Deck 4: Market Orientation and Cross-Functional Marketing-Rd Interaction

Question 1

The type of knowledge that is most difficult for competitors to imitate is

A)market knowledge.
B)technical knowledge.
C)explicit knowledge.
D)tacit knowledge.
E)often stored in databases.

Answer 1

D

Question 2

Coordinated action is

A)facilitated when one function,usually engineering,plays a dominant role in the organization.
B)rarely hampered by organizational politics.
C)key to successful execution of decisions.
D)impeded by constructive conflict between different functions.
E)both c and d above

Answer 2

C

Question 3

The organizational factor that research indicates has the greatest impact on creating a market orientation is

A)a market-based reward system.
B)top management advocacy.
C)decentralized decision making.
D)interfunctional coordination.
E)informal communication processes.

Answer 3

A

Question 4

In a market oriented firm,

A)there is no consistently dominant function.
B)marketing typically plays the lead role.
C)radical innovation is the norm.
D)engineering and R&D are typically in the back seat.
E)being at the forefront of technology is vital.

Question 5

Responding to customers' expressed needs is most likely to lead to

A)sustainable competitive advantage.
B)incremental innovations.
C)discovery of new market segments.
D)radical innovations.
E)increased employee retention.

Question 6

A boundaryless organization is most often associated with

A)market driving.
B)a proactive market orientation.
C)a responsive market orientation.
D)intelligence integration.
E)intelligence dissemination.

Question 7

Oriented firms tend to

A)focus on customers expressed needs or existing competitive threats.
B)experience "marketing myopia."
C)develop and introduce incremental innovations.
D)suffer from "the innovator's dilemma."
E)focus on customers latent and future need

Question 8

Market driving firms may

A)seek to redefine the structure of the market.
B)introduce an innovative value proposition that enables the firm to reduce,or even avoid,competition.
C)be quite risk tolerant.
D)try to develop anticipatory intelligence.
E)All of the above.

Question 9

The scanning focus priority for Fast Followers Analyzers)is on

A)customer intelligence.
B)competitor intelligence.
C)technological intelligence.
D)a and b above
E)all of the above.

Question 10

Which of the following approaches is useful for gathering anticipatory intelligence?

A)Working closely with lead users.
B)Standard market research approaches.
C)Purchasing market research reports.
D)Conducting surveys of customer satisfaction.
E)Both a and b above.

Question 11

Greater R&D-marketing integration in technical activities is required for

A)breakthrough innovations.
B)incremental innovations.
C)technology-oriented firms.
D)market-oriented firms.
E)all of the above

Question 12

At Kodak,a marketing executive observed a lack of collaboration between marketing and R&D departments.An analysis of this communication gap would include:

A)evaluation of spatial dynamics.
B)evaluation of corporate culture.
C)evaluation of communication frequency between departments.
D)evaluation of formal and informal processes by which the departments communicate.
E)all of the above

Question 13

Oriented firms generategather a wide array of intelligence about all except

A)current and future customer needs.
B)competitors' capabilities and strategies.
C)emerging technologies both inside and outside of the industry.
D)cost-reduction practices.
E)all are the focus of market intelligence generation efforts.

Question 14

Responsiveness to market intelligence involves all of the following except

A)selection of target markets.
B)development of products/services that address customer needs.
C)positioning products in a way that produces both customer satisfaction and customer loyalty.
D)commitment to execution.
E)providing feedback to customers.

Question 15

Critical activities in market oriented firms include all of the following except

A)gathering market intelligence.
B)disseminating intelligence throughout the firm.
C)coordinated decision making.
D)bottoms-up decision making.
E)all are critical activities.

Question 16

Based reward systems

A)are most effective when all team members are rewarded equally.
B)are most effective when team members are rewarded based on their position in the organization.
C)should tie rewards to the completion of specific activities.
D)should motivate organizational members to work cooperatively toward common goals.
E)are de-motivators.

Question 17

Corporate culture in high tech firms

A)is often an impediment to marketing-R&D collaboration.
B)often favors engineering relative to marketing.
C)is often shaped by executives who come from engineering.
D)often manifests itself in engineering taking on many tasks traditionally thought of as marketing tasks.
E)all of the above

Question 18

Cooperation between marketing and R&D is most important in

A)turbulent markets.
B)stable markets.
C)the early stage of a product development project.
D)the early growth stage of the product life cycle.
E)the maturity stage of the product life cycle.

Question 19

Firms that focus too narrowly on their established customers may be constrained in the strategies and technologies they choose to pursue.When this happens,they are said to suffer from:

A)marketing myopia.
B)core rigidities.
C)tyranny of the served market.
D)a competency trap.
E)market misery.

Question 20

Tech industries for all of the following reasons except:

A)Market oriented behaviors are generally more important in highly dynamic markets.
B)The behaviors implicit in a market orientation are a fertile source of ideas for innovation.
C)Market oriented behaviors facilitate the commercialization of innovations.
D)Pinpoints areas for cost reduction efforts.
E)All of the above are important reasons for firms competing in high-tech industries to adopt a market orientation.

Question 21

Conflict between marketing and R&D

A)should always be minimized.
B)will lead to counterproductive relationships.
C)is a sign of lack of respect.
D)may reduce "groupthink".
E)is inevitable.

Question 22

The strategy of merging the interests of R&D and marketing is

A)consolidation.
B)co-optation.
C)collaboration.
D)consistency.
E)coercion.

Question 23

Which of the following is not an effective strategy for increasing communication quality?

A)Maximizing the frequency of interaction between marketing and R&D
B)Use of formal channels of communication
C)Developing clear organizational expectations about the exchange of information between functions
D)Developing organizational goals that are superordinate to the goals of individual functions
E)all are effective strategies

Question 24

To gain credibility with engineers,marketers should

A)ask a lot of questions.
B)push marketing research results.
C)clearly explain the value and process of marketing.
D)develop more than a superficial understanding of products and technologies.
E)all of the above