Question 1

A marketing manager who wants to analyze the firm's sales should be aware that:

Accepted Answer

A)  sales invoice files contain little useful information. 
B)  the best way to analyze sales data is according to geographic regions. 
C)  sales analysis involves a detailed breakdown of a company's sales forecasts. 
D)  sales analysis may not be possible unless the manager has made arrangements for the company to capture identifying information about each sale. 
E)  a manager can never have too much data. 
A)  sales invoice files contain little useful information. 
B)  the best way to analyze sales data is according to geographic regions. 
C)  sales analysis involves a detailed breakdown of a company's sales forecasts. 
D)  sales analysis may not be possible unless the manager has made arrangements for the company to capture identifying information about each sale. 
E)  a manager can never have too much data.

Question 2

A good reason for using performance indexes is to:

Accepted Answer

A)  convert sales data to profit data. 
B)  make it easier to compare situations. 
C)  find territories where actual sales are very high or low. 
D)  direct management attention to territories where the market potential is greatest. 
E)  None of these is true. 
A)  convert sales data to profit data. 
B)  make it easier to compare situations. 
C)  find territories where actual sales are very high or low. 
D)  direct management attention to territories where the market potential is greatest. 
E)  None of these is true.

Question 3

A marketing "performance analysis" is most likely to compare:

Accepted Answer

A)  an individual sales rep's performance to total company sales. 
B)  a firm's sales with its competitors' sales. 
C)  sales by product to sales by territory. 
D)  advertising cost to sales. 
E)  planned sales with actual sales. 
A)  an individual sales rep's performance to total company sales. 
B)  a firm's sales with its competitors' sales. 
C)  sales by product to sales by territory. 
D)  advertising cost to sales. 
E)  planned sales with actual sales.

Question 4

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 5

The main difference between the full-cost approach and the contribution-margin approach to marketing cost analysis is:

Accepted Answer

A)  The contribution-margin approach uses both mechanical and logical reasoning to allocate marketing costs. 
B)  The full-cost approach allocates all costs-even fixed costs-to products, customers, or other categories. 
C)  The contribution-margin approach allocates all costs to show how profitable various customers are. 
D)  The full-cost approach focuses on variable costs rather than total costs. 
A)  The contribution-margin approach uses both mechanical and logical reasoning to allocate marketing costs. 
B)  The full-cost approach allocates all costs-even fixed costs-to products, customers, or other categories. 
C)  The contribution-margin approach allocates all costs to show how profitable various customers are. 
D)  The full-cost approach focuses on variable costs rather than total costs.

Question 6

Dell uses the sales-order ratio to measure the performance of its salespeople. If, in the past year, a salesperson made $2 million in sales, called on 5,250 potential business customers (either by phone or in person), and got 3,124 orders, what was this sales rep's order-call ratio (to the nearest whole number amount)?

Accepted Answer

A)  18 percent 
B)  29 percent 
C)  73 percent 
D)  59 percent 
E)  10 percent 
A)  18 percent 
B)  29 percent 
C)  73 percent 
D)  59 percent 
E)  10 percent

Question 7

The contribution-margin approach to marketing cost analysis focuses attention on variable costs rather than total costs.

Accepted Answer

A) True 
 B)False

Question 8

Using cost analysis to analyze the money being spent by a firm is analogous to using ____________ to analyze the money coming into the firm.

Accepted Answer

A)  sales analysis 
B)  traditional accounting reports 
C)  performance analysis 
D)  the iceberg principle 
E)  TQM methods 
A)  sales analysis 
B)  traditional accounting reports 
C)  performance analysis 
D)  the iceberg principle 
E)  TQM methods

Question 9

A ________ requires a detailed look at the company's current marketing plans to see if they are still the best plans the firm can offer.

Accepted Answer

A)  cost analysis 
B)  full-cost approach 
C)  sales analysis 
D)  marketing audit 
E)  strategic scenario review 
A)  cost analysis 
B)  full-cost approach 
C)  sales analysis 
D)  marketing audit 
E)  strategic scenario review

Question 10

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

Accepted Answer

A)  detailed breakdowns of a company's sales records. 
B)  analyzing only the performance of sales representatives. 
C)  comparing performance against standards-looking for exceptions or variations. 
D)  analyzing only people-not products or territories. 
E)  budgeting for marketing expenditures on the basis of contribution margins. 
A)  detailed breakdowns of a company's sales records. 
B)  analyzing only the performance of sales representatives. 
C)  comparing performance against standards-looking for exceptions or variations. 
D)  analyzing only people-not products or territories. 
E)  budgeting for marketing expenditures on the basis of contribution margins.

Question 11

Sales analysis:

Accepted Answer

A)  typically involves reorganizing existing information rather than gathering new information. 
B)  may involve analyzing many different breakdowns of overall sales. 
C)  is usually a good first step when setting up a control system. 
D)  All of these are true. 
A)  typically involves reorganizing existing information rather than gathering new information. 
B)  may involve analyzing many different breakdowns of overall sales. 
C)  is usually a good first step when setting up a control system. 
D)  All of these are true.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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 14

Compared with sales analysis, PERFORMANCE ANALYSIS:

Accepted Answer

A)  shows which customers should be dropped. 
B)  looks for exceptions or variations from planned performance. 
C)  does not do as much comparing against standards. 
D)  shows how to improve performance. 
E)  All of these are correct. 
A)  shows which customers should be dropped. 
B)  looks for exceptions or variations from planned performance. 
C)  does not do as much comparing against standards. 
D)  shows how to improve performance. 
E)  All of these are correct.

Question 15

Which of the following statements might result from a performance analysis?

Accepted Answer

A)  Our California salesman sold more aluminum tubing than any of our other reps. 
B)  Sophia Sanchez calls on two of our three biggest customers. 
C)  Joshua Voigt sold less tubing to wholesalers than to manufacturers. 
D)  Walker Brown sold more aluminum tubing than steel tubing. 
E)  Pele Ruiz's sales are over his quota. 
A)  Our California salesman sold more aluminum tubing than any of our other reps. 
B)  Sophia Sanchez calls on two of our three biggest customers. 
C)  Joshua Voigt sold less tubing to wholesalers than to manufacturers. 
D)  Walker Brown sold more aluminum tubing than steel tubing. 
E)  Pele Ruiz's sales are over his quota.

Question 16

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 17

Averages are useful for summarizing data-but only analyzing "averages" may be misleading according to:

Accepted Answer

A)  the "iceberg principle." 
B)  AIDA. 
C)  hypothesis-testing theory. 
D)  the "law of central tendency." 
E)  the "50/50" rule. 
A)  the "iceberg principle." 
B)  AIDA. 
C)  hypothesis-testing theory. 
D)  the "law of central tendency." 
E)  the "50/50" rule.

Question 18

Effective implementation of a marketing plan:

Accepted Answer

A)  Matters least in markets that are mature and highly competitive. 
B)  Usually does not make the difference between winning and losing a customer. 
C)  Can involve decisions related to both internal (invisible to the consumer) and external (visible to the consumer) matters. 
D)  Is unrelated to the overall objectives of the marketing strategy. 
E)  None of these are true. 
A)  Matters least in markets that are mature and highly competitive. 
B)  Usually does not make the difference between winning and losing a customer. 
C)  Can involve decisions related to both internal (invisible to the consumer) and external (visible to the consumer) matters. 
D)  Is unrelated to the overall objectives of the marketing strategy. 
E)  None of these are true.

Question 19

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 20

The "iceberg principle":

Accepted Answer

A)  explains why some firm's sales are "cooler" that others. 
B)  explains why some customers are more profitable than others. 
C)  suggests that sales will vary from one territory to another. 
D)  suggests that much good information may be hidden in summary data. 
E)  says that sales reps should never make "cold calls" on customers. 
A)  explains why some firm's sales are "cooler" that others. 
B)  explains why some customers are more profitable than others. 
C)  suggests that sales will vary from one territory to another. 
D)  suggests that much good information may be hidden in summary data. 
E)  says that sales reps should never make "cold calls" on customers.

A marketing manager who wants to analyze the firm's sales should be aware that:

A good reason for using performance indexes is to:

A marketing "performance analysis" is most likely to compare:

Which of the following statements about customer complaints is FALSE?

The main difference between the full-cost approach and the contribution-margin approach to marketing cost analysis is:

The contribution-margin approach to marketing cost analysis focuses attention on variable costs rather than total costs.

Using cost analysis to analyze the money being spent by a firm is analogous to using ____________ to analyze the money coming into the firm.

A ________ requires a detailed look at the company's current marketing plans to see if they are still the best plans the firm can offer.

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

Sales analysis:

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

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

Compared with sales analysis, PERFORMANCE ANALYSIS:

Which of the following statements might result from a performance analysis?

A marketing audit:

Averages are useful for summarizing data-but only analyzing "averages" may be misleading according to:

Effective implementation of a marketing plan:

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

The "iceberg principle":

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing 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

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World

Filters

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

A marketing manager who wants to analyze the firm's sales should be aware that:

A good reason for using performance indexes is to:

A marketing "performance analysis" is most likely to compare:

Which of the following statements about customer complaints is FALSE?

The main difference between the full-cost approach and the contribution-margin approach to marketing cost analysis is:

The contribution-margin approach to marketing cost analysis focuses attention on variable costs rather than total costs.

Using cost analysis to analyze the money being spent by a firm is analogous to using ____________ to analyze the money coming into the firm.

A ________ requires a detailed look at the company's current marketing plans to see if they are still the best plans the firm can offer.

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

Sales analysis:

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

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

Compared with sales analysis, PERFORMANCE ANALYSIS:

Which of the following statements might result from a performance analysis?

A marketing audit:

Averages are useful for summarizing data-but only analyzing "averages" may be misleading according to:

Effective implementation of a marketing plan:

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

The "iceberg principle":

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing 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

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World

Filters