Ohio University, Athens

MKT 4630

Chapter 19-Ensuring the Firm Implements the Marketing Offer as Planned

TRUE/FALSE Questions

1)Firms with an internal orientation have better leaders of the change process than firms with an external orientation.

2. The inverted pyramid model places customers at the top as the most important constituent, then provides a comprehensive view of those elements that contribute to marketing becoming a capability, rather than just a function.

3. A strategy is the description of an ideal future state, a picture of what the future should be.

4. A vision is an impressionistic picture of what the future should be.

5. A common set of beliefs that guide the behavior of organization members is called values.

6. According to the text, integrity is an example of a “hard” value.

7. Profitability is mentioned in the text as an example of a “soft” value.

8. Market share is a “hard” value.

9. Customer pre-eminence is a “soft” value.

10. The firm with a well-developed mission stays focused in a limited arena where it is likely to be successful.

11. The firm’s game plan for the market, pointing the way to the firm’s actions, is the firm’s mission.

12. An inclusion organization is mentioned in the text as a traditional organizational arrangement for marketing organizations.

13. According to the text, functional organizations tend to work best with homogeneous markets and product lines.

14. Procter & Gamble was the company that originally developed the product management organization.

15. Partly as a response to problems posed by internal competition, Procter & Gamble and many other companies subordinated the brand management system to a functional organization.

16. If a computer company’s individual business sector managers are responsible for the manufacturing, banking, and financial services; transportation; and retailing industries, the company is implementing market segment organization.

17. The category management organization directs multiple brands in a complementary manner.

18. A functional organization is mentioned in the text as a “newer” approach to marketing organizations.

19. The inclusion organization may work well in service organizations, where marketing and operations are difficult to distinguish.

20. In many firms, “soft” systems are used mostly to improve operational efficiency and reduce costs, rather than to increase strategic effectiveness and add value for customers.

21. Good hard systems improve operational efficiency and also improves marketing effectiveness and help secure differential advantage.

22. The traditional tools of human resource management include profits and profitability.

23. If a firm hires the right people and manages them appropriately, an internal orientation should follow.

24. Operational focus is mentioned in the text as a “new” way of ensuring the marketing offer is implemented as planned.

25. According to the text, market-share orientation is a “new” way of ensuring the marketing offer is implemented as planned.

Multiple Choice Questions

26. Good vision statements set                               direction. a.) narrow

b.) broad

c.)   specific d.) unrealistic

27. Which of the following is NOT a characteristic of a good vision statement? a.) It is not too broad.

b.) It should inspire employees. c.) It is not too specific.

d.) It is easily achievable.

28. A(n)                                       is the description of an ideal future state, a picture of what the future should be.

a.) objective b.) strategy

c.) vision

d.) rule

29. The                                       places customers at the top as the most important constituent, then provides a comprehensive view of those elements that contribute to marketing becoming a capability, rather than just a function.

a.) diverted pyramid model

b.) inverted pyramid model

c.) diagonal pyramid model d.) horizontal pyramid model

30. The firm’s                             is the game plan for the market, pointing the way to firm actions. a.) values

b.) strategy

c.) vision d.) mission

31. All of the following represent elements of a firm’s internal architecture EXCEPT: a.) HR practices

b.) Competitive strategy

c.) organization structure d.) organization systems

32. A common set of beliefs that guide the behavior of organizational members is called

                                     . a.) culture

b.) values

c.) perception d.) abilities

33. Which of the following is NOT example of a “hard” value? a.) Profitability

b.) Market share c.) Revenues

d.) Integrity

34. All of the following are mentioned in the text as “soft” values EXCEPT: a.) Integrity

b.) Respect for others

c.) Pre-eminence of customers

d.) Profitability

35. Which of the following DOES NOT represent the internal architecture of a firm? a.) Organizational structure

b.) Systems and processes c.) HRM practices

d.) All represent the internal architecture of a firm.

36. Which of the following types of organizational designs places activities like marketing research, distribution, advertising and promotion, marketing administration, and new product development in a marketing department?

a.) The functional marketing organization

b.) The product/brand management organization c.) The segment-based organization

d.) The business process organization

37. Which of the following types of organizational designs have the problems of internal brand management competition and brand manager turnover?

a.) The functional marketing organization

b.) The product/brand management organization

c.) The segment-based organization d.) The business process organization

38. According to the text,                                        turns the product/brand management organization on its side.

a.) the functional marketing organization b.) the segment-based organization

c.) the business process organization

d.) the customer-focused organization

39. In which of the following types of organizational designs does the firm retain a classic functional structure, but has the organizational output resulting from cross-functional teams?

a.) The functional marketing organization b.) The segment-based organization

c.) The business process organization

d.) The customer-management organization

40. According to the text, firms with                                        manage multiple brands in a complementary manner.

a.) functional organization

b.) business process organization c.) segment-based organization

d.) category management organization

41. Which of the following is NOT an alternative traditional marketing organization? a.) functional

b.) product/brand management c.) category management

d.) business process

42. Which of the following is NOT mentioned in the text as a traditional organizational arrangement for marketing organizations?

a.) Functional organization

b.) Product/brand management organization

c.) Inclusion organization

d.) Category management

43. According to the text,                                      tends to work best with homogeneous markets and product lines.

a.) functional organization

b.) product/brand management organization c.) inclusion organization

d.) category management organization

44. Which of the following companies originally developed the product/brand management organization?

a.) Coca-Cola

b.) Microsoft c.) IBM

d.) Procter & Gamble

45. Partly as a response to problems posed by internal competition, Procter & Gamble and many other companies subordinated the brand management system to                              .

a.) functional organization b.) inclusion organization

c.) category management

d.) market segment organization

46. If a computer company’s individual business sector managers are responsible for the manufacturing, banking, and financial services; transportation; and retailing industries, the company is implementing                                     .

a.) functional organization

b.) market segment organization

c.) product/brand management organization d.) inclusion organization

47. All of the following are mentioned in the text as “newer” approaches to marketing organizations EXCEPT:

a.) Inclusion organization

b.) Organizing by business processes c.) Customer management organization

d.) Functional organization

48. Which of the following approaches to marketing organizations is mentioned in the text as having considerable applicability in service businesses where marketing and operations are difficult to distinguish?

a.) Inclusion organization  b.) Organizing by business processes c.) Customer management organization d.) Functional organization

49. All of the following are alternative newer marketing organizations EXCEPT: a.) inclusion

b.) business process

c.) customer management

d.) category management

50. In many firms,                                       systems are used mostly to improve operational efficiency and reduce costs, rather than to increase strategic effectiveness and add value for customers.

a.) “soft”

b.) “hard”

c.) horizontal d.) vertical

51. According to the text, good planning is                                      rather than                                     driven. a.) internally; externally

b.) revenue; profit c.) cost; revenue

d.) externally; internally

52. The traditional tools of human resource management include all of the following EXCEPT: a.) Recruitment and selection

b.) Training and development