,Essentials of Marketing, 16e (Perreault) B
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onus Test Bank 01
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1) Implementation puts plans into operation, while control provides feedback.
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Answer: TRUE l p
Explanation: Successful marketing requires efficient implementation and control.
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Implementation puts plans into operation, and control provides feedback Difficult
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y: 1 Easy
lp lp
Topic: Good Plans Set the Framework for Implementation and Control
l p lp lp lp lp lp lp lp lp
Learning Objective: BC01-
lp l p
01 understand how information technology speeds up feedback for better implementation and co
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ntrol.
Bloom's: Remember AACS l p l p
B: Reflective Thinking
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Accessibility: Keyboard Navigation l p lp
2) Although marketing information can be gathered quickly, it is impossible to analyze and
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utilize the information in real time.
lp lp lp lp lp
Answer: FALSE l p
Explanation: Information can be gathered quickly, and it can also be analyzed quickly. Marketi
l p lp lp lp lp lp lp lp lp lp lp lp lp
ng analytics can often happen in real time—while an event is happening.
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1
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
,Difficulty: 1 Easy lp lp
Topic: Speed Up Information for Better Implementation and Control
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
01 understand how information technology speeds up feedback for better implementation and co
lp lp lp lp lp lp lp lp lp lp lp lp
ntrol.
Bloom's: Remember AACS l p l p
B: Reflective Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
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to their marketing strategies.
lp lp lp
Answer: TRUE l p
Explanation: To more effectively implement and control marketing strategies, marketing mana
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gers must take advantage of technology that gives them more information, more often. Metrics a
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nd analytical tools can provide marketing managers with frequent and timely information, whic
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h they can use to adjust their marketing strategies.
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Difficulty: 1 Easy lp lp
Topic: Speed Up Information for Better Implementation and Control
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
01 understand how information technology speeds up feedback for better implementation and co
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ntrol.
Bloom's: Remember AA l p lp
CSB: Technology l p
Accessibility: Keyboard Navigation l p lp
2
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
, 4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
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accepted.
p
Answer: FALSE l p
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
l p lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
practice implementation is often complicated by trade-offs among the three objectives.
lp lp lp lp lp lp lp lp lp lp
Difficulty: 1 Easy lp lp
Topic: Effective Implementation Means that Plans Work as Intended
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Reflective Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
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things can go wrong.
p lp lp lp
Answer: FALSE l p
Explanation: There are thousands of ways that a plan or its implementation can go astray. Implementi
l p lp lp lp lp lp lp lp lp lp lp lp lp lp lp
ng a strategy is a complicated process and requires constant monitoring.
lp lp lp lp lp lp lp lp lp lp
Difficulty: 1 Easy lp lp
Topic: Effective Implementation Means that Plans Work as Intended
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Analytical Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
6) Traditional accounting reports are usually too general to be of much help to the marketing
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manager in controlling marketing plans.
p lp lp lp lp
Answer: TRUE l p
Explanation: Unfortunately, traditional accounting reports are usually too general to be much he
l p lp lp lp lp lp lp lp lp lp lp lp
lp in answering these questions. A company may be showing a profit, while 80 percent of its bus
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
iness comes from only 20 percent of its products—
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or customers. The other 80 percent may be unprofitable. But without special analyses, managers
lp lp lp lp lp lp lp lp lp lp lp lp lp lp
won't know it. lp lp
Difficulty: 1 Easy lp lp
Topic: Control Provides Feedback to Improve Plans and Implementation
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Analytical Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
3
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
lp lp lp lp lp
onus Test Bank 01
lp lp lp
1) Implementation puts plans into operation, while control provides feedback.
lp lp lp lp lp lp lp lp
Answer: TRUE l p
Explanation: Successful marketing requires efficient implementation and control.
l p lp lp lp lp lp lp lp
Implementation puts plans into operation, and control provides feedback Difficult
lp lp lp lp lp lp lp lp lp
y: 1 Easy
lp lp
Topic: Good Plans Set the Framework for Implementation and Control
l p lp lp lp lp lp lp lp lp
Learning Objective: BC01-
lp l p
01 understand how information technology speeds up feedback for better implementation and co
lp lp lp lp lp lp lp lp lp lp lp lp
ntrol.
Bloom's: Remember AACS l p l p
B: Reflective Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
2) Although marketing information can be gathered quickly, it is impossible to analyze and
lp lp lp lp lp lp lp lp lp lp lp lp lp
utilize the information in real time.
lp lp lp lp lp
Answer: FALSE l p
Explanation: Information can be gathered quickly, and it can also be analyzed quickly. Marketi
l p lp lp lp lp lp lp lp lp lp lp lp lp
ng analytics can often happen in real time—while an event is happening.
lp lp lp lp lp lp lp lp lp lp lp
1
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
,Difficulty: 1 Easy lp lp
Topic: Speed Up Information for Better Implementation and Control
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
01 understand how information technology speeds up feedback for better implementation and co
lp lp lp lp lp lp lp lp lp lp lp lp
ntrol.
Bloom's: Remember AACS l p l p
B: Reflective Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
lp lp lp lp lp lp lp lp lp lp lp lp lp lp
to their marketing strategies.
lp lp lp
Answer: TRUE l p
Explanation: To more effectively implement and control marketing strategies, marketing mana
l p lp lp lp lp lp lp lp lp lp
gers must take advantage of technology that gives them more information, more often. Metrics a
lp lp lp lp lp lp lp lp lp lp lp lp lp lp
nd analytical tools can provide marketing managers with frequent and timely information, whic
lp lp lp lp lp lp lp lp lp lp lp lp
h they can use to adjust their marketing strategies.
lp lp lp lp lp lp lp lp
Difficulty: 1 Easy lp lp
Topic: Speed Up Information for Better Implementation and Control
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
01 understand how information technology speeds up feedback for better implementation and co
lp lp lp lp lp lp lp lp lp lp lp lp
ntrol.
Bloom's: Remember AA l p lp
CSB: Technology l p
Accessibility: Keyboard Navigation l p lp
2
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
, 4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp l
accepted.
p
Answer: FALSE l p
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
l p lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
practice implementation is often complicated by trade-offs among the three objectives.
lp lp lp lp lp lp lp lp lp lp
Difficulty: 1 Easy lp lp
Topic: Effective Implementation Means that Plans Work as Intended
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Reflective Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
lp lp lp lp lp lp lp lp lp lp lp lp lp l
things can go wrong.
p lp lp lp
Answer: FALSE l p
Explanation: There are thousands of ways that a plan or its implementation can go astray. Implementi
l p lp lp lp lp lp lp lp lp lp lp lp lp lp lp
ng a strategy is a complicated process and requires constant monitoring.
lp lp lp lp lp lp lp lp lp lp
Difficulty: 1 Easy lp lp
Topic: Effective Implementation Means that Plans Work as Intended
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Analytical Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
6) Traditional accounting reports are usually too general to be of much help to the marketing
lp lp lp lp lp lp lp lp lp lp lp lp lp lp l
manager in controlling marketing plans.
p lp lp lp lp
Answer: TRUE l p
Explanation: Unfortunately, traditional accounting reports are usually too general to be much he
l p lp lp lp lp lp lp lp lp lp lp lp
lp in answering these questions. A company may be showing a profit, while 80 percent of its bus
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
iness comes from only 20 percent of its products—
lp lp lp lp lp lp lp lp
or customers. The other 80 percent may be unprofitable. But without special analyses, managers
lp lp lp lp lp lp lp lp lp lp lp lp lp lp
won't know it. lp lp
Difficulty: 1 Easy lp lp
Topic: Control Provides Feedback to Improve Plans and Implementation
l p lp lp lp lp lp lp lp
Learning Objective: BC01- lp l p
02 know why effective implementation is critical to customer satisfaction and profits.
lp lp lp lp lp lp lp lp lp lp lp
Bloom's: Remember AACS l p l p
B: Analytical Thinking
lp lp
Accessibility: Keyboard Navigation l p lp
3
Copyright 2019 © McGraw- lp lp lp
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGra
lp lp lp lp lp lp lp lp lp lp lp lp lp lp lp
w-Hill Education.
