Question 1

Which of the following is true of building a creative marketing organization?

Accepted Answer

A)  It is enough if firms are customer-oriented.
B)  Companies must watch trends and be ready to capitalize on them.
C)  Firms should focus more on efficiency rather than innovation.
D)  Companies should attempt to minimize risks as much as possible.
E)  Firms should focus on protecting their existing markets and physical resources.

Question 2

Some business practices,such as deceptive advertising,exclusive dealing,and predatory competition,sharply divide critics regarding whether they are clearly unethical or illegal.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is true regarding cause-related marketing?

Accepted Answer

A)  The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes.
B)  Many companies focus on multiple causes to simplify execution and maximize impact.
C)  Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm.
D)  Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders.
E)  In order to avoid public backlash,firms are advised to adopt a hard-sell approach to their cause efforts.

Question 4

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 5

________ involves studying "best practice companies" to improve performance.

Accepted Answer

A)  Empowering
B)  Globalizing
C)  Flattening
D)  Benchmarking
E)  Focusing

Question 6

Which of the following is true regarding annual-plan control?

Accepted Answer

A)  This control process begins by identifying the causes of serious performance deviations.
B)  The tools used for this purpose are sales analysis,market share analysis,marketing expense-to-sales analysis,and financial analysis.
C)  The marketing controller has the primary responsibility for annual-plan control.
D)  Its purpose is to evaluate and improve the spending efficiency and impact of marketing expenditures.
E)  It measures profitability by product,territory,customer,segment,trade channel,and order size.

Question 7

The actual success of a social marketing program should be evaluated in terms of the program objectives.

Accepted Answer

A) True 
 B)False

Question 8

A product- or brand-management organization is characterized as a(n) ________ system.

Accepted Answer

A)  hub-and-spoke
B)  waterfall
C)  internal marketing
D)  top-down
E)  lateral

Question 9

Which of the following is the main advantage of a functional marketing organization?

Accepted Answer

A)  easy coordination
B)  lower staff requirements
C)  administrative simplicity
D)  reduced competition between functional groups
E)  smooth working relationships

Question 10

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

Accepted Answer

A)  market-management organization
B)  product-management organization
C)  brand-management organization
D)  geographic organization
E)  functional organization

Question 11

The purpose of profitability control is to ________.

Accepted Answer

A)  examine whether the planned results are being achieved
B)  examine where the company is making and losing money
C)  evaluate and improve the spending efficiency and impact of marketing expenditures
D)  examine whether the company is pursuing its best opportunities with respect to markets,products,and channels
E)  understand the efficiency of the sales force,advertising,sales promotion,and distribution

Question 12

Give an example of a cognitive social marketing campaign.

Accepted Answer

Cognitive campaigns try to edu...

Question 13

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 14

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true regarding a marketing audit?

Accepted Answer

A)  It focuses primarily on a firm's macromarketing environment.
B)  It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
C)  It is less effective at locating the real source of a problem than a functional audit.
D)  It analyzes only those marketing activities that have failed to produce adequate results.
E)  It relies solely on company managers for data and opinions.

Question 16

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Accepted Answer

A) True 
 B)False

Question 17

A social marketing program which aims to alter ideas about abortion is an example of a(n) ________.

Accepted Answer

A)  cognitive campaign
B)  active campaign
C)  behavioral campaign
D)  value campaign
E)  normative campaign

Question 18

Many companies are beginning to realize that they are not really market and customer driven,they are product and sales driven.In the attempt to transform themselves into true market-driven companies,firms are required to change.Describe and explain what changes are necessary.

Accepted Answer

To be truly market-driven,companies need...

Question 19

The knowledge,skills,resources,and experiences of a top firm may even be more
important to a non-profit or community group than funding.

Accepted Answer

A) True 
 B)False

Question 20

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following business practices?

Accepted Answer

A)  reengineering
B)  outsourcing
C)  benchmarking
D)  supplier partnering
E)  customer partnering

Exam 23: Managing a Holistic Marketing Organization

Although salespeople are legally prohibited from saying things about their products that are not true,they may legally suggest things about competitors' products that are not true.

Correct AnswerverifiedShow Answer

Give an example of a cognitive social marketing campaign.

Correct AnswerverifiedCognitive campaigns try to edu...View AnswerShow Answer

The knowledge,skills,resources,and experiences of a top firm may even be more important to a non-profit or community group than funding.

Correct AnswerverifiedShow Answer

Which of the following is true regarding a marketing audit?

Correct AnswerverifiedShow Answer

Repurchase rate is a sales metric that is used to evaluate the performance of marketing plans.

Correct AnswerverifiedShow Answer

A social marketing program which aims to alter ideas about abortion is an example of a(n) ________.

Correct AnswerverifiedShow Answer

When customers fall into different user groups with distinct buying preferences and practices,a ________ is desirable.

Correct AnswerverifiedShow Answer

Some business practices,such as deceptive advertising,exclusive dealing,and predatory competition,sharply divide critics regarding whether they are clearly unethical or illegal.

Correct AnswerverifiedShow Answer

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following business practices?

Correct AnswerverifiedShow Answer

Which of the following is the main advantage of a functional marketing organization?

Correct AnswerverifiedShow Answer

Which of the following is true regarding cause-related marketing?

Correct AnswerverifiedShow Answer

The purpose of profitability control is to ________.

Correct AnswerverifiedShow Answer

The annual plan control process begins with measuring performance.

Correct AnswerverifiedShow Answer

Many companies are beginning to realize that they are not really market and customer driven,they are product and sales driven.In the attempt to transform themselves into true market-driven companies,firms are required to change.Describe and explain what changes are necessary.

Correct AnswerverifiedTo be truly market-driven,companies need...View AnswerShow Answer

A product- or brand-management organization is characterized as a(n) ________ system.

Correct AnswerverifiedShow Answer

________ involves studying "best practice companies" to improve performance.

Correct AnswerverifiedShow Answer

Which of the following is true of building a creative marketing organization?

Correct AnswerverifiedShow Answer

Which of the following is true regarding annual-plan control?

Correct AnswerverifiedShow Answer

The actual success of a social marketing program should be evaluated in terms of the program objectives.

Correct AnswerverifiedShow Answer

An advantage of the product- and brand-management system is that product and brand managers focus the company on building market share rather than customer relationships.

Correct AnswerverifiedShow Answer

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Cognitive campaigns try to edu...
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To be truly market-driven,companies need...
View Answer

Correct Answer
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