Test Bank For Marketing Management 3rd Edition By Greg
Marshall 9781259637155 Chapter 1-14 Complete Guide .
1) Appointing teams to manage customer-value-building processes and break down walls between
departments is part of which of the following business practices?
A) reengineering
B) outsourcing
C) benchmarking
D) supplier partnering
E) customer partnering - ANSWER: A
Page Ref: 624
Objective: 1
Difficulty: Easy
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
Page Ref: 624
Objective: 1
Difficulty: Easy
3) ________ involves studying "best practice companies" to improve performance.
A) Empowering
B) Globalizing
C) Flattening
D) Benchmarking
E) Focusing - ANSWER: D
Page Ref: 624
Objective: 1
Difficulty: Easy
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
Page Ref: 624
Objective: 1
Difficulty: Moderate
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
Page Ref: 624
Objective: 1
Difficulty: Easy
,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
Page Ref: 624
Objective: 1
Difficulty: Easy
7) 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
Page Ref: 624
Objective: 1
Difficulty: Moderate
8) 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
Page Ref: 624
Objective: 1
Difficulty: Moderate
9) 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
Page Ref: 625
Objective: 2
Difficulty: Easy
10) Which of the following observations is true?
A) In today's business environment, marketers are mainly middlemen.
B) Marketing has the sole ownership of customer interactions.
C) Only when all employees realize their job is to create, serve, and satisfy customers does the
company become an effective marketer.
, D) Marketers must clearly differentiate all customer-facing processes, such that every customer
receives a personalized marketing message.
E) Marketers must avoid collaborating with other organizational departments, as it blurs functional
responsibilities. - ANSWER: C
Page Ref: 625
Objective: 2
Difficulty: Moderate
11) ________ requires that everyone in the organization accept the concepts and goals of marketing
and engage in choosing, providing, and communicating customer value.
A) Internal marketing
B) Corporate communications
C) Integrated marketing communications
D) Supply chain management
E) Employee engagement - ANSWER: A
Page Ref: 625
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
12) The most common form of marketing organization consists of ________ reporting to a marketing
vice president who coordinates their activities.
A) zonal managers
B) functional specialists
C) product managers
D) area market specialists
E) brand managers - ANSWER: B
Page Ref: 625
Objective: 2
Difficulty: Easy
13) Which of the following is the main advantage of a functional marketing organization?
A) easy coordination
B) lower staff requirements
C) administrative simplicity
D) reduced competition between functional groups
E) smooth working relationships - ANSWER: C
Page Ref: 627
Objective: 2
Difficulty: Moderate
14) A company selling in a national market often organizes its sales force along ________.
A) functional groups
B) geographic lines
C) product teams
D) brand groups
E) product categories - ANSWER: B
Page Ref: 627
Objective: 2
Difficulty: Easy
15) A product-management organization makes sense if ________.
A) the company's products are quite varied
B) there are very few products in the company's portfolio
C) the company is pursuing a low cost strategy
D) the company's products satisfy similar customer needs
E) the company is vertically integrated - ANSWER: A
Marshall 9781259637155 Chapter 1-14 Complete Guide .
1) Appointing teams to manage customer-value-building processes and break down walls between
departments is part of which of the following business practices?
A) reengineering
B) outsourcing
C) benchmarking
D) supplier partnering
E) customer partnering - ANSWER: A
Page Ref: 624
Objective: 1
Difficulty: Easy
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
Page Ref: 624
Objective: 1
Difficulty: Easy
3) ________ involves studying "best practice companies" to improve performance.
A) Empowering
B) Globalizing
C) Flattening
D) Benchmarking
E) Focusing - ANSWER: D
Page Ref: 624
Objective: 1
Difficulty: Easy
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
Page Ref: 624
Objective: 1
Difficulty: Moderate
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
Page Ref: 624
Objective: 1
Difficulty: Easy
,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
Page Ref: 624
Objective: 1
Difficulty: Easy
7) 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
Page Ref: 624
Objective: 1
Difficulty: Moderate
8) 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
Page Ref: 624
Objective: 1
Difficulty: Moderate
9) 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
Page Ref: 625
Objective: 2
Difficulty: Easy
10) Which of the following observations is true?
A) In today's business environment, marketers are mainly middlemen.
B) Marketing has the sole ownership of customer interactions.
C) Only when all employees realize their job is to create, serve, and satisfy customers does the
company become an effective marketer.
, D) Marketers must clearly differentiate all customer-facing processes, such that every customer
receives a personalized marketing message.
E) Marketers must avoid collaborating with other organizational departments, as it blurs functional
responsibilities. - ANSWER: C
Page Ref: 625
Objective: 2
Difficulty: Moderate
11) ________ requires that everyone in the organization accept the concepts and goals of marketing
and engage in choosing, providing, and communicating customer value.
A) Internal marketing
B) Corporate communications
C) Integrated marketing communications
D) Supply chain management
E) Employee engagement - ANSWER: A
Page Ref: 625
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
12) The most common form of marketing organization consists of ________ reporting to a marketing
vice president who coordinates their activities.
A) zonal managers
B) functional specialists
C) product managers
D) area market specialists
E) brand managers - ANSWER: B
Page Ref: 625
Objective: 2
Difficulty: Easy
13) Which of the following is the main advantage of a functional marketing organization?
A) easy coordination
B) lower staff requirements
C) administrative simplicity
D) reduced competition between functional groups
E) smooth working relationships - ANSWER: C
Page Ref: 627
Objective: 2
Difficulty: Moderate
14) A company selling in a national market often organizes its sales force along ________.
A) functional groups
B) geographic lines
C) product teams
D) brand groups
E) product categories - ANSWER: B
Page Ref: 627
Objective: 2
Difficulty: Easy
15) A product-management organization makes sense if ________.
A) the company's products are quite varied
B) there are very few products in the company's portfolio
C) the company is pursuing a low cost strategy
D) the company's products satisfy similar customer needs
E) the company is vertically integrated - ANSWER: A
