Question 1

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Accepted Answer

A)  marketing plans that define goals
B)  action memos that tell who is to do what
C)  action memos that tell who is to do what by when
D)  trend reports
E)  corrective action memosF) A) and B)
G) A) and C)

Question 2

Two commonly used methods to improve marketing ROI (return on investment) are__________.

Accepted Answer

A)  sales analysis and cost analysis
B)  marketing research and marketing audits
C)  social audits and marketing audits
D)  marketing metrics and marketing dashboards
E)  internal audits and external auditsF) C) and D)
G) A) and B)

Question 3

Market-based groupings refer to organizational groupings

Accepted Answer

A)  that group specific customer segments.
B)  in which sales territories are subdivided according to geographic location.
C)  that represent the different departments or business activities within a firm.
D)  in which a unit is responsible for specific product offerings.
E)  that combine both functional groupings with product groupings.F) A) and B)
G) A) and E)

Question 4

In a five-year study,researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques,such as customer relationship management and use of an intranet.What were their findings? That is,according to the researchers,how would a company exploit its competitive advantage to achieve superior business performance?

Accepted Answer

The result of the research study was tha...

Question 5

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Accepted Answer

A)  marketing spending
B)  manufacturing and distribution procedures
C)  market-product sales
D)  organizational structure
E)  personal sellingF) All of the above
G) C) and D)

Question 6

When a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Accepted Answer

When a marketing plan fails,it's difficu...

Question 7

The actions taken in a situation (SWOT) analysis or Step 1 of the planning phase include: (1) __________; (2) analyze competitors; (3) assess own company;and (4) research customers.

Accepted Answer

A)  set market and product goals
B)  select target markets
C)  find points of difference
D)  position the product
E)  identify industry trendsF) B) and D)
G) C) and E)

Question 8

Ingram Micro is the biggest computer wholesaler in the world.It has two divisions.One provides supplies for companies that manufacture computer products,such as IBM and Microsoft.To them it sells motherboards,monitors,etc.The other has been developed to serve the needs of the resellers and retailers who sell computers to businesses and individual customers.To them,it sells user-ready computers.In this example,Ingram Micro MOST LIKELY would use which type of organizational structure for marketing?

Accepted Answer

A)  product line grouping
B)  geographical grouping
C)  functional grouping
D)  matrix organization
E)  market-based groupingF) A) and C)
G) A) and D)

Question 9

According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Accepted Answer

A)  $1 million
B)  $2 million
C)  $3 million
D)  $5 million
E)  $6 millionF) B) and D)
G) A) and B)

Question 10

General Mills is concerned with both selling its products and brands in countries around the world and obtaining ideas for new products from anyone,anywhere who has a great product or technology.You can send General Mills your great new product or technology idea through its Internet portal if the product or technology can

Accepted Answer

A)  fit into the General Mills or Nestlé distribution systems.
B)  be copyrighted or patented in North America and Western Europe.
C)  uniquely meet a large unmet consumer need.
D)  be a totally new product category outside of General Mills' existing product lines.
E)  facilitate the new General Mills diversification strategy by being a product or technology unrelated to consumer foods.F) B) and E)
G) C) and D)

Question 11

In Figure 22-4 above,the market-product grid labeled "A" illustrates which of the following market-product strategies?

Accepted Answer

A)  market specialization
B)  full coverage
C)  product specialization
D)  selective specialization
E)  market-product concentrationF) A) and C)
G) A) and B)

Question 12

Kelly Johnson of Lockheed Martin's Skunk Works stressed the following basic tenet:

Accepted Answer

A)  Implement a "do it,fix it,try it" approach.
B)  Take a "go and see" approach.
C)  Have a "bias for action."
D)  "Avoid paralysis by analysis."
E)  "Better to ask forgiveness than permission."F) B) and C)
G) A) and E)

Question 13

All of the following are "disruptive questions" to hopefully achieve disruptive innovations EXCEPT:

Accepted Answer

A)  "why" and "why not" questions.
B)  "any suggestions" questions.
C)  "what if" questions.
D)  "what caused" questions.
E)  "what is" questions.F) None of the above
G) B) and D)

Question 14

In Figure 22-4 above,the market-product grid labeled "D" illustrates which of the following market-product strategies?

Accepted Answer

A)  selective specialization
B)  full coverage
C)  market specialization
D)  product specialization
E)  market-product concentrationF) A) and B)
G) A) and C)

Question 15

All of the following are ways a marketing manager can improve the implementation of a marketing program EXCEPT:

Accepted Answer

A)  reward successful implementation.
B)  communicate goals and the means to achieve them.
C)  schedule precise tasks,responsibilities,and deadlines.
D)  avoid paralysis by analysis.
E)  find the right person to develop the plans.F) A) and E)
G) None of the above

Question 16

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Accepted Answer

A)  making long-range plans for nylon.
B)  maintaining the divisional mission statement.
C)  modifying DuPont's organizational structure.
D)  creating static marketing objectives.
E)  implementing short-term actions for all fibers.F) D) and E)
G) A) and D)

Question 17

Which of the following statements best reflects the guideline for working toward consensus-building?

Accepted Answer

A)  "Dean,I know you weren't fully on board with this plan,but your expertise is invaluable to us.What would you recommend as the best alternative we have left?"
B)  "The decision has been made and we all have to deal with it whether we like it or not."
C)  "Starting Wednesday,everyone on the team should wear black slacks and a red shirt."
D)  "Aram,you need to take the lead on this since you have the most experience.Just tell the rest of us what to do."
E)  "If you don't like the way things are going,speak up or shut up.Once we start,we're all going to be on the same page whether you like it or not."F) A) and E)
G) A) and B)

Question 18

Always near the top of the Fortune list of the 100 Best Companies to Work For is Smucker's.Its straightforward culture is based on four key elements in its code of conduct: (1) "Listen with your full attention"; (2) "Look for the good in others"; (3) __________;and (4) "Say thank you for a job well done."

Accepted Answer

A)  "Be kind to all"
B)  "Take your time"
C)  "Learn to relax"
D)  "Have a sense of humor"
E)  "Remember,everyone makes mistakes"F) A) and E)
G) C) and E)

Question 19

Each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

Accepted Answer

A)  performance reviews for key personnel
B)  corrective action memos,triggered by comparing results with plans,often using the firm's marketing metrics and displayed in marketing dashboards
C)  sales reports using the firm's marketing metrics and dashboards
D)  action memos that tell who is to do what by when
E)  marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve themF) A) and E)
G) C) and D)

Question 20

Define marketing ROI (return on investment).

Accepted Answer

In finance,the return on investment (ROI...

Exam 22: Pulling It All Together: the Strategic Marketing Process

Which of the following statements best reflects the guideline for working toward consensus-building?

Correct Answer
verified

Define marketing ROI (return on investment).

Correct Answer
verified
In finance,the return on investment (ROI...
View Answer

According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Correct Answer
verified

Each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

Correct Answer
verified

Market-based groupings refer to organizational groupings

Correct Answer
verified

Correct Answer
verified
The result of the research study was tha...
View Answer

All of the following are ways a marketing manager can improve the implementation of a marketing program EXCEPT:

Correct Answer
verified

The actions taken in a situation (SWOT) analysis or Step 1 of the planning phase include: (1) __________; (2) analyze competitors; (3) assess own company;and (4) research customers.

Correct Answer
verified

Correct Answer
verified

In Figure 22-4 above,the market-product grid labeled "D" illustrates which of the following market-product strategies?

Correct Answer
verified

All of the following are "disruptive questions" to hopefully achieve disruptive innovations EXCEPT:

Correct Answer
verified

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Correct Answer
verified

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Correct Answer
verified

Two commonly used methods to improve marketing ROI (return on investment) are__________.

Correct Answer
verified

When a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Correct Answer
verified
When a marketing plan fails,it's difficu...
View Answer

In Figure 22-4 above,the market-product grid labeled "A" illustrates which of the following market-product strategies?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Correct Answer
verified

Kelly Johnson of Lockheed Martin's Skunk Works stressed the following basic tenet:

Correct Answer
verified

Exam 22: Pulling It All Together: the Strategic Marketing Process

Which of the following statements best reflects the guideline for working toward consensus-building?

Correct AnswerverifiedShow Answer

Define marketing ROI (return on investment).

Correct AnswerverifiedIn finance,the return on investment (ROI...View AnswerShow Answer

According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Correct AnswerverifiedShow Answer

Each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

Correct AnswerverifiedShow Answer

Market-based groupings refer to organizational groupings

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe result of the research study was tha...View AnswerShow Answer

All of the following are ways a marketing manager can improve the implementation of a marketing program EXCEPT:

Correct AnswerverifiedShow Answer

The actions taken in a situation (SWOT) analysis or Step 1 of the planning phase include: (1) __________; (2) analyze competitors; (3) assess own company;and (4) research customers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In Figure 22-4 above,the market-product grid labeled "D" illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

All of the following are "disruptive questions" to hopefully achieve disruptive innovations EXCEPT:

Correct AnswerverifiedShow Answer

Marketing ROI (return on investment) uses modern measurement technologies to determine the results of __________.

Correct AnswerverifiedShow Answer

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Two commonly used methods to improve marketing ROI (return on investment) are__________.

Correct AnswerverifiedShow Answer

When a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Correct AnswerverifiedWhen a marketing plan fails,it's difficu...View AnswerShow Answer

In Figure 22-4 above,the market-product grid labeled "A" illustrates which of the following market-product strategies?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Within DuPont's textile fiber department,there is a separate product manager for rayon,acetate,orlon,nylon,and Dacron.The product manager for DuPont nylon would be responsible for

Correct AnswerverifiedShow Answer

Kelly Johnson of Lockheed Martin's Skunk Works stressed the following basic tenet:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
In finance,the return on investment (ROI...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The result of the research study was tha...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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When a marketing plan fails,it's difficu...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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