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182) Marketing ROI (return on investment) uses modern measurement technologies to determine
the results of
A) marketing spending.
B) manufacturing and distribution procedures.
C) market-product sales.
D) organizational structure.
E) personal selling.
183) Marketing ROI (return on investment) is an extension of
A) marginal analysis.
B) marketing audits.
C) ROI in finance.
D) Six Sigma.
E) the strategic marketing process.
184) Two commonly used methods to improve marketing ROI (return on investment) are
A) sales analysis and cost analysis.
B) marketing research and marketing audits.
C) social audits and marketing audits.
D) marketing metrics and marketing dashboards.
E) internal audits and external audits.
185) Consider Figure 22-8 above. The graphic display of General Mills Channels for Warm
Delights Minis as of December 2013 is an example of a(n)
A) Pert chart.
B) marketing program.
C) marketing dashboard.
D) Gantt chart.
E) marketing plan.
186) Consider Figure 22-8 above. As part of the Warm Delights team at General Mills, you are
asked to analyze and interpret this marketing dashboard for Warm Delights Minis. After a
careful analysis of all four charts in the dashboard, what explains the increased monthly unit
sales and sales revenue of Warm Delights Minis in the drugstore channel in late 2013?
A) both the increased percentage of drugstores carrying the brand and the increased average
number of flavors carried by drugstores
B) only the increased number of flavors carried by drugstores
C) only the shift in monthly unit sales from November to December from the grocery channel to
the drug channel
D) only the shift in monthly total sales revenues from November to December from the grocery
channel to the drug channel
E) only the increased percentage of drugstores carrying the brand
187) The Betty Crocker marketing team that developed Warm Delights challenged the food
scientists at General Mills to make an indulgent, delicious, and gooey dessert. They wanted all of
the following characteristics in the dessert except which?
A) no cleanup
B) a single portion
C) quick preparation
D) consistent great taste
E) priced below its competition
188) The primary target market for Warm Delights is
A) empty-nesters.
B) on-the-go women.
C) college students with microwaves.
D) young marrieds who often have unexpected company.
E) families with small children wanting after-school treats.
189) Which of the following types of test marketing techniques was primarily used in market
research for General Mills Warm Delights?
A) free coupons
B) product sampling
C) continuity programs
D) double back product refunds
E) test marketing on the shelves of actual supermarkets
190) In a five-year study, researchers conducted in-depth analysis of 160 companies and more
than 200 management tools and techniques, such as customer relationship management and use
of an intranet. What were their findings? That is, according to the researchers, how would a
company exploit its competitive advantage to achieve superior business performance?
191) What is a sales response function?
192) List the three steps of the planning phase of the strategic marketing process. Briefly
describe actions that make up each of the three steps. What information is collected in each step?
193) List the three phases of the strategic marketing process and the output report for each.
194) What are the two types of innovation metrics used in analyzing the performance of new-
product development?
195) List and explain two types of marketing plans.
196) Describe Porter's framework and the four resulting generic business strategies.
197) Explain what synergy analysis is and describe the five marketing strategies that result.
198) List the seven guidelines for developing effective plans and planning.
199) List four problems that occur in the planning phase of a firm's strategic marketing process.
200) What is a disruptive innovation? Cite an example.
201) When a marketing plan fails, what should a marketer do in terms of looking for the source
of the problem?
202) List the six guidelines for improving implementation of marketing programs.
203) Management experts call for a "bias for action." How can this attitude be important in
marketing program implementation?
204) Describe a time-based agenda, an action item list, and a program schedule. What are their
similarities and differences?
205) What is the difference between line and staff positions in a marketing organization?
206) What are the advantages and disadvantages of the product manager system?
207) Explain the steps in the evaluation phase of the strategic marketing process.
208) How is management by exception used in the evaluation phase of the strategic marketing
process?
209) Define marketing ROI (return on investment).
