Essentials of Marketing, 16e (Perreault) qy qy qy qy qy
Bonus Test Bank 01 qy qy qy
1) Implementation puts plans into operation, while control provides feedback. qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: Successful marketing requires efficient implementation and control
q y qy qy qy qy qy qy
. Implementation puts plans into operation, and control provides feedback Diffi
qy qy qy qy qy qy qy qy qy qy
culty: 1 Easy qy qy
Topic: Good Plans Set the Framework for Implementation and Control
q y qy qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
2) Although marketing information can be gathered quickly, it is impossible to analyze a
qy qy qy qy qy qy qy qy qy qy qy qy
nd utilize the information in real time.
qy qy qy qy qy qy
Answer: FALSE q y
Explanation: Information can be gathered quickly, and it can also be analyzed quickly. Marke
q y qy qy qy qy qy qy qy qy qy qy qy qy
ting analytics can often happen in real time—while an event is happening.
qy qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Speed Up Information for Better Implementation and Control
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
3) The use of metrics and analytical tools allow marketing managers to make timely adjustmen
qy qy qy qy qy qy qy qy qy qy qy qy qy
ts to their marketing strategies.
qy qy qy qy
Answer: TRUE q y
Explanation: To more effectively implement and control marketing strategies, marketing man
q y qy qy qy qy qy qy qy qy qy
agers must take advantage of technology that gives them more information, more often. Metric
qy qy qy qy qy qy qy qy qy qy qy qy qy
s and analytical tools can provide marketing managers with frequent and timely information,
qy qy qy qy qy qy qy qy qy qy qy qy qy
which they can use to adjust their marketing strategies.
qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Speed Up Information for Better Implementation and Control
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AA q y qy
CSB: Technology q y
1
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
,Accessibility: Keyboard Navigation
q y qy
2
Copyright 2019 © McGraw-
qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
t is accepted.
qy qy
Answer: FALSE q y
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
in practice implementation is often complicated by trade-offs among the three objectives.
qy qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Effective Implementation Means that Plans Work as Intended
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
5) Implementing a strategy is straightforward; there are usually only a limited number of wa
qy qy qy qy qy qy qy qy qy qy qy qy qy
ys things can go wrong.
qy qy qy qy
Answer: FALSE q y
Explanation: There are thousands of ways that a plan or its implementation can go astray. Impleme
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy
nting a strategy is a complicated process and requires constant monitoring.
qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Effective Implementation Means that Plans Work as Intended
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
6) Traditional accounting reports are usually too general to be of much help to the marketi
qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ng manager in controlling marketing plans.
qy qy qy qy qy
Answer: TRUE q y
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
q y qy qy qy qy qy qy qy qy qy qy qy
help in answering these questions. A company may be showing a profit, while 80 percent of i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ts business comes from only 20 percent of its products—
qy qy qy qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manage
qy qy qy qy qy qy qy qy qy qy qy qy qy
rs won't know it.
qy qy qy
Difficulty: 1 Easy qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
3
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
, 7) Traditional accounting reports don't give sufficient information to managers who need
qy qy qy qy qy qy qy qy qy qy qy
to know what's happening, in detail, to improve the bottom line.
qy qy qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
q y qy qy qy qy qy qy qy qy qy qy qy
help in answering these questions. A company may be showing a profit, while 80 percent of i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ts business comes from only 20 percent of its products—
qy qy qy qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manage
qy qy qy qy qy qy qy qy qy qy qy qy qy
rs won't know it.
qy qy qy
Difficulty: 2 Medium qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Understand AACS q y qy
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business oft
qy qy qy qy qy qy qy qy qy qy qy qy qy
en comes from only 20 percent of its products or customers.
qy qy qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: A company may be showing a profit, while 80 percent of its business comes fro
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy
m only 20 percent of its products—
qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manag
qy qy qy qy qy qy qy qy qy qy qy qy qy
ers won't know it. This 80/20 relationship is fairly common—
qy qy qy qy qy qy qy qy qy
and it is often referred to as the 80/20 rule.
qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
4
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
Bonus Test Bank 01 qy qy qy
1) Implementation puts plans into operation, while control provides feedback. qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: Successful marketing requires efficient implementation and control
q y qy qy qy qy qy qy
. Implementation puts plans into operation, and control provides feedback Diffi
qy qy qy qy qy qy qy qy qy qy
culty: 1 Easy qy qy
Topic: Good Plans Set the Framework for Implementation and Control
q y qy qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
2) Although marketing information can be gathered quickly, it is impossible to analyze a
qy qy qy qy qy qy qy qy qy qy qy qy
nd utilize the information in real time.
qy qy qy qy qy qy
Answer: FALSE q y
Explanation: Information can be gathered quickly, and it can also be analyzed quickly. Marke
q y qy qy qy qy qy qy qy qy qy qy qy qy
ting analytics can often happen in real time—while an event is happening.
qy qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Speed Up Information for Better Implementation and Control
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
3) The use of metrics and analytical tools allow marketing managers to make timely adjustmen
qy qy qy qy qy qy qy qy qy qy qy qy qy
ts to their marketing strategies.
qy qy qy qy
Answer: TRUE q y
Explanation: To more effectively implement and control marketing strategies, marketing man
q y qy qy qy qy qy qy qy qy qy
agers must take advantage of technology that gives them more information, more often. Metric
qy qy qy qy qy qy qy qy qy qy qy qy qy
s and analytical tools can provide marketing managers with frequent and timely information,
qy qy qy qy qy qy qy qy qy qy qy qy qy
which they can use to adjust their marketing strategies.
qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Speed Up Information for Better Implementation and Control
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
01 understand how information technology speeds up feedback for better implementation and
qy qy qy qy qy qy qy qy qy qy qy qy
control.
Bloom's: Remember AA q y qy
CSB: Technology q y
1
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
,Accessibility: Keyboard Navigation
q y qy
2
Copyright 2019 © McGraw-
qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
t is accepted.
qy qy
Answer: FALSE q y
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
in practice implementation is often complicated by trade-offs among the three objectives.
qy qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Effective Implementation Means that Plans Work as Intended
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
5) Implementing a strategy is straightforward; there are usually only a limited number of wa
qy qy qy qy qy qy qy qy qy qy qy qy qy
ys things can go wrong.
qy qy qy qy
Answer: FALSE q y
Explanation: There are thousands of ways that a plan or its implementation can go astray. Impleme
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy
nting a strategy is a complicated process and requires constant monitoring.
qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Effective Implementation Means that Plans Work as Intended
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
6) Traditional accounting reports are usually too general to be of much help to the marketi
qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ng manager in controlling marketing plans.
qy qy qy qy qy
Answer: TRUE q y
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
q y qy qy qy qy qy qy qy qy qy qy qy
help in answering these questions. A company may be showing a profit, while 80 percent of i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ts business comes from only 20 percent of its products—
qy qy qy qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manage
qy qy qy qy qy qy qy qy qy qy qy qy qy
rs won't know it.
qy qy qy
Difficulty: 1 Easy qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
3
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
, 7) Traditional accounting reports don't give sufficient information to managers who need
qy qy qy qy qy qy qy qy qy qy qy
to know what's happening, in detail, to improve the bottom line.
qy qy qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
q y qy qy qy qy qy qy qy qy qy qy qy
help in answering these questions. A company may be showing a profit, while 80 percent of i
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
ts business comes from only 20 percent of its products—
qy qy qy qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manage
qy qy qy qy qy qy qy qy qy qy qy qy qy
rs won't know it.
qy qy qy
Difficulty: 2 Medium qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Understand AACS q y qy
B: Reflective Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business oft
qy qy qy qy qy qy qy qy qy qy qy qy qy
en comes from only 20 percent of its products or customers.
qy qy qy qy qy qy qy qy qy qy
Answer: TRUE q y
Explanation: A company may be showing a profit, while 80 percent of its business comes fro
q y qy qy qy qy qy qy qy qy qy qy qy qy qy qy
m only 20 percent of its products—
qy qy qy qy qy qy
or customers. The other 80 percent may be unprofitable. But without special analyses, manag
qy qy qy qy qy qy qy qy qy qy qy qy qy
ers won't know it. This 80/20 relationship is fairly common—
qy qy qy qy qy qy qy qy qy
and it is often referred to as the 80/20 rule.
qy qy qy qy qy qy qy qy qy qy
Difficulty: 1 Easy qy qy
Topic: Control Provides Feedback to Improve Plans and Implementation
q y qy qy qy qy qy qy qy
Learning Objective: BC01- qy q y
02 know why effective implementation is critical to customer satisfaction and profits.
qy qy qy qy qy qy qy qy qy qy qy
Bloom's: Remember AACS q y q y
B: Analytical Thinking
q y qy
Accessibility: Keyboard Navigation q y qy
4
Copyright 2019 © McGraw- qy qy qy
Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc
qy qy qy qy qy qy qy qy qy qy qy qy qy qy qy
Graw-Hill Education.
