Ch.15 Finalizing A Marketing Plan Test Bank Answers - Applied Marketing 2e | Complete Test Bank by Daniel Padgett. DOCX document preview.
Applied Marketing, 2e (Padgett)
Chapter 15 Finalizing A Marketing Plan
1) Effective marking plans do not require marketing managers to develop an effective marketing mix strategy.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
2) Anytime or anywhere a potential customer interacts with a brand should be considered a marketing opportunity whether a sale is made or not.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
3) Some timelines are can be flexible.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
4) One of the most important aspects of any evaluation plan is to assign personnel specific tasks and responsibilities to make sure all activities have someone to complete the activity.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
5) As some employees might leave and new ones might be hired, it is better to assign tasks to a relevant department instead of individuals.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; Responsibilities
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
6) Even though most marketing activities are processes rather than events, the focus of timelines should downplay the processes and focus on what matters most to the bottom line–outcomes.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; TimeLines
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
7) ________ involves getting customers to go out of their way to purchase or do something.
A) Logic
B) Motive
C) Marketing
D) Desire
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Introduction
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
8) Different extended marketing mixes leads to different marketing
A) goals.
B) mixes.
C) logic.
D) tactics.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
9) For a specific brand and target market, certain ________ will be more appropriate and offer better opportunities than others.
A) offers
B) linkages
C) opportunities
D) tactics
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
10) Marketing's job is to create a viable marketing ________, decide how to implement it, and then evaluate and control the plan tools and tactics, adjusting as needed to improve success.
A) tactic
B) path
C) goal
D) plan
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
11) While comprehensive planning makes it more likely marketing will be successful, ________ sometimes arise that affect the plan in unexpected ways.
A) problems
B) questions
C) adjustments
D) modifications
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
12) How many essential questions are there to have an effective contingency plan?
A) 3
B) 2
C) 4
D) 1
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
13) Something in which the company specializes or has an expertise is a(n)
A) core competence.
B) contingency plan.
C) marketing plan.
D) strategy mix.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
14) Which of the following is NOT true about developing an extended marketing mix?
A) Marketers should develop a single, consistent mix for all target segments to achieve maximum efficiency and effectiveness.
B) Marketers should develop a marketing mix to create a competitive advantage with specific target markets.
C) Marketers should consider all linkages between the 5 Ps and 5 Cs, but not all linkages are worth developing for specific target segments.
D) Each target market, even in the same marketplace, needs a unique marketing mix.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan; From Ps and Cs to Marketing Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
15) When a marketer is creating contingency plans for the marketing plan, she will need to consider the elements of the plan, which are the most difficult to implement, potential problems or roadblocks, and
A) how the problem will affect profits.
B) how to get around problems.
C) how serious the problem is.
D) how competitors are dealing with the problem.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan; Adjustments and Modifications
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
16) Which of the following represents the marketing strategy process?
A) Mission, strategies, objectives
B) Planning, implementation, evaluation, control
C) Planning, leading, control
D) Strategies, objectives, tactics
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
17) Netflix specializes in content delivery. This is an example of a
A) core competence.
B) marketing dashboard.
C) balanced scorecard.
D) benchmark.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
18) Which of the following statements accurately describes the task of finalizing marketing plan tactics?
A) The most successful companies with different extended marketing mixes have toiled to discover that one best marketing tactic that encompasses everything.
B) A good marketing plan will not be successful until managers translate marketing tactics into objectives.
C) When marketing managers describe what will happen, who will do it, when it will happen, and how much it will cost, they are converting the marketing mix into specific tactical actions.
D) Comprehensive marketing planning eliminates the need for contingency planning.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
19) Which of the following is an example of a marketing tactic?
A) Company A seeks to expand its business in 10 years.
B) Company B intends to explore new demographics for its consumer products.
C) Company C wants to create a new brand of snack chip.
D) Company D plans to purchase banner ads on four clothing websites this month.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
20) Which of the following statements accurately describes contingency plans?
A) Contingency plans provide clear guidance when problems occur, which saves the company time and money.
B) Companies should consider taking actions outside their core competencies to meet problems in creative ways.
C) Contingency planning prevents problems from affecting companies in unexpected ways.
D) For contingency planning to be effective, companies should have an answer to the question, "What plan elements are the easiest to implement?"
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
21) Amazon's mission is to be "Earth's most customer-centric company." It is known for its distribution logistics and for leveraging technology to deliver the goods consumers want, when and where they want them. Additionally, Amazon has created a platform for third-party sellers, like Audible and Twitch, to market their services. This is an example of Amazon's
A) best practices.
B) core competence.
C) balanced scorecard.
D) internal marketing.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
22) Ronald suggested to his CMO that, in response to a strike by truckers, his firm should get their own trucks and drivers to get the merchandise to market. The CMO rejected the suggestion. This was most likely because
A) strikes don't last long, and it would take longer to get trucks and drivers.
B) the additional costs would erode profit margins too much.
C) the firm's customers typically kept enough inventory to outlast such a supply chain interruption.
D) trucking is not a core competence the firm should develop.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan; Adjustments and Modifications
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
23) Problems can mount and get out of hand if a company has not considered how to respond ahead of time. These problems could occur in any part of the marketing mix, and the prudent marketing manager would have built analyses and response into the plans by considering
A) public relations.
B) corporate social responsibility.
C) contingencies.
D) crisis management.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan; Adjustments and Modifications
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
24) All of the following are steps in the marketing process EXCEPT
A) marketing planning.
B) implementation.
C) evaluation and control.
D) adjustments and modification.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Introduction
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
25) Which of the following is NOT one of the four main considerations for marketing contingency planning?
A) What elements are most critical to the plan.
B) What are the potential problems or roadblocks.
C) Which elements are most difficult to implement.
D) What elements affect the customer base.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
26) Which of the following BEST describes the end goal of the extended marketing mix?
A) Generating sales
B) Reaching the target market that the company would otherwise not be able to reach
C) Creating brand awareness within the target market that ultimately leads to brand loyalty
D) Developing key linkages that appeal to the target market and creating a competitive advantage
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
27) Which of the following BEST describes an accurate marketing mix core linkage for product and customer benefits?
A) An American sports car manufacturer places an American flag at the end of their television commercials. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car
B) A watch company emphasizes low product cost in their commercials. Customer receives prestige.
C) An American sports car manufacturer places an American flag in the embroidery of their car seats. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
D) A watch company typically prices their watches above market. Customer receives a good value.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
28) Which of the following BEST describes an accurate marketing mix core linkage for promotion and communication?
A) An American sports car manufacturer places an American flag at the end of their television commercials. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
B) A watch company shows wealthy people in their commercials. Customer receives good value.
C) An American sports car manufacturer places an American flag in the embroidery of their car seats. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
D) A watch company typically prices their watches above market. Customer receives a good value.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
29) During a global pandemic, a manufacturer could no longer keep up with retail sales of bath tissue and stores shelves were quickly emptied. The supply chain for industrial sales was full to overflowing and stock sat untouched while company executives developed a strategy for shifting stock in the various supply chains. What most likely caused this problem?
A) Failure to make comprehensive contingency plans.
B) Failure to consider how product adds value to customers.
C) Failure to create adequate tactical plans.
D) Failure to adjust or modify plans as needed.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
30) Which of the following BEST describes an accurate marketing mix core linkage for price and customer cost?
A) An American sports car manufacturer places an American flag at the end of their television commercials. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
B) A watch company shows wealthy people in their commercials. Customer receives prestige.
C) An American sports car manufacturer places an American flag in the embroidery of their car seats. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
D) A watch company typically prices their watches below market but offers a warranty. Customer receives a good value.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
31) Which of the following BEST describes an accurate marketing mix core linkage for product and customer benefits?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) A watch company shows wealthy people in their commercials. Customer receives prestige.
C) A car company uses clean designs and gold trim inside their vehicles. Customer receives the feeling of being modern and fancy.
D) A watch company typically prices their watches below market but offers a warranty. Customer receives a good value.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
32) Which of the following BEST describes an accurate marketing mix core linkage for participation and connections?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) A watch company shows wealthy people in their commercials. Customer receives prestige.
C) A football cleat maker sends reps to high school football games to get feedback from the players on the cleat functionality. The players (customer) get the feeling of having ownership in the cleat's design.
D) A jeans maker shows celebrities in their commercials. Customers get the feeling of being famous for owning the jeans.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
33) Which of the following BEST describes an accurate marketing mix core linkage for promotion and communication?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) A watch company typically prices their watches below market but offers a warranty. Customer receives a good value.
C) A football cleat maker sends reps to high school football games to get feedback from the players on the cleat functionality. The players (customer) get the feeling of having ownership in the cleat's design.
D) Domino's offers delivery to hotspots. Customer receives the benefit of ordering to locations that are conducive to their lifestyle.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
34) Your company is known for creating vehicles that use little power to operate and can travel about 12 miles per hour. Recently, it created a two-wheeled, upright human transporter. Technology industry influencers are calling this prototype revolutionary, and the media is interested. The engineering director says, "This is the best new product out there. Success is guaranteed!" As the marketing director, what is your best response?
A) Even the best products can fail without proper marketing planning, implementation, and control.
B) When you build the best products, the market will develop, purchase, and become loyal.
C) We need to reevaluate. This product does not fit with our core competencies.
D) We need to create a budget to ensure our ability to produce enough product to be successful.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
35) Which of the following BEST describes an accurate marketing mix core linkage for place and convenience?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) Domino's offers delivery to hotspots. Customer receives the benefit of ordering to locations that are conducive to their lifestyle.
C) A football cleat maker sends reps to high school football games to get feedback from the players on the cleat functionality. The players (customer) get the feeling of having ownership in the cleat's design.
D) An American sports car manufacturer places an American flag in the embroidery of their car seats. Customer receives the pride of patriotism and pride of purchasing an American-made muscle car.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
36) Which of the following BEST describes an accurate marketing mix core linkage for product and customer benefits?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) Domino's offers delivery to hotspots. Customer receives the benefit of ordering to locations that are conducive to their lifestyle.
C) A football cleat maker sends reps to high school football games to get feedback from the players on the cleat functionality. The players (customer) get the feeling of having ownership in the cleat's design.
D) A cooler company colors their coolers in camouflage. Customer receives the feeling of being rugged and adventurous.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
37) Which of the following BEST describes an accurate marketing mix core linkage for price and customer cost?
A) A cooler company portrays users of their coolers going on outdoor adventures in their commercials. Customer receives the feeling of being rugged and adventurous.
B) Target offers clothes with modern designs at lower costs than most clothing designers. Customer receives the feeling of being stylish and prestigious.
C) A cooler company colors their coolers in camouflage. Customer receives the feeling of being rugged and adventurous.
D) Target offers clothes with modern designs at lower costs than most clothing designers. Customer receives good value and the feeling of being stylish.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
38) Which of the following BEST describes an accurate marketing mix core linkage for place and convenience?
A) An electric car maker installs charge stations at every gas station in the country. Customer receives the good feeling of helping the environment while also being able to use the product without any hassle to recharge.
B) Target offers clothes with modern designs at lower costs than most clothing designers. Customer receives the feeling of being stylish and prestigious.
C) A cooler company colors their coolers in camouflage. Customer receives the feeling of being rugged and adventurous.
D) Target offers clothes with modern designs at lower costs than most clothing designers. Customer receives good value and the feeling of being stylish.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
39) Evan was working in his family's furniture store while taking marketing courses. He had convinced his parents that a marketing plan was essential, but they hesitated about the work of creating a detailed marketing mix for target segments. What would be Evan's best argument to overcome their objections?
A) The hard work and analyses are already done, and the next steps are easier.
B) A marketing mix is optional, but developing it will identify weaknesses in the strategies.
C) Marketing mixes are the way good strategy, goals, and objectives are realized in the marketplace.
D) The strategies in the plan may change, but once the mix is established, it will not be necessary to change the mix.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing a Marketing Plan; From Ps and Cs to Marketing Tactics
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
40) Yeti has done a tremendous job at marketing. Yeti started off by making coolers and eventually added things like tumblers, soft-side coolers, and bottle openers to their product line. Beyond their superior quality, Yeti products are also known for being very expensive. Given this information, what is the greatest potential risk the Yeti brand faces?
A) Customers will eventually tire of the of the high prices.
B) Supplies for their high-quality coolers may become scarce.
C) Yeti will find it difficult to reach most demographics with their limited product line.
D) Yeti could run into problems caused by straying from their core competency.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
41) You and two friends created a lucrative business selling canned wine. You are sure your P and C combinations have created an effective marketing mix. Your wine is selling well at venues that prohibit glass bottles, like outdoor concerts and fairs. Unfortunately, during a pandemic, there is an aluminum can shortage and your business is hit hard. Which of the following is the most likely the cause of your predicament?
A) You neglected to determine the most crucial elements to your marketing plan's success, pinpoint any potential roadblocks, and create contingency plans for each possible problem.
B) You neglected to determine the company's core competencies and create the marketing plan around those elements, which would have prevented a dilemma like the one in which the company currently finds itself.
C) You neglected to create a flexible timeline with short- and long-term objectives. This may have allowed the company some leeway in riding out an aluminum shortage.
D) You neglected to eliminate the barriers that might impede implementation and control of the marketing plan.
Learning Objective: 15.1 Describe the process for translating the core and supporting marketing mix linkages into specific marketing plan tactics to include contingency planning.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
42) Generally speaking, ________ assign tasks to someone in the organization with relative expertise.
A) managers
B) employees
C) owners
D) customers
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing Marketing Plan Tactics
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
43) Employees often respond negatively when given responsibility without ________ such as given a specific task with no budget to accomplish the task.
A) direction
B) goals
C) authority
D) asking
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
44) What is perhaps one of the more difficult decisions to make regarding marketing expenditures?
A) Timeline
B) Responsibilities
C) Adjustments
D) Budgeting
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
45) Budgets can also include minimum and maximum expenditure ranges to allow some spending
A) modifications.
B) adjustments.
C) forecasts.
D) flexibility.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
46) What are the two difficulties of budgeting?
A) Justification and specificity
B) Expenditures and responsibilities
C) Costs and tasks
D) Specificity and accuracy
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
47) Marketers have not always done a good job of demonstrating effectiveness within an organization, partly because it is not always easy to show cause-and-effect analyses. This can lead to a problem in implementing marketing plans, which require budgeting
A) certainty.
B) responsibility.
C) compliance.
D) justification.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; Budgets
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
48) Annual marketing plan goals and outcomes might be too far out to be useful. It would be hard to fix some problems if you wait a year. Good marketing practice calls for
A) soft goals and outcomes.
B) weekly assessments.
C) quarterly sub-plans
D) interim goals.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; TimeLines
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
49) What is zero-based budgeting?
A) Creating a budget with pre-set evaluation points and standards
B) Building the budget based on marketing goals by justifying each dollar spent for the new period
C) Building the budget based on unwritten influences on employee behavior, which are not specified by management
D) Creating a budget by comparing your company expenses to that of others in similar markets
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
50) Which of the following would be used while implementing a marketing plan?
A) Zero-based budgeting
B) Steering control system
C) Core competencies
D) Continuous monitoring
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
51) Which of the following statements most accurately describes the marketing plan implementation of responsibilities?
A) Flexibility is important, so the plan should hold some tasks open and assign a responsible party only when needed.
B) Most employees prefer to be given tasks without accompanying budgets; this allows them to spend at will.
C) The best plans assign responsibility to employees without authority to make decisions regarding the task; it increases empowerment.
D) The most successful plans assign responsibility to a specific person rather than a department.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
52) Which of the following statements most accurately describes the marketing plan implementation of budgets?
A) Zero-based budgeting enables marketers to rely on previous budget approaches when creating new ones.
B) While other departments view marketing budgets negatively, historically marketers have done an outstanding job tracking expenditures as investments.
C) Flexibility is important because costs can change.
D) Accurate budgeting is a simple, yet time-consuming, task.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
53) Which of the following statements most accurately describes the marketing plan implementation of timelines?
A) Timelines should be limited to marketing activities and final outcomes.
B) Flexibility is important as some activities are contingent on others.
C) Adding interim goals to a timeline negates its flexibility and adds confusion.
D) Long-term timelines tend to be more accurate than short-term timelines.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
54) What is the best similarity between the implementation of budgets and timelines?
A) Flexibility is important since market factors constantly change.
B) Justification is a primary problem.
C) Specificity and firmness are essential.
D) Previous approaches are valuable tools.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
55) Which of the following BEST describes an example of marketing plan implementation?
A) A marketing manager develops a target market.
B) A marketing manager asks a lower level manager to estimate total marketing costs for the coming year.
C) A marketing manager performs quantitative research on a potential target market
D) A marketing manager assesses the best way to price a product for the target market
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
56) Which of the following BEST describes an example of marketing plan implementation?
A) A marketing manager develops a linkage between promotion and communication.
B) A marketing manager performs quantitative research on a potential target market.
C) A marketing manager alerts her assistant that he has until the end of the quarter to assess the plan's outcomes.
D) A marketing manager assesses the best way to price a product for the target market.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
57) Which element of marketing plan implementation has the problem of specificity?
A) Responsibilities
B) Budgets
C) Control
D) Timelines
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
58) Which element of marketing plan implementation has the problem of justification?
A) Responsibilities
B) Budgets
C) Control
D) Timelines
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
59) Which of the following is a key consideration when implementing a marketing plan?
A) Link responsibility with authority.
B) Determine the appropriate marketing mix core linkage.
C) Review the balanced scorecard.
D) Perform a marketing audit.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
60) Which of the following is helpful in overcoming difficulties in marketing plan implementation?
A) Removing flexibility in timelines so employees deliver when the company needs them to.
B) Assigning tasks to departments instead of individuals so more resources address the needed task as opposed to one individual.
C) Creating flexible budgets.
D) Maximizing the target market size so the plan has more flexibility.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
61) Your company decides it wants to begin optimizing costs, not just revenue. To do so, management asks you to scrutinize expenses and provide your reasoning for each. This is an example of
A) zero-based budgeting.
B) best practices.
C) a marketing audit.
D) reaction control systems.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
62) Which of the following statements on timelines is incorrect?
A) Timelines for marketing outcomes can be both specific and flexible, depending on the outcome.
B) The timeline to lower prices for non-seasonal items can be flexible.
C) Timelines for marketing outcomes should involve short-term milestones to reach the long-term goal.
D) It is ideal to address timeline deviations at the end of the year, so it can be done in a comprehensive manner
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
63) Which of the following denotes a benefit of zero-based budgeting?
A) It accurately predicts all marketing spending.
B) It justifies every dollar spent on forthcoming marketing efforts.
C) It relies on the company's previous budgeting rules.
D) It minimizes marketing expenditures, which improves company profits.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
64) What is an advantage of zero-based budgeting?
A) It's based on previous budget rules, which makes it easier to create.
B) It doesn't require justification of each dollar spent, which makes it more flexible than most budgets.
C) The accounting department leads the process, making it less strenuous on the marketing department.
D) It forces new consideration of marketing tools and tactics to be used in the period, making it more relevant for decisions making.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
65) Nicole's team had spent weeks researching the market and planning to launch the new product. They had addressed all relevant Ps, Cs, linkages, and contingencies. As the manager, Nicole then took the lead in assigning who should be responsible, and she approved the budget. What's left before they can call the planning process complete?
A) Making sure everyone in the firm has a copy of the plan and understands it
B) Establishing deadlines for each task
C) Creating some way for the team to observe the launch
D) Protecting the plan from competitors learning what's in it
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
66) Josie was frustrated to the point of quitting because she was required to update the website on a daily basis, but she had to get approval from three managers before she could make changes. This is an example of a problem in marketing plans known as
A) assigning responsibility without authority.
B) going beyond core competencies.
C) maintaining unnecessary network security.
D) discrimination against classes of employees.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; Responsibilities
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
67) Paul had created a marketing plan for the product he was managing, and due to the uncertainties in the marketplace, he suggested a budgetary range instead of a detailed budget. The CMO sent it right back most likely because the plan
A) did not contain enough justification about how to minimize the uncertainties to justify the range.
B) did not have a flexible but detailed budget.
C) could not provide a proposed marketing return on investment without a realistic budget cost or investment.
D) did not provide annual short-term goals within a longer-term, multiyear plan.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation; Budgets
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
68) Adam is the marketing manager for the dirt bikes division of Honda. Adam estimated that his divisional marketing budget for the year will be $2,000,000. He presents his budget to John, the divisional CFO. John reviews and tells Adam he needs to use zero-based budgeting. Considering John's direction, what is the most appropriate analysis for Adam? Consider each answer independently.
A) breaks down each expense, between commercials, trade shows, and online-advertising. The total of all of these ends up being $2,000,000 which should generate $2,000,000 in revenue.
B) Adam benchmarks his budget against his biggest competitor, Kawasaki. Kawasaki sells more dirt bikes than Honda and spends around $1,800,000 a year on the division's marketing efforts. To outsell Kawasaki, Adam believes Honda will need a greater marketing investment.
C) knows that for every $10,000 dirt bike sold, Honda makes around $2,000. Adam performs an analysis and concludes that spending $2,000,000 on commercials and event advertisements should sell a little over 2,000 dirt bikes.
D) Adam reviewed dirt bike sales for the last 5 years and noted that marketing was around 10% of sales. Management expects to sell $20,000,000 worth of dirt bikes this year. The $2,000,000 maintains a consistent marketing expense to sales ratio.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
69) You are a new marketing manager for an athletic wear company that traditionally sponsors a basketball tournament during Thanksgiving weekend. Your predecessor has always spent $250,000 on marketing at the event, which the company considers a yearly success. This year, with you as a new manager aboard, the finance and R&D departments are suggesting you cut that amount in half. What is the best way to respond?
A) Keep the budget as is for now. Reassure them that you view marketing expenditures as investments. Vow to track this year's performance so that you have a clear idea of the return on marketing resource expenditures. You can then adjust future budgets, as needed.
B) Keep the budget as is. Reassure them that company management–who continuously monitor marketing outcomes– has viewed the tournament as a successful campaign in prior years and has not asked for any changes.
C) Reduce the budget as requested. Reassure them that the marketing department sees the company as a team. Vow to continuously monitor the effectiveness of the expenditures against strategic goals.
D) To create flexibility and to appease the other departments, create a short-term budget using the lower amount and a long-term budget with the higher amount.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
70) After finalizing a budget and timeline, the manager must decide how to monitor and control
A) implementation.
B) modifications.
C) outcomes.
D) costs.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
71) Managers must also consider the ________ to implementation and control when making the three major decisions regarding monitoring and control.
A) mechanisms
B) barriers
C) timeline
D) elements
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
72) A(n) ________ control system is probably still more common and involves pre-set evaluation points and standards.
A) reaction
B) steering
C) informal
D) formal
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
73) A control system that involves preset evaluation standards is a(n)
A) reaction control system.
B) steering control system.
C) informal control system.
D) formal control system.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
74) A control system that is ongoing continuous monitoring approach is a(n)
A) reaction control system.
B) steering control system.
C) informal control system.
D) formal control system.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
75) An assessment of how a marketing tool or tactic is performing at a given moment is a
A) point-in-time evaluation.
B) marketing audit.
C) continuing monitoring audit.
D) marketing dashboard.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
76) A continuous monitoring tool to link strategy, activities and performance in a graphic way that allows managers to quickly asses current performance on financial and nonfinancial measure is
A) a balanced scorecard.
B) a marketing dashboard.
C) continuous monitoring.
D) internal monitoring.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
77) Brianna is a marketer working in a highly volatile market where daily and weekly goals are relevant and necessary. To ensure her plans are working and she can react, she will require
A) a reactive control system.
B) a steering control system.
C) an interim control system.
D) a flexible control system.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
78) Establishing the monitoring systems–either formal or informal–completes which critical work done earlier in the process?
A) Investigating consumer behavior
B) Developing segmenting, targeting, and positioning
C) Establishing goals and objectives
D) Conducting marketing research
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
79) What tool would marketers use to judge how a plan is succeeding sooner than they would use a point-in-time evaluation?
A) Continuous monitoring
B) Informal monitoring
C) Progressive monitoring
D) Ad hoc monitoring
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Point-in-Time Evaluations
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
80) It is difficult for a marketing plan to succeed without the help and cooperation of the entire organization. What is needed to make sure the organization supports the effort?
A) Internal marketing
B) A directive from the CMO
C) A marketing dashboard for all employees
D) Companywide incentive programs
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Barriers to Successful Implementation and Control
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
81) Which term is defined as the process of comparing your company to others to assess performance?
A) Best practices
B) Core competence
C) Benchmarking
D) Continuous monitoring
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
82) Which of the following is a tool for continuous monitoring of marketing performance?
A) Marketing audit
B) Marketing dashboard
C) Benchmarking
D) Sharing best practices
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
83) Which of the following is one of the three major decisions that managers make regarding monitoring and control?
A) Who should monitor the plan?
B) Will our controls be formal or informal?
C) How will our competitors respond to our strategy?
D) What should our marketing goals look like?
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
84) What is the primary difference between reaction control systems and steering control systems?
A) The point at which managers make changes to the marketing plan implementation.
B) The use of technology for monitoring and control.
C) The types of goals being evaluated.
D) The kinds of outcomes that help the company succeed.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
85) What is the primary difference between formal controls and informal controls?
A) Competitive reaction
B) The use of technology
C) Proactivity versus reactivity
D) Managerial input
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
86) At a monthly meeting, the division head discusses the fast-paced important projects that are on the group agenda. She also praises Rebekkah for her successful work on an important project with an incredibly tight deadline. In this example, the department head is using a(n)
A) benchmark.
B) reaction control system.
C) point-in-time evaluation.
D) informal control.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
87) What is the best similarity between marketing audits and marketing research?
A) The comprehensiveness of the assessment
B) The people performing the task
C) The ability to uncover problems
D) The portion of the marketing mix studied
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
88) What is the best similarity between marketing dashboards and balanced scorecards?
A) The performance measurements tracked
B) The employees monitoring the metrics
C) The format of the presentation
D) The currency of the metrics presented
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
89) Which of the following most accurately describes barriers to successful marketing plan implementation and control?
A) Internal politics provides opportunities to turn negative issues into positive results.
B) Companies focused internally and not on customers tend to fail.
C) Small companies tend to lack the functional departments and business units that encourage cooperation in marketing plan execution.
D) Cross-functional work teams often decrease buy-in during implementation.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
90) All of the following are major questions that managers ask regarding monitoring and control EXCEPT
A) "Will the monitoring and control approach be more proactive or reactive?"
B) "How long will the process take to be completed successfully?"
C) "What type of control mechanisms will be used?"
D) "How will you know if the plan is working as it should?"
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
91) If a sales manager at Best Buy implements a promotion because the quarterly sales are not where they need to be to reach the annual goal, what type of control system is he/she using?
A) Control system
B) Reaction control system
C) Formal controls
D) Informal controls
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
92) Managers at Target set daily goals of how many "red cards" need to be opened each hour. What type of control system is being used?
A) Steering control system
B) Reaction control system
C) Formal control system
D) Informal control system
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
93) All of the following are informal controls EXCEPT
A) self-control.
B) social control.
C) process control.
D) cultural control.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
94) Aldi grocery store prides itself on lower prices because they employ less people to do the job. Aldi employs are known as hard working to deliver the same service as larger grocery chains, what type of control is being used?
A) Steering control system
B) Reaction control system
C) Formal controls
D) Informal controls
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
95) Juan had just been hired as a marketing assistant and on his first day, the human resources representative was introducing him to the heads of various areas as part of his on-boarding. When he met the head of operations, that manager said, "Another new person? The marketing area just spends money like it's going out of style, while I can't get needed improvements." What kind of barrier to the success of the marketing plans has Juan just encountered?
A) Bureaucracy
B) Corporate resistance
C) Inward-focused marketing philosophy
D) Internal politics
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Barriers to Successful Implementation and Control
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
96) Macy's department store cannot exceed a dollar threshold on Black Friday advertising to ensure a return on their investment. What type of control is being used?
A) Steering control system
B) Reaction control system
C) Formal control system
D) Informal control system
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
97) Outback Steakhouse comparing their quality and price to Texas Roadhouse is what type of evaluation method?
A) Benchmarking
B) Best practices
C) Formal Controls
D) Informal Controls
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
98) Online shopping sites adopting the idea of free shipping on orders over a certain dollar threshold from Wayfair.com (one of the original companies to introduce it) is known as
A) benchmarking.
B) best practices.
C) formal controls.
D) informal controls.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
99) How could Target evaluate why red card sales were up during a particular hour as opposed to another?
A) Using benchmarking
B) Using point-in-time evaluation
C) Using a marketing audit
D) Using best practices
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
100) Who is not a potential barrier when implementing a marketing plan?
A) Employees
B) Functional groups within the company
C) Customers
D) Marketing department
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
101) A company has a marketing department that has created a marketing plan but there isn't buy in from the employees nor the customers, what type of barrier is this company facing?
A) Bureaucracy
B) Internal politics
C) Lack of marketing philosophy
D) Inward-focused marketing department
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
102) When a company focuses on a marketing plan that will help internally instead of their customers externally, which barrier is the company facing?
A) Bureaucracy
B) Internal politics
C) Lack of marketing philosophy
D) Inward-focused marketing department
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
103) Which of the following is one of the two commonly used point-in-time evaluation methods?
A) Marketing research
B) Marketing control
C) Marketing evaluation
D) Third-party marketing
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
104) All of the following are best practices that companies can adopt from other companies or other business units/departments EXCEPT
A) shared processes.
B) shared knowledge.
C) shared services.
D) shared expertise.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
105) Stephanie had completed her first marketing plan, and she was pleased to see that it was working. She was looking forward to working with the team again on another project. While there were no specific goals for what constitutes success in the plan, her attitude was clearly an indication of which marketing controls tool?
A) Formal controls
B) Engagement controls
C) Empowerment controls
D) Informal controls
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
106) Sheila was mentoring newly hired Alison and described to her how information technology had made marketing both harder and easier. After discussing how hard brand management is now, Sheila went on to describe how IT has made one marketing area easier and more effective. Which area was she likely discussing?
A) Establishing measurable goals and objectives
B) New product development
C) Informal controls
D) Formal controls
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
107) Ethan was pleased that his product had posted a 5% growth rate in sales over the past year, until he found out his three largest competitors had all experienced double-digit growth rates. What process could have been used to identify his lack of success?
A) Environmental scanning
B) Formal controls
C) Benchmarking studies
D) Corporate intelligence gathering
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
108) At fiscal year-end, you note that your relative market share has decreased slightly from prior years. You decide to make some changes to your promotion investments. This is an example of a
A) reaction control system.
B) steering control system.
C) best practice.
D) marketing audit.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
109) Before hiring an outside vendor, you are required to seek price estimates from three different companies. You also must seek management approval for any quote over $1 million. These are examples of
A) formal controls.
B) informal controls.
C) benchmarking.
D) best practices.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
110) Your company has just instituted a policy requiring each employee, regardless of position, to take one customer service call per day. The goal is to promote a customer-centric focus throughout the workforce. To ensure that all employees comply, the company offers a financial incentive to those who take calls for 30 consecutive workdays. This is an example of
A) internal marketing.
B) internal politics.
C) informal controls.
D) inactive compliance.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
111) David and Katya were talking about the problems with the product they were marketing. Sales were declining, but they were not sure where the market was heading. David was convinced this was a short-term dip, and he was looking into various control mechanisms. Katya was equally convinced that there were fundamental problems with their approaches. What would Katya propose to determine if the marketing efforts were appropriate?
A) Quantitative marketing research
B) Combined formal and informal controls
C) Benchmarking studies
D) A marketing audit
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Point-in-Time Evaluations
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
112) The Chief Marketing Officer of Yeti is performing an analysis. During her review, she determines that, while customers are willing to pay higher prices for Yeti products, they believe they're difficult to find in most stores, and require more driving relative to substitute products. She also discovers that part of the appeal of Yeti products is that customers feel as though they're a part of something bigger than themselves by owning a Yeti product. Which best describes the Chief Marketing Officer's efforts?
A) She had performed a marketing audit of the Positioning and Place-Convenience Marketing Areas.
B) She had performed a marketing audit of the Promotion-Communication and Place-Convenience Marketing Areas
C) She had performed a continuous monitoring activity by reviewing the marketing dashboard.
D) She had performed a point-time monitoring activity by reviewing the marketing dashboard.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
113) Edward had been producing detailed reports including ratios, statistics, actual and budget numbers, and so on, broken down by region. Using Excel made this easier, but the CMO was growing increasingly frustrated. "I need to be able to tell the CEO whenever she calls just how we are doing. I can't wade though pages and pages of numbers. These are probably accurate but who can tell?" What would help the CMO, and Edward, too?
A) A marketing performance index
B) A marketing dashboard
C) Continuous sampling
D) Instantaneous monitoring
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Point-in-Time Evaluations
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
114) Despite the continued profitability of her product, Heather was getting questions from external and internal groups about the broader performance and what will happen in the future. These questions had been coming up for years, and she had commissioned ad hoc marketing research whenever she got real resistance. Now, she was getting new questions all the time. She can't do it all herself. What tool does she need to be able to meet the demands of the different constituencies?
A) A 360° analysis
B) Continuous research
C) A marketing dashboard
D) A balanced scorecard
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms; Point-in-Time Evaluations
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
115) You are the new marketing manager for an amusement park. When you arrived, budgets and timelines for marketing activities were in place. Your most urgent job is to monitor and control marketing plan implementation. Customer feedback reveals that guest relations is a problem, leading many consumers to choose other activities. What is the best way to move forward in your job?
A) Compare your park to similar others. Study those who excel at guest relations and apply their best practices. Create new policies or guidelines as needed and find ways to influence current employees to better handle guests.
B) Stop reacting to customer feedback and be proactive about creating a park that excites consumers and provides excellent customer relations.
C) Compare your park to similar others. Study those who excel at guest relations and create new ways of achieving the same outcomes. Employees and guests traditionally do not respond well when businesses merely copy activities of others.
D) Use formal controls to enforce better guest relations from the current staff. Those who cannot or will not comply should be terminated. Use informal controls to influence remaining employees to better handle guests.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
116) You are the new marketing manager for a very successful auto dealership. Budgets and timelines for marketing activities are in place. The dealership traditionally has used continuous monitoring tools to assess marketing tactics. Which of the following is most appropriate?
A) As marketing manager, use the company dashboard to study data for operational activities.
B) As a member of management, use the company's balanced scorecard to track progress toward strategic goals.
C) Suggest that the company perform a marketing audit to look for potential marketing problems.
D) Suggest that the company use point-in-time evaluations in order to see marketing outcomes sooner.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing the Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
117) You're the Chief Marketing Officer of Thin-it, a new company that specializes in making extra thin wallets. So far, your company has not established distribution with retail stores and limited online sales. In fact, most sales come from sales made at trade shows and similar events. It's budgeting season at Thin-it and you've been asked by the Chief Financial Officer to create a zero-based budget using the following information:
• Trade shows result in sales of 100 wallets per show.
• Wallets sell for $10 and cost $2 to make.
• Attending trade shows cost around $300 per show.
• Thin-it can attend four trade shows per month.
• Being admitted to trade shows requires pitching your product to trade show administrators. These "pitches" and the materials used for them require funds from the marketing budget.
Create the marketing budget and write what you would say to the Chief Financial Officer when you present your budget.
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Synthesis
118) It has been stated that a difficulty with budgeting is the problem of specificity. Explain why this is a problem. Do you agree or disagree?
Learning Objective: 15.2 Identify the primary implementation directives to include in the marketing plan.
Section Reference: Finalizing the Marketing Plan Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
119) What are marketing dashboards and what do they provide insight into? Provide an example.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
120) Explain what formal controls are and provide an example.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
121) What is continuous monitoring and what does it allow marketing managers to do? Provide an example.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Analysis
122) Describe two common barriers to implementation and how managers can overcome these.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Synthesis
123) One option for measuring marketing effectiveness is to use point-in-time evaluations. Explain point-in-time evaluations and discuss about how marketers use them.
Learning Objective: 15.3 Describe the key control measures used to assess marketing effectiveness in the short and long term and identify potential barriers to implementation and control.
Section Reference: Finalizing Marketing Plan Evaluation and Control Mechanisms
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
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