Chapter 16 – From Silos to Synergy—Harnessing the Organization
16.1
One dimension of organizational structure is the budgeting system.
16.2
The four dimensions of an organization include people, structure, ________, and _________.
16.3
The virtual corporation is a team of people and/or organization formed for a particular client or job.
16.4
An organizational culture involves three elements: a set of shared values, a set of norms of behavior, and a
context or environment.
16.5
Of the following, which were among the six silo problems discussed in the book:
i. Marketing resources are misallocated
ii. Marketing management competence is weakened
iii. People are not able to rotate throughout the organization
Select one of the following
a. None of the above
b. One of the above
c. Two of the above
d. Three of the above.
16.6
In dealing with the silo problem, a CMO should be aggressive. Just being a facilitator is not going to get the
job done.
16.7
It is optimal to have the same planning system used by all silos.
16.8
To make progress on the silo challenge, it is necessary to centralize and standardize.
16.9
In addition to knowledge of marketing, markets, and products, the central marketing staff needs to have
knowledge of brands and the organization.
16.10
The CMO and the CMO staff are best sourced from inside the organization because of the value of
relationships.
16.11
In a matrix organization, everyone has a dotted line reporting arrangement with the CMO.
16.12
Norms can vary with respect to their intensity and with respect to the degree of consensus or consistency
with which they are shared.
16.13
Organizational culture provides the key to strategy implementation because it is such a powerful force for
providing focus, motivation, and norms.
16.14
Four key constructs that describe the organization include all but one of the following:
a. People
b. Competitor’s commitment
c. Systems
d. Culture
e. Structure
16.15
An organization’s culture involves all but one of the following:
a. Symbolic actions
b. Shared values
c. Norms of behavior
d. Managerial style of the CEO
e. Symbols
16.16
According to the book, among the ways for the CMO to get the CEO on board with respect to silos is to
make the silo problems visible, align the role of marketing with growth objectives, and get easy and visible
wins.