Deck 9: Marketing Implementation and Control

Question 1

The __________ marketing strategy is what the firm wants to happen-it is the firm's planned strategic choices that appear in the marketing plan itself.

A) forecasted
B) intended
C) predicted
D) realized
E) planned

Answer 1

B

Question 2

Which of the following organizations is most likely to adopt a decentralized marketing structure in order to promote creativity and flexibility?

A) Walmart
B) the military
C) A General Motors factory
D) Microsoft
E) Ritz-Carlton

Answer 2

E

Question 3

Frontline employees are the ones who usually implement the marketing strategy.

Answer 3

True

Question 4

Cultural controls are similar to social controls, but they focus on the norms of the workgroup rather than the entire organization.​

Question 5

Based on the requirements for successful implementation, which of the following is the best candidate to become the "5^th P" of marketing?

A) productivity
B) people
C) planning
D) progress
E) participation

Question 6

The basis premise of the implementation through change approach is that:

A) frontline employees are forced to implement the strategy.
B) marketing strategy is a part of the organizational vision.
C) employees are organized into teams that work together to implement the marketing strategy.
D) the organization is modified in ways that will ensure the implementation of the marketing strategy.
E) participative decision making among all employees is used extensively.

Question 7

Effective performance standards must reflect the uniqueness of the firm and its resources.

Question 8

__________ is/are considered to be the "glue" of successful implementation that binds the entire organization together as a single, functioning unit.

A) Organizational structure
B) Marketing strategy
C) Systems and processes
D) Leadership
E) Shared goals and values

Question 9

Implementation refers to the "what" of the marketing plan.​

Question 10

Empowerment means ​allowing employees to make decisions on how to best perform their jobs.

Question 11

Under an implementation by command approach, the top manager acts more like a coordinator.​

Question 12

Marketing implementation is most effective and efficient when every employee has the same commitment to organizational goals.

Question 13

The practice of internal marketing came from manufacturing industries.

Question 14

Identifying specific marketing activities, determining the time required to complete each activity, and organizing marketing activities into the proper sequence are examples of the steps involved in creating a(n):

A) marketing plan.
B) control framework.
C) strategic activities list.
D) strategic calendar.
E) implementation timetable.

Question 15

The product, price, distribution, and promotion elements of an internal marketing program differ significantly from the elements in an external marketing program.

Question 16

According to the internal marketing approach to marketing implementation, which of the following could be best characterized as the "internal product"?

A) additional employee training
B) internal company newsletters
C) new tasks or attitudes on the part of employees
D) the additional effort needed to implement the strategy
E) All of the above.

Question 17

Planning sessions, workshops, formal reports, and personal conversations are all part of the internal __________ that is necessary to implement marketing strategy using the internal marketing approach.

A) promotion
B) pricing
C) product
D) distribution
E) process

Question 18

Which of the following best describes a price consideration in an internal marketing program? ​

A) ​Increased efforts and changes by employees
B) ​Higher costs of internally produced products
C) Resources used to secure consumer buy-in
D) ​Profit lost as the result of the program
E) ​Overall cost of the marketing program

Question 19

Because they are cost effective and beneficial to ensuring consistency and standardization within the marketing program, centralized marketing structures are best suited for which of the following strategies?

A) customer intimacy
B) operational excellence
C) product leadership
D) service efficiency
E) niche marketing

Question 20

Out-of-stock items, malfunctioning websites, and unfriendly employees represent some common failures in marketing implementation.

Question 21

Marketing implementation is critical to the success of any firm. Simply put, implementation refers to:

A) how the marketing plan will be put into action.
B) how the marketing plan will be approved by top management.
C) the process by which employees learn about the marketing strategy.
D) the process by which the marketing strategy will be developed.
E) deciding who will actually write the marketing plan.

Question 22

What is the difference between social control and cultural control?

A) ​Cultural control is less complex than social control.
B) ​Cultural control looks at workgroups, whereas social controls look at norms.
C) Cultural control focus on the firm's internal culture rather than the external culture.
D) ​Cultural control focuses on corporate culture, while social control focus on norms.
E) ​Cultural control deals with the firm, whereas social control deals with workgroups.

Question 23

Samsung shifted its operational focus from production to marketing and dropped over 50 low-budget brands in favor of a single master Samsung brand. What type of marketing implementation is this?

A) ​Implementation as organizational culture
B) ​Implementation through change
C) ​Implementation by diversity
D) ​Implementation by command
E) ​Implementation through consensus

Question 24

At WainPort Industries, the firm's senior managers approach marketing implementation with the belief that marketing strategy should be developed at the top of the organization and then transmitted to lower levels where frontline managers and employees implement it. What implementation approach is being used at WainPort?

A) implementation by command
B) implementation through threats
C) implementation as consensus
D) implementation through change
E) implementation by expectations

Question 25

With respect to evaluating and compensating employees, which of the following statements about outcome-based systems is FALSE?

A) They are based on measurable, quantitative standards.
B) They are fairly easy to use.
C) They require more supervision than other systems.
D) They work well when market demand is fairly constant.
E) They work best when employee efforts directly affect sales or profits.

Question 26

Marketing implementation is often problematic, as marketing plans are usually devised by __________, while implementation is the responsibility of __________.

A) production; marketing
B) marketing; production
C) the CEO; middle management
D) top management; frontline employees
E) finance; marketing

Question 27

Explain why marketing implementation is difficult for many firms. In your answer, discuss how these difficulties often stem from the relationship between strategic planning and marketing implementation.

Question 28

What type of control mechanisms are used during implementation to influence employee behaviors so that they will support the marketing strategy and its objectives?

A) input controls
B) informal controls
C) social controls
D) output controls
E) process controls

Question 29

Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.

Question 30

Discuss the role of internal marketing in marketing implementation. In what ways can the internal marketing approach help managers improve the implementation process?

Question 31

Which of the following is a goal of internal marketing?

A) ​Hire the best employees for the job.
B) ​Obey all relevant marketing laws.
C) ​Develop cross-functional employee teams.
D) ​Deliver external customer satisfaction.
E) ​Form strong relationships with investors.

Question 32

Identify and explain the three different types of formal controls used by managers. In your discussion, explain how each type of control affects marketing implementation.

Question 33

Work activities that absorb inputs to create information and communication outputs that ensure the consistent day-to-day operation of the firm are referred to as:

A) organizational values.
B) shared goals and values.
C) organizational systems and processes.
D) implementation and control.
E) strategic systems.

Question 34

An employee evaluation and compensation system is which type of control?

A) ​Cultural control
B) ​Output control
C) ​Social control
D) ​Input control
E) ​Process control

Question 35

What type of marketing controls consists of unwritten, employee-based mechanisms that subtly affect the behaviors of employees, both as individuals and in groups?

A) input controls
B) informal controls
C) process controls
D) output controls
E) formal controls

Question 36

Typically, the difference between the planned marketing strategy and the strategy that actually takes place is:

A) caused by managerial mistakes, not by changes in the firm's internal or external environments.
B) typically caused by unexpected competitive activity.
C) caused by the way the planned marketing strategy is implemented.
D) independent of marketing implementation.
E) caused solely by changes in customer behaviors.

Question 37

One of the links between strategic planning and marketing implementation is interdependency, which refers to the fact that:

A) strategic planning cannot occur without marketing implementation, and vice versa.
B) the strategic planning process depends entirely on marketing implementation.
C) the marketing plan affects how it will be implemented, and implementation affects the marketing plan.
D) both strategy and implementation must constantly evolve.
E) both strategy and implementation must adapt to environmental changes.

Question 38

In terms of marketing structure, what type of structure coordinates and manages all marketing activities and decisions from the top of the marketing hierarchy?

A) a regulated marketing structure
B) a dynamic marketing structure
C) a centralized marketing structure
D) a lateral marketing structure
E) a decentralized marketing structure

Question 39

Identify and explain the three different types of informal controls used by employees. In your discussion, explain how each type of control affects marketing implementation.

Question 40

In the __________ approach to marketing implementation, marketing strategy is implemented as a part of the overall organizational vision.

A) implementation by command
B) implementation through change
C) implementation through teamwork
D) implementation through consensus
E) implementation as organizational culture