Deck 7: Weaving Marketing Into the Fabric of the Firm

Question 1

Spanning processes link external processes with the customer.

Answer 1

False

Question 2

A functional marketing structure works best when the firm is seeking to serve multiple,diverse markets.

Answer 2

False

Question 3

Business marketers learn primarily through information acquisition,information dissemination and shared interpretation.

Answer 3

True

Question 4

Internal partnering,like selling,demands strong questioning/listening skills.

Question 5

Sales and marketing strategies are immediate and reversible.

Question 6

Before marketing seeks internal partnerships between itself and other functional areas,it should logically secure such partnerships among its own functional areas.

Question 7

The use of scenarios primarily stimulates learning by "forcing" participants to identify the factors that affect the likelihood of each possible outcome.

Question 8

Known requisites are success requirements that have been identified by the firm.

Question 9

The Total Quality Management movement of the late '80s effectively resulted in the economy-wide replacement of the silo organizational structure with that of internal partnering.

Question 10

Internal partnering has proven to be a major barrier to the spread of market orientation throughout a firm's functional areas.

Question 11

A firm that becomes too comfortable with existing technologies/skills may become embroiled in a competency trap.

Question 12

If profitability is the supragoal,customer satisfaction becomes very important.

Question 13

As the name indicates,"make-to-order" refers to complete customization of the product to individual customer specifications.

Question 14

Marketing strategy must reflect a coordinated effort of product performance and two-way communication.

Question 15

Organizational culture is the collectively held values,ideology and social processes embedded in a firm.

Question 16

Customer-focused teams have proven better at product design,but significantly weaker with regard to effective two-way communication with the customer.

Question 17

Internal rivalry is a major factor inhibiting the sharing of vital information between functional areas or departments.

Question 18

A supragoal is a goal against which other goals are aligned.

Question 19

Research indicates that the ONLY sustainable competitive advantage is the ability to learn faster than competitors.

Question 20

Joint compensation systems can help in turning budgeting into teamwork.

Question 21

Processes that link internal processes with the consumer are called:

A) Learning processes
B) Spanning processes
C) External processes
D) Strategic planning processes
E) Problem-solving processes

Question 22

When new products are being developed,it is the responsibility of _____ to speak for the customer.

A) Marketing research
B) Product developers
C) External agencies
D) R&D
E) Direct marketing

Question 23

Make-to-order:

A) Is complete customization, with the product designed from scratch to meet the customer's needs
B) Means that manufacturing or production begins making the product after receiving an order
C) Means marketing supplies forecasts of demand and manufacturing makes enough to handle that demand
D) Means when a salesperson takes an order from a customer, there is an electronic record that spells out the terms of the agreement
E) Implies that the order is a product of the salesperson's work process and an input into other work processes

Question 24

In a _____ situation,marketing supplies forecasts of demand and manufacturing makes enough to handle that demand.

A) Make-to-stock
B) Make-to-order
C) Engineer-to-order
D) Mutual-to-stock
E) Configure-to-order

Question 25

The principal cultural foundation of the learning organization is a(n):

A) Company orientation
B) Value network
C) Market orientation
D) Social network
E) Self-orientation

Question 26

Which spanning process,when done well,can result in managing conflict that can have a positive effect on the firm?

A) Customer order fulfillment
B) New product development
C) Purchasing
D) Pricing
E) Internal partnering

Question 27

Market orientation is essentially defined by superior skills in:

A) Product development
B) Understanding research and development
C) Market research
D) Cost reduction
E) Understanding and satisfying customers

Question 28

When marketing values are embedded into the culture of a firm,then marketing managers have the responsibility of carrying the customer's voice to the rest of the firm.The medium by which this is accomplished is:

A) Organizational learning
B) Collaboration
C) A value network
D) Strategic planning
E) A social network

Question 29

A goal against which other goals are aligned is a:

A) Supergoal
B) Quality goal
C) Supragoal
D) Subgoal
E) Long-term goal

Question 30

Which of the following BEST describes market sensing?

A) A process that links internal processes with the customer
B) A customer-centric form of a learning organization
C) Understanding and satisfying customers through superior skills
D) The gathering of information from the market
E) A spanning process that creates a framework for other spanning processes

Question 31

Creating partnering relationships with other functional areas is:

A) Cross-functional partnering
B) Internal partnering
C) External partnering
D) Operational partnering
E) Strategic partnering

Question 32

There is no customization at all in which type of marketing-manufacturing situation?

A) Make-to-stock
B) Make-to-order
C) Engineer-to-order
D) Mutual-to-stock
E) Assemble-to-order

Question 33

The collectively held values,ideology and social processes of a firm describe its:

A) Market orientation
B) Learning
C) Organizational culture
D) Supragoal
E) Functional structure

Question 34

Which of the following is an outside-in process?

A) Pricing
B) Customer order fulfillment
C) Market sensing
D) Purchasing
E) Financial management

Question 35

Why is new product development a spanning process?

A) It links market requirements with internal processes such as manufacturing
B) It can serve to carry market requirements to those managers in charge of internal processes
C) It links customer requirements with internal processes such as financial management
D) It can manage conflict so that it has a positive effect on the firm
E) It recognizes the importance of communicating customer requirements across the firm in order to develop a market orientation

Question 36

The Total Quality Management movement of the late 1980s decried the _____ organizational structure that typified many organizations at that time and still does.

A) Silo
B) Matrix
C) Hybrid
D) Functional
E) Divisional

Question 37

Market sensing is typically achieved through all the following EXCEPT:

A) Market research
B) Listening to the sales force
C) Observing competition at trade shows
D) Strengthening ties with innovative customers/suppliers
E) Innovative product development

Question 38

Which of the following is an inside-out process?

A) Purchasing
B) Strategy development
C) Customer order fulfillment
D) Cost control
E) Technology monitoring

Question 39

When internal partnering is developed,customer satisfaction becomes:

A) The supragoal
B) A first-mover advantage
C) A secondary demand
D) A primary demand
E) Unimportant

Question 40

The ability to anticipate market requirements before competitors is called:

A) Market orientation
B) Market sensing
C) Market development
D) Market forecasting
E) Market prediction

Question 41

When manufacturing is concerned with and wants long production runs,little customization and low inventories of raw materials,which is the most desirable situation?

A) Engineer-to-order
B) Make-to-order
C) Make-to-stock
D) Mutual-to-stock
E) Assemble-to-order

Question 42

Known requisites for success come from:

A) The customer
B) The marketing manager
C) The marketing research director
D) Engineering specialists
E) Purchasing agent

Question 43

Which of the following statements about a customer-focused team is FALSE?

A) Each group is represented and each representative should ensure that his/her area supports the customer-focused marketing strategy
B) It formalizes communication between parts of the organization that should be communicating
C) It is a sales-led example of organizing around the customer in a hybrid format
D) Functional groups still remain, but are also organized around specific customer groups
E) It is up to the customer-focused team and not marketing manager to ensure that communication is timely and accurate

Question 44

According to the text,a marketing strategy must reflect a coordinated effort of product performance and:

A) Trust
B) Price
C) Prompt delivery
D) Guarantee/warranty
E) Two-way communication

Question 45

Which of the following is a source of information acquisition?

A) Engineering and R&D
B) Marketing management
C) Finance
D) Competitive intelligence
E) Senior management

Question 46

The process of developing new knowledge that has the potential to influence behavior is BEST described as:

A) A spanning process
B) A value network
C) Organizational learning
D) Strategic planning
E) Public relations

Question 47

Customer-focused teams are a sales-led example of organizing around the customer in a:

A) Matrix organization
B) Hybrid organization
C) Functional organization
D) Divisional organization
E) Product organization

Question 48

Manufacturers generally would prefer a(n)_____ system.

A) Make-to-order
B) Engineer-to-order
C) Mass customization
D) Stock-to-order
E) Make-to-stock

Question 49

In terms of integrating marketing efforts,which of the following statements is FALSE?

A) Compensation can help turn budgeting into teamwork
B) Different groups within marketing competing for the same budget could create ill will
C) Fights over budgets can create bad feelings and damage relationships
D) Budgets are the only "money" issue that can damage or enhance relationships
E) By using a joint compensation system, all of those competing for budget end up being paid based on the same performance

Question 50

Complete customization occurs ONLY in a(n)_____ system.

A) Mass customization
B) Mass production
C) Make-to-stock
D) Engineer-to-order
E) Make-to-order

Question 51

According to many executives,the only truly sustainable competitive advantage is to:

A) Have negotiation skills
B) Be able to learn faster than competition
C) Recognize and plan negotiations
D) See company needs are met first and then customer needs
E) Be an important and noble service that requires a profit-centric culture

Question 52

Which of the following statements about market orientation is FALSE?

A) It produces products at the lowest possible cost, compromising quality
B) It needs processes that link internal processes with the customer
C) It enables firms to be superior in product development
D) It is the principal cultural foundation for successful learning
E) It enables firms to adapt more quickly in turbulent industries

Question 53

The purchasing department depends on the marketing manager to:

A) Identify the most efficient supplier(s)
B) Define required quality as perceived by the customer
C) Find the best priced products
D) Get the various suppliers together
E) Make the largest profit possible

Question 54

Known requisites are:

A) The collectively held values, ideology and social processes embedded in a firm
B) Any skills or technology that a company sticks with due to comfort with the familiar
C) A focused description of different futures presented in a coherent manner
D) Requirements for success that have been identified by a firm
E) Defined as superior skills of understanding and satisfying customers

Question 55

Any skill or technology that a company sticks with due to comfort with the familiar,in spite of evidence that better alternatives may exist is a(n):

A) Competency trap
B) Spanning process
C) Known requisite
D) Supragoal
E) Liquidity trap

Question 56

The marketing function may serve multiple vertical or geographical markets in a(n):

A) Matrix organization
B) Functional organization
C) Product organization
D) Divisional organization
E) Hierarchical organization

Question 57

The mental structures of beliefs and assumptions are BEST studied by:

A) Experiments
B) Environmental scanning
C) Benchmarking
D) Information systems
E) Cognitive mapping

Question 58

Under a _____ organizational structure,marketing personnel are typically grouped into sales,product development,marcomm and marketing research departments.

A) Matrix
B) Pre-bureaucratic
C) Functional
D) Divisional
E) Post-bureaucratic

Question 59

The cognitive map is a diagram of:

A) Cause-and-effect streams
B) Business processes
C) Organizational structures
D) Experimental results
E) Industrial benchmarks

Question 60

Competency traps are a form of:

A) Negotiation
B) Spanning processes
C) Market sensing
D) Cognitive mapping
E) Learning boundary

Question 61

Negotiation is BEST thought of as:

A) A mutual problem-solving process
B) A contractual prerequisite
C) A form of intraorganizational conflict
D) A supragoal
E) An end in itself

Question 62

Double-loop learning is also known as:

A) Adaptive learning
B) Action learning
C) Generative learning
D) Collaborative learning
E) Organizational learning

Question 63

Write a brief note on cognitive mapping.How does it aid marketing?

Question 64

This is a method of learning from others and includes examining the processes of others in order to copy what can be used at home.

A) Interviewing
B) Environmental scanning
C) Surveying
D) Benchmarking
E) Brainstorming

Question 65

Single-loop learning is also called:

A) Generative learning
B) Adaptive learning
C) Action learning
D) Collaborative learning
E) Organizational learning

Question 66

All of the following are true of cognitive mapping EXCEPT:

A) It is used to draw one's theories
B) It is an effective group learning tool
C) It is a process that links internal processes with the customer
D) It is useful for identifying the limits of one's understanding
E) It can aid in identifying market opportunities

Question 67

Write a brief note on internal partnering?

Question 68

What is the first step in being prepared for negotiation?

A) Interpreting the problem
B) Recognizing negotiation opportunities
C) Understanding the problem
D) Having negotiation skills
E) Being assertive

Question 69

Scenarios are BEST used to:

A) Describe different possible "futures" presented in a coherent manner
B) Guide role playing used only in sales training and customer service training
C) Develop experiments
D) Create learning laboratories
E) Plan rolling launches

Question 70

A firm may introduce a new product into a limited market so that it can test the effectiveness of the marketing campaign and so that it can make sure that operational issues,such as the training of service personnel,are working appropriately by employing:

A) Experiments
B) Benchmarking
C) Rolling launches
D) Experimental marketing
E) Learning laboratories

Question 71

What is market sensing? Mention the different ways through which market sensing can be achieved?

Question 72

Learning laboratories:

A) Are processes that link internal processes with the customer
B) Are environments set aside for learning
C) Create partnering relationships with other functional areas
D) Are the process of developing new knowledge that has the potential to influence behavior
E) Are requirements for success that have been identified by the firm

Question 73

Case studies are BEST used to:

A) "Sell" a particular idea/approach
B) Guide role playing used in sales training and customer service training
C) Search for causes when evaluating outcomes within a functional area
D) Describe different possible "futures" presented in a coherent manner
E) Teach new analytical techniques

Question 74

Which is the most often used method of handling internal conflict?

A) Teamwork
B) Debate
C) Negotiation
D) Assertiveness
E) Intermediation

Question 75

According to a recent study,the skills that have become the most important are:

A) Analytical and measurement skills
B) Promotional and branding skills
C) Measurement and communication skills
D) Analytical and promotional skills
E) Interpersonal and measurement skills

Question 76

In terms of important internal partnering skills,which of the following statements is false?

A) Without a shared sense of urgency, the other party may not participate fully in the negotiation
B) Good negotiators are adept at creating a sense of urgency
C) Appealing to supragoals is one method of creating a sense of urgency
D) The sense of urgency faced by marketing managers is not always shared by the internal partner
E) If the marketer's needs are of paramount interest, not the customer's, that can help create a sense of urgency to get the job done

Question 77

This can be BEST defined as a focused description of different futures presented in a coherent manner.

A) An experiment
B) A case study
C) A scenario
D) A strategy
E) A group discussion

Question 78

This is a method of decision making that is used to resolve conflicts and is a mutual problem-solving process rather than an argument.

A) Arbitration
B) Negotiation
C) Understanding
D) Intermediation
E) Collective bargaining

Question 79

Compare and contrast scenarios and case studies?

Question 80

Compare and contrast the three types of marketing-manufacturing situations?