Deck 15: Designing and Controlling Global Marketing Systems

Question 1

An organization with global SBUs based on products has a _____ organizational format.

A) product-based
B) regional
C) functional
D) matrix
E) combination

Answer 1

A

Question 2

Organizations that base their structures on two or more of the product, geographic, or functional structures, have a _______________ organizational format.
Responses:

A) product-based
B) matrix
C) regional
D) functional
E) combination

Answer 2

B

Question 3

Marketing has been one of the first organizational functions to be affected by and respond to _____________________ by advocating a fundamental shift to a more customer-centered organization.

A) privacy concerns raised by Big Data
B) privacy concerns raised by the internet and social media
C) the changing balance of power in favor of customers
D) the consumer advocacy movement
E) supply and demand balance affected by the internet

Answer 3

C

Question 4

The text discusses customer participation using CCC, which stands for:

A) Customization, Co-creation, Competition
B) Customization, Caring, Co-formation
C) Coordination, Co-creation, Competition
D) Customization, Co-creation, Co-formation
E) Coordination Co-creation, Competition

Question 5

As one response to the needs for cross-functionality and customer-centricity in response to mounting global competition, some companies have adopted virtual teams because virtual teams have been linked to significant cost savings and __________________.

A) there is overwhelming research results showing the effectiveness of virtual teams
B) they need to match competitors' structural and organizational changes
C) customers are demanding it
D) virtual teams are seen as the "wave of the future"
E) virtual teams offer more flexibility

Question 6

Which of the following is NOT one of the ways a firm can make use of ambidextrous marketing?

A) Functional ambidexterity
B) Structural ambidexterity
C) Punctuated ambidexterity
D) Contextual ambidexterity
E) Peripatric ambidexterity

Question 7

Agile marketing, which draws from the domain of software development, is fundamentally about the three things organizations are struggling with today. These three are _______________________.

A) technology, people and change
B) learning , people and change
C) employee boredom, people and technology
D) change, learning and technology
E) privacy rights, learning and change

Question 8

The formal control mechanisms discussed in the text include ______.

A) management theory and practice
B) internal and external assessment
C) planning, budgeting and reporting
D) lower, middle, and high level administration
E) planning, cash flow, and presentations

Question 9

Informal control mechanisms discussed in the text include ____________________.

A) planning, budgeting, and reporting
B) a system of fines and other sanctions
C) scheduling and co-locations
D) corporate culture and the practices of hiring/promotion managers
E) time in rank

Question 10

A recent McKinsey article found a number of key issues will define marketing leadership in the near future EXCEPT for which of the following.

A) balance a global reach with a local touch
B) find effective ways to reach the new, informed and vocal consumer
C) learn to market effectively in dynamic technology and media environments
D) redefine marketing's position as a strategic function shaping a company's future with its knowledge of global market and accountability for results
E) reinvent marketing as a cost center providing support functions for the rest of the firm

Question 11

You examined culture and its implications in several chapters. Apply these ideas to the idea of global marketing teams. What are some of the specific marketing-related benefits that could come from teams of different cultures?

Question 12

From your understanding of global market leadership and your observations of the current state of business throughout the world, what do you see as the two greatest challenges facing global marketers in the coming years?