Kotler mm14 tif22test bank for marketing management Koter PDF

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Marketing Management, 14e (Kotler/Keller) Chapter 22 Managing a Holistic Marketing Organization for the Long Run 1) Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following business practices? A) reengineering B) outsourcing C) benchmarking D) supplier partnering E) customer partnering Answer: A Page Ref: 624 Objective: 1 Difficulty: Easy 2) ________ involves buying more goods and services from external domestic or foreign vendors. A) Merging B) Broadening C) Outsourcing D) Globalizing E) Accelerating Answer: C Page Ref: 624 Objective: 1 Difficulty: Easy 3) ________ involves studying "best practice companies" to improve performance. A) Empowering B) Globalizing C) Flattening D) Benchmarking E) Focusing Answer: D Page Ref: 624 Objective: 1 Difficulty: Easy

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4) Merging involves ________. 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 Answer: E Page Ref: 624 Objective: 1 Difficulty: Moderate 5) Which of the following business practices involves reducing the number of organizational levels to get closer to the customer? A) flattening B) globalizing C) decentralization D) merging E) justifying Answer: A Page Ref: 624 Objective: 1 Difficulty: Easy 6) Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment? A) benchmarking B) outsourcing C) focusing D) accelerating E) globalizing Answer: D Page Ref: 624 Objective: 1 Difficulty: Easy

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7) As a business practice, broadening involves _________. A) acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope B) factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise C) buying more goods and services from outside domestic or foreign vendors D) appointing teams to manage customer-value-building processes and break down walls between departments E) becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions Answer: B Page Ref: 624 Objective: 1 Difficulty: Moderate 8) As a marketing practice, monitoring involves ________. 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 Answer: C Page Ref: 624 Objective: 1 Difficulty: Moderate 9) The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas. A) middlemen B) opinion leaders C) clients D) influencers E) end consumers Answer: A Page Ref: 625 Objective: 2 Difficulty: Easy

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10) Which of the following observations is true? 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. Answer: C Page Ref: 625 Objective: 2 Difficulty: Moderate 11) ________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value. A) Internal marketing B) Corporate communications C) Integrated marketing communications D) Supply chain management E) Employee engagement Answer: A Page Ref: 625 Objective: 2 AACSB: Analytic skills Difficulty: Easy 12) The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities. A) zonal managers B) functional specialists C) product managers D) area market specialists E) brand managers Answer: B Page Ref: 625 Objective: 2 Difficulty: Easy

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13) Which of the following is the main advantage of a functional marketing organization? A) easy coordination B) lower staff requirements C) administrative simplicity D) reduced competition between functional groups E) smooth working relationships Answer: C Page Ref: 627 Objective: 2 Difficulty: Moderate 14) A company selling in a national market often organizes its sales force along ________. A) functional groups B) geographic lines C) product teams D) brand groups E) product categories Answer: B Page Ref: 627 Objective: 2 Difficulty: Easy 15) A product-management organization makes sense if ________. A) the company's products are quite varied B) there are very few products in the company's portfolio C) the company is pursuing a low cost strategy D) the company's products satisfy similar customer needs E) the company is vertically integrated Answer: A Page Ref: 627 Objective: 2 Difficulty: Moderate 16) A product- or brand-management organization is characterized as a(n) ________ system. A) hub-and-spoke B) waterfall C) internal marketing D) top-down E) lateral Answer: A Page Ref: 627 Objective: 2 Difficulty: Easy

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17) A disadvantage of the product-management organization is that ________. 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 Answer: E Page Ref: 628 Objective: 2 Difficulty: Moderate 18) A product-management organization ________. A) often proves to be cost-effective B) simplifies the process of developing a national strategy C) focuses on building market share rather than customer relationships D) reduces an organization's staffing requirements E) allows product managers to achieve functional expertise Answer: C Page Ref: 628 Objective: 2 Difficulty: Moderate 19) There are three types of product-team structures. These are ________. 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 Answer: A Page Ref: 628 Objective: 2 Difficulty: Easy 20) Which of the following is true about a brand-asset management team (BAMT)? A) A BAMT is part of the triangular and vertical product team structures. B) BAMTs often report directly to the organization's chief branding officer. C) BAMTs are a traditional, tried and tested means of managing brands. D) Companies with a product-management organization often have only one BAMT. E) The BAMT consists of key representatives from functions affecting the brand's performance. Answer: E Page Ref: 628 Objective: 2 Difficulty: Moderate

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21) One of the options in a product-management organization is to eliminate product manager positions for minor products and assign two or more products to each remaining manager. Under what conditions is this alternative feasible? A) when the product mix is highly diverse B) when there are very few products in the company's portfolio C) when two or more products serve a similar set of needs D) when customers fall into different user groups E) when the company produces many products for many markets Answer: C Page Ref: 628 Objective: 2 Difficulty: Moderate 22) When customers fall into different user groups with distinct buying preferences and practices, a ________ is desirable. A) market-management organization B) product-management organization C) brand-management organization D) geographic organization E) functional organization Answer: A Page Ref: 629 Objective: 2 Difficulty: Easy 23) Companies that produce many products for many markets may adopt a ________ marketing organization. A) flat B) brand C) product D) matrix E) top-down Answer: D Page Ref: 629 Objective: 2 Difficulty: Easy

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24) Which of the following is true regarding a matrix-management organization? A) It proves to be cost-effective in the long run. B) It often creates conflicts regarding authority and responsibility for marketing activities. C) It hampers the flow of information among marketing personnel. D) It fosters a strong sense of accountability for performance among product and market managers. E) It is best suited to companies that offer a small range of products to niche markets. Answer: B Page Ref: 629 Objective: 2 Difficulty: Moderate 25) Transforming into a true market-driven company requires organizing around ________. A) sales B) customer segments C) products D) functions E) brands Answer: B Page Ref: 630 Objective: 2 Difficulty: Easy 26) Which of the following is true of building a creative marketing organization? 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. Answer: B Page Ref: 630-631 Objective: 2 Difficulty: Moderate 27) Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________. A) operate leaner manufacturing facilities B) manage shorter supply chains C) operate flatter organizations D) practice a higher level of corporate social responsibility E) vertically integrate Answer: D Page Ref: 631 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

28) In order to promote ethical cultures, companies should do all of the following EXCEPT ________. A) disseminate a written code of ethics B) build a company tradition of ethical behavior C) hold people responsible for observing ethical and legal guidelines D) ensure every employee knows and observes relevant laws E) encourage business practices that are not clearly ethical or unethical Answer: E Page Ref: 633 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 29) ________ gives products the appearance of being more environmentally friendly without living up to that promise. A) Ambush marketing B) Greenwashing C) Astroturfing D) Viral marketing E) Green politics Answer: B Page Ref: 635 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 30) ________ refers to the ability to meet humanity's needs without harming future generations. A) Greenwashing B) Sustainability C) Ecological footprinting D) Scalability E) Legal practice Answer: B Page Ref: 635 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy

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31) Cause-related marketing is part of ________. A) sustainability B) corporate societal marketing C) social media D) global marketing E) community marketing Answer: B Page Ref: 636 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 32) Cause marketing has a particularly interested audience in civic-minded ________. A) Millennial consumers B) baby boomers C) Gen Xers D) Gen Yers E) shadow boomers Answer: A Page Ref: 637 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 33) Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem? A) Customers felt that the cause was not in sync with the company's brand image. B) Consumers did not value the cause Cadbury was promoting. C) Customers questioned the link between the product and the cause and saw the firm as selfserving and exploitive. D) Consumers resented being sold an inferior product on the back of a cause-marketing program. E) Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior. Answer: C Page Ref: 637 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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34) Which of the following is true regarding cause-related marketing? 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. Answer: D Page Ref: 637-638 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Moderate 35) ________ by nonprofit or government organizations furthers a cause. A) Corporate societal marketing B) Brand marketing C) Causal marketing D) Social marketing E) Place marketing Answer: D Page Ref: 640 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy 36) Social marketing programs designed to discourage cigarette smoking or excessive consumption of alcohol are examples of ________. A) cognitive campaigns B) active campaigns C) behavioral campaigns D) value campaigns E) normative campaigns Answer: C Page Ref: 640 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Moderate

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37) A social marketing program which aims to alter ideas about abortion is an example of a(n) ________. A) cognitive campaign B) active campaign C) behavioral campaign D) value campaign E) normative campaign Answer: D Page Ref: 640 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Moderate 38) Which of the following represents the objective of a cognitive social marketing campaign? 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 to implement lifestyle changes. Answer: C Page Ref: 640 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 39) Which of the following represents the objective of a social marketing campaign aimed at changing people's actions? 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 to implement lifestyle changes. Answer: D Page Ref: 640 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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40) Which of the following represents the objective of a social marketing campaign aimed at changing people's values? 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. Answer: B Page Ref: 640 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 41) Which of the following represents the objective of a social marketing campaign aimed at changing people's behavior? 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) Attract people with obesity to sign up for a one-time free medical check up. Answer: A Page Ref: 640 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 42) Which of the following should be done to increase the likelihood that social marketing programs will be successful? A) Choose target markets that are the least ready to respond. B) Promote multiple, doable behaviors in clear, simple terms. C) Make it easy to adopt the behavior. D) Adopt a soft sell approach, as opposed to attention grabbing messages. E) Explain the benefits in an exaggerated manner. Answer: C Page Ref: 641 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Easy

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43) The first step in the social marketing planning process is ________. 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 Answer: A Page Ref: 641 Objective: 3 AACSB: Ethical understanding and reasoning abilities Difficulty: Moderate 44) ________ software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge management. A) Marketing dashboard B) Enterprise resource planning C) Supply chain management D) Marketing resource management E) Enterprise campaign management Answer: D Page Ref: 642 Objective: 5 AACSB: Use of IT Difficulty: Easy 45) ________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives. A) Marketing implementation B) Marketing research C) Marketing analysis D) Brand management E) Product management Answer: A Page Ref: 642 Objective: 5 Difficulty: Easy

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46) ________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments. A) Marketing control B) Marketing implementation C) Test marketing D) Market watch E) Market analysis Answer: A Page Ref: 643 Objective: 5 Difficulty: Easy 47...