needs to ________ all the customer-facing processes so that the customers see a single face and hear a single voice when they interact with the firm.

A functional marketing organization can result in ________ as products and markets increase.

Cause-related marketing is part of

In the 1970s, the Canadian government launched campaigns to "Say No to Drugs" and "exercise more and eat better." These are all examples of

The main advantage of a functional marketing organization is its administrative simplicity.

DuPont was a pioneer in developing the matrix structure, employing both and .

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

________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Many companies now focus on _______ rather than departments, because departmental organization can be a barrier to the smooth performance of fundamental business processes.

One of the cardinal rules in conducting the marketing audit is that

Product and brand management is sometimes characterized as a ________ system.

________ is done by a nonprofit or government organization to further a cause.

Market leaders tend to miss trends when they are risk-adverse, obsessed about protecting their existing markets and physical resources, and more interested in ________ than innovation.

Focusing is determining the most profitable businesses and customers and focusing on them.

The four types of marketing controls are annual-plan, profitability, efficiency, and strategic.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Filters

Exam 22: Managing a Holistic Marketing Organization

A second alternative available to firms with a product-management organization is to switch from product managers to

Many companies are beginning to realize that they are not really market- and customer-driven they are product and sales driven.

Supplier partnering is increasing partnering with fewer but better value-adding suppliers.

Today marketing no longer has sole ownership of customer interactions; rather marketing needs to ________ all the customer-facing processes so that the customers see a single face and hear a single voice when they interact with the firm.

A functional marketing organization can result in ________ as products and markets increase.

Cause-related marketing is part of

In the 1970s, the Canadian government launched campaigns to "Say No to Drugs" and "exercise more and eat better." These are all examples of

The main advantage of a functional marketing organization is its administrative simplicity.

DuPont was a pioneer in developing the matrix structure, employing both ________ and ________.

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

________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.

Many companies now focus on _______ rather than departments, because departmental organization can be a barrier to the smooth performance of fundamental business processes.

One of the cardinal rules in conducting the marketing audit is that

Product and brand management is sometimes characterized as a ________ system.

________ is done by a nonprofit or government organization to further a cause.

Market leaders tend to miss trends when they are risk-adverse, obsessed about protecting their existing markets and physical resources, and more interested in ________ than innovation.

Focusing is determining the most profitable businesses and customers and focusing on them.

The four types of marketing controls are annual-plan, profitability, efficiency, and strategic.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Filters

DuPont was a pioneer in developing the matrix structure, employing both and .