Exam 2: Implementing and Controlling Marketing Plans: Evolution and Revolution

Using cost analysis to analyze the money being spent by a firm is analogous to using ____________ to analyze the money coming into the firm.

A marketing "performance analysis" is most likely to compare:

Regarding sales analysis:

Regarding controlling marketing programs:

The full-cost approach and the contribution-margin approach always suggest the same outcome.

_____ involves a detailed breakdown and analysis of customer purchases but does not compare these figures against standards.

The 80/20 rule suggests that

A _____ looks for exceptions or variations from planned performance.

Which of the following statements is NOT TRUE?

A "marketing audit" should:

A marketing audit is necessary because:

A _____ is a number like a baseball batting average that shows the relation of one value to another.

_____ is the feedback process that helps the marketing manager learn how ongoing plans are working and how to plan for the future.

In the full-cost approach,all costs except fixed costs and common costs are allocated to products or customers.

Which of the following statements by a sales manager best reflects an understanding of the iceberg principle?

The "80/20 rule" says that:

The major difference between a sales analysis and a performance analysis is that:

A sales manager has just discovered that one of his sales reps has sales about 20 percent below his quota.The sales manager should conclude:

The ____ approach shows operating managers and salespeople what they've actually contributed to covering general overhead and profit.

Performance analysis permits the manager to compare actual performance against performance standards.