Question 1

Which of the following observations concerning the full-cost approach is NOT TRUE?

Accepted Answer

A)  All costs are not allocated in all situations. 
B)  It requires that difficult-to-allocate costs be split on some basis. 
C)  Fixed costs are also allocated in some way. 
D)  It could lead to a different decision than the one suggested by the contribution margin approach. 
E)  Common costs are also allocated in some way. 
A)  All costs are not allocated in all situations. 
B)  It requires that difficult-to-allocate costs be split on some basis. 
C)  Fixed costs are also allocated in some way. 
D)  It could lead to a different decision than the one suggested by the contribution margin approach. 
E)  Common costs are also allocated in some way.

Question 2

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

Accepted Answer

A)  Focuses attention on the allocation of fixed costs. 
B)  Is mainly concerned with the allocation of variable costs. 
C)  Always leads to the same conclusions as the "full-cost approach." 
D)  Is always preferred to the "full-cost approach." 
E)  None of these are correct. 
A)  Focuses attention on the allocation of fixed costs. 
B)  Is mainly concerned with the allocation of variable costs. 
C)  Always leads to the same conclusions as the "full-cost approach." 
D)  Is always preferred to the "full-cost approach." 
E)  None of these are correct.

Question 3

Implementation puts plans into operation while control provides feedback.

Accepted Answer

A) True 
 B)False

Question 4

A marketing audit:

Accepted Answer

A)  takes a big view of the business. 
B)  evaluates the whole marketing program. 
C)  may be done internally or externally. 
D)  requires a detailed look at the company's current marketing plans. 
E)  All of these are correct. 
A)  takes a big view of the business. 
B)  evaluates the whole marketing program. 
C)  may be done internally or externally. 
D)  requires a detailed look at the company's current marketing plans. 
E)  All of these are correct.

Question 5

Which of the following statements about customer complaints is FALSE?

Accepted Answer

A)  Customer complaints that are handled well by the company usually help it win new customers. 
B)  In business markets, customer complaints are usually handled by the sales force. 
C)  In consumer markets, customer complaints are usually handled by toll-free telephone lines, Web sites, and e-mail customer service reps. 
D)  Customer complaints that are handled well by the company usually help it keep its customers. 
E)  None of these is false. 
A)  Customer complaints that are handled well by the company usually help it win new customers. 
B)  In business markets, customer complaints are usually handled by the sales force. 
C)  In consumer markets, customer complaints are usually handled by toll-free telephone lines, Web sites, and e-mail customer service reps. 
D)  Customer complaints that are handled well by the company usually help it keep its customers. 
E)  None of these is false.

Question 6

When deciding how to evaluate costs,a marketing manager should realize that

Accepted Answer

A)  the best method for dealing with fixed costs depends on the objectives of the analysis. 
B)  according to the iceberg principle too much detail in cost analysis obscures the big problems by calling attention to the superficial problems. 
C)  the full cost approach is misleading and should not be used. 
D)  the contribution-margin approach ignores necessary fixed costs and should not be used. 
E)  None of these are correct. 
A)  the best method for dealing with fixed costs depends on the objectives of the analysis. 
B)  according to the iceberg principle too much detail in cost analysis obscures the big problems by calling attention to the superficial problems. 
C)  the full cost approach is misleading and should not be used. 
D)  the contribution-margin approach ignores necessary fixed costs and should not be used. 
E)  None of these are correct.

Question 7

Whistler's Camping Supplies wants to identify its most frequent customers and offer them quantity discounts to increase their purchases and loyalty.Which of the following implementation approaches might address that problem?

Accepted Answer

A)  Put a toll-free telephone number and Web site address on the product label. 
B)  Use bar code scanners, RFID tags, EDI, and inventory reorder software. 
C)  Create a "favored customer" club with an ID card. 
D)  Set different prices in similar markets and track sales, including sales of competing products. 
E)  Set up a televideo conference. 
A)  Put a toll-free telephone number and Web site address on the product label. 
B)  Use bar code scanners, RFID tags, EDI, and inventory reorder software. 
C)  Create a "favored customer" club with an ID card. 
D)  Set different prices in similar markets and track sales, including sales of competing products. 
E)  Set up a televideo conference.

Question 8

When the "full-cost approach" to marketing cost analysis is used,allocating fixed costs on the basis of sales:

Accepted Answer

A)  may make low-volume customers appear more profitable than they are. 
B)  increases each customer's contribution margin. 
C)  decreases the profitability of the whole business. 
D)  makes large-volume customers appear more profitable that they are. 
E)  increases the profitability of the whole business. 
A)  may make low-volume customers appear more profitable than they are. 
B)  increases each customer's contribution margin. 
C)  decreases the profitability of the whole business. 
D)  makes large-volume customers appear more profitable that they are. 
E)  increases the profitability of the whole business.

Question 9

A marketing auditor for a firm will most likely:

Accepted Answer

A)  develop marketing plans for the firm based on the current plans being implemented. 
B)  interview employees of the firm to determine the level of job satisfaction. 
C)  evaluate the marketing plans being implemented by the firm to see if they are still the best plans the firm can offer. 
D)  set company-wide objectives and targets in line with the marketing plan. 
E)  compare the firm's current marketing plans to older plans in order to determine the progress made by the firm. 
A)  develop marketing plans for the firm based on the current plans being implemented. 
B)  interview employees of the firm to determine the level of job satisfaction. 
C)  evaluate the marketing plans being implemented by the firm to see if they are still the best plans the firm can offer. 
D)  set company-wide objectives and targets in line with the marketing plan. 
E)  compare the firm's current marketing plans to older plans in order to determine the progress made by the firm.

Question 10

When involved in the control process,the marketing manager should view company profit

Accepted Answer

A)  as a gross index of performance that should be further broken down into smaller components. 
B)  as a guide to future operations. 
C)  as the test of whether or not the marketing mix is successful. 
D)  All of these are true. 
A)  as a gross index of performance that should be further broken down into smaller components. 
B)  as a guide to future operations. 
C)  as the test of whether or not the marketing mix is successful. 
D)  All of these are true.

Which of the following observations concerning the full-cost approach is NOT TRUE?

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

Implementation puts plans into operation while control provides feedback.

A marketing audit:

Which of the following statements about customer complaints is FALSE?

When deciding how to evaluate costs,a marketing manager should realize that

Whistler's Camping Supplies wants to identify its most frequent customers and offer them quantity discounts to increase their purchases and loyalty.Which of the following implementation approaches might address that problem?

When the "full-cost approach" to marketing cost analysis is used,allocating fixed costs on the basis of sales:

A marketing auditor for a firm will most likely:

When involved in the control process,the marketing manager should view company profit

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

Which of the following observations concerning the full-cost approach is NOT TRUE?

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

Implementation puts plans into operation while control provides feedback.

A marketing audit:

Which of the following statements about customer complaints is FALSE?

When deciding how to evaluate costs,a marketing manager should realize that

Whistler's Camping Supplies wants to identify its most frequent customers and offer them quantity discounts to increase their purchases and loyalty.Which of the following implementation approaches might address that problem?

When the "full-cost approach" to marketing cost analysis is used,allocating fixed costs on the basis of sales:

A marketing auditor for a firm will most likely:

When involved in the control process,the marketing manager should view company profit

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