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

The development of electronic pipelines and inexpensive computer software has helped small and large companies control their marketing strategies.

Marketing cost analysis shows that one of Buildco,Inc.'s customers is unprofitable,so Buildco should:

The "contribution-margin approach" to marketing cost analysis:

Top management often finds contribution margin analysis to be much more useful than full-cost analysis.

Marketing managers use performance indexes to compare what did happen with what ought to have happened.

Marketing audits consider future marketing plans,so they are not concerned with a company's current marketing strategies.

Marketing cost analysis is often not given enough importance because:

When a company hires a consulting firm to do a complete annual review and analysis of its marketing plans and financial performance,this process is a:

Top executives of a health maintenance organization (HMO)were discussing a proposal to start providing each patient with a short customer satisfaction survey that would be on a card given to the patient when he/she left one of the HMO's clinics.All the patient had to do was to complete the survey items and drop the card in a mailbox; the HMO would pay the return postage.After several minutes,one of the executives said,"I don't like this idea at all,because the only people who will respond to the survey are people who want to complain about something." Apparently,this executive doesn't understand that:

With respect to marketing control,

Which of the following statements about a marketing audit is FALSE?

Traditional accounting reports are usually too general to be of much help to the marketing manager in controlling marketing plans.

Studies have shown that customers who weren't satisfied with response to their complaints

In a marketing audit,the auditor evaluates the plans being implemented,but not the quality of the effort.

Which of the following observations is true?

A marketing audit is a systematic procedure for allocating the full costs of marketing to the appropriate functional accounts.

The text's "full-cost approach" to marketing cost analysis:

Averages are useful for summarizing data-but only analyzing "averages" may be misleading according to:

The iceberg principle suggests that:

Which of the following would be the BEST reason to use the "full-cost approach" when comparing the performance of several product managers?