Exam 19: 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.

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

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

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

The most useful breakdown of data in a sales analysis is by:

Implementation puts plans into operation while control provides feedback.

A marketing audit evaluates the whole marketing program as well as individual plans.

Regarding marketing control:

To improve the effectiveness of the marketing control process, the marketing manager should:

Performance analysis differs from sales analysis in that performance analysis involves:

In general, the more products a company has the more difficult it will be to allocate costs.

General summaries of overall marketing cost data

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

Department A in a company had sales of $60,000 in the year 2007. Variables costs of sales was $30,000 and variable selling expenses were $9,000. Fixed administrative expenses were $5000. What is the contribution margin?

With the contribution-margin approach to marketing cost analysis, all costs are allocated to products, customers, or other categories.

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.

The ideal of doing things better, faster, and at lower cost is easy to implement once it is accepted.

Which of the following statements about customer complaints is FALSE?

The iceberg principle suggests that:

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