Question 1

In a full-cost approach to marketing cost analysis,:

Accepted Answer

A)  only direct expenses are allocated to each marketing unit being analyzed. 
B)  indirect costs are easier to allocate. 
C)  all direct and indirect expenses are allocated to each marketing unit being analyzed. 
D)  the overhead expenses are ignored. 
E)  all costs are assumed to be variable. 
A)  only direct expenses are allocated to each marketing unit being analyzed. 
B)  indirect costs are easier to allocate. 
C)  all direct and indirect expenses are allocated to each marketing unit being analyzed. 
D)  the overhead expenses are ignored. 
E)  all costs are assumed to be variable.

Question 2

A _____ is one effective way to evaluate the performance results of a total marketing program.

Accepted Answer

A)  task and objective model 
B)  situation analysis 
C)  breakeven analysis 
D)  linear regression model 
E)  marketing cost analysis 
A)  task and objective model 
B)  situation analysis 
C)  breakeven analysis 
D)  linear regression model 
E)  marketing cost analysis

Question 3

If the Pernod Ricard, the French distiller, wanted to see how its Chivas Rigal whiskey was doing in relation to its competition, it could conduce a(n):

Accepted Answer

A)  competitive assessment. 
B)  marketing audit. 
C)  environmental assessment. 
D)  market-share analysis. 
E)  sales volume analysis. 
A)  competitive assessment. 
B)  marketing audit. 
C)  environmental assessment. 
D)  market-share analysis. 
E)  sales volume analysis.

Question 4

The implementation stage in the marketing management process is LEAST likely to include:

Accepted Answer

A)  coordinating marketing activities. 
B)  developing strategic marketing plans. 
C)  staffing the marketing organization. 
D)  organizing for the marketing effort. 
E)  directing the operational efforts of marketing personnel. 
A)  coordinating marketing activities. 
B)  developing strategic marketing plans. 
C)  staffing the marketing organization. 
D)  organizing for the marketing effort. 
E)  directing the operational efforts of marketing personnel.

Question 5

A sales volume analysis:

Accepted Answer

A)  is made without regard to the industry sales volume. 
B)  considers the qualitative input of the marketing department as a whole. 
C)  compares the company's sales to the country's gross national product (GNP). 
D)  tells management whether the 80-20 principle is operative. 
E)  is accurately described by none of the above. 
A)  is made without regard to the industry sales volume. 
B)  considers the qualitative input of the marketing department as a whole. 
C)  compares the company's sales to the country's gross national product (GNP). 
D)  tells management whether the 80-20 principle is operative. 
E)  is accurately described by none of the above.

Question 6

In a marketing cost analysis, ledger expenses:

Accepted Answer

A)  cannot be used in their present form. 
B)  are deducted from gross margins, and the sum of their differences equals the contribution margin. 
C)  are derived by allocating activity costs to the various ledger accounts. 
D)  are expense categories taken from the company's regular accounting system. 
E)  are described by none of the above. 
A)  cannot be used in their present form. 
B)  are deducted from gross margins, and the sum of their differences equals the contribution margin. 
C)  are derived by allocating activity costs to the various ledger accounts. 
D)  are expense categories taken from the company's regular accounting system. 
E)  are described by none of the above.

Question 7

Camper is a line of casual and eco-friendly shoes. Its founder Lorenzo Fluxa removed its 35 designers from the influence of the fashion world. More interestingly, he has hired designers with very diverse backgrounds including designers with experience in the furniture and car industries. During the _____ stage, Fluxa would determine if his novel approach to shoe design was a success.

Accepted Answer

A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation 
A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation

Question 8

The Grand Casino in Tunica uses hosts to make sure patrons who it has identified as high rollers are provided with the extra amenities so they will continue to patronize the Grand Casino. Initially, 20 hosts were hired to provide services that differentiate the Grand Casino from its competitors. The hiring of new hosts is a 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 9

What kind of evaluative process could be used if a manufacturer of fire extinguishers wanted to see how it was doing in comparison with its competitors?

Accepted Answer

A)  competitive assessment 
B)  marketing audit 
C)  environmental assessment 
D)  market-share analysis 
E)  sales volume analysis 
A)  competitive assessment 
B)  marketing audit 
C)  environmental assessment 
D)  market-share analysis 
E)  sales volume analysis

Question 10

Misdirected marketing effort most often occurs because management is suffering from information overload.

Accepted Answer

A) True 
 B)False

Question 11

Pernod Ricard, the French distiller, could decide to divest itself of its Martell brand cognac if a _____ revealed that the distiller could not better the brands sales volume.

Accepted Answer

A)  marketing cost analysis by territories 
B)  sales volume analysis by customer classes 
C)  marketing cost analysis by order size 
D)  sales volume analysis by usage rate 
E)  sales volume analysis by products 
A)  marketing cost analysis by territories 
B)  sales volume analysis by customer classes 
C)  marketing cost analysis by order size 
D)  sales volume analysis by usage rate 
E)  sales volume analysis by products

Question 12

A marketing audit identifies current problem areas in marketing; it does not anticipate future problems.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following does NOT describe how organizations are structured today?

Accepted Answer

A)  the replacement of vertical structures with horizontal ones 
B)  an increase in the number of managerial levels 
C)  the introduction of cross-functional teams 
D)  the use of fewer organizational levels 
E)  the use of employee empowerment 
A)  the replacement of vertical structures with horizontal ones 
B)  an increase in the number of managerial levels 
C)  the introduction of cross-functional teams 
D)  the use of fewer organizational levels 
E)  the use of employee empowerment

Question 14

Caterpillar is the world's largest manufacturer of medium speed engines and high speed diesel engines. In 1990 the company decentralized its structure, reorganizing into three business units, each responsible for return on assets and customer satisfaction. The three business units are machines, engines, and insurance/ financing services to help customers around the world acquire and use Cat and related equipment. The machine unit is further divided into a division that has sole responsibility for negotiating all contracts with U.S. government agencies. The company has experienced continuous growth except during the worldwide recession in 1981-1983, which cost Caterpillar the equivalent of $1 million a day and forced it to dramatically reduce its number of employees.
-An emphasis on _____ is one way Caterpillar maintains its focus on customer satisfaction.

Accepted Answer

A)  postsale service 
B)  buyer-seller synergy 
C)  transactional marketing 
D)  market aggregation 
E)  buyer-seller reciprocity 
A)  postsale service 
B)  buyer-seller synergy 
C)  transactional marketing 
D)  market aggregation 
E)  buyer-seller reciprocity

Question 15

A notice on the back of the 3M Scotch brand poster tape dispenser states that the removal of the tape might damage the paint. This disclaimer is placed on the package to:

Accepted Answer

A)  negate any implied warranty. 
B)  guarantee proper usage of the tape. 
C)  provide the consumer with postsale service. 
D)  reduce the potential for product liability claims. 
E)  verbalize its implied warranty. 
A)  negate any implied warranty. 
B)  guarantee proper usage of the tape. 
C)  provide the consumer with postsale service. 
D)  reduce the potential for product liability claims. 
E)  verbalize its implied warranty.

Question 16

Which of the following is an example of an activity cost classification and not an example of an object-of-expenditure category found in accounting ledgers?

Accepted Answer

A)  cost of goods sold 
B)  sales force commissions 
C)  travel expenses 
D)  CEO's salary 
E)  property taxes 
A)  cost of goods sold 
B)  sales force commissions 
C)  travel expenses 
D)  CEO's salary 
E)  property taxes

Question 17

The _____ is an analogy that can be used to explain why managers cannot recognize misdirected marketing efforts.

Accepted Answer

A)  halo effect 
B)  recency effect 
C)  equity principle 
D)  iceberg principle 
E)  echo effect 
A)  halo effect 
B)  recency effect 
C)  equity principle 
D)  iceberg principle 
E)  echo effect

Question 18

Product-liability claims:

Accepted Answer

A)  will never be a problem for U.S. companies marketing in Western Europe because of cultural differences. 
B)  are legal actions claiming that an illness, accident, or death resulted from using a named product that was harmful, faulty, or inadequately labeled. 
C)  are filed against product categories rather than specific brands. 
D)  have decreased in number steadily since 1985 and will continue to do so. 
E)  are accurately described by all of the above. 
A)  will never be a problem for U.S. companies marketing in Western Europe because of cultural differences. 
B)  are legal actions claiming that an illness, accident, or death resulted from using a named product that was harmful, faulty, or inadequately labeled. 
C)  are filed against product categories rather than specific brands. 
D)  have decreased in number steadily since 1985 and will continue to do so. 
E)  are accurately described by all of the above.

Question 19

In which stage of the management process would an organization conduct a marketing audit?

Accepted Answer

A)  staffing 
B)  planning 
C)  evaluation 
D)  execution 
E)  accounting 
A)  staffing 
B)  planning 
C)  evaluation 
D)  execution 
E)  accounting

Question 20

To perform a sales volume analysis, an organization need only determine its total sales volume and compare this figure to that of its competitors.

Accepted Answer

A) True 
 B)False

In a full-cost approach to marketing cost analysis,:

A _____ is one effective way to evaluate the performance results of a total marketing program.

If the Pernod Ricard, the French distiller, wanted to see how its Chivas Rigal whiskey was doing in relation to its competition, it could conduce a(n):

The implementation stage in the marketing management process is LEAST likely to include:

A sales volume analysis:

In a marketing cost analysis, ledger expenses:

What kind of evaluative process could be used if a manufacturer of fire extinguishers wanted to see how it was doing in comparison with its competitors?

Misdirected marketing effort most often occurs because management is suffering from information overload.

Pernod Ricard, the French distiller, could decide to divest itself of its Martell brand cognac if a _____ revealed that the distiller could not better the brands sales volume.

A marketing audit identifies current problem areas in marketing; it does not anticipate future problems.

Which of the following does NOT describe how organizations are structured today?

A notice on the back of the 3M Scotch brand poster tape dispenser states that the removal of the tape might damage the paint. This disclaimer is placed on the package to:

Which of the following is an example of an activity cost classification and not an example of an object-of-expenditure category found in accounting ledgers?

The _____ is an analogy that can be used to explain why managers cannot recognize misdirected marketing efforts.

Product-liability claims:

In which stage of the management process would an organization conduct a marketing audit?

To perform a sales volume analysis, an organization need only determine its total sales volume and compare this figure to that of its competitors.

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

Exam 21: Marketing Implementation and Evaluation

In a full-cost approach to marketing cost analysis,:

A _____ is one effective way to evaluate the performance results of a total marketing program.

If the Pernod Ricard, the French distiller, wanted to see how its Chivas Rigal whiskey was doing in relation to its competition, it could conduce a(n):

The implementation stage in the marketing management process is LEAST likely to include:

A sales volume analysis:

In a marketing cost analysis, ledger expenses:

What kind of evaluative process could be used if a manufacturer of fire extinguishers wanted to see how it was doing in comparison with its competitors?

Misdirected marketing effort most often occurs because management is suffering from information overload.

Pernod Ricard, the French distiller, could decide to divest itself of its Martell brand cognac if a _____ revealed that the distiller could not better the brands sales volume.

A marketing audit identifies current problem areas in marketing; it does not anticipate future problems.

Which of the following does NOT describe how organizations are structured today?

A notice on the back of the 3M Scotch brand poster tape dispenser states that the removal of the tape might damage the paint. This disclaimer is placed on the package to:

Which of the following is an example of an activity cost classification and not an example of an object-of-expenditure category found in accounting ledgers?

The _____ is an analogy that can be used to explain why managers cannot recognize misdirected marketing efforts.

Product-liability claims:

In which stage of the management process would an organization conduct a marketing audit?

To perform a sales volume analysis, an organization need only determine its total sales volume and compare this figure to that of its competitors.

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