Marketing Case Study

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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: aPage: 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: dPage: 696 Level of difficulty: Easy

3. ________ is the study of “best practice companies” to improve performance. a.Empowering
b.Globalizing
c.Flattening
d.Focusing
e.Benchmarking
Answer: ePage: 696 Level of difficulty: Easy

4.________ is the trend to increase partnering with fewer but better value-adding suppliers. a.Supplier partnering
b.Benchmarking
c.Customer partnering
d.Flattening
e.Empowering
Answer: aPage: 696 Level of difficulty: Easy

5. ________ is working more closely with customers to add value to their operations. a.Reengineering
b.Outsourcing
c.Customer partnering
d.Merging
e.Globalizing
Answer: cPage: 696Level of difficulty: Easy

6.________ is the acquiring or merging with firms in the same or complementary industries to gain economies of scale or scope. a.Merging
b.Globalizing
c.Accelerating
d.Empowering
e.Outsourcing
Answer: aPage: 696Level of difficulty: Easy

7.Increasing the effort to “think global” and “act local” is ________. a.flattening
b.benchmarking
c.globalizing
d.focusing
e.empowering
Answer: cPage: 696Level of difficulty: Easy

8. ________ is reducing the number of organizational levels to get closer to the customer. a.Flattening
b.Globalizing
c.Accelerating
d.Empowering
e.Draft the report
Answer: aPage: 696 Level of difficulty: Easy

9.Determining the most profitable businesses and customers and focusing on them is called ________. a.empowering
b.focusing
c.flattening
d.merging
e.outsourcing
Answer: bPage: 696 Level of difficulty: Easy

10.Designing the organization and setting up processes to respond more quickly to changes in the environment is called ________. a.flattening
b.reengineering
c.customer partnering
d.globalizing
e.accelerating
Answer: ePage: 696Level of difficulty: Easy

11. ________ encourages and empowers personnel to produce more ideas and take more initiative. a.Empowering
b.Accelerating
c.Benchmarking
d.Merging
e.Flattening

Answer: aPage: 696Level of difficulty: Easy

12. The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________. a.middlemen
b.customers
c.clients
d.internal customers
e.external consumers
Answer: aPage: 696 Level of difficulty: Medium

13. Today marketing no longer has sole ownership of customer interactions; rather marketing needs to ________ all the customer-facing processes so that the customers see a single face and hear a single voice when they interact with the firm. a. collect

b.examine
c.review
d.integrate
e.distribute

Answer: dPage: 696 Level of difficulty: Hard

14. _________ requires that everyone in the organization buy into the concepts and goals of marketing and engage in choosing, providing, and communicating customer value. a.Internal marketing
b.External marketing
c.Integrated marketing communications
d.Sales department
e.External relations
Answer: aPage: 697 Level of difficulty: Medium

15.The most common form of marketing organization consists of...
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