Marketing_5Dec_3rd

61)To be successful at marketing, companies must effectively turn marketing planning into________.A) marketing analysisB) marketing implementation C) marketing controlD) marketing auditsE) marketing budgeting62)Under the ________ organizational format of marketing departments, different marketingactivities are headed by a specialist such as a sales manager, advertising manager, marketingresearch manager, or customer-service manager.A) geographicB) product management C) market management D) customer-centered E) functional63)Modern marketing departments are arranged in all of the following ways, EXCEPT whichone?A) functional organizationB) market management organization C) product management organization D) geographicorganizationE) strategic management organization64)The ________ organizational format was first used by Procter and Gamble in 1929.A)functionalB)market managementC)geographicD)product managementE)customer management65) The ________ organizational system’s main advantage is that the company is organizedaround the needs of specific market segments.A)product managementB)market managementC)geographic managementD)vertical managementE)functional management66)An increasingly large number of firms are changing their organizational focus from________ to ________.A) product management; functional management B) product management; geographicmanagementC) brand management; customer relationship management D) geographic management;functional managementE) global management; regional management67)Evaluating the results of marketing strategies and plans and taking corrective action to ensurethat objectives are attained is called ________.A) marketing control B) strategic control C) operating controlD) developmental control E) efficiency68)The marketing control process entails the following steps in order: setting goals, ________,evaluating performance, and ________.A) evaluating goals; measuring performance B) achieving goals; measuring performanceC) taking corrective action; measuring performance D) measuring performance; taking correctiveaction E) taking corrective action; following up69)Which of the following is NOT a step in the marketing control process?A)setting goalsB)measuring performanceC)taking corrective actionD)defining the missionE)evaluating the causes of gaps between expected and actual performance70)Ensuring that the company achieves the sales, profits, and other goals set out in its annualmarketing plan is the purpose of ________.A) marketing control B) operating control C) strategic control D) anticipatory control E) amarketing audit71)________ involves looking at whether a company’s basic strategies are well matched to itsopportunities.A) Operating controlB) Market management organization C) Marketing controlD) Strategic control E) Distribution72)Which of the following is a tool for monitoring strategic marketing performance?A)a marketing planB)a marketing dashboardC)a customer management organizationD)a product differentiationE)a value delivery network73) Which of the following measures the profits generated by investments in marketingactivities?A)SWOT analysisB)marketing auditsC)executive summariesD)marketing ROIE)budgets.74)Which of the following would NOT be a useful tool for determining marketing ROI? A) amarketing dashboardB) brand awareness C) market share D) SWOT analysisE) customer lifetime value75)Which of the following is NOT a customer-centered measure of marketing impact? A)customer managementB) customer acquisition C) customer equityD) customer retentionE) customer lifetime value76)ABC Fortunes has just developed a formal statement of its purpose. This firm has puttogether a mission statement.77)Mission statements should be realistic and general in nature.78) Mission statements should both fit the market environment and be motivating.79)At America Online, “we create customer connectivity, anytime, anywhere,” is a product-oriented mission.80)”At Nike, we sell shoes” is a market-oriented business definition.81)A firm’s mission statement should be the basis for both its business and marketing objectives.:82)The primary activity in strategic planning is goal setting.83)When designing business portfolios, most companies are well advised to add a broad range ofproducts and businesses to their organization.84)In the BCG matrix, “dogs” by definition are businesses and products that do not generateenough cash to maintain themselves.85)More and more companies involve only upper-level management teams in strategic planning.86)Though companies need to grow to compete effectively and satisfy their stakeholders, growthitself should not be a company’s objective.87)The growth strategy of diversification involves offering modified or new products to currentmarkets.88)A company should consider downsizing when products of an SBU no longer fit thecompany’s overall strategy.89)The marketing department alone cannot produce superior value for customers.90)A company’s value chain is only as strong as its strongest link, or most effective department.

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