Question 1

Which of the following observations is true?

Accepted Answer

A)   In today's business environment, marketers are mainly middlemen.
B)   Marketing has the sole ownership of customer interactions.
C)   Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.
D)   Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message.
E)   Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities.

Question 2

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Accepted Answer

A) True 
 B)False

Question 3

________ by nonprofit or government organizations furthers a cause.

Accepted Answer

A)   Corporate societal marketing
B)   Brand marketing
C)   Causal marketing
D)   Social marketing
E)   Place marketing

Question 4

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 5

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

Accepted Answer

A) True 
 B)False

Question 6

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

A) True 
 B)False

Question 7

As a marketing practice, monitoring involves ________.

Accepted Answer

A)   designing the organization and setting up processes to respond quickly to changes in the environment
B)   becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions
C)   tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices
D)   determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them
E)   factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise

Question 8

There are three types of product-team structures. These are ________.

Accepted Answer

A)   vertical, triangular, and horizontal product teams
B)   vertical, horizontal, and circular product teams
C)   horizontal, vertical, and rectangular product teams
D)   horizontal, vertical, and flattened product teams
E)   vertical, rectangular, and circular product teams

Question 9

The first step in the social marketing planning process is ________.

Accepted Answer

A)   determining the focus of the program
B)   selecting the target audience
C)   setting objectives and goals
D)   designing the market offering
E)   finding a source of funding

Question 10

A disadvantage of the product-management organization is that ________.

Accepted Answer

A)   it marginalizes a company's smaller brands
B)   it reduces organizational responsiveness to new products in the market place
C)   product managers generally exercise authority outside their areas of responsibility
D)   it prevents product managers from gaining sufficient expertise in their product areas
E)   it fails to build long-term strengths as brand managers normally manage brands for only short periods

Question 11

The CEO's annual compensation is an example of a ________.

Accepted Answer

A)   direct cost
B)   variable cost
C)   traceable common cost
D)   non-traceable common cost
E)   manufacturing cost

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

How can firms promote ethical behavior among their employees?

Accepted Answer

Companies must adopt and disseminate a w...

Question 14

A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

Accepted Answer

A)   marketing plan
B)   test market
C)   marketing audit
D)   market-based scorecard analysis
E)   marketing metric

Question 15

Although it is necessary to be customer oriented, it is not enough. The organization must also be creative.

Accepted Answer

A) True 
 B)False

Question 16

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

Accepted Answer

A) True 
 B)False

Question 17

Companies producing a variety of products and brands often establish a product- (or brand-) management organization.

Accepted Answer

A) True 
 B)False

Question 18

Merging involves ________.

Accepted Answer

A)   reducing the number of organizational levels to get closer to the customer
B)   removing barriers that separate organizational departments
C)   partnering with fewer but better value-adding suppliers
D)   working more closely with customers to add value to their operations
E)   acquiring firms in the same or complementary industries

Question 19

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 20

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Accepted Answer

A)   Motivate people with obesity to eat healthy and exercise more often.
B)   Change public attitudes and stereotypes associated with people who are obese.
C)   Explain the different causes of obesity and how it can be prevented.
D)   Encourage people to participate in a walkathon aimed at promoting awareness about obesity.
E)   Help people with obesity implement to lifestyle changes.

Exam 22: Managing a Holistic Marketing Organization for the Long Run

The CEO's annual compensation is an example of a ________.

Correct Answer
verified

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

Correct Answer
verified

As a marketing practice, monitoring involves ________.

Correct Answer
verified

Although it is necessary to be customer oriented, it is not enough. The organization must also be creative.

Correct Answer
verified

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Correct Answer
verified

The first step in the social marketing planning process is ________.

Correct Answer
verified

How can firms promote ethical behavior among their employees?

Correct Answer
verified
Companies must adopt and disseminate a w...
View Answer

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

Correct Answer
verified

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

Correct Answer
verified

A disadvantage of the product-management organization is that ________.

Correct Answer
verified

Correct Answer
verified

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Correct Answer
verified

________ by nonprofit or government organizations furthers a cause.

Correct Answer
verified

Companies producing a variety of products and brands often establish a product- (or brand-) management organization.

Correct Answer
verified

Which of the following observations is true?

Correct Answer
verified

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Correct Answer
verified

There are three types of product-team structures. These are ________.

Correct Answer
verified

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

Correct Answer
verified

Merging involves ________.

Correct Answer
verified

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

Correct Answer
verified

Exam 22: Managing a Holistic Marketing Organization for the Long Run

The CEO's annual compensation is an example of a ________.

Correct AnswerverifiedShow Answer

A marketing audit is an orderly examination of the organization's macro- and micromarketing environments, marketing objectives and strategies, marketing systems, and specific activities.

Correct AnswerverifiedShow Answer

As a marketing practice, monitoring involves ________.

Correct AnswerverifiedShow Answer

Although it is necessary to be customer oriented, it is not enough. The organization must also be creative.

Correct AnswerverifiedShow Answer

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Correct AnswerverifiedShow Answer

The first step in the social marketing planning process is ________.

Correct AnswerverifiedShow Answer

How can firms promote ethical behavior among their employees?

Correct AnswerverifiedCompanies must adopt and disseminate a w...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Annual-plan control involves the use of financial analysis to evaluate the performance of marketing plans.

Correct AnswerverifiedShow Answer

A disadvantage of the product-management organization is that ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Correct AnswerverifiedShow Answer

________ by nonprofit or government organizations furthers a cause.

Correct AnswerverifiedShow Answer

Companies producing a variety of products and brands often establish a product- (or brand-) management organization.

Correct AnswerverifiedShow Answer

Which of the following observations is true?

Correct AnswerverifiedShow Answer

Which of the following represents the objective of a social marketing campaign aimed at changing people's values?

Correct AnswerverifiedShow Answer

There are three types of product-team structures. These are ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Merging involves ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Companies must adopt and disseminate a w...
View Answer

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verified

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