Exam 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan

Three broad techniques used to analyze marketing plans are sales analysis, marketing audits, and marketing cost analysis.

A firm could use a marketing audit to annually evaluate the appropriateness of its current organizational mission.

The last step in marketing cost analysis assigns functional costs by product, distribution method, customer, or other marketing classification.

While marketing cost analysis involves the study of a firm's expenses, sales analysis involves the study of its

The benchmarking program of a novice should be similar to those of a master.

Although a firm should regularly undertake a horizontal marketing audit, a vertical marketing audit should be undertaken only when a firm has problems with its marketing mix.

Which statement concerning the American Customer Satisfaction Index (ACSI) is NOT correct?

A vertical marketing audit involves an investigation of a firm's marketing goals, strategy, implementation, and organization.

As applied to sales analysis, the 80-20 principle states that

Coordination among a firm's SBUs is enhanced if the functions, strategies, and resources allotted to each are fully outlined in short-, moderate-, and long-term marketing plans.

A systematic, critical, impartial review and appraisal of the basic goals and policies of the marketing function, and of the organization, methods, procedures, and personnel employed to implement the policies and achieve the goals, is

Which of these represents the cost categories normally entered in a company's accounting records?

In marketing cost analysis, profit centers are developed when

Which of these statements is correct?

In marketing cost analysis, what type of expense is shared by various categories and CANNOT be eliminated if one category is discontinued?

The coordination of SBUs is particularly complex when

A sales exception report would enable a wholesaler to concentrate on best-selling items.

Although a marketing executive can readily use a wide sales control-unit system by breaking down broad categories, narrow control units cannot be summarized to provide better data.

In general, the sales invoice provides little useful information when a firm engages in sales analysis.

Benchmarking, customer satisfaction research, marketing cost analysis, sales analysis, and the marketing audit are all components of