Question 1

Environment Canada has initiated several social marketing campaigns to demonstrate the importance of conservation. Which of the four types of objectives for social marketing campaigns does this reflect? What are the other three?

Accepted Answer

Environment Canada's objective...

Question 2

________ is marketing that links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Accepted Answer

A)   Multi-level marketing
B)   Cause-related marketing
C)   Socially-responsible marketing
D)   Asset marketing
E)   Direct marketingF) B) and C)
G) B) and E)

Question 3

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

Accepted Answer

A)   departmental heads
B)   interns
C)   functional specialists
D)   sales staff
E)   marketing directorsF) B) and D)
G) A) and E)

Question 4

Reengineering is the appointment of teams to manage customer-value-building processes and break down walls between departments.

Accepted Answer

A) True 
 B)False

Question 5

Explain the concept of greenwashing along with an example.

Accepted Answer

Greenwashing gives products the appearan...

Question 6

Which of the following is a suggestion from Cone Inc. for executing and communicating corporate social responsibility more effectively?

Accepted Answer

A)   Exploit corporate social responsibility as a PR smokescreen.
B)   Analyze your competitors' cause positioning.
C)   Keep philanthropy behind the scenes.
D)   Forgoe NGO relationships.
E)   Keep quiet about your company's social behaviour.F) A) and C)
G) C) and D)

Question 7

An alternative with a product-management organization is to switch from product managers to product teams.

Accepted Answer

A) True 
 B)False

Question 8

When would a firm choose to use a market-management organization in bringing its products to market?

Accepted Answer

When customers fall into diffe...

Question 9

You are the brand/product manager for a line of cake mixes. One of your tasks is to prepare a long-range strategy for the product. Other tasks assigned to you would include

Accepted Answer

A)   working with an advertising agency to develop an advertising campaign.
B)   manage a category rather than specific products.
C)   deal with individual customers.
D)   supervise several market managers.
E)   developing corporate and cause-related strategies.F) A) and C)
G) B) and C)

Question 10

________ encourages and empowers personnel to produce more ideas and take more initiative.

Accepted Answer

A)   Benchmarking
B)   Flattening
C)   Empowering
D)   Merging
E)   AcceleratingF) A) and C)
G) C) and E)

Question 11

________ 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.

Accepted Answer

A)   Marketing research
B)   Marketing management
C)   Marketing implementation
D)   Brand management
E)   Product managementF) A) and C)
G) A) and B)

Question 12

Corporate philanthropy can also pose dilemmas.

Accepted Answer

A) True 
 B)False

Question 13

GE, IBM, and ATCO are three companies that follow this step to creating a market- and customer-focused company.

Accepted Answer

A)   Shift from a department focus to a process-outcome focus.
B)   Appoint a senior marketing officer and marketing task force.
C)   Convince senior management of the need to become customer-focused.
D)   Develop strong-inhouse marketing training programs.
E)   Empower the employees.F) C) and E)
G) All of the above

Question 14

Which part of the triple bottom line equation must come first, according to sustainability consultants?

Accepted Answer

A)   profit
B)   promotion
C)   planet
D)   people
E)   productionF) A) and E)
G) B) and D)

Question 15

When customers fall into different user groups with distinct buying preferences and practices, a market-management organization is desirable.

Accepted Answer

A) True 
 B)False

Question 16

When customers fall into different user groups with distinct buying preferences and practices, a ________ is desirable.

Accepted Answer

A)   product-management organization
B)   flattened organization
C)   market-management organization
D)   BAMT organization
E)   brand-management organizationF) B) and C)
G) All of the above

Question 17

Several forces are driving companies, such as Nike, Liz Claiborne, and American Express to practice corporate social responsibility. List and describe these forces.

Accepted Answer

These are rising customer expectations,e...

Question 18

Product and brand management is sometimes characterized as a hub-and-spoke system.

Accepted Answer

A) True 
 B)False

Question 19

When a municipal government develops a campaign to encourage ride sharing and the use of mass transit, what type of socially responsible marketing does this represent? Compare and contrast the differences between cause-related marketing and social marketing.

Accepted Answer

Cause-related marketing is marketing tha...

Question 20

Assume that your company's products deal with individual customers rather than with mass market or even market segments. Which marketing organization would best serve your firm?

Accepted Answer

A)   a customer-management organization
B)   a functional organization
C)   a brand-management organization
D)   a matrix organization
E)   a market-centred organizationF) A) and D)
G) A) and C)

Exam 22: Managing a Holistic Marketing Organization

When customers fall into different user groups with distinct buying preferences and practices, a market-management organization is desirable.

Correct AnswerverifiedShow Answer

Which part of the triple bottom line equation must come first, according to sustainability consultants?

Correct AnswerverifiedShow Answer

GE, IBM, and ATCO are three companies that follow this step to creating a market- and customer-focused company.

Correct AnswerverifiedShow Answer

Which of the following is a suggestion from Cone Inc. for executing and communicating corporate social responsibility more effectively?

Correct AnswerverifiedShow Answer

Product and brand management is sometimes characterized as a hub-and-spoke system.

Correct AnswerverifiedShow Answer

Assume that your company's products deal with individual customers rather than with mass market or even market segments. Which marketing organization would best serve your firm?

Correct AnswerverifiedShow Answer

Environment Canada has initiated several social marketing campaigns to demonstrate the importance of conservation. Which of the four types of objectives for social marketing campaigns does this reflect? What are the other three?

Correct AnswerverifiedEnvironment Canada's objective...View AnswerShow Answer

An alternative with a product-management organization is to switch from product managers to product teams.

Correct AnswerverifiedShow Answer

Explain the concept of greenwashing along with an example.

Correct AnswerverifiedGreenwashing gives products the appearan...View AnswerShow Answer

When would a firm choose to use a market-management organization in bringing its products to market?

Correct AnswerverifiedWhen customers fall into diffe...View AnswerShow Answer

When customers fall into different user groups with distinct buying preferences and practices, a ________ is desirable.

Correct AnswerverifiedShow Answer

Reengineering is the appointment of teams to manage customer-value-building processes and break down walls between departments.

Correct AnswerverifiedShow Answer

Several forces are driving companies, such as Nike, Liz Claiborne, and American Express to practice corporate social responsibility. List and describe these forces.

Correct AnswerverifiedThese are rising customer expectations,e...View AnswerShow Answer

________ encourages and empowers personnel to produce more ideas and take more initiative.

Correct AnswerverifiedShow Answer

The most common form of marketing organization consists of ________ reporting to a marketing vice president.

Correct AnswerverifiedShow Answer

When a municipal government develops a campaign to encourage ride sharing and the use of mass transit, what type of socially responsible marketing does this represent? Compare and contrast the differences between cause-related marketing and social marketing.

Correct AnswerverifiedCause-related marketing is marketing tha...View AnswerShow Answer

________ 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.

Correct AnswerverifiedShow Answer

You are the brand/product manager for a line of cake mixes. One of your tasks is to prepare a long-range strategy for the product. Other tasks assigned to you would include

Correct AnswerverifiedShow Answer

________ is marketing that links the firm's contributions to a designated cause to customers' engaging directly or indirectly in revenue-producing transactions with the firm.

Correct AnswerverifiedShow Answer

Corporate philanthropy can also pose dilemmas.

Correct AnswerverifiedShow Answer

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Environment Canada's objective...
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Greenwashing gives products the appearan...
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When customers fall into diffe...
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These are rising customer expectations,e...
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Cause-related marketing is marketing tha...
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