Question 1

The executive summary in an annual marketing plan:

Accepted Answer

A)  describes actions to be taken if specific threats or opportunities materialise during the planning period
B)  specifies the goals to be accomplished in terms of sales volume, market share and profit
C)  examines the past performance of the product and the elements of its marketing program such as distribution and promotion
D)  presents a short overview of the issues, objectives, strategy and actions incorporated in the plan and their expected outcomes for quick management review D

Question 2

Key issues in an annual marketing plan:

Accepted Answer

A)  Identify the main opportunities and threats to the product that the plan must deal with in the coming year.
B)  Summarise the overall strategic approach that will be used to meet the plan's objectives.
C)  Describe actions to be taken if specific threats or opportunities materialise during the planning period.
D)  Specify the goals to be accomplished in terms of sales volume, market share and profit. A

Question 3

Marketing objectives are objectives that:

Accepted Answer

A)  specify the changes in customer behaviour and levels of performance of various marketing program elements necessary to reach the product's financial objectives
B)  specify the changes in competing firm behaviour and levels of advertising of various marketing program elements necessary to reach the product's financial objectives
C)  specify the changes in employee behaviour and levels of performance of various marketing program elements necessary to reach the product's financial objectives
D)  All of the given answers are correct. A

Question 4

A weakness typically associated with matrix structures is the dual reporting.

Accepted Answer

A) True 
 B)False

Question 5

In 2003 Nokia was No.1 in mobile phone sales and technology but almost overnight global market changes saw it lose major global market share.Nokia met this challenge by reorganising their entire organisational business structure and associated strategies such that by 2006 they had successfully turned their mobile phone fortunes around.

Accepted Answer

A) True 
 B)False

Question 6

Explain the role of action plans in an annual marketing plan.

Accepted Answer

The answer of Explain the role of action plans in...

Question 7

Small firms do not need to make a written marketing plan.

Accepted Answer

A) True 
 B)False

Question 8

Product management organisations:

Accepted Answer

A)  rely primarily on hierarchical mechanisms for resolving conflicts across functional areas
B)  are characterised by decentralised decision-making while increasing the amount of product specialisation within the SBU
C)  are the most specialised type of organisation
D)  are the most common organisational form among entrepreneurial start-ups, including many dot-com companies

Question 9

Prospector business units and their marketing departments are likely to perform better when:

Accepted Answer

A)  The decision-making authority is centralised.
B)  Rigid rules and policies dominate managerial discretion.
C)  There is a high degree of formalisation.
D)  They are decentralised.

Question 10

Which section of an annual marketing plan would contain plans to be implemented if specific threats or opportunities should occur during the planning period?

Accepted Answer

A)  action plan
B)  marketing strategy
C)  profit-and-loss statement
D)  contingency plan

Question 11

The evaluation and reward systems for which strategy comprises high incentives based on sales and share growth?

Accepted Answer

A)  differentiated defender
B)  prospector
C)  low-cost defender
D)  reactor

Question 12

Which of the following relates to shared programs and synergy for a low-cost defender?

Accepted Answer

A)  little synergy in areas central to differentiation-shared programs elsewhere
B)  relatively little synergy-few shared programs
C)  no synergy-no shared programs
D)  high level of synergy and shared programs

Question 13

Service organisations that provide high levels of customer service as part of their product offering often need additional functional competencies because of the unique problems involved in delivering quality service.

Accepted Answer

A) True 
 B)False

Question 14

Different strategies emphasise different ways to gain a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 15

SBU autonomy is relatively high in a differentiated defender strategy.

Accepted Answer

A) True 
 B)False

Question 16

Which global organisational type is especially appropriate when there is considerable variance across markets regarding product acceptance and marketing activities?

Accepted Answer

A)  functional
B)  product
C)  area
D)  process

Question 17

Regardless of the form of worker self-management, all self-managing teams are based on this concept.

Accepted Answer

A)  empowerment
B)  joint venture
C)  centralisation
D)  hierarchy

Question 18

The functional form of organisation is the simplest and most bureaucratic design.

Accepted Answer

A) True 
 B)False

Question 19

What represents the functional coordination and conflict resolution for the successful implementation of a low-cost defender strategy?

Accepted Answer

A)  SBU will experience moderate levels of inter-functional conflict.
B)  SBU will perform best on ROI and cash flow dimensions when conflict resolution mechanisms are hierarchical.
C)  SBU will experience high levels of inter-functional conflict.
D)  SBU will perform best on volume and share-growth dimensions when participative resolution mechanisms are used.

Question 20

A functional structure is likely to be appropriate when:

Accepted Answer

A)  Customers all tend to use a narrow range of goods or services to satisfy similar needs.
B)  Customer segments use goods or services in different ways.
C)  Customers are highly educated and know exactly what they are looking for.
D)  Customers are geographically spread in different locations.

Exam 12: Organising and Planning for Effective Implementation

The executive summary in an annual marketing plan:

Key issues in an annual marketing plan:

Marketing objectives are objectives that:

A weakness typically associated with matrix structures is the dual reporting.

Explain the role of action plans in an annual marketing plan.

Small firms do not need to make a written marketing plan.

Product management organisations:

Prospector business units and their marketing departments are likely to perform better when:

Which section of an annual marketing plan would contain plans to be implemented if specific threats or opportunities should occur during the planning period?

The evaluation and reward systems for which strategy comprises high incentives based on sales and share growth?

Which of the following relates to shared programs and synergy for a low-cost defender?

Service organisations that provide high levels of customer service as part of their product offering often need additional functional competencies because of the unique problems involved in delivering quality service.

Different strategies emphasise different ways to gain a competitive advantage.

SBU autonomy is relatively high in a differentiated defender strategy.

Which global organisational type is especially appropriate when there is considerable variance across markets regarding product acceptance and marketing activities?

Regardless of the form of worker self-management, all self-managing teams are based on this concept.

The functional form of organisation is the simplest and most bureaucratic design.

What represents the functional coordination and conflict resolution for the successful implementation of a low-cost defender strategy?

A functional structure is likely to be appropriate when: