Question 1

Cost analysis and performance analysis are the same thing.

Accepted Answer

A) True 
 B)False

Question 2

Sam Reuter,marketing manager for Herbal Shampoo Company,has to choose one of three different proposed labels for a new herbal shampoo.How might Sam pretest consumer response to the labels?

Accepted Answer

A)  Put a toll-free telephone number and Web site address on the product label. 
B)  Check the labels of competitors. 
C)  Launch the product with new labels and evaluate the response. 
D)  Prepare sample labels with graphics software and test them on the Internet. 
E)  Set up a televideo conference. 
A)  Put a toll-free telephone number and Web site address on the product label. 
B)  Check the labels of competitors. 
C)  Launch the product with new labels and evaluate the response. 
D)  Prepare sample labels with graphics software and test them on the Internet. 
E)  Set up a televideo conference.

Question 3

In the _____ approach,all costs are allocated to products,customers,or other categories.

Accepted Answer

A)  contribution margin 
B)  full-cost 
C)  marketing overheads 
D)  gross margin 
E)  overhead 
A)  contribution margin 
B)  full-cost 
C)  marketing overheads 
D)  gross margin 
E)  overhead

Question 4

Experience shows that it doesn't make sense for marketing managers to allocate costs to specific market segments or products.

Accepted Answer

A) True 
 B)False

Question 5

The best way to do a sales analysis is to first break down sales by customer type,and then geographic region.

Accepted Answer

A) True 
 B)False

Question 6

Marketing sales analysis:

Accepted Answer

A)  keeps track of whether a firm's sales are increasing or decreasing. 
B)  requires a detailed breakdown of a company's sales records. 
C)  is very hard to do-because computers must be involved. 
D)  looks for exceptions or variations from planned performance. 
E)  tries to avoid the 80/20 rule. 
A)  keeps track of whether a firm's sales are increasing or decreasing. 
B)  requires a detailed breakdown of a company's sales records. 
C)  is very hard to do-because computers must be involved. 
D)  looks for exceptions or variations from planned performance. 
E)  tries to avoid the 80/20 rule.

Question 7

According to the _____,much good information is hidden in summary data.

Accepted Answer

A)  iceberg principle 
B)  sales paradox 
C)  80/20 rule 
D)  summary definition 
E)  fishbone rule 
A)  iceberg principle 
B)  sales paradox 
C)  80/20 rule 
D)  summary definition 
E)  fishbone rule

Question 8

The main advantage of performance indexes is that they make it easier to compare numbers in a performance analysis.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following observations concerning performance analysis is true?

Accepted Answer

A)  It doesn't help identify what data is most relevant. 
B)  It merely lists figures, but doesn't compare them against standards. 
C)  It doesn't look for differences or exceptions. 
D)  It doesn't have to be limited to sales. 
E)  None of these is true. 
A)  It doesn't help identify what data is most relevant. 
B)  It merely lists figures, but doesn't compare them against standards. 
C)  It doesn't look for differences or exceptions. 
D)  It doesn't have to be limited to sales. 
E)  None of these is true.

Question 10

The "iceberg principle" says that looking at detailed breakdowns of data is not very useful,since most relevant information is revealed in good summaries.

Accepted Answer

A) True 
 B)False

Question 11

A contribution-margin income statement shows:

Accepted Answer

A)  the contribution of each department to both fixed costs and profit. 
B)  the effect of a marketing strategy on sales in different areas. 
C)  the marginal costs for producing each new unit of a product. 
D)  the effect of competitors' prices on the profits of a company. 
E)  the contribution of external market factors to the profits or losses of the company. 
A)  the contribution of each department to both fixed costs and profit. 
B)  the effect of a marketing strategy on sales in different areas. 
C)  the marginal costs for producing each new unit of a product. 
D)  the effect of competitors' prices on the profits of a company. 
E)  the contribution of external market factors to the profits or losses of the company.

Question 12

The full-cost approach to marketing cost analysis is likely to lead to arguments among product managers about how costs are to be allocated.

Accepted Answer

A) True 
 B)False

Question 13

Statistical packages and information systems that produce graphs and charts can make it easier to see patterns that are hidden in a table of numbers.

Accepted Answer

A) True 
 B)False

Question 14

Sales analysis:

Accepted Answer

A)  requires more information than is available from traditional accounting reports. 
B)  can be done in different ways-there is no single "best way." 
C)  often studies how sales patterns change over time. 
D)  All of these are true. 
A)  requires more information than is available from traditional accounting reports. 
B)  can be done in different ways-there is no single "best way." 
C)  often studies how sales patterns change over time. 
D)  All of these are true.

Question 15

Advances in computer software have accelerated the move to cost analysis and performance analysis.

Accepted Answer

A) True 
 B)False

Question 16

Traditional accounting reports don't give sufficient information to managers who need to know what's happening,in detail,to improve the bottom line.

Accepted Answer

A) True 
 B)False

Question 17

A marketing audit is a systematic,critical,and unbiased review and appraisal of the basic objectives and policies of the marketing function.

Accepted Answer

A) True 
 B)False

Question 18

The contribution-margin approach ignores some costs to simplify comparing among specific alternatives

Accepted Answer

A) True 
 B)False

Question 19

If Salesperson A has a performance index of 80 and Salesperson B has a performance index of 120:

Accepted Answer

A)  Salesperson A's performance should be used as a model to improve everyone's performance. 
B)  Salesperson B's performance should be improved to bring it up to "average." 
C)  Salesperson A may be having some problems. 
D)  Salesperson B should be fired. 
E)  the two average out to 100-and "all is well." 
A)  Salesperson A's performance should be used as a model to improve everyone's performance. 
B)  Salesperson B's performance should be improved to bring it up to "average." 
C)  Salesperson A may be having some problems. 
D)  Salesperson B should be fired. 
E)  the two average out to 100-and "all is well."

Question 20

Information about five sales reps and their territories is presented below.If the firm has total sales of $1 million,which sales rep has the highest performance index? $$\begin{array} { | l | l | l | } 
\hline \text { Rep name } & \begin{array} { l } 
\text { Territory potential as a percent } \
\text { of total }
\end{array} & \text { Actual sales } \
\hline \text { Aayak } & 30 \% & \$ 290,000 \
\hline \text { Bellio } & 30 \% & \$ 210,000 \
\hline \text { Cadams } & 10 \% & \$ 120,000 \
\hline \text { Dooty } & 10 \% & \$ 150,000 \
\hline \text { Eayma } & 20 \% & \$ 230,000 \
\hline
\end{array}$$

Accepted Answer

A)  Aayak 
B)  Bellio 
C)  Cadams 
D)  Dooty 
E)  Eayma 
A)  Aayak 
B)  Bellio 
C)  Cadams 
D)  Dooty 
E)  Eayma

Cost analysis and performance analysis are the same thing.

Sam Reuter,marketing manager for Herbal Shampoo Company,has to choose one of three different proposed labels for a new herbal shampoo.How might Sam pretest consumer response to the labels?

In the _____ approach,all costs are allocated to products,customers,or other categories.

Experience shows that it doesn't make sense for marketing managers to allocate costs to specific market segments or products.

The best way to do a sales analysis is to first break down sales by customer type,and then geographic region.

Marketing sales analysis:

According to the _____,much good information is hidden in summary data.

The main advantage of performance indexes is that they make it easier to compare numbers in a performance analysis.

Which of the following observations concerning performance analysis is true?

The "iceberg principle" says that looking at detailed breakdowns of data is not very useful,since most relevant information is revealed in good summaries.

A contribution-margin income statement shows:

The full-cost approach to marketing cost analysis is likely to lead to arguments among product managers about how costs are to be allocated.

Statistical packages and information systems that produce graphs and charts can make it easier to see patterns that are hidden in a table of numbers.

Sales analysis:

Advances in computer software have accelerated the move to cost analysis and performance analysis.

Traditional accounting reports don't give sufficient information to managers who need to know what's happening,in detail,to improve the bottom line.

A marketing audit is a systematic,critical,and unbiased review and appraisal of the basic objectives and policies of the marketing function.

The contribution-margin approach ignores some costs to simplify comparing among specific alternatives

If Salesperson A has a performance index of 80 and Salesperson B has a performance index of 120:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

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

Cost analysis and performance analysis are the same thing.

Sam Reuter,marketing manager for Herbal Shampoo Company,has to choose one of three different proposed labels for a new herbal shampoo.How might Sam pretest consumer response to the labels?

In the _____ approach,all costs are allocated to products,customers,or other categories.

Experience shows that it doesn't make sense for marketing managers to allocate costs to specific market segments or products.

The best way to do a sales analysis is to first break down sales by customer type,and then geographic region.

Marketing sales analysis:

According to the _____,much good information is hidden in summary data.

The main advantage of performance indexes is that they make it easier to compare numbers in a performance analysis.

Which of the following observations concerning performance analysis is true?

The "iceberg principle" says that looking at detailed breakdowns of data is not very useful,since most relevant information is revealed in good summaries.

A contribution-margin income statement shows:

The full-cost approach to marketing cost analysis is likely to lead to arguments among product managers about how costs are to be allocated.

Statistical packages and information systems that produce graphs and charts can make it easier to see patterns that are hidden in a table of numbers.

Sales analysis:

Advances in computer software have accelerated the move to cost analysis and performance analysis.

Traditional accounting reports don't give sufficient information to managers who need to know what's happening,in detail,to improve the bottom line.

A marketing audit is a systematic,critical,and unbiased review and appraisal of the basic objectives and policies of the marketing function.

The contribution-margin approach ignores some costs to simplify comparing among specific alternatives

If Salesperson A has a performance index of 80 and Salesperson B has a performance index of 120:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters