Deck 21: Marketing Implementation and Evaluation

Question 1

_____ is the operational stage during which an organization attempts to carry out its strategic plan.

A) Implementation
B) Mobilization
C) Planning
D) Organization
E) Control

Answer 1

Implementation

Question 2

_____ is the operational stage during which an organization determines how well the company or division is achieving the goals set forth in its strategic plan.

A) Implementation
B) Mobilization
C) Evaluation
D) Organization
E) Leading

Answer 2

Evaluation

Question 3

Camper is a line of casual and eco-friendly shoes. Its founder Lorenzo Fluxa removed its 35 designers from the influence of the fashion world. More interestingly, he has hired designers with very diverse backgrounds including designers with experience in the furniture and car industries. During the _____ stage, Fluxa would tell his designers to follow their whims and allow them to create as many new models of shoes as they could.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Answer 3

implementation

Question 4

Implementation is defined as the:

A) stage at which organizations conduct comparisons of planned activities with what actually happened.
B) goal setting stage.
C) competitive intelligence stage.
D) operational stage during which an organization attempts to carry out its strategic plan.
E) day-to-day operation of an organization based on contingency plans.

Question 5

The implementation stage in the marketing management process is LEAST likely to include:

A) coordinating marketing activities.
B) developing strategic marketing plans.
C) staffing the marketing organization.
D) organizing for the marketing effort.
E) directing the operational efforts of marketing personnel.

Question 6

Staffing the marketing organization is part of the _____ stage in the marketing management process.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Question 7

The Grand Casino in Tunica uses hosts to make sure patrons who it has identified as high rollers are provided with the extra amenities so they will continue to patronize the Grand Casino. Initially, 20 hosts were hired to provide services that differentiate the Grand Casino from its competitors. The hiring of new hosts is a part of the ______ stage in the marketing management process.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Question 8

Pernod Ricard, the French distiller, is planning on expanding into the Chinese market. Its goal is $25 million in sales by the end of this decade. The act of putting these plans into action is part of the _____ stage in the marketing management process.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Question 9

The distribution goal for the retailer Zara is to "have the world's most responsive supply chain." Its team of logistics specialists is constantly tweaking everything from the sequence and size of store deliveries to truck routes and rail configurations during the _____ stage in its marketing management process.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Question 10

The strategic plan devised by Makro, the Dutch retailer, focuses on a market development strategy. The _____ stage of its plan would include the opening of 30 new stores in mainland China before 2010.

A) evaluation
B) sales management
C) planning
D) implementation
E) forecasting

Question 11

How are today's organizational structures changing?

A) They are utilizing the iceberg principle more.
B) They are engaging in less planning and more implementation.
C) They are abandoning the marketing concept.
D) They are replacing vertical organizational structures with horizontal ones.
E) They are using significantly less geographical specialization.

Question 12

Which of the following does NOT describe how organizations are structured today?

A) the replacement of vertical structures with horizontal ones
B) an increase in the number of managerial levels
C) the introduction of cross-functional teams
D) the use of fewer organizational levels
E) the use of employee empowerment

Question 13

In each of its divisions, 3M now uses a horizontal organizational structure. This means 3M:

A) has reduced its number of organizational levels.
B) uses less delegation than most companies.
C) has a highly centralized middle management.
D) has fewer employees in each division than other companies its size.
E) requires each division to maintain its own profit-and-loss statement.

Question 14

If a middle-level manager from the 1950s visited a large manufacturing company today, he would most likely be surprised to find:

A) vertically-organized structures.
B) authoritative managers.
C) highly mechanistic control systems.
D) employee empowerment.
E) a high dependence on formalization.

Question 15

The three types of specialization by sales forces are:

A) product line, customer type, and geographic.
B) size of order, type of use, and geographic.
C) geographic, industry size, type of order.
D) type of buying center, order size, and demographic.
E) customer type, type of order, and order size.

Question 16

The organization of the sales force on the basis of _____ is the most widely used method of specializing selling activities.

A) geographical territories
B) customer type
C) customer sales volume
D) industry
E) product specialization

Question 17

A company that uses geographic specialization as a way to organize a sales force will benefit from:

A) the ability to react more quickly to competitors' actions.
B) better control over its sales force.
C) better implementation of sales strategies in each local market.
D) better customer service.
E) all of the above.

Question 18

An oil field equipment supplier provides customized equipment for land and water drilling. Its equipment for water drilling is broken down into two further categories--one for warm water as is found in the Caribbean and one for cold water as is found in the North Sea. Which form of organization would be best suited for its sales force?

A) one based on sales force abilities
B) one based on geographical territories
C) one based on the number of competitors
D) one based on size of customers
E) one based on customer's level of technological knowledge

Question 19

An organization may be reluctant to use geographic specialization as a way to organize a sales force because it:

A) lacks a system of checks and balances.
B) is difficult to make territorial assignments.
C) adversely affects how quickly a company can respond to changes in its marketing environments.
D) guarantees local markets will not follow sales strategies.
E) does not provide customers with the product expertise they may want.

Question 20

Blue Bird Corporation manufactures bodies for school buses, the Q-Bus shuttle, and the Wanderlodge luxury recreational vehicle. Which form of organization would be best for Blue Bird's sales force?

A) one based on sales force abilities
B) one based on geographical territories
C) one based on the number of competitors
D) one based on size of customers
E) one based on product specialization

Question 21

Each of 3M's divisions, whether it be the adhesives division, the abrasives division, or the health care division, has its own sales force. Which form of sales force organization does this describe?

A) one based on sales force abilities
B) one based on geographic territories
C) one based on number of competitors
D) one based on size of customers
E) one based on product lines

Question 22

A company that uses product specialization as a way to organize a sales force will benefit from:

A) easier sales forecasting.
B) more direct distribution channels.
C) less expensive cooperative advertising campaigns.
D) the ability to give more specialized attention to each product line.
E) core cost-plus pricing strategy.

Question 23

Galaxy Signage makes (1) lighted signs that are seen quite often at the sides of highways indicating construction sites, (2) the huge lighted scoreboard signs found in basketball arenas, and (3) the lighted advertising signs that are visible at night in most large metropolitan areas. While each product it manufactures is a sign, they are quite different from each other as are the customers who buy the signs The company should use both _____ specializations for its sales force.

A) geographic and demographic
B) customer type and geographic
C) customer sales volume and product
D) industry and demographic
E) product and customer type

Question 24

A company that tries to organize its sales force according to customer specialization may experience a problem with:

A) rigid territorial boundaries.
B) misdirected promotions.
C) a need for specialized attention for each product line.
D) long distribution channels.
E) none of the above.

Question 25

ArvinMeritor is a company that makes integrated systems for motor vehicles. It has four business groups: the Commercial Vehicle Systems (sells component parts to manufacturers of commercial trucks), the Commercial Vehicle Aftermarket (sells to mechanics that repair the trucks), the Light Vehicle System (sells parts to light truck and SUV manufacturers), and the Light Vehicle Aftermarket (sells to car maintenance and repair centers). Which form of sales organization would be best suited for ArvinMeritor's sales force?

A) one based on type of customer
B) one based on geographical territories
C) one based on the number of competitors
D) one based on the sales force's abilities
E) one based on types of competitors

Question 26

For years, Jeeps were the vehicles of choice for rural route postal carriers. Jeeps were also used extensively by U.S. military. In addition, it was a popular car for people who liked driving off the paved road. Which form of organization would be best suited for its sales force?

A) one based on type of customer
B) one based on geographical territories
C) one based on the number of competitors
D) one based on the sales force's abilities
E) one based on types of competitors

Question 27

TABCO sells aluminum railings. It targets educational institutions, professional sports stadiums and facilities, banks and commercial buildings, and hospitals and nursing homes. What form of organization would be best suited for its sales force?

A) one based on type of customer
B) one based on geographical territories
C) one based on the number of competitors
D) one based on the sales force's abilities
E) one based on types of competitors

Question 28

The Grand Casino in Tunica markets to customers on the basis of how much money they wagered on the gaming floor during an average visit-not on how much a customer wins or loses. From $25,000 to $99,999 is one group, less than $25,000 is one group, and the third group wagers $100,000 and more per visit to the gaming floor of the casino. What form of organization is described in this example?

A) one based on type of customer
B) one based on geographic territories
C) one based on the number of competitors
D) one based on the hierarchical structure
E) one based on types of competitors

Question 29

Which sales force deployment approach is most consistent with the underlying philosophy of the marketing concept?

A) product specialization
B) customer specialization
C) geographic territories
D) sales force capability
E) number of customers

Question 30

Clinique, a leading cosmetics manufacturer, could adopt a _____ organization to deal with important retail customers like Macy's, Parisian's, and Saks Fifth Avenue.

A) dominant-account
B) benchmark
C) major-accounts
D) matrix
E) sales-oriented

Question 31

When selling to The Home Depot, it is logical that a manufacturer like Black & Decker would use a _____ organization.

A) dominant-account
B) benchmark
C) major-accounts
D) matrix
E) sales-oriented

Question 32

_____ organization is a variation of customer specialization and is viewed by many companies as an efficient way to deal with large, important customers.

A) Sales-oriented
B) Major-accounts
C) Benchmark
D) 80-20
E) Order size

Question 33

Which of the following sales techniques would a manufacturer that has a major-accounts organization be most likely to use?

A) team selling
B) an aggregate marketing strategy
C) missionary selling
D) an outside order taker for its large accounts
E) direct marketing but no personal selling

Question 34

Which of the following statements about warranties is True?

A) A warranty is part of a company's postsale follow-through.
B) The express warranty on a lawn mower states that it will cut grass.
C) The tag on the slacks that indicated they were made out of linen cotton is an example of an implied warranty.
D) The United States is the only country to allow companies to self-regulate their issuance of warranties.
E) All of the above statements about warranties are True.

Question 35

Which of the following statements about warranties is True?

A) A warranty is not the same thing as a guarantee.
B) The federal government has stipulated that any guarantee will be in effect for two years after purchase.
C) The tag on the towel indicating it is 100 percent cotton is an example of an implied warranty.
D) The United States is the only country to provide its consumers with warranty protection.
E) None of the above statements about warranties is True.

Question 36

Warranties stated in written and spoken words are called _____ warranties.

A) transactional
B) express
C) nonbinding
D) implied
E) contractual

Question 37

Chris purchased a souvenir T-shirt when he visited Savannah, Georgia. The label on the T-shirt indicated that it was 100 percent cotton and preshrunk, so Chris could purchase an extra-large shirt and know that when he washed it, the shirt would still fit. The label in the shirt contains a(n) _____ warranty.

A) transactional
B) express
C) contractual
D) implied
E) nonbinding

Question 38

Daniel bought a pair of 100 percent cotton chinos from a Lands' End retail catalog. On the label inside the pants waistband was a notice that read "These pants are guaranteed not to wrinkle." This is an example of a(n) _____ warranty.

A) transactional
B) express
C) contractual
D) implied
E) nonbinding

Question 39

Rosser and Co. markets cans of mixed nuts. The company realizes some people are very allergic to peanuts, so it has a nut mix that is advertised as peanut-free. The label on the can of peanut-free nuts is an example of a(n) _____ warranty.

A) transactional
B) express
C) contractual
D) implied
E) nonbinding

Question 40

The Krups automatic ice cream maker came with a notice that read, "This one-quart ice cream maker turns out frozen desserts in only 20 to 30 minutes." This is an example of a(n) _____ warranty.

A) transactional
B) express
C) guaranteed
D) implied
E) nonbinding

Question 41

By recognizing the existence of _____ warranties, the courts are holding producers responsible for product-caused injuries whether or not they are to blame for negligence in manufacturing.

A) transactional
B) express
C) nonbinding
D) implied
E) guaranteed

Question 42

Pakka purchased a set of dishes that had an ivy design around the edge of each plate and bowl. The first time she washed one of the dishes in the dishwasher, the design washed off. As a result of the _____ warranty, Pakka could rightfully expect the store to refund her money or give her a replacement dish.

A) transactional
B) guaranteed
C) binding
D) implied
E) voluntary

Question 43

Jennifer purchased a flea trap to help her control a flea infestation in her living room rug. She followed the instructions for setting the trap out. Two days later there were still fleas in the rug, and none in the trap. As a result of the ____ warranty, she was able to go to the store where she had purchased the flea trap and get her money back.

A) transactional
B) guaranteed
C) binding
D) implied
E) voluntary

Question 44

Tara boarded a Delta plane to Boston. When she arrived at the airport, she checked her bags so they could be loaded on to the plane. As a result of the _____ warranty, she had the right to expect her baggage to arrive undamaged at the Boston airport on the same plane as she was on.

A) transactional
B) guaranteed
C) binding
D) implied
E) voluntary

Question 45

The phrase Caveat venditor is most closely associated with _____ warranties.

A) transactional
B) express
C) contractual
D) implied
E) nonbinding

Question 46

Rosser and Co. markets cans of mixed nuts. The company realizes some people are very allergic to peanuts, so it has a nut mix that is advertised as peanut-free. When a customer almost died after eating a peanut that had accidentally gotten into the peanut-free mix, the company expected it would face a(n):

A) arbitration situation.
B) product liability claim.
C) FTC accusation of improper use of express warranties.
D) fine as a result of the violation of an implied warranty.
E) revision of the organizational code of ethics.

Question 47

Perioperative nurses use a myriad of devices, supplies, and equipment when caring for patients. Many of these items are inherently dangerous and have the potential to injure patients if used improperly. As a result, the manufacturers of this type of equipment are concerned about:

A) arbitration situations.
B) product liability claims.
C) FTC accusations of improper use of express warranties.
D) fines as a result of the violation of an implied warranty.
E) revisions of the organizational code of ethics.

Question 48

A notice on the back of the 3M Scotch brand poster tape dispenser states that the removal of the tape might damage the paint. This disclaimer is placed on the package to:

A) negate any implied warranty.
B) guarantee proper usage of the tape.
C) provide the consumer with postsale service.
D) reduce the potential for product liability claims.
E) verbalize its implied warranty.

Question 49

Product-liability claims:

A) will never be a problem for U.S. companies marketing in Western Europe because of cultural differences.
B) are legal actions claiming that an illness, accident, or death resulted from using a named product that was harmful, faulty, or inadequately labeled.
C) are filed against product categories rather than specific brands.
D) have decreased in number steadily since 1985 and will continue to do so.
E) are accurately described by all of the above.

Question 50

A company that rents pressure-washers for cleaning buildings, driveways, and sidewalks could best protect itself against product liability claims by:

A) using a warning label that advises users not to point the nozzle at anyone while the machine is in use.
B) requiring a consumer to pass a competency test before renting a pressure-washer.
C) maintaining a legal advisor in its research and development department.
D) refusing to stock more than one pressure-washer.
E) using a generic express warranty that urges consumers to be careful when operating the machine.

Question 51

Krista laughed when she read the notice on the side of her new lawn mower that advised her not to stick her hands under the mower when the blades were in motion. Krista read a(n) _____, which was necessitated by the growing number of product liability claims.

A) express warranty
B) voluntary warning
C) advocacy statement
D) warning label
E) implied warranty

Question 52

With which type of postsale services do you associate warning labels?

A) merchandise returns
B) maintenance on technical equipment
C) avoidance of product liability claims
D) repairs of torn, broken, or malfunctioning products
E) handling of customer complaints

Question 53

Which of the following statements about product warranties is True?

A) Sellers should view warranties as a benefit instead of as a cost.
B) Sellers should only use warranties when legally required to use them.
C) Warranties cannot be used as a basis for a differential advantage.
D) Warranties are unnecessary in e-commerce.
E) A company that promotes its warranty has no concept of what its customers want or need.

Question 54

If an Internet retailer wants to significantly reduce the risk that customers perceive exists when making purchases without actually handling the item, it should:

A) encourage comparison shopping.
B) offer a money-back guarantee.
C) offer free overnight delivery.
D) never have to backorder any merchandise
E) do any or all of the above.

Question 55

Which of the following statements about postsale service is True?

A) Some businesses use postsale service to augment their revenues.
B) Postsale service can be used to gain a differential advantage over a competitor.
C) The providing of maintenance and repair services is the traditional form of postsale service.
D) Increasingly demanding and vocal consumers have led to the need for more and better postsale service.
E) All of the following statements about postsale service are True.

Question 56

Which of the following is NOT an example of a commonly offered postsale service?

A) merchandise returns
B) maintenance on technical equipment
C) avoidance of product liability claims
D) repairs of torn, broken, or malfunctioning products
E) handling of customer complaints

Question 57

Wade bought a CD player. He broke the compartment where the CD is placed when he tried to open it by hand, instead of using the opening mechanism. Wade took it back to the store and asked to exchange the broken one for a working model. The store honored his request without asking any questions about how the break occurred. The retailer was:

A) more concerned about establishing a long term-relationship through customer service than making a short-term profit.
B) less interested in customer satisfaction and more concerned with store profit.
C) more concerned about a transactional exchange than it was about a long-term relationship.
D) using employee empowerment to create exchange.
E) doing none of the above.

Question 58

With which type of postsale service will customers sometimes be required to pay a restocking fee?

A) merchandise returns
B) maintenance on technical equipment
C) avoidance of product liability claims
D) repairs of torn, broken, or malfunctioning products
E) handling of customer complaints

Question 59

The consumer-hotline phone number printed on the label of Gerber baby food jars is there, in part, as a way for Gerber to:

A) reduce printing costs.
B) guarantee the food will be fed properly.
C) provide the consumer with postsale service.
D) ensure there will be no product liability claims.
E) verbalize its implied warranty.

Question 60

When Susanna purchased a silk blouse from Chadwick's of Boston, a catalog retailer, she was given a transaction number. In the event of any problems with her shipment, she could call the company, use the number, and discuss the status of her order. This identification number is used by Chadwick's to:

A) reduce telemarketing costs.
B) guarantee the sweatshirt will fit properly.
C) provide the consumer with postsale service.
D) ensure there will be no product liability claims.
E) verbalize its implied warranty.

Question 61

Why is there a toll-free phone number printed on each carton of Coca-Cola?

A) to provide the customer with after-the-sale service
B) to make sure that customers understand the implied and express product warranties
C) to remove any possibility of liability
D) to make sure the product stays in the growth stage of its product life cycle
E) to differentiate it from its competitors

Question 62

The Grand Casino in Tunica uses hosts to make sure patrons it has identified as high rollers are provided with extra amenities so they will continue to patronize the Grand Casino. To determine how satisfied the high rollers are with the service provided by the hosts, the high rollers are randomly surveyed. This represents the _____ stage of the management process.

A) administration
B) evaluation
C) communication
D) implementation
E) delegation

Question 63

Pernod Ricard, the French distiller, is planning on expanding into the Chinese market. Its goal is $25 million in sales by the end of this decade. During the _____ stage, it would determine if the Chinese market was as profitable as it had hoped.

A) administration
B) evaluation
C) communication
D) implementation
E) delegation

Question 64

Today Latin America's largest retailer is Wal-Mart de Mexico-often called Wal-Mex. It controls 40 percent of the Mexican retail market and is the second largest company in Mexico. Wal-Mart experienced initial difficulty when it first entered the Latin American market because Latin American consumers did not understand Wal-Mart's "everyday low prices" strategy. To determine why it was not achieving its goals in the Latin American market, Wal-Mart would have used the _____ stage of the management process.

A) administration
B) evaluation
C) communication
D) implementation
E) delegation

Question 65

Camper is a line of casual and eco-friendly shoes. Its founder Lorenzo Fluxa removed its 35 designers from the influence of the fashion world. More interestingly, he has hired designers with very diverse backgrounds including designers with experience in the furniture and car industries. During the _____ stage, Fluxa would determine if his novel approach to shoe design was a success.

A) administration
B) evaluation
C) communication
D) implementation
E) delegation

Question 66

In a business context, the management process called _____ shows what was really accomplished.

A) administration
B) evaluation
C) communication
D) implementation
E) delegation

Question 67

A(n) _____ is a comprehensive review and evaluation of the marketing function in an organization.

A) environmental impact statement
B) environmental audit
C) market-share analysis
D) sales volume analysis
E) marketing audit

Question 68

A marketing audit is:

A) a comprehensive review and evaluation of the marketing function in an organization.
B) a detailed study of a company's income statement.
C) a cursory examination to determine whether a company is customer-oriented.
D) a means of determining a company's static relationship with its external environment.
E) none of the above.

Question 69

In which stage of the management process would an organization conduct a marketing audit?

A) staffing
B) planning
C) evaluation
D) execution
E) accounting

Question 70

Which of the following statements about marketing audits is True?

A) A marketing audit is a brief review of the marketing department's organization to determine whether it is customer-oriented.
B) A marketing audit can easily be performed every 6 months.
C) A marketing audit is a highly overrated evaluative tool of management.
D) A marketing audit can be used to predict future opportunities as well as to identify current trouble areas.
E) A marketing audit is a cursory examination of an organization's internal environment.

Question 71

According to the 80-20 principle,:

A) 20 percent of any company's new products will fail, and 80 percent will achieve a degree of success.
B) 80 percent of a company's sales come from within a 20-mile radius of its manufacturing plant.
C) 20 percent of the customers in a typical firm are unprofitable.
D) 80 percent of a company's products account for 80 percent of its sales volume but only 20 percent of its profit.
E) 80 percent of a company's products account for 20 percent of its sales.

Question 72

Organizations, such as real estate firms, computer manufacturers, and hardware wholesalers can use the 80-20 principle:

A) to underscore their motivational efforts.
B) to highlight misplaced marketing effort.
C) as a communication device.
D) to encourage departmental coordination.
E) as a way to determine what tasks should be delegated.

Question 73

If the Denman Tire Company assigns one sales person to each of its Midwest territories without concern for the number or type of customers in each area, a substantial difference in the potential volume and profit from the various territories is likely to occur. This would be an example of:

A) the iceberg principle.
B) the high cost of marketing.
C) a misdirected marketing effort.
D) a wrongful mission statement.
E) the wheel of selling.

Question 74

RenoSys Corporation sells a reinforced thermoplastic membrane shell that is used to renovate old swimming pools. RenoSys has organized its sales force around its customers. Even though the college and university market has more potential than the market consisting of individual homeowners, the company provides the same sales support for both. This would be an example of:

A) the iceberg principle.
B) the high cost of marketing.
C) a misdirected marketing effort.
D) a wrongful mission statement.
E) the wheel of selling.

Question 75

The iceberg principle is an analogy that can be used to explain:

A) why social responsibility is important.
B) how communication occurs in a typical organization.
C) why delegation is so important to a successful organization.
D) why executives cannot recognize misdirected marketing effort.
E) how the superficial coordination of activities can lead to organizational conflict.

Question 76

The _____ is an analogy that can be used to explain why managers cannot recognize misdirected marketing efforts.

A) halo effect
B) recency effect
C) equity principle
D) iceberg principle
E) echo effect

Question 77

Why do misdirected marketing efforts occur?

A) Executives do not understand the exact nature of marketing costs.
B) Management lacks standards for determining how much should be spent on marketing.
C) Management is unaware of the details of the situation.
D) Management has inadequate tools for controlling marketing costs.
E) Any of the above can result in misdirected marketing efforts.

Question 78

Why do misdirected marketing efforts occur?

A) A vertical organizational structure prevents information from reaching the executive level.
B) Management lacks standards for determining how much should be spent on marketing.
C) Management experiences information overload.
D) Management relies on trend analysis and computer simulation for developing forecasts.
E) Any of the above can result in misdirected marketing efforts.

Question 79

Pernod Ricard, the French distiller, went into a joint venture with the Cuban government in 1995 to produce and market Havana Club rum. In 2005, the venture sold 300,000 cases. During the _____ stage of the management process, Pernod members should determine whether the benefits of being in this joint venture outweighs the problems associated with being in an alliance with a communist country whose products are boycotted in several nations

A) staffing
B) planning
C) evaluation
D) execution
E) mobilization

Question 80

The owner of a small company that produces a maple-smoked bacon noticed sales for 2002 were 3 percent lower than they were in 2001. Up until that point, sales had been gradually increasing. He is gathering actual information on where exactly sales dipped--was it in a particular region or was one of the methods of distribution less effective? He also wants to develop a way to prevent next year's sales from declining. The owner of the company is engaged in the _____ stage of the marketing management process.

A) staffing
B) planning
C) evaluation
D) execution
E) accounting