Question 1

Which of the following functional areas of an organisation would a marketer potentially need to work with in order to understand the market, and create, communicate and deliver offerings of value?

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. All areas of an organisation should be working together toward a common goal. Marketing needs to work with human resources, finance, accounting, information systems, research and development, production and logistics departments in order to successfully deliver offerings of value to the market.

Question 2

When a corporation acts in the interests of the society in which it operates, for example by protecting the environment, it is demonstrating:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. Corporate social responsibility is the notion that corporations are obliged to act in the interests of the society in which they operate.

Question 3

The Australian Marketing Institute states that a minimum of four elements be included as part of an organisation's marketing metrics. These elements include:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. The Australian Marketing Institute offers a framework for marketing metrics. This framework's underlying principles are that metrics should be linked to strategy, and should include as a minimum four key elements: 1) return on investment, 2) customer satisfaction, 3) market share, 4) brand equity.

Question 4

Specific measures of marketing performance are referred to as:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. Specific measures of marketing performance are referred to as marketing metrics.

Question 5

'Cookies' used by websites to 'remember' the preferences or viewing habits of a visitor to their website could be best described as an example of:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. Customer relationship management (CRM) refers to the practices put in place to identify, track and use customer information to provide superior customer service. In this way, 'cookies' are an example of an automated CRM process.

Question 6

The department store chain Myer has an objective to 'increase revenue by 10 per cent while containing cost growth to only 4 per cent'. This objective allows managers to know what needs to be achieved and can best be described as:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. Specific refers to the need for objectives to be clearly defined so that it is easy to understand what is to be achieved and what will be considered successful.

Question 7

SleepMaster is a company that manufactures quilts, blankets and pillows. They have an objective to achieve 10 per cent sales growth over the financial year, with specific sales objectives in place for the cooler winter months and a plan to offer aggressive price discounts in spring as the temperatures increase. This tailored month by month objective with milestone dates can best be described as:

Accepted Answer

understand the importance of effective marketing planning in achieving organisational and marketing objectives. Objectives need to be timetabled to assist managers to understand when to measure to assess performance. To ensure consistent progress and to ensure that progress can be measured, objectives should have milestone dates.

Question 8

The existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage is known as:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Saturation is the existence of so many competitive offerings in the marketplace that it becomes virtually impossible to differentiate an offering or create a competitive advantage.

Question 9

A plan that helps an organisation identify possible problems (and opportunities) and respond quickly and appropriately to them, is called a(n):

Accepted Answer

describe how to manage the implementation of a marketing strategy. Contingency planning requires managers and others to think ahead to things that might not go to plan and to have strategies in place to deal with them.

Question 10

Marketing inertia could be best described as:

Accepted Answer

describe how to manage the implementation of a marketing strategy.

Question 11

A car dealership has one marketing team for its business and fleet sales, and another for its public showroom. The marketing structure this business is using is an example of the:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Organisations with distinctly different groups of customers may organise the marketing department by customer type. This is known as a customer structure.

Question 12

Wesfarmers, which owns Coles, Kmart and Bunning's (amongst others) has a functional structure with separate units dedicated to particular products . The marketing structure this business is using is an example of the:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Separate units in a business dedicated to particular products or product lines are known as a product structure.

Question 13

Tamara has recently changed jobs to join a new market research agency, as she has greater opportunity for development and involvement in projects and client management. Her new workplace also have healthcare benefits provided to all employees. Her desire for increased job satisfaction is best described as______.

Accepted Answer

describe how to manage the implementation of a marketing strategy. Job satisfaction is one measure of motivation to join an organisation. Other motivations include pay increases and desire to help others. Incentives on the other hand are programs like healthcare benefits.

Question 14

IGA supermarkets across Australia allow their store managers to tailor their product ranges to better cater for their customers' needs, selling locally manufactured products for example. The marketing structure this business is using is an example of the:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Organisations that operate across dispersed geographic regions may be best to structure their marketing department along regional lines so that each team can be close to their target market and cater for regional differences. This is known as a regional structure.

Question 15

A market comprised of a lot of small niche groups of customers, each with very specific needs, can best be described as a ____________ market.

Accepted Answer

describe how to manage the implementation of a marketing strategy. Market fragmentation occurs when the market increasingly comprises smaller niches with specific needs. For example, between the few mobile phone companies offering services, there are thousands of plans to choose from, each trying to provide an ideal combination of price and services for a small number of potential customers.

Question 16

A marketing action plan should include:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Action plans are implementable plans with specific actions, schedules and goals which direct managers and staff who are not involved directly in strategic decisions.

Question 17

Companies operating in markets utilising the latest technologies often employ an emergent approach to marketing. Technology companies using an emergent approach will:

Accepted Answer

describe how to manage the implementation of a marketing strategy. An emergent approach involves the development of marketing strategy in response to changing market conditions. This allows marketers to operate in highly competitive, changing markets.

Question 18

A car dealer has two separate marketing divisions, one that focuses on the business fleet car market and the other on individual consumer markets. This could be best described as a ___________ structure.

Accepted Answer

describe how to manage the implementation of a marketing strategy. The customer structure is effective in organisations with distinct groups of customers. For example, car dealers often have separate sales people for fleet sales and personal sales.

Question 19

Organisational culture can best be described as:

Accepted Answer

describe how to manage the implementation of a marketing strategy. Organisational culture refers to an organisation's shared values and behaviours.

Question 20

In order to evaluate how well objectives have been achieved, a marketing organisation must use:

Accepted Answer

explain the role of marketing metrics and the ongoing evaluation of marketing performance in the marketing cycle. In order to evaluate how well objectives have been achieved, a marketing organisation must use metrics. Marketing metrics are the various measures that marketers use to understand how their marketing program has performed.

Quiz 15: Marketing Planning, Implementation and Evaluation