Question 1

Consider Figure 22-8: General Mills Marketing Dashboard Chart "D" above.As part of the Warm Delights marketing team at General Mills,you are asked to analyze and interpret the marketing dashboard for Warm Delights Minis.After a careful analysis of Chart "D," you are especially interested in major changes from November to December.As a result,you would look most carefully at

Accepted Answer

A)  the total amount spent on Warm Delights (regular) by customers in November and December.
B)  the preference of Warm Delights Minis customers over Warm Delights (regular) customers.
C)  the distribution channel preferences of customers.
D)  the dollar sales results compared to the unit sales results for the entire Warm Delights product line.
E)  the differences in the numbers of Warm Delights Minis flavors carried by different outlets for November and December.F) B) and C)
G) All of the above

Question 2

The strategic marketing process involves three phases: planning,implementation,and

Accepted Answer

A)  review.
B)  execution.
C)  evaluation.
D)  goal revision.
E)  correction.F) B) and D)
G) A) and E)

Question 3

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________.

Accepted Answer

A)  executive marketing officers
B)  staff positions
C)  stakeholders
D)  line positions
E)  program championsF) All of the above
G) B) and E)

Question 4

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as __________.

Accepted Answer

A)  marketing ROI
B)  market share profitability
C)  share point analysis
D)  synergy analysis
E)  a sales response functionF) B) and C)
G) A) and E)

Question 5

A recent study showed that firms used two different kinds of metrics when analyzing performance on innovation and new product development.These consist of output and input metrics.Which of the following is an output metric?

Accepted Answer

A)  number of ideas or concepts in the pipeline
B)  R&D spending as a percentage of sales
C)  revenue growth due to new products or services
D)  return on assets (RO
A)  in new products or services
E)  number of R&D projectsF) A) and D)
G) B) and C)

Question 6

General Mills uses a marketing structure in which one person is ultimately responsible for the marketing of a specific product.For instance,one person is responsible for setting marketing goals and developing and implementing related marketing strategies for the well-known breakfast cereal,Cheerios.This person,who takes responsibility for the success or failure of the marketing of Cheerios,is called a(n) __________.

Accepted Answer

A)  key strategist
B)  product manager
C)  line advisor
D)  marketing advisor
E)  account executiveF) B) and C)
G) A) and E)

Question 7

Marketing plans that cover marketing activities from two to five years into the future are referred to as __________.

Accepted Answer

A)  marketing tactics
B)  marketing strategies
C)  generic marketing strategies
D)  short-term marketing plans
E)  long-range marketing plansF) D) and E)
G) C) and D)

Question 8

Which of the following statements best reflects the guideline for making plans controllable and flexible?

Accepted Answer

A)  "Our research shows the most efficient way to distribute the product is through rack jobbers,but at this point we don't know how price sensitive the market is."
B)  "According to our marketing dashboard,the most effective promotional spending in the past has come from radio ads.Their prices have almost doubled,but if that's what we're supposed to do-that's what will we do."
C)  "Connie,you'll be in charge of ticket sales.If we fill half the seats during the first day,we might consider adding an additional performance as a Sunday matinee."
D)  "We've been offered the chance to do a personal interview on national TV.I know the host is a wild card,but any publicity is good publicity."
E)  "We're shooting for a 12 percent market share.We're at 10 percent to date.Unfortunately,our budget is shot so we'll just have to see what happens."F) A) and E)
G) C) and D)

Question 9

Another commonly used term for product manager is __________.

Accepted Answer

A)  line advisor
B)  product champion
C)  brand manager
D)  marketing advisor
E)  account executiveF) None of the above
G) B) and E)

Question 10

In a five-year study,researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?

Accepted Answer

A)  Supply chain management was the most critical element in stellar business performance.
B)  Customer relationship management was more effective than product development.
C)  The Internet was more effective in terms of long-term sales success than the use of retail outlets or direct marketing tactics such as catalogs.
D)  Three major management tools,supply chain management,customer relationship management,and the use of an intranet,were equally beneficial in terms of business performance.
E)  Individual management tools and techniques had no direct relationship to superior business performance in the companies that were studied.F) A) and C)
G) None of the above

Question 11

The information needed for the marketing program,Step 3 of the planning phase,includes: (1) marketing mix actions and (2) __________.

Accepted Answer

A)  positioning studies
B)  market-product grids with target segments and product groupings
C)  detailed plans to execute the marketing program
D)  projected future sales,expenses,and profits
E)  trends for industry and competitorsF) B) and E)
G) D) and E)

Question 12

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a performance-oriented culture?

Accepted Answer

A)  Costco
B)  Smucker's
C)  Coca-Cola
D)  Kodak
E)  ToyotaF) A) and D)
G) B) and C)

Question 13

A list of topics to be covered during a meeting that shows the running time allocated to and the person(s) responsible for leading the discussion for each topic is referred to as a

Accepted Answer

A)  PERT chart.
B)  program schedule.
C)  Gantt chart.
D)  time-based agenda.
E)  action-item list.F) B) and D)
G) D) and E)

Question 14

The increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Accepted Answer

A)  points of difference
B)  proficiency
C)  synergy
D)  kiatsu
E)  competitive advantageF) C) and E)
G) A) and D)

Question 15

A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics,integrity,employee health and safety,and environmental safeguards with more common corporate values such as growth,profitability,customer service,and quality is referred to as __________.

Accepted Answer

A)  stakeholder value
B)  value-based planning
C)  marketing ROI
D)  value-driven strategies
E)  value-added marketingF) B) and E)
G) C) and D)

Question 16

Hard Candy is a cosmetics company that markets the Palm Palette-all the make-up a "girl-on-the-go" needs without a cumbersome make-up bag.It comes in three shades-glam,funky,and girlies.Hard Candy targets women who are twenty somethings.Which one of Porter's generic business strategies is Hard Candy MOST LIKELY using?

Accepted Answer

A)  differentiation focus
B)  cost focus
C)  differentiation
D)  cost leadership
E)  profit enhancementF) B) and E)
G) A) and E)

Question 17

What is the primary disadvantage of employing a selective specialization strategy?

Accepted Answer

A)  Gaining market distribution will be costly.
B)  The organization may be spread too thin.
C)  The organization achieves neither marketing nor manufacturing synergies.
D)  R&D-manufacturing have the difficulty of producing multiple new lines.
E)  It is too risky for a company to "put all its eggs in one basket."F) A) and B)
G) C) and D)

Question 18

An action item list refers to

Accepted Answer

A)  a list of topics to be covered during a meeting that shows the running time allocated to and the person(s) responsible for leading the discussion for each topic.
B)  a chart that demonstrates how a set of tasks for a project can be sequentially and concurrently completed by specified times.
C)  an aid to implementing a marketing plan consisting of four columns: (1) the task, (2) the person responsible for completing that task, (3) the date to finish the task,and (4) what is to be delivered.
D)  a tool that shows the relationships through time of the various program tasks,which involves: (1) identifying the main tasks; (2) determining the time required to complete each task; (3) arranging the activities to meet the deadline;and (4) assigning people the responsibilities to complete each task.
E)  a statistical tool,used in project management,that is designed to analyze and represent the tasks involved in completing a given project.F) A) and B)
G) A) and D)

Question 19

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,__________,product specialization,selective specialization,and full coverage.

Accepted Answer

A)  diversification
B)  selective distribution
C)  market specialization
D)  product reorientation
E)  new product specializationF) D) and E)
G) A) and D)

Question 20

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a "clearly stated,focused strategy?"

Accepted Answer

A)  Costco
B)  Sam's Club
C)  Coca-Cola
D)  Smucker's
E)  ToyotaF) B) and E)
G) A) and B)

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

The strategic marketing process involves three phases: planning,implementation,and

Correct Answer
verified

An action item list refers to

Correct Answer
verified

A recent study showed that firms used two different kinds of metrics when analyzing performance on innovation and new product development.These consist of output and input metrics.Which of the following is an output metric?

Correct Answer
verified

The information needed for the marketing program,Step 3 of the planning phase,includes: (1) marketing mix actions and (2) __________.

Correct Answer
verified

What is the primary disadvantage of employing a selective specialization strategy?

Correct Answer
verified

Another commonly used term for product manager is __________.

Correct Answer
verified

Correct Answer
verified

The increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Correct Answer
verified

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as __________.

Correct Answer
verified

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a performance-oriented culture?

Correct Answer
verified

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,__________,product specialization,selective specialization,and full coverage.

Correct Answer
verified

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a "clearly stated,focused strategy?"

Correct Answer
verified

A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics,integrity,employee health and safety,and environmental safeguards with more common corporate values such as growth,profitability,customer service,and quality is referred to as __________.

Correct Answer
verified

Correct Answer
verified

In a five-year study,researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?

Correct Answer
verified

Which of the following statements best reflects the guideline for making plans controllable and flexible?

Correct Answer
verified

Marketing plans that cover marketing activities from two to five years into the future are referred to as __________.

Correct Answer
verified

Correct Answer
verified

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________.

Correct Answer
verified

A list of topics to be covered during a meeting that shows the running time allocated to and the person(s) responsible for leading the discussion for each topic is referred to as a

Correct Answer
verified

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

The strategic marketing process involves three phases: planning,implementation,and

Correct AnswerverifiedShow Answer

An action item list refers to

Correct AnswerverifiedShow Answer

A recent study showed that firms used two different kinds of metrics when analyzing performance on innovation and new product development.These consist of output and input metrics.Which of the following is an output metric?

Correct AnswerverifiedShow Answer

The information needed for the marketing program,Step 3 of the planning phase,includes: (1) marketing mix actions and (2) __________.

Correct AnswerverifiedShow Answer

What is the primary disadvantage of employing a selective specialization strategy?

Correct AnswerverifiedShow Answer

Another commonly used term for product manager is __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Correct AnswerverifiedShow Answer

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as __________.

Correct AnswerverifiedShow Answer

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a performance-oriented culture?

Correct AnswerverifiedShow Answer

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,__________,product specialization,selective specialization,and full coverage.

Correct AnswerverifiedShow Answer

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is an example of a firm that excels based on a "clearly stated,focused strategy?"

Correct AnswerverifiedShow Answer

A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics,integrity,employee health and safety,and environmental safeguards with more common corporate values such as growth,profitability,customer service,and quality is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In a five-year study,researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?

Correct AnswerverifiedShow Answer

Which of the following statements best reflects the guideline for making plans controllable and flexible?

Correct AnswerverifiedShow Answer

Marketing plans that cover marketing activities from two to five years into the future are referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________.

Correct AnswerverifiedShow Answer

A list of topics to be covered during a meeting that shows the running time allocated to and the person(s) responsible for leading the discussion for each topic is referred to as a

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified