Chapter 22: Managing a Holistic Marketing Organization
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. ________ is the appointment of teams to manage customer-value–building processes and break down walls between departments. a. Reengineering b. Outsourcing c. Benchmarking d. Supplier partnering e. Customer Partnering
Answer: a Page: 696 Level of difficulty: Easy
2. ________ is the greater willingness to buy more goods and services from outside domestic or foreign vendors. a. Benchmarking b. Merging c. Globalizing d. Outsourcing e. Accelerating
Answer: d Page: 696 Level of difficulty: Easy
3. ________ is the study of “best practice companies” to improve
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departmental head d. interns e. none of the above
Answer: b Page: 697 Level of difficulty: Medium
16. The main advantage of a functional marketing organization is it ________. a. ease of reporting b. reduced staff requirements c. administrative simplicity d. overlapping responsibilities e. increased work load requirements
Answer: c Page: 697 Level of difficulty: Medium
17. A functional marketing organization can lose its ________ as products and markets increase. a. focus b. effectiveness c. leader d. reporting relationships e. vice president
Answer: b Page: 697 Level of difficulty: Medium
18. A company selling in a national market often organizes its sales force along ________ lines. a. territory b. geographic c. psychographic profiles d. convenience e. product lines
Answer: b Page: 698 Level of difficulty: Easy
19. Several companies are new adding ________ to support the sales efforts in high-volume markets. a. behavior specialists b. consumer specialists c. area market specialists d. regional managers e. district managers
Answer: c Page: 698 Level of difficulty: Medium
20. Improved information and marketing research technologies have spurred regionalization. This has allowed firms to produce more ________ aimed at consumers in their cities and neighborhood. a. national programs b. multiple programs c. local programs d. product specific programs e.
I would advise Shania that an LLC would be the best form of business to accomplish her goals. Shania wants to open a Christian coffeehouse and already has a name in mind. Colorado LLC laws allow LLCs to be formed with one or more members, taxes them at a lower rate like partnerships and sole proprietorships, and provides the members with lower liability that protects them from the company’s debt (Scrofano, n.d.). This form of business will give Shania the ability to name her company what she wants and run it how she wants. The limited liability is also desirable.
Alan Page took advantage of the scholarship that the University of Minnesota gave him and because of that opportunity he is now a Minnesota Supreme Court Justice. These college players need to take more of an interest in getting an education rather than falling back on their sports career. Because college athletes are given a full-ride scholarships they should not be paid. Colleges don’t have enough money to pay all athletes. To pay every athlete you would have to pay all of the players and to pay all of the players you would have to pay all of the different levels such as: NCAA Division 1, Division 2 and NAIA.
3. What has changed the global marketplace are new communication and transportationtechnologies, low labor costs and ______________.
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variables that occur in each stage. Provide an example of a product or service that
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3. Assignments should be in a ring-binder or stapled with the prescribed coversheet and grading sheet(s)
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