MKT 475 Week 11 Quiz – Strayer
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Quiz
10 Chapter 15
Strategic Marketing
Implementation and Control
True/False
Questions
1.
The analytical dimension of marketing planning process is concerned with the
organizational structure in which planning is carried out, along with the
associated information resources and corporate culture.
2.
Internal marketing involves developing programs to win line management support
for new strategies.
3.
External marketing involves changing the attitudes and behavior of employees
working at key points of contact with customers.
4.
Internal marketing goals include promoting the external marketing strategy.
5.
The balanced scorecard method is used to implement marketing plans.
6.
The balanced scorecard method formally includes an assessment of the strategy
component across all aspects of the business unit at the same time.
7.
A benefit of the balanced scorecard methodology is that it is feasible for any
business unit level strategy and provides a means to link performance
evaluation to strategy implementation.
8.
The second step in marketing evaluation and control is determining performance
metrics and standards.
9.
When monitoring a firm’s effectiveness of marketing activities, external
information sources must be excluded.
10.
Marketing metrics should be chosen to reflect issues most closely linking
marketing investments with value chain requirements.
Multiple
Choice Questions
11. The
_____ indicates marketing objectives and the strategy and tactics for
accomplishing the objectives, and guides implementation and
control.
A. strategic marketing plan
B. traditional marketing
design
C. integrated marketing communications
D. market positioning
strategy
12.
Which of the following techniques guides short-term marketing activities?
A. Strategic
marketing plan
B. Annual marketing plan
C. Situation
analysis
D. Positioning strategy
13.
Which of the following marketing planning process dimensions is concerned with
an organization’s structure, associated information resources, and corporate
culture?
A.
Analytical process dimension
B.
Behavioral process dimension
C.
Organizational process dimension
D.
Cognitive process dimension
14.
Which of the following marketing planning process dimensions is concerned with
managerial perceptions, participation, and strategic assumptions?
A.
Analytical process dimension
B.
Cognitive process dimension
C.
Organizational process dimension
D.
Behavioral process dimension
15.
Which of the following marketing planning process dimensions is concerned with
techniques, procedures, systems, and planning models?
A.
Analytical process dimension
B.
Cognitiveprocess dimension
C.
Organizational process dimension
D.
Behavioral process dimension
16. Which of the following is true about internal
marketing?
A. It positions the marketing strategy in the
customer marketplace.
B. Its goals include promoting the external
marketing strategy.
C.
It aims at providing superior external customer service to support internal
strategy.
D. Its aim is to better align internal market
objectives with external capabilities.
17. Which of the following is true about internal
marketing?
A.
It positions the marketing strategy in the customer marketplace.
B.
It involves changing the attitudes and behavior of customers at key points of
contact with employees.
C.
It is aimed at the potential customers within the company.
D.
It is targeted at particular market segments and niches.
18.
_____ is a formalized management control system that implements a given
business unit strategy by means of activities across four areas: financial,
customer, internal business process, and learning and growth (or innovation).
A.
Benchmarking
B.
Internal strategy-organization fit
C.
Strategic marketing audit
D.
Balanced scorecard method
19.Which
of the following is true of the balanced scorecard method?
A.
It translates aggregate and broadly defined strategies to very specific
actions.
B.
It provides a means to link customer satisfaction with value orientation.
C.
It is not feasible for business unit level strategies.
D.
It does not assess the strategy component across all aspects of the business
unit.
20.
The _____ approach allows consideration of specific activities which will
accomplish the objective, but also formally includes an assessment of the
strategy component across all aspects of the business unit at the same
time.
A. vertical assessment
B. balanced
scorecard
C. strategic marketing audit
D. benchmarking
21.
Which of the following is the initial step in setting up a strategic marketing
evaluation program?
A. Obtaining and analyzing information for
performance-gap identification
B. Selecting performance criteria
and choosing relevant marketing metrics
C. Conducting strategic marketing audit
D. Assessing performance and
taking necessary action
22. Which of the following
is the strategic marketing audit used for?
A.
To translate broadly defined marketing strategy into very specific actions
B.
To provide a means to link performance evaluation to strategy implementation
C.
To ensure that activities in one area do not interfere with activities in
another area
D.
To initiate a formal strategic marketing planning program
23.
The results of the _____ provide the basis for selecting performance criteria
and choosing relevant marketing metrics to assess actual performance against
plans and tactical intent.
A.
strategic marketing audit
B.
integrated marketing communications
C.
balanced scorecard
D.
customer relationship analysis
24.
_____ use both internal and external information sources to provide a structure
for monitoring the effectiveness of marketing activities and strategies.
A.
Marketing segmentation strategies
B.
Balanced scorecard methods
C.
Marketing metrics
D.
Salesforce strategies
25.
The choice of the most relevant marketing metrics should be made in the light
of the need to:
A.
track performance relative to alliances.
B.
track performance relative to suppliers.
C.
track performance over investment capabilities.
D.
measure performance relative to strategy.
26.
Which of the following is a danger of using a marketing dashboard?
A.
The dashboard contains metrics only relevant to assessing past performance.
B.
The dashboard contains metrics which only give insight into present
performance.
C.
The dashboard contains metrics which only give insight into future
developments.
D.
The dash board contains only metrics related to the main business drivers.
27.
Which of the following approaches is a quality control technique useful in
determining when operating results are fluctuating normally or instead are
disorderly?
A.
Value chain analysis
B.
Statistical process-control methods
C.
Benchmarking
D.
Data-control processes
28.
_____ is/are used to analyze and improve results in marketing performance
measures such as the number of orders processed, customer complaints, and
territory sales.
A.
Value chain analysis
B.
Benchmarking
C.
Quality-control charts
D.
Cluster analysis
29.
A _____ indicates when the process is experiencing normal variation and when the
process is out of control.
A.
data-control process
B.
value chain analysis
C.
BCG matrix
D.
control-chart analysis
30.
Which of the following is true of a control-chart analysis?
A.
It cannot be used to detect randomness in operating results.
B.
Its control boundaries are set using historical data.
C.
It can only be used to establish average and upper limits of the measure.
D.
It can only be used to establish average and lower limits of the measure.
Essay
Questions
31.
What are the core tasks of a CMO?
32.
Explain the dimensions of the marketing planning process.
33. Discuss
factors that influence the implementation of a marketing strategy.
34. Discuss
how organizational designs help implement a strategic marketing plan.
35. What
guiding points should be considered when selecting relevant marketing metrics?
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