80) Social marketing programs take little time to develop and are generally easy to implement.
81) The actual success of a social marketing program should be evaluated in terms of the
program objectives.
82) Raising the level of socially responsible marketing calls for a three-pronged attack that relies
on proper legal, ethical, and social responsibility behavior.
83) Endearment gives products the appearance of being environmentally friendly without living
up to that promise.
84) What is sustainability? How is it related to the concept of greenwashing?
85) Identify some of the brand benefits that can accrue to a company that engages in cause
marketing.
86) Identify three key success factors in developing and implementing a social marketing
program.
87) What are some of the forces that are driving companies to practice corporate social
responsibility?
88) How can firms promote ethical behavior among their employees?
89) Corporate philanthropy can pose problems even when done with the best intentions. Explain.
90) Explain the concept of greenwashing along with an example.
91) Define cause-related marketing. What is the difference between cause-related marketing and
social marketing?
92) Give an example of a cognitive social marketing campaign.
93) ________ software provides a set of Web-based applications that automate and integrate
project management, campaign management, budget management, asset management, brand
management, customer relationship management, and knowledge management.
A) Marketing dashboard
B) Enterprise resource planning
C) Supply chain management
D) Marketing resource management
E) Enterprise campaign management
94) ________ is the process that turns marketing plans into action assignments and ensures that
such assignments are executed in a manner that accomplishes the plan’s stated objectives.
A) Marketing implementation
B) Marketing research
C) Marketing analysis
D) Brand management
E) Product management
95) ________ is the process by which firms assess the effects of their marketing activities and
programs and make necessary changes and adjustments.
A) Marketing control
B) Marketing implementation
C) Test marketing
D) Market watch
E) Market analysis
96) As long as finance focuses on short-term profit, it will oppose major investments designed to
build satisfied, loyal customers. Which of the following steps that a marketing CEO can take to
create a market- and customer-focused company can help a CEO overcome this challenge?
A) Empower the employees.
B) Get outside help and guidance.
C) Install a modern marketing planning system.
D) Change the company’s reward measurement and system.
E) Develop strong in-house marketing training programs.
97) IBM lets frontline employees spend up to $5,000 to solve a customer problem on the spot,
which is an example of which of the following steps that a marketing CEO can take to create a
market- and customer-focused company?
A) Empower the employees.
B) Hire strong marketing talent.
C) Get outside help and guidance.
D) Install a modern marketing planning system.
E) Develop strong in-house marketing training programs.
98) Top and middle management are primarily responsible for ________ control.
A) annual-plan
B) efficiency
C) profitability
D) technological
E) innovation
99) ________ software provides a set of Web-based applications that automate and integrate
project management, campaign management, budget management, asset management, brand
management, customer relationship management, and knowledge management.
A) Annual plan control
B) Profitability control
C) Efficiency control
D) Strategic control
E) Marketing resource management (MRM)
100) Who is primarily responsible for efficiency control?
A) BAMT
B) marketing auditor
C) middle management
D) line and staff management
E) top management
101) The purpose of profitability control is to ________.
A) examine whether the planned results are being achieved
B) examine where the company is making and losing money
C) evaluate and improve the spending efficiency and impact of marketing expenditures
D) examine whether the company is pursuing its best opportunities with respect to markets,
products, and channels
E) understand the efficiency of the sales force, advertising, sales promotion, and distribution
102) The ________ is primarily responsible for strategic control.
A) line and staff management
B) marketing auditor
C) marketing controller
D) middle management
E) BAMT
103) The purpose of strategic control is to ________.
A) examine whether the planned results are being achieved
B) examine where the company is making and losing money
C) evaluate and improve the spending efficiency and impact of marketing expenditures
D) examine whether the company is pursuing its best opportunities with respect to markets,
products, and channels
E) understand the efficiency of the sales force, advertising, sales promotion, and distribution
104) Marketing effectiveness rating instruments and marketing audits are approaches to
________ control.
A) annual-plan
B) profitability
C) efficiency
D) strategic
E) statistical
105) Which of the following is true regarding annual-plan control?
A) This control process begins by identifying the causes of serious performance deviations.
B) The tools used for this purpose are sales analysis, market share analysis, marketing expense-
to-sales analysis, and financial analysis.
C) The marketing controller has the primary responsibility for annual-plan control.
D) Its purpose is to evaluate and improve the spending efficiency and impact of marketing
expenditures.
E) It measures profitability by product, territory, customer, segment, trade channel, and order
size.
106) Which of the following is an example of a distribution metric used for measuring the
performance of marketing plans?
A) effective reach
B) customer acquisition costs
C) market share
D) stocks cover in days
E) response rate
107) Your firm has experienced a decline in sales over the last three quarters. You have traced
the problems to distribution inefficiencies. Which of the following should you track to ensure
that the firm’s distribution efficiency is maximized?
A) average sales per point of sale
B) sales from new products
C) trial rate
D) repurchase rate
E) new customer gains
108) A ________ is a comprehensive, systematic, independent, and periodic examination of a
company’s or business unit’s marketing environment, objectives, strategies, and activities, with a
view to determining problem areas and opportunities and recommending a plan of action to
improve the company’s marketing performance.
A) marketing plan
B) test market
C) marketing audit
D) market-based scorecard analysis
E) marketing metric
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109) Which of the following is true regarding a marketing audit?
A) It focuses primarily on a firm’s macromarketing environment.
B) It identifies the most-needed improvements and incorporates them into a corrective-action
plan with short- and long-run steps.
C) It is less effective at locating the real source of a problem than a functional audit.
D) It analyzes only those marketing activities that have failed to produce adequate results.
E) It relies solely on company managers for data and opinions.
110) To succeed in the future, marketing must ________.
A) become more holistic
B) build brands through promotion rather than performance
C) be more departmental
D) focus on free-spending
E) rely more on mass marketing
111) Which of the following is likely to be an important trend in marketing in the future?
A) marketing intuition
B) free-spending marketing
C) manual marketing
D) marketing science
E) mass marketing
112) Which of the following is a best practice in business and marketing?
A) end-product orientation
B) reacting to competitors
C) vertical integration
D) stockholder driven
E) teamwork
113) Which of the four characteristics of a marketing audit is described by the fact that outside
consultants can bring necessary objectivity to the process?
A) comprehensive
B) systematic
C) independent
D) periodic
E) opinion-based
114) ________ analysis looks at specific products, territories, and so forth that failed to produce
expected sales.
A) Microsales
B) Sales variance
C) Expense-to-sales
D) Full costing
E) Financial
115) Served market share ________.
A) expresses the company’s sales as a percentage of total market sales
B) is sales as a percentage of the total sales to the market
C) is market share in relationship to the largest competitor
D) is always smaller than overall market share
E) measures the relative contribution of different factors to a gap in sales performance
116) ________ is market share in comparison to the largest competitor.
A) Relative market share
B) Served market share
C) Overall market share
D) Market value
E) Target market share
Airfare (Scenario)
The airfare for an economy class, one-way ticket from Los Angeles to New York is $500. Due to
the recession, the airline manages to fill only 100 out of the 150 seats at $400 per seat.
117) How much of the sales performance gap is due to price decline?
A) 0.4 percent
B) 2.5 percent
C) 28.5 percent
D) 37 percent
E) 71.4 percent
118) The sales gap due to reduced volume is ________ percent.
A) 0.4
B) 2.5
C) 28.5
D) 63
E) 71.4
119) If Ming was interested in capturing distribution metrics for her retail organization, which of
the following might she consider?
A) customer complaints
B) share of shelf
C) effective reach
D) trial rate
E) market share
120) Which of the following is true about market share?
A) Outside forces affect all companies in the same way.
B) A company’s performance should be judged against the average performance of all
companies.
C) A decline in market share does not necessarily mean the company is performing worse than
are other companies.
D) A decline in market share cannot be deliberately engineered.
E) All shifts in market share have marketing significance.
121) A(n) ________ market share of exactly 100 percent means that a company is tied for the
market lead. A rise in relative market share means the company is gaining on its leading
competitor.
A) overall
B) served
C) potential
D) relative
E) actual