10 questions markma

transcript

TOP 10 Learning Questions For

Chapter 22Managing a Holistic Marketing Organization for the Long Run

Edgardo Mamuyac JrDecember 17, 2010

http://jr-mamuyac.blogspot.com/

1. Current trends in Marketing Practices are the following, except

a. Accelerating b. Advancing c. Flattening d. Outsourcing e. None of above

Trends in Marketing Practices

Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging

Globalizing Flattening Focusing Accelerating Empowering

Marketing Practices Accelerating is designing the organization and

processes to quickly respond to changes in the environment

Flattening is reducing the number of organizational levels to get closer to the customers

Outsourcing involves buying of goods and services from outside vendors

1. Current trends in Marketing Practices are the following, except

a. Accelerating b. Advancing c. Flattening d. Outsourcing e. None of above

2. The following are under the Marketing Vice President in the Functional Organization, except

a. New-products manager b. Sales manager c. Marketing administration manager d. Marketing analyst manager e. Marketing research manager

Functional Organization

2. The following are under the Marketing Vice President in the Functional Organization, except

a. New-products manager b. Sales manager c. Marketing administration manager d. Marketing analyst manager e. Marketing research manager

3. These are the key questions for the Social Marketing Planning Process, except

a. Where are we? b. What are our goals? c. Where do we want to go? d. How will we get there? e. How will we stay on course?

Social Marketing Planning Process

Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

Social Marketing Supports a cause The planning process involves the following:

Determination of program focus Selecting target audiences Product, Price, Distribution & Communication

concerns Evaluation & Monitoring plans Completion of an Implementation Plan

3. These are the key questions for the Social Marketing Planning Process, except

a. Where are we? b. What are our goals? c. Where do we want to go? d. How will we get there? e. How will we stay on course?

4. The following are structures of a Product Team, except

a. Triangular Product Team b. Rectangular Product Team c. Vertical Product Team d. Horizontal Product Team e. None of above

Structure of a Product Team

Triangular Product Team PM = Product Manager R = Market Researcher C = Communication Specialist

Vertical Product Team PM = Product Manager APM = Associate PM PA = Product Assistant

Horizontal Product Team PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer

4. The following are structures of a Product Team, except

a. Triangular Product Team b. Rectangular Product Team c. Vertical Product Team d. Horizontal Product Team e. None of above

5. These are the Corporate Social Responsibility, except

a. Dynamics behavior b. Socially responsible behavior c. Ethical behavior d. Legal behavior e. None of above

Corporate Social Responsibility

Ethical behavior

Legal behavior

Socially responsible

behavior

5. These are the Corporate Social Responsibility, except

a. Dynamics behavior b. Socially responsible behavior c. Ethical behavior d. Legal behavior e. None of above

6. What are the Types of Marketing Control, except

a. Annual plan control b. Profitability control c. Efficiency control d. Strategic control e. Effective control

Types of Marketing Control

Annual plan control

Profitability control

Efficiency control

Strategic control

Types of Marketing Control Annual Plan Control – ensures

actual results are compared with the annual plan

Profitability Control – involves financial analysis

Efficiency Control – operations and resource allocations are assessed

Strategic Control – periodically reassess its strategic approach to the marketplace

6. What are the Types of Marketing Control, except

a. Annual plan control b. Profitability control c. Efficiency control d. Strategic control e. Effective control

7. Which of the following is True about Control Process a. Performance Measurement is not a step in the

control process b. Goal Setting is a step in the control process c. Performance Diagnosis is not a step in the

control process d. Preventive Action is a step in the control

process e. None of the above

The Control Process

What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

The Control Process

What do we want to achieve? GOAL SETTING

What is happening? PERFORMANCE MEASUREMENT

Why is it happening? PERFORMANCE DIAGNOSIS

What should we do about it? CORRECTIVE ACTION

7. Which of the following is True about Control Process a. Performance Measurement is not a step in the

control process b. Goal Setting is a step in the control process c. Performance Diagnosis is not a step in the

control process d. Preventive Action is a step in the control

process e. None of the above

8. The steps of Marketing Profitability are as follows, except

a. Identify functional expenses b. Compute for profitability ratios c. Assign functional expenses to marketing

entities d. Prepare a profit-and-loss statement for

each marketing entities e. All of above

Marketing Profitability Analysis

Step 1: Identify functional expenses Step 2: Assign functional expenses to

marketing entities Step 3: Prepare a profit-loss statement for

each marketing entity

8. The steps of Marketing Profitability are as follows, except

a. Identify functional expenses b. Compute for profitability ratios c. Assign functional expenses to marketing

entities d. Prepare a profit-and-loss statement for

each marketing entities e. All of above

9. What are the Characteristics of Marketing Audits, except a. Comprehensive b. Systematic c. Independent d. Statistics e. Periodic

Characteristics of Marketing Audits

Comprehensive – covers all major marketing activities

Systematic – orderly examination of the organization marketing environments, objectives, strategies, systems & activities

Independent – objective & unbiased Periodic – at specific time intervals or occurance

of red flag indicators

9. What are the Characteristics of Marketing Audits, except

a. Comprehensive b. Systematic c. Independent d. Statistics e. Periodic

10. These are the types of Branding a Cause Marketing Program, except

a. Self branded b. Co-branded c. Extend branded d. Jointly branded e. None of above

Branding a Cause Marketing Program

Self-branded: Create Own Cause Program Co-branded: Link to Existing Cause

Program Jointly branded: Link to Existing Cause

Program

10. These are the types of Branding a Cause Marketing Program, except a. Self branded b. Co-branded c. Extend branded d. Jointly branded e. None of above

10 questions markma

Documents