Question 1

A firm could use a marketing audit to annually evaluate the appropriateness of its current organizational mission.

Accepted Answer

A) True 
 B)False  True

Question 2

Benchmarking, customer satisfaction research, marketing cost analysis, sales analysis, and the marketing audit are all components of

Accepted Answer

A)   regional marketing plans.
B)   decentralized marketing plans.
C)   marketing plan analysis.
D)   exception reporting.E) None of the above
F) B) and D)

Question 3

A vertical marketing audit involves an investigation of a firm's marketing goals, strategy, implementation, and organization.

Accepted Answer

A) True 
 B)False

Question 4

The benchmarking program of a novice should be similar to those of a master.

Accepted Answer

A) True 
 B)False

Question 5

As applied to sales analysis, the 80-20 principle states that

Accepted Answer

A)   superficial data are insufficient to make sound evaluations.
B)   most important data are submerged.
C)   a large proportion of total sales (profit)  is likely to come from a small proportion of customers, products, or territories.
D)   functional account data are better to examine than natural account data.E) B) and C)
F) None of the above

Question 6

The last step in marketing cost analysis assigns functional costs by product, distribution method, customer, or other marketing classification.

Accepted Answer

A) True 
 B)False  True

Question 7

Although a marketing executive can readily use a wide sales control-unit system by breaking down broad categories, narrow control units cannot be summarized to provide better data.

Accepted Answer

A) True 
 B)False

Question 8

Which of these statements is correct?

Accepted Answer

A)   In sales analysis, the main data source is the control unit.
B)   The terms "sales analysis" and "sales exception reporting" are synonymous.
C)   Sales analysis includes the study of order-processing costs.
D)   More firms do sales analysis than marketing cost analysis.E) None of the above
F) A) and B)

Question 9

The coordination of SBUs is particularly complex when

Accepted Answer

A)   long-term plans are outlined.
B)   competition is intense.
C)   short-term plans are outlined.
D)   the firm is a large multinational.E) A) and D)
F) A) and C)

Question 10

Coordination among a firm's SBUs is enhanced if the functions, strategies, and resources allotted to each are fully outlined in short-, moderate-, and long-term marketing plans.

Accepted Answer

A) True 
 B)False

Question 11

In marketing cost analysis, what type of expense is shared by various categories and CANNOT be eliminated if one category is discontinued?

Accepted Answer

A)   Common
B)   Separable
C)   Natural
D)   OverheadE) B) and C)
F) None of the above

Question 12

In marketing cost analysis, profit centers are developed when

Accepted Answer

A)   natural accounts are studied.
B)   natural accounts are reclassified into functional accounts.
C)   functional accounts are assigned by product, distribution method, sales territory, and so on.
D)   functional accounts are reclassified as natural accounts.E) B) and C)
F) A) and D)

Question 13

Which of these represents the cost categories normally entered in a company's accounting records?

Accepted Answer

A)   Functional account expenses
B)   Natural account expenses
C)   Allocated marketing expenses
D)   Functional account expenses classified by marketing activityE) A) and C)
F) All of the above

Question 14

Although a firm should regularly undertake a horizontal marketing audit, a vertical marketing audit should be undertaken only when a firm has problems with its marketing mix.

Accepted Answer

A) True 
 B)False

Question 15

While marketing cost analysis involves the study of a firm's expenses, sales analysis involves the study of its

Accepted Answer

A)   functions.
B)   SBUs.
C)   target market.
D)   revenues.E) A) and B)
F) A) and C)

Question 16

A systematic, critical, impartial review and appraisal of the basic goals and policies of the marketing function, and of the organization, methods, procedures, and personnel employed to implement the policies and achieve the goals, is

Accepted Answer

A)   marketing cost analysis.
B)   sales exception reporting.
C)   the marketing audit.
D)   marketing research.E) C) and D)
F) All of the above

Question 17

Three broad techniques used to analyze marketing plans are sales analysis, marketing audits, and marketing cost analysis.

Accepted Answer

A) True 
 B)False  True

Question 18

In general, the sales invoice provides little useful information when a firm engages in sales analysis.

Accepted Answer

A) True 
 B)False

Question 19

A sales exception report would enable a wholesaler to concentrate on best-selling items.

Accepted Answer

A) True 
 B)False

Question 20

Which statement concerning the American Customer Satisfaction Index (ACSI)  is NOT correct?

Accepted Answer

A)   The ACSI computes an annual measure of customer satisfaction.
B)   The ACSI model links customer expectations, perceived quality, and perceived value to customer satisfaction.
C)   The ACSI model does not take customer loyalty into consideration.
D)   The ACSI model is a joint effort by the University of Michigan, the American Society for Quality Control, and CFI Group.E) None of the above
F) A) and B)

Exam 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan

A firm could use a marketing audit to annually evaluate the appropriateness of its current organizational mission.

Correct AnswerverifiedTrue

Benchmarking, customer satisfaction research, marketing cost analysis, sales analysis, and the marketing audit are all components of

Correct AnswerverifiedShow Answer

A vertical marketing audit involves an investigation of a firm's marketing goals, strategy, implementation, and organization.

Correct AnswerverifiedShow Answer

The benchmarking program of a novice should be similar to those of a master.

Correct AnswerverifiedShow Answer

As applied to sales analysis, the 80-20 principle states that

Correct AnswerverifiedShow Answer

The last step in marketing cost analysis assigns functional costs by product, distribution method, customer, or other marketing classification.

Correct AnswerverifiedTrue

Although a marketing executive can readily use a wide sales control-unit system by breaking down broad categories, narrow control units cannot be summarized to provide better data.

Correct AnswerverifiedShow Answer

Which of these statements is correct?

Correct AnswerverifiedShow Answer

The coordination of SBUs is particularly complex when

Correct AnswerverifiedShow Answer

Coordination among a firm's SBUs is enhanced if the functions, strategies, and resources allotted to each are fully outlined in short-, moderate-, and long-term marketing plans.

Correct AnswerverifiedShow Answer

In marketing cost analysis, what type of expense is shared by various categories and CANNOT be eliminated if one category is discontinued?

Correct AnswerverifiedShow Answer

In marketing cost analysis, profit centers are developed when

Correct AnswerverifiedShow Answer

Which of these represents the cost categories normally entered in a company's accounting records?

Correct AnswerverifiedShow Answer

Although a firm should regularly undertake a horizontal marketing audit, a vertical marketing audit should be undertaken only when a firm has problems with its marketing mix.

Correct AnswerverifiedShow Answer

While marketing cost analysis involves the study of a firm's expenses, sales analysis involves the study of its

Correct AnswerverifiedShow Answer

A systematic, critical, impartial review and appraisal of the basic goals and policies of the marketing function, and of the organization, methods, procedures, and personnel employed to implement the policies and achieve the goals, is

Correct AnswerverifiedShow Answer

Three broad techniques used to analyze marketing plans are sales analysis, marketing audits, and marketing cost analysis.

Correct AnswerverifiedTrue

In general, the sales invoice provides little useful information when a firm engages in sales analysis.

Correct AnswerverifiedShow Answer

A sales exception report would enable a wholesaler to concentrate on best-selling items.

Correct AnswerverifiedShow Answer

Which statement concerning the American Customer Satisfaction Index (ACSI) is NOT correct?

Correct AnswerverifiedShow Answer

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