Question81. Customer orientation must be understood by _____________.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
82. All internal organizational practices should be aligned around ____.
A. The billing system
B. Management
C. Manufacturing
D. The customer
E. Information technology
83. In order for Marketing (Big M) to succeed, it must be championed by __________.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
84. Sheila and Barbara are billing department managers in a call center. Senior management has given employees who answer phones only a limited amount of time to spend with each customer. Sheila and Barbara want to make strategic marketing changes. They must have the support of ____________ in order to succeed.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
85. Little m marketing includes ____________.
A. Marketing strategy
B. Advertising
C. Brand image
D. Both marketing strategy and brand image
E. Both advertising and brand image
86. _______________ uses (use) market-driving strategies.
A. Apple
B. Microsoft
C. Disney
D. None of these
E. Apple, Microsoft, and Disney
87. Many companies today pay their advertising agencies based on how much sales or market share increase after a particular advertising campaign is executed. This most likely occurs because _____________.
A. Marketing is viewed internally as an investment
B. There has been an increased demand for marketing accountability by CEOs and shareholders
C. Effective planning requires metrics
D. If it can’t be measured, it can’t be managed
E. All of these
88. Today many CEOs and shareholders expect to measure results of marketing efforts because ___________.
A. Marketing metrics today are designed to assign specific results to specific marketing programs
B. They are unrealistic in believing that all marketing is measurable
C. It is easy to do
D. All of these
E. Both marketing metrics today are designed to assign specific results to specific marketing programs and it is easy to do
89. Marketing today ____________.
A. Is essentially the same as 20 years ago
B. Is not impacted by the rest of the world
C. Seeks to add value by understanding the past of marketing and change drivers for the future
D. Is so confusing, no one understands it
E. Is accountable only to shareholders and management
90. The purpose of marketing metrics is to ____________ key benchmarks for improvement just as financial metrics guide the financial management of the firm.
A. Identify
B. Track
C. Evaluate
D. Provide
E. All of these
