Question 1

A ________ person heads up the company's entire marketing operation and represents marketing on the company's top management team.

Accepted Answer

The answer of A ________ person heads up the company's...

Question 2

Harris,the marketing manager at a small sports retail chain,has conducted a marketing analysis.He has investigated the company's internal resources and situational factors,as well as factors and trends in the competitive sports retail chain market.Which of the following has Harris completed?
A)	A SWOT analysis
B)	A business portfolio analysis
C)	An executive summary
D)	A marketing plan
E)	A marketing mix

Accepted Answer

Harris has completed a SWOT analysis, which involves evaluating internal strengths and weaknesses, as well as external opportunities and threats, to understand the company's position in the market.

Question 3

According to the textbook,your boss is most likely referring to ________ when she mentions "doing things right."

Accepted Answer

The answer of According to the textbook,your boss is most...

Question 4

Which of the following measures the profits generated by investments in marketing activities?
A)	SWOT analysis
B)	A marketing audit
C)	An executive summary
D)	Marketing ROI
E)	A budget

Accepted Answer

Marketing ROI (Return on Investment) measures the profits generated by investments in marketing activities, indicating the efficiency and effectiveness of marketing expenditures.

Question 5

Which of the following involves looking at whether a company's basic strategies are well matched to its opportunities?
A)	Operating control
B)	Marketing control
C)	Strategic control
D)	ROMI
E)	Portfolio analysis

Accepted Answer

Strategic control involves assessing whether a company's basic strategies are effectively aligned with its opportunities, ensuring that the company is on the right path to achieve its strategic goals.

Question 6

Emerson Studios,a chain of 25 portrait stores in five states,has organized its marketing organization into groups headed by a sales manager,an advertising manager,and a customer-service manager.What type of organization is this?
A)	Geographic
B)	Product
C)	Functional
D)	Customer
E)	Market

Accepted Answer

This is a functional organization because it is organized into groups based on functions such as sales, advertising, and customer service.

Question 7

A marketing plan begins with an executive summary,which quickly overviews goals and ________.

Accepted Answer

The answer of A marketing plan begins with an executive...

Question 8

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

Accepted Answer

The answer of Evaluating the results of marketing strategies and...

Question 9

IBM has its sales and marketing people assigned to markets in specific countries,regions,and districts.This is an example of which type of marketing organization?
A)	Geographic
B)	Product
C)	Functional
D)	Divisional
E)	Psychographic

Accepted Answer

This is an example of a Geographic marketing organization because IBM's sales and marketing personnel are organized based on specific geographical locations such as countries, regions, and districts.

Question 10

In SWOT analysis,which of the following refers to factors in the external environment?
A)	Strengths
B)	Strategies
C)	Weaknesses
D)	Opportunities
E)	Trends

Accepted Answer

Opportunities in SWOT analysis refer to external factors that an organization can exploit to its advantage.

Question 11

An increasingly large number of firms are changing their organizational focus from ________ to ________.

Accepted Answer

The answer of An increasingly large number of firms are...

Question 12

Which of the following is the most common approach to marketing organization?
A)	Geographic
B)	Product management
C)	Functional
D)	Divisional
E)	Combination

Accepted Answer

The functional approach is the most common due to its efficiency in organizing activities by different functions such as sales, marketing, finance, etc. This allows for specialization and expertise within each function.

Question 13

The marketing control process entails the following steps in order: setting goals,________,evaluating performance,and ________.

Accepted Answer

The answer of The marketing control process entails the following...

Question 14

Which of the following is the first step in the marketing control process?
A)	Setting goals
B)	Measuring performance
C)	Taking corrective action
D)	Defining the mission
E)	Evaluating the causes of gaps between expected and actual performance

Accepted Answer

Setting goals is the first step in the marketing control process as it establishes the objectives that the marketing efforts aim to achieve, providing a foundation for the subsequent steps of measuring performance, evaluating gaps, and taking corrective actions.

Question 15

The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

Accepted Answer

The answer of The ________ organizational system's main advantage is...

Question 16

Which of the following would not be useful in determining marketing ROI?
A)	A marketing dashboard
B)	Brand awareness
C)	Market share
D)	SWOT analysis
E)	Customer equity

Accepted Answer

A SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats, is a strategic planning tool used to evaluate these four aspects of a project or business venture. It does not directly measure or contribute to the calculation of marketing ROI (Return on Investment), which typically involves financial metrics such as sales growth, marketing cost, customer acquisition cost, and customer lifetime value.

Question 17

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?
A)	A company is more able to change a threat than a weakness.
B)	A company is more able to change a weakness than a threat.
C)	A company can be more negatively affected by a weakness than by a threat.
D)	A company can be more negatively affected by a threat than by a weakness.
E)	A company can more easily identify threats than weaknesses.

Accepted Answer

A weakness is an internal issue that a company can improve or change through its own actions, whereas a threat is an external factor that is beyond the company's control to change.

Question 18

Berman Electric,a chain of 18 appliance stores,has a marketing organization in which specialists head different marketing activities.What is this type of organization called?
A)	Geographic
B)	Product
C)	Organic
D)	Functional
E)	Market

Accepted Answer

This type of organization is called a functional organization because it is structured around specific functions or activities, such as marketing, finance, or operations, with specialists heading each area.

Question 19

Ensuring that the company achieves the sales,profits,and other goals set out in its annual marketing plan is the purpose of ________.

Accepted Answer

The answer of Ensuring that the company achieves the sales,profits,and...

Question 20

The main section of the marketing plan presents a detailed ________ analysis of the current marketing situation.

Accepted Answer

The answer of The main section of the marketing plan...

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

A ________ person heads up the company's entire marketing operation and represents marketing on the company's top management team.

Harris,the marketing manager at a small sports retail chain,has conducted a marketing analysis.He has investigated the company's internal resources and situational factors,as well as factors and trends in the competitive sports retail chain market.Which of the following has Harris completed?

According to the textbook,your boss is most likely referring to ________ when she mentions "doing things right."

Which of the following measures the profits generated by investments in marketing activities?

Which of the following involves looking at whether a company's basic strategies are well matched to its opportunities?

Emerson Studios,a chain of 25 portrait stores in five states,has organized its marketing organization into groups headed by a sales manager,an advertising manager,and a customer-service manager.What type of organization is this?

A marketing plan begins with an executive summary,which quickly overviews goals and ________.

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

IBM has its sales and marketing people assigned to markets in specific countries,regions,and districts.This is an example of which type of marketing organization?

In SWOT analysis,which of the following refers to factors in the external environment?

An increasingly large number of firms are changing their organizational focus from to .

Which of the following is the most common approach to marketing organization?

The marketing control process entails the following steps in order: setting goals,,evaluating performance,and .

Which of the following is the first step in the marketing control process?

The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

Which of the following would not be useful in determining marketing ROI?

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Berman Electric,a chain of 18 appliance stores,has a marketing organization in which specialists head different marketing activities.What is this type of organization called?

Ensuring that the company achieves the sales,profits,and other goals set out in its annual marketing plan is the purpose of ________.

The main section of the marketing plan presents a detailed ________ analysis of the current marketing situation.