Question 1

Conflict between marketing and R&D

Accepted Answer

A) should always be minimized. 
B) will lead to counterproductive relationships. 
C) is a sign of lack of respect. 
D) may reduce "groupthink". 
E) is inevitable. 
A) should always be minimized. 
B) will lead to counterproductive relationships. 
C) is a sign of lack of respect. 
D) may reduce "groupthink". 
E) is inevitable. D

Question 2

Which of the following is not an effective strategy for increasing communication quality?

Accepted Answer

A) Maximizing the frequency of interaction between marketing and R&D 
B) Use of formal channels of communication 
C) Developing clear organizational expectations about the exchange of information between functions 
D) Developing organizational goals that are superordinate to the goals of individual functions 
E) all are effective strategies 
A) Maximizing the frequency of interaction between marketing and R&D 
B) Use of formal channels of communication 
C) Developing clear organizational expectations about the exchange of information between functions 
D) Developing organizational goals that are superordinate to the goals of individual functions 
E) all are effective strategies A

Question 3

Coordinated action is

Accepted Answer

A) facilitated when one function,usually engineering,plays a dominant role in the organization. 
B) rarely hampered by organizational politics. 
C) key to successful execution of decisions. 
D) impeded by constructive conflict between different functions. 
E) both c and d above 
A) facilitated when one function,usually engineering,plays a dominant role in the organization. 
B) rarely hampered by organizational politics. 
C) key to successful execution of decisions. 
D) impeded by constructive conflict between different functions. 
E) both c and d above C

Question 4

At Kodak,a marketing executive observed a lack of collaboration between marketing and R&D departments.An analysis of this communication gap would include:

Accepted Answer

A) evaluation of spatial dynamics. 
B) evaluation of corporate culture. 
C) evaluation of communication frequency between departments. 
D) evaluation of formal and informal processes by which the departments communicate. 
E) all of the above 
A) evaluation of spatial dynamics. 
B) evaluation of corporate culture. 
C) evaluation of communication frequency between departments. 
D) evaluation of formal and informal processes by which the departments communicate. 
E) all of the above

Question 5

In a market oriented firm,

Accepted Answer

A) there is no consistently dominant function. 
B) marketing typically plays the lead role. 
C) radical innovation is the norm. 
D) engineering and R&D are typically in the back seat. 
E) being at the forefront of technology is vital. 
A) there is no consistently dominant function. 
B) marketing typically plays the lead role. 
C) radical innovation is the norm. 
D) engineering and R&D are typically in the back seat. 
E) being at the forefront of technology is vital.

Question 6

The organizational factor that research indicates has the greatest impact on creating a market orientation is

Accepted Answer

A) a market-based reward system. 
B) top management advocacy. 
C) decentralized decision making. 
D) interfunctional coordination. 
E) informal communication processes. 
A) a market-based reward system. 
B) top management advocacy. 
C) decentralized decision making. 
D) interfunctional coordination. 
E) informal communication processes.

Question 7

Responsiveness to market intelligence involves all of the following except

Accepted Answer

A) selection of target markets. 
B) development of products/services that address customer needs. 
C) positioning products in a way that produces both customer satisfaction and customer loyalty. 
D) commitment to execution. 
E) providing feedback to customers. 
A) selection of target markets. 
B) development of products/services that address customer needs. 
C) positioning products in a way that produces both customer satisfaction and customer loyalty. 
D) commitment to execution. 
E) providing feedback to customers.

Question 8

A boundaryless organization is most often associated with

Accepted Answer

A) market driving. 
B) a proactive market orientation. 
C) a responsive market orientation. 
D) intelligence integration. 
E) intelligence dissemination. 
A) market driving. 
B) a proactive market orientation. 
C) a responsive market orientation. 
D) intelligence integration. 
E) intelligence dissemination.

Question 9

Cooperation between marketing and R&D is most important in

Accepted Answer

A) turbulent markets. 
B) stable markets. 
C) the early stage of a product development project. 
D) the early growth stage of the product life cycle. 
E) the maturity stage of the product life cycle. 
A) turbulent markets. 
B) stable markets. 
C) the early stage of a product development project. 
D) the early growth stage of the product life cycle. 
E) the maturity stage of the product life cycle.

Question 10

The type of knowledge that is most difficult for competitors to imitate is

Accepted Answer

A) market knowledge. 
B) technical knowledge. 
C) explicit knowledge. 
D) tacit knowledge. 
E) often stored in databases. 
A) market knowledge. 
B) technical knowledge. 
C) explicit knowledge. 
D) tacit knowledge. 
E) often stored in databases.

Question 11

Market driving firms may

Accepted Answer

A) seek to redefine the structure of the market. 
B) introduce an innovative value proposition that enables the firm to reduce,or even avoid,competition. 
C) be quite risk tolerant. 
D) try to develop anticipatory intelligence. 
E) All of the above. 
A) seek to redefine the structure of the market. 
B) introduce an innovative value proposition that enables the firm to reduce,or even avoid,competition. 
C) be quite risk tolerant. 
D) try to develop anticipatory intelligence. 
E) All of the above.

Question 12

Greater R&D-marketing integration in technical activities is required for

Accepted Answer

A) breakthrough innovations. 
B) incremental innovations. 
C) technology-oriented firms. 
D) market-oriented firms. 
E) all of the above 
A) breakthrough innovations. 
B) incremental innovations. 
C) technology-oriented firms. 
D) market-oriented firms. 
E) all of the above

Question 13

Critical activities in market oriented firms include all of the following except

Accepted Answer

A) gathering market intelligence. 
B) disseminating intelligence throughout the firm. 
C) coordinated decision making. 
D) bottoms-up decision making. 
E) all are critical activities. 
A) gathering market intelligence. 
B) disseminating intelligence throughout the firm. 
C) coordinated decision making. 
D) bottoms-up decision making. 
E) all are critical activities.

Question 14

Firms that focus too narrowly on their established customers may be constrained in the strategies and technologies they choose to pursue.When this happens,they are said to suffer from:

Accepted Answer

A) marketing myopia. 
B) core rigidities. 
C) tyranny of the served market. 
D) a competency trap. 
E) market misery. 
A) marketing myopia. 
B) core rigidities. 
C) tyranny of the served market. 
D) a competency trap. 
E) market misery.

Question 15

The strategy of merging the interests of R&D and marketing is

Accepted Answer

A) consolidation. 
B) co-optation. 
C) collaboration. 
D) consistency. 
E) coercion. 
A) consolidation. 
B) co-optation. 
C) collaboration. 
D) consistency. 
E) coercion.

Question 16

Proactive market-oriented firms tend to

Accepted Answer

A) focus on customers expressed needs or existing competitive threats. 
B) experience "marketing myopia." 
C) develop and introduce incremental innovations. 
D) suffer from "the innovator's dilemma." 
E) focus on customers latent and future need 
A) focus on customers expressed needs or existing competitive threats. 
B) experience "marketing myopia." 
C) develop and introduce incremental innovations. 
D) suffer from "the innovator's dilemma." 
E) focus on customers latent and future need

Question 17

Corporate culture in high tech firms

Accepted Answer

A) is often an impediment to marketing-R&D collaboration. 
B) often favors engineering relative to marketing. 
C) is often shaped by executives who come from engineering. 
D) often manifests itself in engineering taking on many tasks traditionally thought of as marketing tasks. 
E) all of the above 
A) is often an impediment to marketing-R&D collaboration. 
B) often favors engineering relative to marketing. 
C) is often shaped by executives who come from engineering. 
D) often manifests itself in engineering taking on many tasks traditionally thought of as marketing tasks. 
E) all of the above

Question 18

Team-based reward systems

Accepted Answer

A) are most effective when all team members are rewarded equally. 
B) are most effective when team members are rewarded based on their position in the organization. 
C) should tie rewards to the completion of specific activities. 
D) should motivate organizational members to work cooperatively toward common goals. 
E) are de-motivators. 
A) are most effective when all team members are rewarded equally. 
B) are most effective when team members are rewarded based on their position in the organization. 
C) should tie rewards to the completion of specific activities. 
D) should motivate organizational members to work cooperatively toward common goals. 
E) are de-motivators.

Question 19

The scanning focus priority for Fast Followers Analyzers)is on

Accepted Answer

A) customer intelligence. 
B) competitor intelligence. 
C) technological intelligence. 
D) a and b above 
E) all of the above. 
A) customer intelligence. 
B) competitor intelligence. 
C) technological intelligence. 
D) a and b above 
E) all of the above.

Question 20

Which of the following approaches is useful for gathering anticipatory intelligence?

Accepted Answer

A) Working closely with lead users. 
B) Standard market research approaches. 
C) Purchasing market research reports. 
D) Conducting surveys of customer satisfaction. 
E) Both a and b above. 
A) Working closely with lead users. 
B) Standard market research approaches. 
C) Purchasing market research reports. 
D) Conducting surveys of customer satisfaction. 
E) Both a and b above.

Conflict between marketing and R&D

Which of the following is not an effective strategy for increasing communication quality?

Coordinated action is

At Kodak,a marketing executive observed a lack of collaboration between marketing and R&D departments.An analysis of this communication gap would include:

In a market oriented firm,

The organizational factor that research indicates has the greatest impact on creating a market orientation is

Responsiveness to market intelligence involves all of the following except

A boundaryless organization is most often associated with

Cooperation between marketing and R&D is most important in

The type of knowledge that is most difficult for competitors to imitate is

Market driving firms may

Greater R&D-marketing integration in technical activities is required for

Critical activities in market oriented firms include all of the following except

Firms that focus too narrowly on their established customers may be constrained in the strategies and technologies they choose to pursue.When this happens,they are said to suffer from:

The strategy of merging the interests of R&D and marketing is

Proactive market-oriented firms tend to

Corporate culture in high tech firms

Team-based reward systems

The scanning focus priority for Fast Followers Analyzers)is on

Which of the following approaches is useful for gathering anticipatory intelligence?

Marketing of High-Technology Products and Innovations

Strategic Market Planning in High-Tech Firms

Culture and Climate Considerations in High-Tech Companies

Partnerships,alliances,and Customer Relationships

Marketing Research in High-Tech Markets

Understanding High-Tech Customers

Technology and Product Management

Distribution Channels and Supply Chain Management in High-Tech Markets

Pricing Considerations in High-Tech Markets

Marketing Communication Tools for High-Tech Markets

Strategic Considerations in Marketing Communications

Strategic Considerations for the Triple Bottom Line in High-Tech Companies

Filters

Exam 4: Market Orientation and Cross-Functional Marketing-Rd Interaction

Conflict between marketing and R&D

Which of the following is not an effective strategy for increasing communication quality?

Coordinated action is

At Kodak,a marketing executive observed a lack of collaboration between marketing and R&D departments.An analysis of this communication gap would include:

In a market oriented firm,

The organizational factor that research indicates has the greatest impact on creating a market orientation is

Responsiveness to market intelligence involves all of the following except

A boundaryless organization is most often associated with

Cooperation between marketing and R&D is most important in

The type of knowledge that is most difficult for competitors to imitate is

Market driving firms may

Greater R&D-marketing integration in technical activities is required for

Critical activities in market oriented firms include all of the following except

Firms that focus too narrowly on their established customers may be constrained in the strategies and technologies they choose to pursue.When this happens,they are said to suffer from:

The strategy of merging the interests of R&D and marketing is

Proactive market-oriented firms tend to

Corporate culture in high tech firms

Team-based reward systems

The scanning focus priority for Fast Followers Analyzers)is on

Which of the following approaches is useful for gathering anticipatory intelligence?

Marketing of High-Technology Products and Innovations

Strategic Market Planning in High-Tech Firms

Culture and Climate Considerations in High-Tech Companies

Partnerships,alliances,and Customer Relationships

Marketing Research in High-Tech Markets

Understanding High-Tech Customers

Technology and Product Management

Distribution Channels and Supply Chain Management in High-Tech Markets

Pricing Considerations in High-Tech Markets

Marketing Communication Tools for High-Tech Markets

Strategic Considerations in Marketing Communications

Strategic Considerations for the Triple Bottom Line in High-Tech Companies

Filters