Chapter 18 Conducting Marketing Responsibly in the Global Economy
1) Appointing teams to manage customer-value-building processes and break down walls
between departments is part of which of the following shifts in business practices?
A) reengineering
B) outsourcing
C) benchmarking
D) supplier partnering
E) customer partnering
Answer: A
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
2) involves buying more goods and services from external domestic or foreign
vendors.
A) Merging
B) Broadening
C) Outsourcing
D) Globalizing
E) Accelerating
Answer: C
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
3) involves studying "best practice companies" to improve performance.
A) Empowering
B) Globalizing
C) Flattening
D) Benchmarking
E) Focusing
Answer: D
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
,4) Merging involves .
A) reducing the number of organizational levels to get closer to the customer
B) removing barriers that separate organizational departments
C) partnering with fewer but better value-adding suppliers
D) working more closely with customers to add value to their operations
E) acquiring firms in the same or complementary industries
Answer: E
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
5) Which of the following business practices involves reducing the number of organizational
levels to get closer to the customer?
A) flattening
B) globalizing
C) decentralization
D) merging
E) justifying
Answer: A
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
6) Which of the following business practices focuses specifically on designing the
organization and setting up processes to respond quickly to changes in the environment?
A) benchmarking
B) outsourcing
C) focusing
D) accelerating
E) globalizing
Answer: D
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
7) , or reducing the number of organizational levels to get closer to the customer,
is one of the important shifts in marketing and business practices.
A) Merging B)
Flattening C)
Globalizing D)
Focusing
E) Justifying
Answer: B
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
8) As a business practice, broadening involves .
A) acquiring or merging with firms in the same or complementary industries to gain
economies of scale and scope
B) factoring the interests of customers, employees, shareholders, and other stakeholders
into the activities of the enterprise
,C) buying more goods and services from outside domestic or foreign vendors
D) appointing teams to manage customer-value-building processes and break down walls
between departments
E) becoming more accountable by measuring, analyzing, and documenting the effects of
marketing actions
Answer: B
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
9) As a marketing practice, monitoring involves .
A) designing the organization and setting up processes to respond quickly to changes in the
environment
B) becoming more accountable by measuring, analyzing, and documenting the effects of
marketing actions
C) tracking what is said online and elsewhere and studying customers, competitors, and
others to improve business practices
D) determining the most profitable businesses and customers and expending greater
organizational resources to capitalize on them
E) factoring the interests of customers, employees, shareholders, and other stakeholders
into the activities of the enterprise
Answer: C
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
, 10) List and define some of the important shifts that have taken place in business and
marketing practices.
Answer: Student answers will vary. Some possible answers include:
• Reengineering is the appointment of teams to manage customer-value-building
processes and break down walls between departments.
• Outsourcing involves buying more goods and services from outside domestic or foreign
vendors.
• Benchmarking is the study of "best practice companies" to improve performance.
• Supplier partnering focuses on partnering with fewer but better value-adding suppliers.
• Customer partnering entails working more closely with customers to add value to their
operations.
• Merging involves acquiring or merging with firms in the same or complementary
industries to gain economies of scale and scope.
• Globalizing focuses on increasing the effort to "think global" and "act local."
• Flattening refers to reducing the number of organizational levels to get closer to the
customer.
• Focusing involves determining the most profitable businesses and customers and
focusing on them.
• Accelerating involves designing the organization and setting up processes to respond
more quickly to changes in the environment.
• Empowering means encouraging and empowering personnel to produce more ideas and
take more initiative.
• Justifying means becoming more accountable by measuring, analyzing, and documenting
the effects of marketing actions.
• Broadening involves factoring the interests of customers, employees, shareholders, and
other stakeholders into the activities of the enterprise.
• Monitoring involves tracking what is said online and elsewhere and studying customers,
competitors, and others to improve business practices.
Diff: 3
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
11) The role of marketing in the organization is changing. Traditionally marketers have
played the roles of , charged with understanding customers' needs and
transmitting their voice to various functional areas.
A) middlemen
B) opinion leaders
C) clients
D) influencers
E) end consumers
Answer: A
Diff: 1
LO: 23.2: What are the keys to effective internal marketing?
AACSB: Reflective thinking
1) Appointing teams to manage customer-value-building processes and break down walls
between departments is part of which of the following shifts in business practices?
A) reengineering
B) outsourcing
C) benchmarking
D) supplier partnering
E) customer partnering
Answer: A
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
2) involves buying more goods and services from external domestic or foreign
vendors.
A) Merging
B) Broadening
C) Outsourcing
D) Globalizing
E) Accelerating
Answer: C
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
3) involves studying "best practice companies" to improve performance.
A) Empowering
B) Globalizing
C) Flattening
D) Benchmarking
E) Focusing
Answer: D
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
,4) Merging involves .
A) reducing the number of organizational levels to get closer to the customer
B) removing barriers that separate organizational departments
C) partnering with fewer but better value-adding suppliers
D) working more closely with customers to add value to their operations
E) acquiring firms in the same or complementary industries
Answer: E
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
5) Which of the following business practices involves reducing the number of organizational
levels to get closer to the customer?
A) flattening
B) globalizing
C) decentralization
D) merging
E) justifying
Answer: A
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
6) Which of the following business practices focuses specifically on designing the
organization and setting up processes to respond quickly to changes in the environment?
A) benchmarking
B) outsourcing
C) focusing
D) accelerating
E) globalizing
Answer: D
Diff: 1
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
7) , or reducing the number of organizational levels to get closer to the customer,
is one of the important shifts in marketing and business practices.
A) Merging B)
Flattening C)
Globalizing D)
Focusing
E) Justifying
Answer: B
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
8) As a business practice, broadening involves .
A) acquiring or merging with firms in the same or complementary industries to gain
economies of scale and scope
B) factoring the interests of customers, employees, shareholders, and other stakeholders
into the activities of the enterprise
,C) buying more goods and services from outside domestic or foreign vendors
D) appointing teams to manage customer-value-building processes and break down walls
between departments
E) becoming more accountable by measuring, analyzing, and documenting the effects of
marketing actions
Answer: B
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
9) As a marketing practice, monitoring involves .
A) designing the organization and setting up processes to respond quickly to changes in the
environment
B) becoming more accountable by measuring, analyzing, and documenting the effects of
marketing actions
C) tracking what is said online and elsewhere and studying customers, competitors, and
others to improve business practices
D) determining the most profitable businesses and customers and expending greater
organizational resources to capitalize on them
E) factoring the interests of customers, employees, shareholders, and other stakeholders
into the activities of the enterprise
Answer: C
Diff: 2
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
, 10) List and define some of the important shifts that have taken place in business and
marketing practices.
Answer: Student answers will vary. Some possible answers include:
• Reengineering is the appointment of teams to manage customer-value-building
processes and break down walls between departments.
• Outsourcing involves buying more goods and services from outside domestic or foreign
vendors.
• Benchmarking is the study of "best practice companies" to improve performance.
• Supplier partnering focuses on partnering with fewer but better value-adding suppliers.
• Customer partnering entails working more closely with customers to add value to their
operations.
• Merging involves acquiring or merging with firms in the same or complementary
industries to gain economies of scale and scope.
• Globalizing focuses on increasing the effort to "think global" and "act local."
• Flattening refers to reducing the number of organizational levels to get closer to the
customer.
• Focusing involves determining the most profitable businesses and customers and
focusing on them.
• Accelerating involves designing the organization and setting up processes to respond
more quickly to changes in the environment.
• Empowering means encouraging and empowering personnel to produce more ideas and
take more initiative.
• Justifying means becoming more accountable by measuring, analyzing, and documenting
the effects of marketing actions.
• Broadening involves factoring the interests of customers, employees, shareholders, and
other stakeholders into the activities of the enterprise.
• Monitoring involves tracking what is said online and elsewhere and studying customers,
competitors, and others to improve business practices.
Diff: 3
LO: 23.1: What are important trends in marketing practices?
AACSB: Reflective thinking
11) The role of marketing in the organization is changing. Traditionally marketers have
played the roles of , charged with understanding customers' needs and
transmitting their voice to various functional areas.
A) middlemen
B) opinion leaders
C) clients
D) influencers
E) end consumers
Answer: A
Diff: 1
LO: 23.2: What are the keys to effective internal marketing?
AACSB: Reflective thinking
