Exam 18: Implementing and Controlling Marketing Plans: Evolution and Revolution

_____ involves a detailed breakdown and analysis of customer purchases but does not compare these figures against standards.

Department A in a company had sales of $60,000 in the year 2012. Variables costs of sales was $30,000 and variable selling expenses were $9,000. Fixed administrative expenses were $5000. What is the contribution margin?

A marketing audit should help determine if:

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:

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

Control helps marketing managers learn how:

Which of the following statements illustrates the 80/20 rule?

A _____ is a systematic, critical, and unbiased review and appraisal of the basic objectives and policies of the marketing function and of the organization, methods, procedures, and people employed to implement the policies.

Regarding marketing control:

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

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

Implementing a strategy is straightforward; there are usually only a limited number of ways things can go wrong.

The "full-cost approach" to marketing cost analysis:

Performance analysis looks for exceptions or variations from planned performance.

A contribution-margin income statement shows:

Implementation puts plans into operation while control provides feedback.

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

Which of the following statements best explains the "iceberg principle"?

While doing an analysis, Sara realizes that close to 80 percent of her company's revenues comes from only 20 percent of her customers. This finding substantiates

Which of the following observations concerning sales analysis is NOT correct?