Question 1

A(n) _____ is one way to evaluate the performance results of an organization's total marketing program.

Accepted Answer

A)  economic order quantity (EOQ) model 
B)  sales volume analysis 
C)  environmental audit 
D)  marketing mix audit 
E)  80-20 principle 
A)  economic order quantity (EOQ) model 
B)  sales volume analysis 
C)  environmental audit 
D)  marketing mix audit 
E)  80-20 principle

Question 2

In the _____ approach to marketing cost analysis, only direct expenses are allocated to each marketing unit being analyzed.

Accepted Answer

A)  full-cost 
B)  market-share 
C)  sales-volume 
D)  contribution-margin 
E)  market audit 
A)  full-cost 
B)  market-share 
C)  sales-volume 
D)  contribution-margin 
E)  market audit

Question 3

Tara boarded a Delta plane to Boston. When she arrived at the airport, she checked her bags so they could be loaded on to the plane. As a result of the _____ warranty, she had the right to expect her baggage to arrive undamaged at the Boston airport on the same plane as she was on.

Accepted Answer

A)  transactional 
B)  guaranteed 
C)  binding 
D)  implied 
E)  voluntary 
A)  transactional 
B)  guaranteed 
C)  binding 
D)  implied 
E)  voluntary

Question 4

Some organizations find warranties are a marketing benefit, not a marketing cost.

Accepted Answer

A) True 
 B)False

Question 5

One reason a manufacturer of microwave ovens has such lengthy product directions is to reduce the effectiveness of an implied warranty.

Accepted Answer

A) True 
 B)False

Question 6

Due to the legal action called _____ _____, Wenlock can sue the manufacturer of an incorrectly wired  lamp that caused five hundred dollars worth of fire damage to his living room.

Accepted Answer

The answer of Due to the legal action called _____...

Question 7

The phrase Caveat venditor is most closely associated with _____ warranties.

Accepted Answer

A)  transactional 
B)  express 
C)  contractual 
D)  implied 
E)  nonbinding 
A)  transactional 
B)  express 
C)  contractual 
D)  implied 
E)  nonbinding

Question 8

Unprofitable and low-volume products should be immediately deleted from the product line as soon as they are discovered.

Accepted Answer

A) True 
 B)False

Question 9

According to the text, into what two categories can operating expenses be divided?

Accepted Answer

A)  direct and indirect 
B)  profitable and unprofitable 
C)  active and reactive 
D)  flexible and inflexible 
E)  dynamic and static 
A)  direct and indirect 
B)  profitable and unprofitable 
C)  active and reactive 
D)  flexible and inflexible 
E)  dynamic and static

Question 10

Which of the following statements about warranties is True?

Accepted Answer

A)  A warranty is part of a company's postsale follow-through. 
B)  The express warranty on a lawn mower states that it will cut grass. 
C)  The tag on the slacks that indicated they were made out of linen cotton is an example of an implied warranty. 
D)  The United States is the only country to allow companies to self-regulate their issuance of warranties. 
E)  All of the above statements about warranties are True. 
A)  A warranty is part of a company's postsale follow-through. 
B)  The express warranty on a lawn mower states that it will cut grass. 
C)  The tag on the slacks that indicated they were made out of linen cotton is an example of an implied warranty. 
D)  The United States is the only country to allow companies to self-regulate their issuance of warranties. 
E)  All of the above statements about warranties are True.

Question 11

_____ costs are also called separable expenses.

Accepted Answer

The answer of _____ costs are also called separable expenses....

Question 12

An organization that was comparing the commissions paid to its sales force in its four sales regions could be gathering information for a(n):

Accepted Answer

A)  market-share analysis. 
B)  sales-volume analysis. 
C)  analysis of activity costs. 
D)  analysis of ledger expenses. 
E)  profit analysis. 
A)  market-share analysis. 
B)  sales-volume analysis. 
C)  analysis of activity costs. 
D)  analysis of ledger expenses. 
E)  profit analysis.

Question 13

Staffing the marketing organization is part of the _____ stage in the marketing management process.

Accepted Answer

A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting 
A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting

Question 14

Callaway Golf is one of the leading producers of golf equipment in the United States. Through a(n) _____ Callaway should have realized that its share of the market for its Big Bertha brand of golf clubs.

Accepted Answer

A)  organizational audit 
B)  marketing audit 
C)  market-share analysis 
D)  marketing cost analysis 
E)  financial statement 
A)  organizational audit 
B)  marketing audit 
C)  market-share analysis 
D)  marketing cost analysis 
E)  financial statement

Question 15

Most of the problems in cost allocation arise when dealing with _____ costs.

Accepted Answer

A)  ledger-account 
B)  indirect 
C)  functional 
D)  direct 
E)  variable 
A)  ledger-account 
B)  indirect 
C)  functional 
D)  direct 
E)  variable

Question 16

Campbell Soup Company mounted a very aggressive advertising campaign aimed at children during the fourth quarter of 2004.. If Campbell wanted to conduct a(n) _____, it could compare the promotional expenses incurred by the Campbell brand of soup against what was actually budgeted for the brand.

Accepted Answer

A)  sales volume analysis 
B)  marketing audit 
C)  marketing cost analysis 
D)  organizational audit 
E)  financial statement 
A)  sales volume analysis 
B)  marketing audit 
C)  marketing cost analysis 
D)  organizational audit 
E)  financial statement

Question 17

What are the two types of expenses found within the indirect cost category?

Accepted Answer

A)  fixed and variable 
B)  overhead and common 
C)  overhead and variable 
D)  separable and variable 
E)  contribution and fixed 
A)  fixed and variable 
B)  overhead and common 
C)  overhead and variable 
D)  separable and variable 
E)  contribution and fixed

Question 18

_____ is the operational stage during which an organization determines how well the company or division is achieving the goals set forth in its strategic plan.

Accepted Answer

A)  Implementation 
B)  Mobilization 
C)  Evaluation 
D)  Organization 
E)  Leading 
A)  Implementation 
B)  Mobilization 
C)  Evaluation 
D)  Organization 
E)  Leading

Question 19

Two tools are available for marketers to evaluate how well a strategic plan has been implemented. They are sales volume analysis and:

Accepted Answer

A)  the economic order quantity (EOQ) model. 
B)  marginal revenue assessment. 
C)  market cost analysis. 
D)  the promotional mix audit. 
E)  the market-share equity principle. 
A)  the economic order quantity (EOQ) model. 
B)  marginal revenue assessment. 
C)  market cost analysis. 
D)  the promotional mix audit. 
E)  the market-share equity principle.

Question 20

In each of its divisions, 3M now uses a horizontal organizational structure. This means 3M:

Accepted Answer

A)  has reduced its number of organizational levels. 
B)  uses less delegation than most companies. 
C)  has a highly centralized middle management. 
D)  has fewer employees in each division than other companies its size. 
E)  requires each division to maintain its own profit-and-loss statement. 
A)  has reduced its number of organizational levels. 
B)  uses less delegation than most companies. 
C)  has a highly centralized middle management. 
D)  has fewer employees in each division than other companies its size. 
E)  requires each division to maintain its own profit-and-loss statement.

Exam 21: Marketing Implementation and Evaluation

A(n) _____ is one way to evaluate the performance results of an organization's total marketing program.

In the _____ approach to marketing cost analysis, only direct expenses are allocated to each marketing unit being analyzed.

Tara boarded a Delta plane to Boston. When she arrived at the airport, she checked her bags so they could be loaded on to the plane. As a result of the _____ warranty, she had the right to expect her baggage to arrive undamaged at the Boston airport on the same plane as she was on.

Some organizations find warranties are a marketing benefit, not a marketing cost.

One reason a manufacturer of microwave ovens has such lengthy product directions is to reduce the effectiveness of an implied warranty.

Due to the legal action called _____ _____, Wenlock can sue the manufacturer of an incorrectly wired lamp that caused five hundred dollars worth of fire damage to his living room.

The phrase Caveat venditor is most closely associated with _____ warranties.

Unprofitable and low-volume products should be immediately deleted from the product line as soon as they are discovered.

According to the text, into what two categories can operating expenses be divided?

Which of the following statements about warranties is True?

_____ costs are also called separable expenses.

An organization that was comparing the commissions paid to its sales force in its four sales regions could be gathering information for a(n):

Staffing the marketing organization is part of the _____ stage in the marketing management process.

Callaway Golf is one of the leading producers of golf equipment in the United States. Through a(n) _____ Callaway should have realized that its share of the market for its Big Bertha brand of golf clubs.

Most of the problems in cost allocation arise when dealing with _____ costs.

Campbell Soup Company mounted a very aggressive advertising campaign aimed at children during the fourth quarter of 2004.. If Campbell wanted to conduct a(n) _____, it could compare the promotional expenses incurred by the Campbell brand of soup against what was actually budgeted for the brand.

What are the two types of expenses found within the indirect cost category?

_____ is the operational stage during which an organization determines how well the company or division is achieving the goals set forth in its strategic plan.

Two tools are available for marketers to evaluate how well a strategic plan has been implemented. They are sales volume analysis and:

In each of its divisions, 3M now uses a horizontal organizational structure. This means 3M:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Due to the legal action called _ _, Wenlock can sue the manufacturer of an incorrectly wired lamp that caused five hundred dollars worth of fire damage to his living room.