Deck 9: Marketing Implementation and Control

Question 1

With respect to evaluating and compensating employees. which of the following statements about outcome-based systems is FALSE?

A) They are based on measurable, quantitative standards.
B) They are fairly easy to use.
C) They require more supervision than other systems.
D) They work well when market demand is fairly constant.
E) They work best when employee efforts directly affect sales or profits.

Answer 1

C

Question 2

Because they are cost effective and beneficial to ensuring consistency and standardization within the marketing program. centralized marketing structures are best suited for which of the following strategies?

A) customer intimacy
B) operational excellence
C) product leadership
D) service efficiency
E) niche marketing

Answer 2

B

Question 3

At WainPort Industries. the firm's senior managers approach marketing implementation with the belief that marketing strategy should be developed at the top of the organization and then transmitted to lower levels where frontline managers and employees implement it. What implementation approach is being used at WainPort?

A) implementation by command
B) implementation through threats
C) implementation as consensus
D) implementation through change
E) implementation by expectations

Answer 3

A

Question 4

Marketing implementation is often problematic. as marketing plans are usually devised by __________. while implementation is the responsibility of __________.

A) production; marketing
B) marketing; production
C) the CEO; middle management
D) top management; frontline employees
E) finance; marketing

Question 5

The __________ marketing strategy is what the firm wants to happen-it is the firm's planned strategic choices that appear in the marketing plan itself.

A) forecasted
B) intended
C) predicted
D) realized
E) planned

Question 6

In terms of marketing structure. what type of structure coordinates and manages all marketing activities and decisions from the top of the marketing hierarchy?

A) a regulated marketing structure
B) a dynamic marketing structure
C) a centralized marketing structure
D) a lateral marketing structure
E) a decentralized marketing structure

Question 7

Typically. the difference between the planned marketing strategy and the strategy that actually takes place is:

A) caused by managerial mistakes, not by changes in the firm's internal or external environments.
B) typically caused by unexpected competitive activity.
C) caused by the way the planned marketing strategy is implemented.
D) independent of marketing implementation.
E) caused solely by changes in customer behaviors.

Question 8

Marketing implementation is critical to the success of any firm. Simply put. implementation refers to:

A) how the marketing plan will be put into action.
B) how the marketing plan will be approved by top management.
C) the process by which employees learn about the marketing strategy.
D) the process by which the marketing strategy will be developed.
E) deciding who will actually write the marketing plan.

Question 9

Which of the following firms is most likely to adopt a decentralized marketing structure in order to promote creativity and flexibility?

A) Walmart
B) Dell
C) Southwest Airlines
D) Microsoft
E) Ritz-Carlton

Question 10

What type of marketing controls consists of unwritten. employee-based mechanisms that subtly affect the behaviors of employees. both as individuals and in groups?

A) input controls
B) informal controls
C) process controls
D) output controls
E) formal controls

Question 11

What type of control mechanisms are used during implementation to influence employee behaviors so that they will support the marketing strategy and its objectives?

A) input controls
B) informal controls
C) social controls
D) output controls
E) process controls

Question 12

__________ is/are considered to be the "glue" of successful implementation that binds the entire organization together as a single. functioning unit.

A) Organizational structure
B) Marketing strategy
C) Systems and processes
D) Leadership
E) Shared goals and values

Question 13

Planning sessions. workshops. formal reports. and personal conversations are all part of the internal __________ that is necessary to implement marketing strategy using the internal marketing approach.

A) promotion
B) pricing
C) product
D) distribution
E) process

Question 14

Identifying specific marketing activities. determining the time required to complete each activity. and organizing marketing activities into the proper sequence are examples of the steps involved in creating a(n):

A) marketing plan.
B) control framework.
C) strategic activities list.
D) strategic calendar.
E) implementation timetable.

Question 15

One of the links between strategic planning and marketing implementation is interdependency. which refers to the fact that:

A) strategy and implementation both result from trial and error.
B) top executives often don't understand how a strategy is to be implemented.
C) the marketing plan affects how it will be implemented, and implementation affects the marketing plan.
D) both strategy and implementation must constantly evolve.
E) both strategy and implementation must adapt to environmental changes.

Question 16

According to the internal marketing approach to marketing implementation. which of the following could be best characterized as the "internal product"?

A) additional employee training
B) internal company newsletters
C) new tasks or attitudes on the part of employees
D) the additional effort needed to implement the strategy
E) All of the above.

Question 17

Based on the requirements for successful implementation. which of the following is the best candidate to become the "5?? P" of marketing?

A) productivity
B) people
C) planning
D) progress
E) participation

Question 18

The basis premise of the implementation through change approach is that:

A) frontline employees are forced to implement the strategy.
B) marketing strategy is a part of the organizational vision.
C) employees are organized into teams that work together to implement the marketing strategy.
D) the organization is modified in ways that will ensure the implementation of the marketing strategy.
E) participative decision making among all employees is used extensively.

Question 19

In the __________ approach to marketing implementation. marketing strategy is implemented as a part of the overall organizational vision.

A) implementation by command
B) implementation through change
C) implementation through teamwork
D) implementation through consensus
E) implementation as organizational culture

Question 20

Work activities that absorb inputs to create information and communication outputs that ensure the consistent day-to-day operation of the firm are referred to as:

A) organizational values.
B) shared goals and values.
C) organizational systems and processes.
D) implementation and control.
E) strategic systems.

Question 21

Identify and explain the three different types of informal controls used by employees. In your discussion. explain how each type of control affects marketing implementation.

Question 22

Explain why marketing implementation is difficult for many firms. In your answer. discuss how these difficulties often stem from the relationship between strategic planning and marketing implementation.

Question 23

Identify and explain the three different types of formal controls used by managers. In your discussion. explain how each type of control affects marketing implementation.

Question 24

Discuss the role of internal marketing in marketing implementation. In what ways can the internal marketing approach help managers improve the implementation process?

Question 25

Identify and discuss the four approaches to marketing implementation and explain the various advantages and disadvantages of each approach.