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ch 22 markma bregis

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Managing a Holistic Marketing Organization for the Long Run …

Managing a Holistic Marketing Organization for the Long Run

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  • 1. TOP 10 Learning Questions for Chapter 22 Managing a Holistic Marketing Organization for the Long Run Boni Regis December 15, 2011 Marketing Management Class of Prof. Remigio Joseph De Ungriahttp://botchingkoy.blogspot.com
  • 2. 1. What is the correct process in conducting a marketing profitability analysis?A. C.Prepare profit-and-loss statement for eachmarketing entity Identify Functional ExpensesIdentify Functional Expenses Assign Functional ExpensesAssign Functional Expenses to Marketing to Marketing Prepare profit-and-lossB. statement for each marketing entityAssign Functional Expenses to MarketingIdentify Functional ExpensesPrepare profit-and-loss statement for eachmarketing entity
  • 3. STEPS IN MARKETING PROFITABILITY ANALYSISSTEP 1: Identifying Functional ExpensesDetermine the expenses incurred to sell the product(advertisements, packaging, delivery, etc.). Measure how mucheach activity cost.STEP 2: Assigning Functional Expenses to MarketingEntitiesMeasure how much functional expense was used to sell in eachentity (e.g. per store)STEP 3: Preparing a Profit-and-Loss Statement for EachMarketing EntityPrepare the statement for each marketing entity (e.g. per store)
  • 4. 1. What is the correct process in conducting a marketing profitability analysis?A. C.Prepare profit-and-loss statement for eachmarketing entity Identify Functional ExpensesIdentify Functional ExpensesAssign Functional Expenses to Marketing Assign Functional Expenses to MarketingB. Prepare profit-and-loss statement for eachAssign Functional Expenses to Marketing marketing entityIdentify Functional ExpensesPrepare profit-and-loss statement for eachmarketing entity
  • 5. 2. Which of the following is true?A. Overall market share is the largest market share of the company.B. Served market share is the company’s sales as a percentage of total market sales.C. Relative Market Share is the percentage of total sales to the market.D. Served Market Share is always larger than the overall market share.
  • 6. MARKET SHARE ANALYSISOVER ALL MARKET SHARE is the company’s salesas a percentage of total market sales.SERVED MARKET SHARE is the percentage of totalsales to the market; always larger than over allmarket shareRELATIVE MARKET SHARE is the market share inrelationship to the largest competitor.
  • 7. MARKET SHARE ANALYSIS SERVED MARKET – all the buyers are willing and able to buy the product SERVED MARKET (Market Share SHARE (sure sale) of company A) RELATIVE MARKET SHARE OVER ALL MARKET SHARE (not sure if all INDUSTRY market (all customers would buy) competitors share in this market)COMPANY A
  • 8. 2. Which of the following is true?A. Overall market share is the largest market share of the company.B. Served market share is the company’s sales as a percentage of total market sales.C. Relative Market Share is the percentage of total sales to the market.D. Served Market Share is always larger than the overall market share.
  • 9. 3. Which of the following components measures the number of customers who buy from the company?A.Customer SelectivityB. Customer LoyaltyC.Price SelectivityD.Customer PenetrationE. Overall Market Share
  • 10. MARKET SHARE ANALYSISCUSTOMER PENETRATION – percentage of allcustomers who buy from the companyCUSTOMER LOYALTY – purchases from the company byits customers as a percentage of their total purchasesfrom all suppliers of the same products
  • 11. MARKET SHARE ANALYSISCUSTOMER SELECTIVITY – size of the average customerpurchase from the company as a percentage of the sizeof the average customer purchase from an averagecompany.PRICE SELECTIVITY – average price charged by thecompany as a percentage of the average price chargedby all companies
  • 12. 3. Which of the following components measures the number of customers who buy from the company?A.Customer SelectivityB. Customer LoyaltyC.Price SelectivityD.Customer PenetrationE. Overall Market Share
  • 13. 4. Which of the following is used to measure the gap in sales performance?A.Marketing Expense-to-sales AnalysisB. Marketing Profitability AnalysisC.Sales-variance AnalysisD.Sales Analysis
  • 14. EVALUATION AND CONTROLSALES-VARIANCE ANALYSIS measures the relativecontribution of different factors to a gap in salesperformance. SALES VARIANCE ACTUAL ? GOAL SALES
  • 15. 4. Which of the following is used to measure the gap in sales performance?A.Marketing Expense-to-sales AnalysisB. Marketing Profitability AnalysisC.Sales-variance AnalysisD.Sales Analysis
  • 16. 5. Which of the following product-management organization alternativesuse “brand-asset management team”?A. Hub and Spoke Team SystemB. Product TeamsC. Customer Management OrganizationD. Market Centered OrganizationE. Matrix Management Organization
  • 17. PRODUCT TEAMS (Brand-asset Management Team)BRAND-ASSET MANAGEMENT TEAM consists of representatives from functions that directly affects the brand’s performanceTYPES OF BRAND-ASSET MANAGEMENT TEAMA) Triangular B) Horizontal Product Manager Product Manager Communica Distribution Market tion Finance Engineer Specialist Sales Researcher Specialist Manager Market Communication Researcher Specialist
  • 18. 5. Which of the following product-management organization alternativesuse “brand-asset management team”?A. Hub and Spoke Team SystemB. Product TeamsC. Customer Management OrganizationD. Market Centered OrganizationE. Matrix Management Organization
  • 19. 6. “Coca-Cola - Soft drink” is what kindof brand management organization?A. Category ManagementB. Vertical Product TeamC. Internal Marketing OrganizationD. Market Management OrganizationE. Creative Marketing Management
  • 20. PRODUCT-MANAGEMENT ORGANIZATIONCATEGORY MANAGEMENT is a method in which acompany focuses on product categories to manage itsbrands. Colgate – Toothpaste Gardenia - Bread Tide – Detergent Soap Safeguard – Body Soap
  • 21. 6. “Coca-Cola - Soft drink” is what kindof brand management organization?A. Category ManagementB. Vertical Product TeamC. Internal Marketing OrganizationD. Market Management OrganizationE. Creative Marketing Management
  • 22. 7. Which of the following is a factor increating a Corporate SocialResponsibility activity?A. SustainabilityB. Cause-related MarketingC. Firms of EndearmentD. Inter-departmental RelationshipsE. Legal Behavior
  • 23. CORPORATE SOCIAL RESPONSIBILITYLEGAL BEHAVIOR – Companies ensure that theiremployees are aware and observes the lawsETHICAL BEHAVIOR – Companies should have a strongset of ethics and someone that would enforce it. It isadvised that everything should be in writingSOCIAL RESPONSIBILITY BEHAVIOR – People wantinformation about a company’s record on social andenvironmental responsibility
  • 24. 7. Which of the following is a factor increating a Corporate SocialResponsibility activity?A. SustainabilityB. Cause-related MarketingC. Firms of EndearmentD. Inter-departmental RelationshipsE. Legal Behavior
  • 25. 8. ___ are indirect costs but are stillrelated to the selling of the products.A. Non-traceable common costsB. Traceable Common costsC. Direct costs
  • 26. DIRECT VS. FULL COSTINGDIRECT COSTS – assign direct costs to the propermarketing entitiesTRACEABLE COSTS – assign traceable costs onlyindirectly but on a reasonable basis and it still affectsthe productNON TRACEABLE COSTS – common costs whoseallocation to the marketing entities is highly arbitrary
  • 27. 8. ___ are indirect costs but are stillrelated to the selling of the products.A. Non-traceable common costsB. Traceable Common costsC. Direct costs
  • 28. 9. A marketing audit is _____.A. sustainable, efficient, strategic & profitableB. comprehensive, systematic, independent & periodicC. sustainable, comprehensive, strategic & periodicD. efficient, systematic, independent & profitable
  • 29. MARKETING AUDITCOMPREHENSIVE – should cover all themajor marketing activities of a businessSYSTEMATIC – follows a procedure anda template so as not to miss anything
  • 30. MARKETING AUDITINDEPENDENT – the audit of the otherperson/group should not be influenced byanother person/group who also auditedthe same procedurePERIODIC – should be done on a monthly,quarterly, bi-annually and/or annually todetermine changes and what caused it
  • 31. 9. A marketing audit is _____.A. sustainable, efficient, strategic & profitableB. comprehensive, systematic, independent & periodicC. sustainable, comprehensive, strategic & periodicD. efficient, systematic, independent & profitable
  • 32. 10. Which of the following is true about microsales analysis?A. Annual plan control requires making sure the company is not overspending to achieve sales goals.B. Identifies the factors that affects the company’s rate of return on net worth.C. Checks at the products, territories and other factors that contributes to the production of sales.
  • 33. MICROSALES ANALYSISMICROSALES ANALYSIS conducts analysisto determine which factors contributed tothe increase or decrease in sales. Thisstudy would later be beneficial to thecompany. This study should include therecommendations and the solutionsimplemented.
  • 34. 10. Which of the following is true about microsales analysis?A. Annual plan control requires making sure the company is not overspending to achieve sales goals.B. Identifies the factors that affects the company’s rate of return on net worth.C. Checks at the products, territories and other factors that contributes to the production of sales.
  • 35. TOP 10 Learning Questions for Chapter 22 Managing a Holistic Marketing Organization for the Long Run Boni Regis December 15, 2011 Marketing Management Class of Prof. Remigio Joseph De Ungria