Deck 22: Managing a Holistic Marketing Organization

Question 1

________ is the appointment of teams to manage customer-value-building processes and break down walls between departments.

A) Reengineering
B) Outsourcing
C) Benchmarking
D) Supplier partnering
E) Customer Partnering

Answer 1

A

Question 2

_________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing,providing,and communicating customer value.

A) Internal marketing
B) External marketing
C) Integrated marketing communications
D) Sales department
E) External relations

Answer 2

A

Question 3

The main advantage of a functional marketing organization is its ________.

A) ease of reporting
B) reduced staff requirements
C) administrative simplicity
D) overlapping responsibilities
E) increased work load requirements

Answer 3

C

Question 4

Increasing the effort to "think global" and "act local" is known as ________.

A) flattening
B) benchmarking
C) globalizing
D) focusing
E) empowering

Question 5

Modern marketing departments may be organized in a number of different,sometimes overlapping ways by ________.

A) function, brand, product group, customer, or matrix
B) design, brand, product, territory, or matrix
C) matrix, brand, function, geography, or customer
D) customer, brand, geography, or territory
E) function, geography, product or brand, market, or matrix

Question 6

Several companies are now adding ________ to support the sales efforts in high-volume markets.

A) behavior specialists
B) consumer specialists
C) area market specialists
D) regional managers
E) district managers

Question 7

________ is studying "best practice companies" to improve performance.

A) Empowering
B) Globalizing
C) Flattening
D) Focusing
E) Benchmarking

Question 8

________ is working more closely with customers to add value to their operations.

A) Reengineering
B) Outsourcing
C) Customer partnering
D) Merging
E) Globalizing

Question 9

________ is partnering with fewer but better value-adding suppliers.

A) Supplier partnering
B) Benchmarking
C) Customer partnering
D) Flattening
E) Empowering

Question 10

Determining the most profitable businesses and customers and focusing on them is called ________.

A) empowering
B) focusing
C) flattening
D) merging
E) outsourcing

Question 11

A product-management organization makes sense if ________.

A) the company's products are quite different
B) there are very few products in the portfolio
C) the company's products are very similar
D) the company's products all meet similar customer needs
E) all of the above

Question 12

The role of marketing in the organization is changing.Traditionally marketers have played the roles of ________.

A) middlemen
B) customers
C) clients
D) internal customers
E) external consumers

Question 13

Designing the organization and setting up processes to respond more quickly to changes in the environment is called ________.

A) flattening
B) reengineering
C) customer partnering
D) globalizing
E) accelerating

Question 14

________ is reducing the number of organizational levels to get closer to the customer.

A) Flattening
B) Globalizing
C) Accelerating
D) Empowering
E) Draft the report

Question 15

Product and brand management is sometimes characterized as a ________ system.

A) hub-and-spoke
B) wheel
C) flattening organization
D) layered organization
E) regional

Question 16

________ is the acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope.

A) Merging
B) Globalizing
C) Accelerating
D) Empowering
E) Outsourcing

Question 17

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

A) a sales staff
B) functional specialists
C) a departmental head
D) interns
E) none of the above

Question 18

________ is buying more goods and services from outside domestic or foreign vendors.

A) Benchmarking
B) Merging
C) Globalizing
D) Outsourcing
E) Accelerating

Question 19

A company selling in a national market often organizes its sales force along ________ lines.

A) territory
B) geographic
C) psychographic profile
D) convenience
E) product

Question 20

Today,marketing no longer has sole ownership of customer interactions; rather marketing needs to ________.

A) collect productivity data in order to bolster arguments for continued customer engagement
B) examine customer interactions to minimize the influence of manufacturing
C) review and consolidate customer-facing responsibilities
D) integrate all customer-facing processes
E) distribute multiple voices to customers

Question 21

Market leaders tend to miss trends when they are risk adverse,obsessed about protecting their existing markets and physical resources,and more interested in ________ than innovation.

A) profits
B) efficiency
C) customer loyalty
D) customer selectivity
E) price selectivity

Question 22

The product-management organization has a number of disadvantages,including ________.

A) product and brand managers may lack enough authority to carry out their responsibilities
B) short-term involvement leads to short-term planning and fails to build long-term brand strengths
C) fragmentation of markets makes it harder to develop a national strategy
D) product and brand managers become experts in their product area but rarely achieve functional expertise
E) all of the above

Question 23

A successful cause-marketing program can produce a number of benefits,including ________.

A) increased profit margins
B) increased brand recognition
C) driving sales
D) increasing the rate of return on net worth
E) increased stock pricing

Question 24

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

A) market-management organization
B) product-management organization
C) brand-management organization
D) BAMT organization
E) flattened organization

Question 25

A brand-asset management team (BAMT)________.

A) concerns itself with the brand only during the marketing audit
B) consists of key brand managers from other companies
C) consists of management personnel from other departments
D) consists of top level mangers reviewing the brand during an audit
E) consists of key representatives from functions affecting the brand's performance

Question 26

Many companies are increasingly working with public interest groups to avoid perceptions of ________-insincere,phony efforts to appear more environmentally sensitive than they really are.

A) containerization
B) decentralization
C) greenwashing
D) legalistic actions
E) none of the above

Question 27

One rationale for category management is the increasing power of the ________.

A) consumer
B) customer
C) trade
D) distribution partners
E) competition

Question 28

________ links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

A) Action marketing
B) Trade marketing
C) Cause-related marketing
D) Social-responsibility marketing
E) Proactive marketing

Question 29

There are three types of potential product-team structures.These are ________.

A) vertical, triangular, and horizontal product teams
B) vertical, horizontal, and circular product teams
C) horizontal, vertical, and rectangular product teams
D) horizontal, vertical, and flattened product teams
E) vertical, rectangular, and circular product teams

Question 30

Clayton Christensen advocates catalytic innovators to address social sector problems.Catalytic innovators exhibit all of the following qualities EXCEPT ________.

A) they create systemic social change through scaling and replication
B) they met a need that is either overserved (because the existing solution is more complex than many people require) or not served at all
C) they offer more complex and more costly products and services that have a higher level of performance than those of competitors
D) they generate resources in ways that are initially unattractive to competitors
E) they are often ignored by existing players for whom the business model is unprofitable or otherwise unattractive

Question 31

In a ________,the marketing activity is organized to meet the needs of distinct customer groups rather than being focused on marketing functions,regions,or products.

A) product-centered organization
B) brand-centered organization
C) customer-management organization
D) market-centered organization
E) brand asset organization

Question 32

Effective _________ marketing must be matched by a strong sense of ethics,values,and social responsibility.

A) internal
B) social
C) external
D) cause-related
E) ethical

Question 33

Cause-related marketing is part of _________.

A) action marketing
B) corporate societal marketing
C) socially responsible marketing
D) trade marketing
E) proactive marketing

Question 34

Some of the specific means by which cause-marketing programs can build brand equity with consumers include _________.

A) building brand awareness and enhancing brand image
B) establishing brand credibility
C) evoking brand feelings and creating a sense of brand community
D) eliciting brand engagements
E) all of the above

Question 35

Raising the level of socially responsible marketing calls for a three-pronged attack that relies on ________.

A) proper legal, ethical, and socially responsibility behavior
B) proper legal, ethical, and marketing communications
C) legal, ethical, and acceptable behavior
D) ethical, responsible, and clear behavior
E) none of the above

Question 36

Under the marketing concept,________ need to "think customer."

A) marketing departments
B) finance departments
C) senior managers
D) manufacturing departments
E) all departments

Question 37

Several forces are driving companies to practice a higher level of corporate social responsibility.These include ________.

A) rising customer expectations
B) evolving employee goals and ambitions
C) tighter government legislation
D) investor interests
E) all of the above

Question 38

________ is the importance of meeting humanity's needs without harming future generations.

A) Greenwashing
B) Sustainability
C) Social responsibility
D) Ethical business
E) Legal practice

Question 39

In a ________,companies can organize themselves to understand and deal with individual customers rather than with the mass market or even market segments.

A) market-centered organization
B) brand-centered organization
C) brand-asset organization
D) customer-management organization
E) product-centered organization

Question 40

Companies that produce many products for many markets may adopt a ________ marketing organization.

A) flat
B) brand
C) product
D) matrix
E) top-down

Question 41

Cause marketing has a particular interested audience in civic-minded ________.

A) Millennial consumers
B) baby boomers
C) Gen Xers
D) Gen Yers
E) shadow boomers

Question 42

________ is the size of the average customer purchase from the company as a percentage of the size of the average customer purchase from an average company.

A) Overall market share
B) Customer penetration
C) Customer loyalty
D) Customer selectivity
E) Price selectivity

Question 43

The purpose of annual-plan control is to ________.

A) examine whether the planned results are being achieved
B) examine where the company is making and losing money
C) evaluate and improve the spending efficiency and impact of marketing expenditures
D) examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
E) all of the above

Question 44

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

A) Marketing implementation
B) Marketing research
C) Marketing management
D) Brand management
E) Product management

Question 45

Strategy addresses the ________ and the _________ of marketing activities.

A) who; how
B) what; when
C) what; how
D) what; why
E) what; who

Question 46

Which of the following is an example of a distribution metric

A) Sales growth
B) Spontaneous brand awareness
C) Trial rate
D) Stocks cover in days
E) Repurchase rate

Question 47

Social marketing programs designed to demotivate cigarette smoking or excessive consumption of alcohol are examples of ________.

A) cognitive campaigns
B) action campaigns
C) behavioral campaigns
D) value campaigns
E) none of the above

Question 48

Some experts believe that the positive impact on a brand from cause-related marketing may be lessened by __________.

A) sporadic involvement with numerous causes
B) involvement in orphan causes
C) involvement in popular causes
D) involvement in unpopular causes
E) involvement in politically unacceptable causes

Question 49

________ is the purchases from the company by its customers as a percentage of their total purchases from all suppliers of the same products.

A) Overall market share
B) Customer penetration
C) Customer loyalty
D) Customer selectivity
E) Price selectivity

Question 50

The control process includes the following: ________.

A) goal setting, performance measurement, performance diagnosis, corrective action
B) goal setting, brand review, marketing audit, corrective action
C) brand audit, control review, efficiency control, corrective action
D) management scorecard, goal setting, marketing audit, corrective action
E) efficiency control, strategic control, goal setting, corrective action

Question 51

A _________ is an examination of a company's marketing environment,objectives,strategies,and activities to determine problem areas and opportunities and to recommend a plan of action to improve the company's marketing performance.

A) marketing plan
B) marketing management
C) marketing audit
D) marketing intelligence
E) marketing metric

Question 52

Choosing the right goal or objective for a social marketing program is critical.Some examples of the range of possible objectives include ________.

A) cognitive campaigns, action campaigns, behavioral campaigns, value campaigns
B) cognitive campaigns, behavioral campaigns, marketing campaigns, advertising campaigns
C) cognitive campaigns, marketing campaigns, brand campaigns, value campaigns
D) shock campaigns, marketing campaigns, brand campaigns, action campaigns
E) behavioral campaigns, action campaigns, "shock" campaigns

Question 53

________ is done by a nonprofit or government organization to further a cause.

A) Issue marketing
B) Brand marketing
C) Causal marketing
D) Social marketing
E) Nonprofit marketing

Question 54

Going forward,there are a number of imperatives to achieve marketing excellence.Marketing must be _________ and less departmental.

A) holistic
B) comprehensive
C) integrated
D) developed
E) functional

Question 55

Implementation addresses the ________.

A) potential market, available markets, and target market
B) who, where, when, and how
C) who, when, the target market, and the price
D) the who, the where, the consumer, and the price
E) the who, the when, the how, and the product choices

Question 56

Marketing effectiveness rating instruments and marketing audits are approaches to ________.

A) annual-plan control
B) profitability control
C) efficiency control
D) strategic control
E) all of the above

Question 57

The purpose of strategic control is to ________.

A) examine whether the planned results are being achieved
B) examine where the company is making and losing money
C) evaluate and improve the spending efficiency and impact of marketing expenditures
D) examine whether the company is pursuing its best opportunities with respect to markets, products, and channels
E) all of the above

Question 58

The four characteristics of a marketing audit are ________.

A) product orientation, market orientation, innovation orientation, productivity orientation
B) comprehensive, systematic, independent, periodic
C) comprehensive, systematic, periodic, corporate
D) systematic, as needed, comprehensive, independent
E) compartmentalized, systematic, periodic, independent

Question 59

________ is the average price charged by the company as a percentage of the average price charged by all companies.

A) Overall market share
B) Customer penetration
C) Customer loyalty
D) Customer selectivity
E) Price selectivity

Question 60

One of the cardinal rules in conducting the marketing audit is that ________.

A) it has to be independent
B) it must not rely solely on company managers for data and opinions
C) it has to be conducted periodically and comprehensively
D) a short version of a marketing audit is satisfactory
E) a marketing audit is not necessary except when the company is in trouble

Question 61

A functional organization often leads to adequate planning for specific products and markets.

Question 62

Marketing has sole ownership of customer interaction,which has existed from the very beginning,when marketers played the role of middlemen between the firm and the consumer.

Question 63

A disadvantage of product and brand managers is that they become experts in their product area but rarely achieve functional expertise.

Question 64

The product-management organization replaces the function organization in the firm managing a variety of brands and products.

Question 65

A company can have an excellent marketing department and yet fail at marketing because much depends on how other company departments view customers.

Question 66

Many companies are beginning to realize that they are not really market and customer driven-they are product and sales driven.

Question 67

Although it is necessary to be customer oriented,it is not enough.

Question 68

An advantage of the product- and brand-management system is that product and brand managers cause the company to focus on building market share rather than on building customer relationships.

Question 69

One of the problems with being seen as a socially responsible company is that it makes it difficult to attract employees,especially younger people.

Question 70

There are three types of potential product-teams structures: vertical,triangular,and horizontal.

Question 71

The main advantage of a functional marketing organization is its administrative simplicity.

Question 72

To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.

Question 73

Category management is when a company focuses on product categories to manage its brands.

Question 74

When customers fall into different user groups with distinct buying preferences and practices,a market-management organization is desirable.

Question 75

A product-management organization makes sense if the company's products are quite different,or if the sheer number of products is beyond the ability of a functional organization to handle.

Question 76

Product and brand management systems are sometimes characterized as a hub-and-spoke system.

Question 77

Because the retail trade tends to think of profitability in terms of product categories,some companies are switching to a category-management organizational model.

Question 78

Companies producing a variety of products and brands often establish a product-management organization.

Question 79

Companies must adopt and disseminate a written code of ethics,build a company tradition of ethical behavior,and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Question 80

Internal marketing requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing,providing,and communicating customer value.