Deck 12: Building the Marketing Organization of the Future

Question 1

Purolator's Global Supply Chain Services arm helps businesses like O'Leary's guitar accessories by

A)offering faster delivery.
B)expanding their reach.
C)adding value to the product.
D)reducing their costs.
E)offering warranties.

Answer 1

D

Question 2

Extending its Total Care "self-help" customer website to small customers and developing new products aimed at providing higher value to small customers while keeping their costs in check are a result of HP continually examining its

A)sales strategies.
B)customer satisfaction.
C)product mix.
D)pricing strategies.
E)channel strategies.

Answer 2

C

Question 3

A prime marketing role is to drive productivity in

A)product mix review.
B)competitive pricing.
C)manufacturing operations.
D)distribution scheduling.
E)sales execution.

Answer 3

A

Question 4

Smart marketers are constantly evolving their segmentation strategies to focus on

A)new products.
B)new advertising strategies.
C)sales execution.
D)new markets.
E)new public relations strategies.

Question 5

In recognition of marketing's increasingly important role in corporate performance,a new position has been introduced in business organizations:

A)the chief executive officer (CEO).
B)the chief financial officer (CFO).
C)the chief technology officer (CTO).
D)the chief marketing officer (CMO).
E)the chief operating officer (COO).

Question 6

It is necessary to put marketing metrics in place to demonstrate

A)product sales.
B)brand awareness.
C)brand equity.
D)brand associations.
E)ROI.

Question 7

Purolator's Global Supply Chain Services business shows that marketing can provide

A)low value-added services.
B)innovative solutions to customers.
C)premium offers.
D)warranties.
E)bulk discounts.

Question 8

Research shows that marketing is more important than _______ in determining a firm's performance.

A)research and development
B)financial planning
C)competitive activity
D)a deep understanding of customers
E)total shareholder return.

Question 9

A business becomes more productive when it reviews four things every year,one of which is

A)the competition.
B)the marketing mix.
C)ROI.
D)research and new technology.
E)customer satisfaction.

Question 10

When we plot the cost to serve versus net price paid by the customer for an industrial packaging materials supplier,this percentage of customers can be classified as "aggressive."

A)10%
B)25%
C)31%
D)40%
E)46%

Question 11

Today,many organizations are committed to using _________ as a means of corporate and societal transformation.

A)advertising
B)research
C)marketing
D)product development
E)customer service

Question 12

Reviewing the mix of products and services is essential to ensure that it

A)provides ROI.
B)resonates with customers.
C)is superior to that of competitors.
D)requires no extra services.
E)is distributed nationally.

Question 13

The cost to serve customers can be high because the business provides them with

A)customization at a premium price.
B)installation charged by the hour.
C)extra services at no extra charge.
D)brand merchandising giveaways.
E)a product warranty.

Question 14

Customers who have a high cost to serve,but do not want to pay very much are classified as

A)passive.
B)aggressive.
C)carriage trade.
D)bargain basement.
E)potential.

Question 15

Cost to serve and price paid are two dimensions along which businesses should examine their

A)media placement.
B)sales force commissions.
C)distribution channels.
D)advertising agencies.
E)customers.

Question 16

John Deere's expansion into the residential and golf course maintenance market was a result of conducting regular

A)customer satisfaction reviews.
B)customer reviews.
C)segment reviews.
D)product mix reviews.
E)competitive reviews.

Question 17

A set of actions an organization can take to demonstrate its commitment to comporting itself in an ethical manner and treating its employees,customers,society,and the environment with respect is referred to as

A)a marketing strategy.
B)a growth strategy.
C)a sales strategy.
D)a public relations strategy.
E)corporate sustainability.

Question 18

Marketing can track return on investment (ROI)by instituting

A)metrics.
B)objectives.
C)a budget.
D)marketing research.
E)financial planning.

Question 19

An organization makes marketing investments in

A)distribution innovation.
B)product testing.
C)sales training.
D)new technology.
E)product warranties.

Question 20

The engine for corporate transformation can and should be

A)sales.
B)research.
C)marketing.
D)public relations.
E)product development.

Question 21

In which ROI marketing metric is the percentage of brand awareness examined?

A)problem recognition
B)information search
C)purchase consideration
D)purchase intent
E)repeat purchase decision

Question 22

At the early stages of the purchasing funnel,the most important metric is

A)new product development.
B)customer research.
C)advertising.
D)sales training.
E)public relations.

Question 23

The only function in a business that has an external orientation is

A)research and development.
B)marketing.
C)accounting.
D)product development.
E)human resources.

Question 24

In which ROI marketing metric is the percentage win rate examined?

A)problem recognition
B)information search
C)purchase consideration
D)purchase decision
E)repeat purchase decision

Question 25

The first key metric in demonstrating ROI is

A)purchase consideration.
B)purchase intent.
C)problem recognition.
D)information search.
E)repeat purchase decision.

Question 26

It is imperative that any forward-thinking marketing organization institute metrics to demonstrate

A)customer value ROI.
B)marketing ROI.
C)sales ROI.
D)research and development ROI.
E)public relations ROI.

Question 27

Marketing competencies include

A)understanding customer needs.
B)developing sales strategies.
C)technological research.
D)product testing.
E)sales training.

Question 28

Arbol Industries developed customer scorecards plotting cost to serve and net price paid.This enabled the company to determine the

A)competitive advantage.
B)profitability of the customer.
C)timing and quantity of previous sales.
D)level of brand loyalty.
E)market share.

Question 29

In marketing-led organizations,marketing

A)is directed by the sales function.
B)is about advertising.
C)is the customer's champion within the organization.
D)is only about activities that generate immediate sales.
E)leads efforts on product innovation and new business development.

Question 30

One of the external changes that has affected the discipline of marketing in recent years is

A)fewer media channels.
B)the fragmentation of markets.
C)the focus on commodities.
D)the lack of sophistication of customers.
E)traditional media.

Question 31

Marketing metrics are better understood when implemented in terms of a framework such as the

A)pull strategy.
B)push strategy.
C)marketing plan.
D)marketing mix.
E)purchasing funnel.

Question 32

Towards the middle of the purchasing funnel,measures of brand equity play a role in determining brand purchase,as they involve a customer's

A)willingness to pay.
B)knowledge of competitors' offerings.
C)exposure to advertising.
D)brand perceptions.
E)product trial.

Question 33

The purchasing funnel acknowledges that while customers have a problem to solve,they are

A)loyal to a competitor's product.
B)loyal to your brand.
C)initially unaware of your product.
D)price-sensitive.
E)price-insensitive.

Question 34

In which ROI marketing metric is the qualitative measurement of brand associations examined?

A)problem recognition
B)information search
C)purchase consideration
D)purchase intent
E)repeat purchase decision

Question 35

A core competency for the new marketing environment (2000 and beyond)is

A)management training.
B)an MBA.
C)strong academic records.
D)a knowledge of interactive media.
E)a knowledge of traditional media.

Question 36

Marketing's role,objectives,time frame,and authority are all key decisions when developing

A)marketing metrics.
B)channel strategies.
C)research methodology.
D)sales strategies.
E)product mix.

Question 37

In marketing-led organizations,marketing

A)is directed by the sales function.
B)is about advertising.
C)is only about activities that generate immediate sales.
D)develops sales plans.
E)leads efforts on product innovation and new business development.

Question 38

Deciding whether to measure the short-term impact of marketing on sales or the long-term impact on brand equity is an example of a marketing metrics decision about

A)the role of marketing.
B)objectives metrics.
C)authority .
D)time frame.
E)marketing research.

Question 39

Efforts to institute marketing metrics will fail if there is

A)conflicting product usage research.
B)a focus on technology within the firm.
C)financial pressure.
D)a lack of agreement on the role of marketing.
E)a lack of agreement on the role of sales.

Question 40

In which ROI marketing metric is the percentage of customer defection examined?

A)problem recognition
B)information search
C)purchase consideration
D)purchase intent
E)repeat purchase decision

Question 41

A prime marketing role is to drive activity in product mix review.

Question 42

Marketing's inability to document its contributions can force reductions in marketing spending and influence a transfer of funds to field sales.

Question 43

Percentage of customer defection is part of the repeat purchase decision metric.

Question 44

A review of segments and customers should naturally lead a business to review its product mix.

Question 45

Marketing is about advertising.

Question 46

Marketing is only about activities that generate immediate sales.

Question 47

It is very important to bring the cost to serve customers in line with the compensation received.

Question 48

Towards the middle of the purchasing funnel,brand equity plays a key role.

Question 49

If there is a lack of agreement on marketing's role,then the efforts to institute marketing metrics will fail.

Question 50

Corporate sustainability focuses solely on an organization's ability to protect the environment.

Question 51

Percentage of win rate is part of the information search metric.

Question 52

At each stage of the purchasing funnel,different market metrics should be put in place to measure marketing ROI.

Question 53

Marketing is increasingly more important to corporate success.

Question 54

In marketing-led firms,marketing is the customer's champion in the organization.

Question 55

John Deere has been successful because the firm constantly reviews its segments.

Question 56

A business becomes more productive when it reviews product mix.

Question 57

A prime marketing role is to drive activity in technological research and development.

Question 58

Percentage of brand awareness is part of the problem recognition metric.

Question 59

At the early stages of the purchasing funnel,metrics such as win rate are important.

Question 60

The sales force is responsible for competencies such as understanding customer needs.

Question 61

"Some customers are needy,but greedy.I fire them and hope they go to my competitors." Discuss this statement.

Question 62

Discuss how Bata has placed an emphasis on corporate sustainability.

Question 63

Which factors force reductions in marketing spending and accelerate the transfer of funds and responsibilities to the field sales organization?

Question 64

The explosion of media channels has had a huge impact on the discipline of marketing.

Question 65

Why is it so important to demonstrate marketing ROI?

Question 66

In marketing-led firms,marketing works hand in hand with the CEO to establish the company's strategy.

Question 67

What marketing metrics are important at the problem recognition stage of the purchasing funnel?

Question 68

How did segment reviews help John Deere grow its business?

Question 69

Explain the relationship between marketing metrics and the framework of a purchasing funnel.

Question 70

What are the four areas that marketing should review every year to become more productive?