Deck 17: Marketing Planning, Implementation and Control

Question 1

A comprehensive check of the company's current marketing activities is called:

A) The marketing review.
B) The marketing audit.
C) The marketing balance sheet.

Answer 1

The marketing audit.

Question 2

A problem which has no single solution, and for which attempted solutions create more problems, is called:

A) A complex problem.
B) An insoluble problem.
C) A wicked problem.

Answer 2

A wicked problem.

Question 3

Competency is derived from:

A) Combining resources effectively.
B) Training staff effectively.
C) Developing a suitable strategy.

Answer 3

Combining resources effectively.

Question 4

Which of the following is NOT a tangible resource?

A) Machinery.
B) Employees.
C) Work in progress.

Question 5

Which of the following is NOT part of the resource audit?

A) Physical resources.
B) Human resources.
C) Government regulations.

Question 6

What is tacit knowledge?

A) Knowledge which is difficult or impossible to codify, and which resides in the heads of employees.
B) Knowledge which everyone in the company takes for granted.
C) Knowledge which everyone assumes is common, but which in fact is not.

Question 7

A system of using a limited set of measures, derived form the success factors for the industry is called:

A) Factor analysis.
B) Balanced scorecard.
C) Measure allocation.

Question 8

In the event of a discrepancy between the plan and reality, what should the managers do?

A) Recast the plan in its entirety.
B) Formulate a second plan to bring the company back to where it should be.
C) Amend the existing plan to move towards the original target.

Question 9

Control exercised by workmates through the corporate culture is called:

A) Administrative control.
B) Social control.
C) Self-control.

Question 10

Knowledge which is written down or otherwise recorded is called:

A) Tacit knowledge.
B) Public knowledge.
C) Explicit knowledge.