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

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

Digital communication and e-commerce offer speed and detail in obtaining information needed for better control.

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

The full-cost approach and the contribution-margin approach always suggest the same outcome.

Wiz Bang Foods put together data to measure sales performance by region of the United States. The Southern region included 25% of the U.S. population and was expected to deliver a similar share of Wiz Bang Foods' sales. This region ended up delivering 30% of the company's overall sales. The performance index for the Southern region would be:

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

Regarding the "contribution-margin approach" to marketing cost analysis, which of the following statements is TRUE?

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

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

If one were using the "full-cost" approach to marketing cost analysis, then allocating fixed costs on the basis of sales volume would:

Which of the following observations is true?

A good marketing plan helps managers make strategic planning decisions and provides a framework for effective implementation and _________________.

A company produces three product lines and a different marketing manager is responsible for each line. Most marketing expenses are specific to each line, but a common sales force sells all three lines. Sales reps are paid by commission, with a different commission for each product line. In this case, in a marketing cost analysis,

Doug Selkirk is a sales manager for IBM. He has asked his assistant to prepare an analysis that shows what percent over or under quota each sales rep was during the last year. This is an example of

A marketing audit evaluates the whole marketing program.

Traditional accounting reports don't give sufficient information to managers who need to know what's happening, in detail, to improve the bottom line.

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

The "contribution margin approach" to marketing cost analysis:

The best way to do a sales analysis is to first break down sales by customer type, and then geographic region.

The contribution-margin approach focuses attention on _____ rather than on ______.