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

The Following Questions are linked to this scenario: A firm sets performance standards for itself based on Lands' End's performance. -A home improvement center sets performance standards for customer support based on Lands' End's performance via specific standards for courtesy, product knowledge, speed in picking up the phone, etc. These standards are an example of

Which of these represents the most important potential problem when using control units?

It is the responsibility of the auditor (not the marketing executives) to determine a firm's reaction to a marketing audit.

Physical distribution efforts and channel member arrangements need to be timed so the system is not strained by two or more of a company's SBUs making costly demands simultaneously.

An important characteristic of benchmarking is continuous improvement.

Describe how a firm can avoid marketing myopia.

Which of these is NOT a characteristic of a well-integrated marketing plan?

Which of these is NOT usually part of marketing cost analysis?

A firm's net profit after all expenses is $200,000 via distribution channel A. This distribution channel has $150,000 of common expenses and $100,000 of separable expenses charged to it. By eliminating distribution channel A, the firm's net profit after all expenses would remain the same.

In comparison with sales analysis, marketing cost analysis is more involved with the efficiency of marketing efforts.

Which statement concerning customer satisfaction is NOT correct?

Describe the elements of a well-integrated marketing plan. Apply your answer to a financial-services firm.

The components of a firm's marketing mix need to be coordinated, but they do not have to be consistent with that firm's long-term organizational mission.

When developing long-term competitive advantages, a company should focus on the product attributes that are most important to its target market.

The marketing mix must be consistent within each of a company's SBUs; and the marketing mixes of all the company's SBUs must be oriented to the same target market.

Explain each of these concepts and discuss how they are interrelated: a. The sales invoice. b. Control units. c. The iceberg principle. d. The 80-20 principle.

Which of these is NOT a stage in a good benchmarking process?

A key principle in sales analysis is that

Which of these is an example of a functional account classification?

Which of these is NOT an experience level in benchmarking?