152) Line positions refers to
A) managers who have the authority and responsibility to issue orders to people who report to
them.
B) people who have the authority and responsibility to advise people in staff positions but cannot
issue direct orders to them.
C) the senior executives responsible for a firm’s marketing strategies and activities.
D) members of the board of directors who are responsible for implementing the firm’s marketing
strategies and tactics.
E) middle management with the responsibility of assuring that tasks are completed on time but
who do not actually have the authority to issue orders.
153) Managers who have the authority and responsibility to issue orders to people who report to
them are referred to as
A) executive marketing officers.
B) staff positions.
C) stakeholders.
D) line positions.
E) program champions.
154) People in ________ positions have the authority and responsibility to issue orders to people
who report to them.
A) staff
B) executive marketing officer
C) line
D) stakeholder
E) cross-functional team
155) Those in staff positions have the authority and responsibility to advise people in line
positions
A) and can recommend salary and benefit adjustments for them.
B) and serve the board of directors.
C) and must clear all such communication with the human resources department.
D) but cannot serve on team projects with them.
E) but cannot issue direct orders to them.
156) People who have the authority and responsibility to advise people in line positions but
cannot issue direct orders to them hold
A) staff positions.
B) line positions.
C) positions on the board of directors.
D) stakeholder positions.
E) program champion positions.
157) Organizational groupings in which a unit is responsible for specific product offerings are
referred to as
A) functional groupings.
B) geographical groupings.
C) reseller-based groupings.
D) product line groupings.
E) market-based groupings.
158) A company that uses an organizational structure based on “Dinner Products” or “Baked
Goods” uses
A) functional groupings.
B) product line groupings.
C) reseller groupings.
D) geographical groupings.
E) market-based groupings.
159) A company that uses an organizational structure based on its snowboards, skiing
equipment, and ice skates would most likely be using a ________ grouping.
A) functional
B) reseller
C) product line
D) geographical
E) market-based
160) A company that uses an organizational structure based on ________ uses functional
groupings.
A) specific product types or product offerings
B) a particular method of distribution
C) a specific type of customer
D) areas of geographic location
E) different departments or business activities within the firm
161) A company that uses an organizational structure by marketing department, finance
department, human resource department, etc., is most likely using ________ groupings.
A) functional
B) reseller
C) task-based
D) product line
E) market-based
162) Organizational groupings that represent the different departments or business activities
within a firm are referred to as
A) reseller groupings.
B) functional groupings.
C) geographical groupings.
D) product line groupings.
E) market-based groupings.
163) Functional groupings are organizational groupings
A) that group specific customer segments.
B) in which sales territories are subdivided according to geographic location.
C) that represent the different departments or business activities within a firm.
D) in which a unit is responsible for specific product offerings.
E) that combine both market-based groupings with product groupings.
164) Geographical groupings are organizational groupings
A) that group specific customer segments.
B) in which sales territories are subdivided according to geographic location.
C) that represent the different departments or business activities within a firm.
D) in which a unit is responsible for specific product offerings.
E) that combine both market-based groupings with product groupings.
165) Organizational groupings in which sales territories are subdivided according to location are
referred to as
A) functional groupings.
B) reseller groupings.
C) geographical groupings.
D) product line groupings.
E) market-based groupings.
166) Organizational groupings based on specific customer segments are referred to as
A) functional groupings.
B) reseller groupings.
C) geographical groupings.
D) product line groupings.
E) market-based groupings.
167) Market-based groupings are organizational groupings
A) that group specific customer segments.
B) in which sales territories are subdivided according to geographic location.
C) that represent the different departments or business activities within a firm.
D) in which a unit is responsible for specific product offerings.
E) that combine both functional groupings with product groupings.
168) A matrix organization
A) combines a product line structure with a geographical structure.
B) combines a geographical structure with a market-based structure.
C) combines a market-based structure with product groupings.
D) turns a horizontal organizational structure into a vertical one.
E) groups products according to the distribution system that is used.
169) Ingram Micro is the biggest computer wholesaler in the world. It has two divisions. One
provides supplies for companies that manufacture computer products, such as IBM and
Microsoft. To them it sells motherboards, monitors, etc. The other has been developed to serve
the needs of the resellers and retailers that sell computers to businesses and individual customers.
To them, it sells user-ready computers. In this example, Ingram Micro most likely would use
which type of organizational structure for marketing?
A) product line grouping
B) geographical grouping
C) functional grouping
D) matrix organization
E) market-based grouping
170) Procter & Gamble uses category managers to organize by “global business units” such as
baby care and beauty care. Cutting across country boundaries, these global business units
implement standardized worldwide pricing, marketing, and distribution strategies. The baby care
category manager would have
A) completely different duties from the brand manager.
B) profit and loss responsibility for all baby care products in the line.
C) to use persuasion as opposed to direct authority to get any goals achieved.
D) no authority over functions, except marketing, that affect baby care products.
E) no authority on U.S. baby care product sales.
171) Another commonly used term for product manager is
A) line advisor.
B) product champion.
C) brand manager.
D) marketing advisor.
E) account executive.
172) Within DuPont’s textile fiber department, there is a separate product manager for rayon,
acetate, Orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible
for
A) making long-range plans for nylon.
B) maintaining the divisional mission statement.
C) modifying DuPont’s organizational structure.
D) creating static marketing objectives.
E) implementing short-term actions for all fibers.
173) General Mills uses a marketing structure in which one person is ultimately responsible for
the marketing of a specific product. For instance, one person is responsible for setting marketing
goals and developing and implementing related marketing strategies for the well-known
breakfast cereal, Cheerios. This person, who takes responsibility for the success or failure of the
marketing of Cheerios, is called
A) a key strategist.
B) a product manager.
C) a line advisor.
D) a marketing advisor.
E) an account executive.
174) Many large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury have
used the product manager (or brand manager) system of marketing organization and
implementation. Which of the following is the key advantage of this system?
A) Product managers have relatively little authority.
B) Product managers are short-term in their orientation.
C) Product managers have direct responsibility for research and development of new products.
D) Product managers can assume profit-and-loss responsibility for the performance of the
product line.
E) Product managers have line responsibility over sales managers.
175) The essence of marketing evaluation is comparing results with planned goals to identify
deviations and
A) taking corrective actions.
B) devising a new budget.
C) revising the goals that fell short of expectations.
D) investigating the causes of deviations.
E) updating the marketing plan.
176) The strategic marketing process involves three phases: planning, implementation, and
A) review.
B) execution.
C) evaluation.
D) goal revision.
E) correction.
177) Amy Smith has just completed measuring the results of her firm’s product performance. Her
next step will be to
A) do a profitability analysis.
B) take necessary corrective actions.
C) bring these to the marketing auditor.
D) proceed regardless of deviations from original plans.
E) compare the results against the goals specified in the marketing plan.
178) Identifying the results that deviate from plans to diagnose their causes and take new actions
is referred to as
A) management by exception.
B) qualitative analysis.
C) SWOT analysis.
D) market-product grid framework assessment.
E) synergy analysis.
179) The marketing manager looks for two kinds of deviations, each triggering a different kind
of action: (1) ________ and (2) actual results fall short of goals.
A) deviations that result from major shifts in customer needs
B) actual results exceed goals
C) there are no deviations but there should be
D) deviations that result from executive mandates
E) deviations that are blamed on insufficient marketing support (personnel or funding)
180) The application of modern measurement technologies to understand, quantify, and optimize
marketing spending is referred to as
A) situation analysis.
B) strategic marketing analysis.
C) marketing ROA (return on assets).
D) marketing ROI (return on investment).
E) marketing response evaluation.
181) Marketing ROI (return on investment) refers to
A) the application of modern measurement technologies to understand, quantify, and optimize
production costs.
B) the application of modern measurement technologies to understand, quantify, and optimize
marketing spending.
C) the application of modern measurement technologies to understand, quantify, and optimize
research and development (R&D) expenses.
D) the allocation of funds based on a percentage of the total marketing budget determined by
assessing the anticipated revenue return for a given marketing action.
E) the allocation of funds based upon the minimum expenditure possible to create the maximum
results in terms of total sales.