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

Accepted Answer

Implementation is the stage where the strategic plan is put into action, involving the execution of the plan's components to achieve the organization's goals.

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

Accepted Answer

Evaluation is the stage where an organization assesses its performance against the strategic goals it has set. This involves measuring outcomes, analyzing results, and determining the effectiveness of strategies implemented.

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

Accepted Answer

During the implementation stage, the focus is on executing the plans and strategies. In this context, allowing designers to follow their whims and create new models aligns with putting ideas into action, characteristic of the implementation phase.

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.

Accepted Answer

Implementation refers to the operational stage where an organization endeavors to execute its strategic plan, translating strategies and plans into actions to achieve strategic objectives.

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.

Accepted Answer

Developing strategic marketing plans is typically part of the planning stage, not the implementation stage, of the marketing management process. The implementation stage focuses on executing the plans that have been developed.

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

Accepted Answer

Staffing the marketing organization is part of the implementation stage in the marketing management process. This stage involves putting the marketing plan into action, which includes organizing the marketing resources and staff to execute the strategies and plans developed in the planning stage.

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

Accepted Answer

The hiring of new hosts to provide services for high rollers is part of the implementation stage in the marketing management process, where plans are executed to achieve marketing objectives.

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

Accepted Answer

The implementation stage in the marketing management process involves putting the planned strategies into action to achieve the marketing objectives, such as expanding into new markets or increasing sales.

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

Accepted Answer

The implementation stage in the marketing management process involves putting the planned strategies into action, which includes logistics and distribution adjustments to improve efficiency and responsiveness, as described for Zara.

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

Accepted Answer

The implementation stage of a strategic plan involves putting the developed strategies into action, such as opening new stores in a new market like mainland China.

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.

Accepted Answer

Organizations are increasingly moving away from traditional vertical (hierarchical) structures to more horizontal or flat structures to promote better communication, faster decision-making, and greater flexibility.

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

Accepted Answer

Organizations today are moving away from traditional hierarchical structures with many levels of management to more flat, horizontal structures. This involves reducing the number of managerial levels (making D correct), introducing cross-functional teams (making C correct), and empowering employees (making E correct), rather than increasing the number of managerial levels.

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.

Accepted Answer

A horizontal organizational structure typically means a company has fewer layers of management, which leads to a reduction in the number of organizational levels.

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.

Accepted Answer

Employee empowerment has become increasingly significant in modern organizational management, contrasting with the more hierarchical and authoritative management styles of the 1950s. Today, companies often emphasize giving employees more autonomy and decision-making power, moving away from the rigid, top-down control systems that were prevalent in the past.

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.

Accepted Answer

The three types of specialization by sales forces are product line, customer type, and geographic. This allows companies to tailor their sales strategies based on specific products, the needs of different customer groups, or regions.

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

Accepted Answer

Organizing the sales force based on geographical territories is the most common method because it helps in reducing travel time and expenses, allows salespeople to develop closer relationships with local customers, and improves territory coverage efficiency.

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.

Accepted Answer

Geographic specialization allows a company to tailor its approach to the specific needs and characteristics of each local market, leading to quicker reactions to competitors, better control and implementation of strategies, and improved customer service.

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

Accepted Answer

Given the customization of equipment for different environments (land, warm water, cold water), organizing the sales force based on geographical territories would allow for specialization in the specific needs and conditions of each area, making it the most effective approach.

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.

Accepted Answer

Geographic specialization can limit the depth of product knowledge among sales representatives, as they are focused on a specific area rather than specific products, potentially not meeting customers' needs for detailed product expertise.

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

Accepted Answer

Given that Blue Bird Corporation manufactures a diverse range of products (school buses, the Q-Bus shuttle, and the Wanderlodge luxury recreational vehicle), a sales force organization based on product specialization would be most effective. This approach allows sales representatives to become experts in specific products, better addressing the unique needs and questions of different customer segments interested in school buses, shuttles, or luxury RVs.

Quiz 21: Marketing Implementation and Evaluation

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

_____ 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.

Implementation is defined as the:

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

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

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.

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.

How are today's organizational structures changing?

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

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

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

The three types of specialization by sales forces are:

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

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

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

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?