1
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education.
1 1 1 1 1 1
,Essentials of Marketing, 17e (Perreault)
1 1 1 1
Bonus Test Bank 01
1 1 1 1
1) Implementation puts plans into operation, while control provides feedback. 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: Successful marketing requires efficient implementation and control.
1 1 1 1 1 1 1
Implementation puts plans into operation, and control provides feedback
1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy
1 1 1
Topic: Good Plans Set the Framework for Implementation and Control
1 1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
2) Although marketing information can be gathered quickly, it is impossible to analyze and
1 1 1 1 1 1 1 1 1 1 1 1
utilize the information in real time.
1 1 1 1 1 1
Answer: FALSE 1
Explanation: Information can be gathered quickly, and it can also be analyzed quickly.
1 1 1 1 1 1 1 1 1 1 1 1
Marketing analytics can often happen in real time—while an event is happening.
1 1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Speed Up Information for Better Implementation and Control
1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
1 1 1 1 1 1 1 1 1 1 1 1 1
to their marketing strategies.
1 1 1 1
Answer: TRUE 1
Explanation: To more effectively implement and control marketing strategies, marketing
1 1 1 1 1 1 1 1 1
managers must take advantage of technology that gives them more information, more often.
1 1 1 1 1 1 1 1 1 1 1 1 1
Metrics and analytical tools can provide marketing managers with frequent and timely
1 1 1 1 1 1 1 1 1 1 1 1
information, which they can use to adjust their marketing strategies.
1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Speed Up Information for Better Implementation and Control
1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
AACSB: Technology
1 1
Accessibility: Keyboard Navigation 1 1
2
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
accepted.
1
Answer: FALSE 1
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
practice implementation is often complicated by trade-offs among the three objectives.
1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Effective Implementation Means that Plans Work as Intended
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
1 1 1 1 1 1 1 1 1 1 1 1 1
things can go wrong.
1 1 1 1
Answer: FALSE 1
Explanation: There are thousands of ways that a plan or its implementation can go astray.
1 1 1 1 1 1 1 1 1 1 1 1 1 1
Implementing a strategy is a complicated process and requires constant monitoring.
1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Effective Implementation Means that Plans Work as Intended
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
6) Traditional accounting reports are usually too general to be of much help to the marketing
1 1 1 1 1 1 1 1 1 1 1 1 1 1
manager in controlling marketing plans.
1 1 1 1 1
Answer: TRUE 1
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
1 1 1 1 1 1 1 1 1 1 1
help in answering these questions. A company may be showing a profit, while 80 percent of its
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
business comes from only 20 percent of its products—or customers. The other 80 percent may be
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
unprofitable. But without special analyses, managers won't know it.
1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
3
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
, 7) Traditional accounting reports don't give sufficient information to managers who need to
1 1 1 1 1 1 1 1 1 1 1
know what's happening, in detail, to improve the bottom line.
1 1 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
1 1 1 1 1 1 1 1 1 1 1
help in answering these questions. A company may be showing a profit, while 80 percent of its
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
business comes from only 20 percent of its products—or customers. The other 80 percent may be
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
unprofitable. But without special analyses, managers won't know it.
1 1 1 1 1 1 1 1 1
Difficulty: 2 Medium 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Understand 1
AACSB: Reflective
1 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business often
1 1 1 1 1 1 1 1 1 1 1 1 1
comes from only 20 percent of its products or customers.
1 1 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: A company may be showing a profit, while 80 percent of its business comes from
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
1 1 1 1 1 1 1 1 1 1 1 1 1
and it is often referred to as the 80/20 rule.
1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
4
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education.
1 1 1 1 1 1
,Essentials of Marketing, 17e (Perreault)
1 1 1 1
Bonus Test Bank 01
1 1 1 1
1) Implementation puts plans into operation, while control provides feedback. 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: Successful marketing requires efficient implementation and control.
1 1 1 1 1 1 1
Implementation puts plans into operation, and control provides feedback
1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy
1 1 1
Topic: Good Plans Set the Framework for Implementation and Control
1 1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
2) Although marketing information can be gathered quickly, it is impossible to analyze and
1 1 1 1 1 1 1 1 1 1 1 1
utilize the information in real time.
1 1 1 1 1 1
Answer: FALSE 1
Explanation: Information can be gathered quickly, and it can also be analyzed quickly.
1 1 1 1 1 1 1 1 1 1 1 1
Marketing analytics can often happen in real time—while an event is happening.
1 1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Speed Up Information for Better Implementation and Control
1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
1 1 1 1 1 1 1 1 1 1 1 1 1
to their marketing strategies.
1 1 1 1
Answer: TRUE 1
Explanation: To more effectively implement and control marketing strategies, marketing
1 1 1 1 1 1 1 1 1
managers must take advantage of technology that gives them more information, more often.
1 1 1 1 1 1 1 1 1 1 1 1 1
Metrics and analytical tools can provide marketing managers with frequent and timely
1 1 1 1 1 1 1 1 1 1 1 1
information, which they can use to adjust their marketing strategies.
1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Speed Up Information for Better Implementation and Control
1 1 1 1 1 1 1 1
Learning Objective: BC01-01 understand how information technology speeds up feedback for
1 1 1 1 1 1 1 1 1 1
better implementation and control.
1 1 1 1
Bloom's: Remember 1
AACSB: Technology
1 1
Accessibility: Keyboard Navigation 1 1
2
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
accepted.
1
Answer: FALSE 1
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
practice implementation is often complicated by trade-offs among the three objectives.
1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Effective Implementation Means that Plans Work as Intended
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Reflective 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
1 1 1 1 1 1 1 1 1 1 1 1 1
things can go wrong.
1 1 1 1
Answer: FALSE 1
Explanation: There are thousands of ways that a plan or its implementation can go astray.
1 1 1 1 1 1 1 1 1 1 1 1 1 1
Implementing a strategy is a complicated process and requires constant monitoring.
1 1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Effective Implementation Means that Plans Work as Intended
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
6) Traditional accounting reports are usually too general to be of much help to the marketing
1 1 1 1 1 1 1 1 1 1 1 1 1 1
manager in controlling marketing plans.
1 1 1 1 1
Answer: TRUE 1
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
1 1 1 1 1 1 1 1 1 1 1
help in answering these questions. A company may be showing a profit, while 80 percent of its
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
business comes from only 20 percent of its products—or customers. The other 80 percent may be
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
unprofitable. But without special analyses, managers won't know it.
1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
3
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
, 7) Traditional accounting reports don't give sufficient information to managers who need to
1 1 1 1 1 1 1 1 1 1 1
know what's happening, in detail, to improve the bottom line.
1 1 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
1 1 1 1 1 1 1 1 1 1 1
help in answering these questions. A company may be showing a profit, while 80 percent of its
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
business comes from only 20 percent of its products—or customers. The other 80 percent may be
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
unprofitable. But without special analyses, managers won't know it.
1 1 1 1 1 1 1 1 1
Difficulty: 2 Medium 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Understand 1
AACSB: Reflective
1 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business often
1 1 1 1 1 1 1 1 1 1 1 1 1
comes from only 20 percent of its products or customers.
1 1 1 1 1 1 1 1 1 1
Answer: TRUE 1
Explanation: A company may be showing a profit, while 80 percent of its business comes from
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
1 1 1 1 1 1 1 1 1 1 1 1 1
and it is often referred to as the 80/20 rule.
1 1 1 1 1 1 1 1 1 1
Difficulty: 1 Easy 1 1
Topic: Control Provides Feedback to Improve Plans and Implementation
1 1 1 1 1 1 1 1
Learning Objective: BC01-02 know why effective implementation is critical to customer
1 1 1 1 1 1 1 1 1 1
satisfaction and profits.
1 1 1
Bloom's: Remember 1
1AACSB: Analytical 1
Thinking
1
Accessibility: Keyboard Navigation 1 1
4
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the
1 1 1 1 1 1 1 1 1 1 1 1 1
prior written consent of McGraw-Hill Education. 1 1 1 1 1 1
