MKTG 6822 FINAL EXAM QUESTIONS AND VERIFIED
ANSWERS
Four Roles of Marketing Function - Answers - 1. Top-Line Leader
2. Market Advocate
3. Service Resource
4. Sales Support
C-Suite - Answers - The executive-level managers within a company, which may
include the chief executive officer (CEO), chief financial officer (CFO), chief operating
officer (COO), and chief information officer (CIO).
Chief Marketing Officer (CMO) - Answers - A C-level corporate executive responsible
for activities in an organization that have to do with creating, communicating and
delivering offerings that have value for customers, clients or business partners.
Outside-In Organization - Answers - Evolution of market-driven organizations.
Metrics - Answers - A method of measuring something, or the results obtained from this.
Market-Driven Organization - Answers - Superior ability to understand, attract and
satisfy customers at a profit.
Incentives - Answers - A payment or concession to stimulate greater output or
investment.
Culture - Answers - Generally accepted beliefs and norms that guide the organization's
day-to-day activities.
Capabilities - Answers - Organizational processes that allow the firm to implement the
four imperatives on a continual basis.
Alignment with Market - Answers - Involves structure, metrics and incentives.
Taking Action - Answers - Change in thinking.
Sense Making and Sharing - Answers - Find patterns and convert to usable insights.
Quantitative - Answers - Research methods emphasize objective measurements and
the statistical, mathematical, or numeric analysis of data collected through polls,
questionnaires, and surveys, or by manipulating pre-existing statistical data using
computational techniques.
Qualitative - Answers - Scientific method of observation to gather non-numerical data.
ANSWERS
Four Roles of Marketing Function - Answers - 1. Top-Line Leader
2. Market Advocate
3. Service Resource
4. Sales Support
C-Suite - Answers - The executive-level managers within a company, which may
include the chief executive officer (CEO), chief financial officer (CFO), chief operating
officer (COO), and chief information officer (CIO).
Chief Marketing Officer (CMO) - Answers - A C-level corporate executive responsible
for activities in an organization that have to do with creating, communicating and
delivering offerings that have value for customers, clients or business partners.
Outside-In Organization - Answers - Evolution of market-driven organizations.
Metrics - Answers - A method of measuring something, or the results obtained from this.
Market-Driven Organization - Answers - Superior ability to understand, attract and
satisfy customers at a profit.
Incentives - Answers - A payment or concession to stimulate greater output or
investment.
Culture - Answers - Generally accepted beliefs and norms that guide the organization's
day-to-day activities.
Capabilities - Answers - Organizational processes that allow the firm to implement the
four imperatives on a continual basis.
Alignment with Market - Answers - Involves structure, metrics and incentives.
Taking Action - Answers - Change in thinking.
Sense Making and Sharing - Answers - Find patterns and convert to usable insights.
Quantitative - Answers - Research methods emphasize objective measurements and
the statistical, mathematical, or numeric analysis of data collected through polls,
questionnaires, and surveys, or by manipulating pre-existing statistical data using
computational techniques.
Qualitative - Answers - Scientific method of observation to gather non-numerical data.
