Question 1

Marketing ROI is the net return from a marketing investment divided by the costs of the marketing investment.

Accepted Answer

Marketing ROI is calculated by dividing the net return (revenue generated minus cost of marketing investment) by the cost of marketing investment.

Question 2

Differentiate between the BCG matrix and the product/market expansion grid.

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Question 3

ToyTrain is a toy company that sells its products in most regions of the U.S.that produces a variety of toys for children of every age group,from toddlers to preteens.Suggest ways in which the company may organize its marketing function.Give reasons for your choice.

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Question 4

RTF Developers is a construction company with a presence in several countries.The company currently organizes its marketing department using a functional system of organization,but this seems inefficient.Explain why a geographic system of organization would benefit the company more than a functional system.

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Question 5

With the help of an example,explain how a company's value chain works.

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Question 6

Explain why the four Ps concept of the marketing mix takes a seller's view of the market,not the buyer's view.Why should marketers consider the buyer's view? How can they do this?

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Question 7

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

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Question 8

What does the term "value-delivery network" mean? Explain.

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Question 9

How do organizations carry out marketing control?

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Question 10

In the functional system of marketing organization,a product manager develops and implements a complete strategy and marketing program for a specific product or brand.

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Question 11

Renwith and Coleman is a public relations firm that needs to gauge its marketing performance for the year.The vice president of marketing is considering using the marketing ROI method,while the advertising manager says that this will not work for the company.Should Renwith and Coleman use the marketing ROI method? Explain why or why not.

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Question 12

Should a company use the BCG matrix to classify its products or brands? Explain why or why not.

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Question 13

Describe marketing analysis and SWOT analysis.

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Question 14

A company can assess marketing ROI in terms of standard marketing performance measures,such as brand awareness,sales,or market share.

Accepted Answer

A company can use standard marketing performance measures, such as brand awareness, sales, or market share, to assess marketing ROI. This helps to determine the effectiveness of their marketing efforts and make any necessary adjustments to improve ROI.

Question 15

What are the four types of SBUs defined by the growth-share matrix?

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Question 16

Define marketing planning.DragonWorks,a media company,is setting its marketing plan for the year.Briefly outline what the company should cover in its marketing plan.

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Question 17

Discuss the four Ps of the typical marketing mix.Some people consider that there should be more than four aspects to the marketing mix.Suggest two additional aspects that the marketing mix could include.

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Question 18

The purpose of operational control is to ensure that the company achieves the sales,profits,and other goals set out in its annual plan.

Accepted Answer

The purpose of operational control is to ensure that the company achieves the goals set out in its annual plan, which includes sales, profits, and other objectives. Therefore, the statement is true.

Question 19

Marketing ROI measures the profits generated by investments in marketing activities.

Accepted Answer

Marketing ROI (Return on Investment) measures the profitability of marketing investments. It is calculated by dividing the net profit from marketing activities by the cost of those activities.

Question 20

Kawaii Electronics sells air conditioning systems for offices in the U.S.The company uses a functional organization system for its management department at present.However,it is looking to revamp this method.Explain why Kawaii should not opt for a product management or customer management organization.

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Quiz 2: Company and Marketing Strategy: Partnering to Build Customer Relationships