This document contains a list of 10 learning questions for a chapter on managing holistic marketing organizations long-term. It provides the questions, multiple choice answers, and explanations of the key concepts being tested. The questions cover topics like conducting marketing profitability analysis, defining different types of market share, using brand asset management teams, and factors involved in corporate social responsibility activities.
TechCamp 2013 Dublin - Managing The Data Center with System Center 2012 R2Damian Flynn
Utilizing the hidden functions of SCVMM, learn how you can manage your end to end Data Center Fabric, from Server Deployment, Layer 2 and 3 Network Switching and Software Extensions eg Nexus 1000v, to the Storage Subsystems on both Block and File level SCVMM has 3rd party supported implementation answers for all your needs.
This document contains 10 multiple choice questions about marketing practices and concepts. It discusses trends in marketing such as outsourcing and flattening. It also covers topics like the marketing planning process, product team structures, types of marketing control, and cause marketing programs.
The document discusses how modern marketing departments are evolving to take a more holistic approach. Key points include: 1) Marketing is becoming more of an integrator that involves the whole company and requires cooperation across departments. 2) Departments can be organized in different ways, such as by product or market. 3) An effective marketing approach is holistic rather than departmental and considers causes related to social responsibility and customers.
Ch 22 managing a holistic marketing organization for the long run san pedrogracesanpedro
The document contains 10 multiple choice questions about marketing concepts from Chapter 22 of a textbook. The questions cover topics like current marketing trends, structures of product teams, the social marketing planning process, types of marketing control, organizing the marketing department, marketing audits, marketing profitability analysis, and annual plan control. For each question, the document provides an explanation of the relevant concept and the correct answer.
Marketing Management Chapter 22 Managing A Holistic Marketing Organizationrikkylohia
This document discusses trends in marketing practices and organizing marketing departments. It covers functional, geographic, product-based, and matrix organizational structures. Product managers develop strategies, plans, and campaigns and interact with various teams. Matrices combine functional and brand/product structures. The role of marketing at a corporate level is to promote customer orientation. Social responsibility, cause-related marketing, and social marketing campaigns are also discussed. Marketing control involves annual plans, profitability, efficiency, and strategy. Marketing audits comprehensively examine objectives and performance.
10 question for defining marketing for 21st century chapter 1Rex Sandoval
1. Wants and buying power result in demand, which is wants for a specific product backed by an ability to pay.
2. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
3. Extending warranties is part of the marketing mix element of product.
10 question for defining marketing for 21st century chapter 1Rex Sandoval
The combination of "wants" and "buying power" results in demand. Demand is defined as wants for a specific product backed by an ability to pay. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A sales force is part of the promotion aspect of the marketing mix.
1. The document discusses marketing strategies and plans, covering topics like marketing orientation, strategic planning, and Porter's generic strategies. It provides 10 questions to test learning on these concepts.
2. The questions cover identifying new opportunities, tools for creating customer value, defining corporate mission, and identifying Porter's strategies for cost leadership and differentiation.
3. Concepts and possible answers are provided for each question to help select the right response.
TechCamp 2013 Dublin - Managing The Data Center with System Center 2012 R2Damian Flynn
Utilizing the hidden functions of SCVMM, learn how you can manage your end to end Data Center Fabric, from Server Deployment, Layer 2 and 3 Network Switching and Software Extensions eg Nexus 1000v, to the Storage Subsystems on both Block and File level SCVMM has 3rd party supported implementation answers for all your needs.
This document contains 10 multiple choice questions about marketing practices and concepts. It discusses trends in marketing such as outsourcing and flattening. It also covers topics like the marketing planning process, product team structures, types of marketing control, and cause marketing programs.
The document discusses how modern marketing departments are evolving to take a more holistic approach. Key points include: 1) Marketing is becoming more of an integrator that involves the whole company and requires cooperation across departments. 2) Departments can be organized in different ways, such as by product or market. 3) An effective marketing approach is holistic rather than departmental and considers causes related to social responsibility and customers.
Ch 22 managing a holistic marketing organization for the long run san pedrogracesanpedro
The document contains 10 multiple choice questions about marketing concepts from Chapter 22 of a textbook. The questions cover topics like current marketing trends, structures of product teams, the social marketing planning process, types of marketing control, organizing the marketing department, marketing audits, marketing profitability analysis, and annual plan control. For each question, the document provides an explanation of the relevant concept and the correct answer.
Marketing Management Chapter 22 Managing A Holistic Marketing Organizationrikkylohia
This document discusses trends in marketing practices and organizing marketing departments. It covers functional, geographic, product-based, and matrix organizational structures. Product managers develop strategies, plans, and campaigns and interact with various teams. Matrices combine functional and brand/product structures. The role of marketing at a corporate level is to promote customer orientation. Social responsibility, cause-related marketing, and social marketing campaigns are also discussed. Marketing control involves annual plans, profitability, efficiency, and strategy. Marketing audits comprehensively examine objectives and performance.
10 question for defining marketing for 21st century chapter 1Rex Sandoval
1. Wants and buying power result in demand, which is wants for a specific product backed by an ability to pay.
2. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
3. Extending warranties is part of the marketing mix element of product.
10 question for defining marketing for 21st century chapter 1Rex Sandoval
The combination of "wants" and "buying power" results in demand. Demand is defined as wants for a specific product backed by an ability to pay. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A sales force is part of the promotion aspect of the marketing mix.
1. The document discusses marketing strategies and plans, covering topics like marketing orientation, strategic planning, and Porter's generic strategies. It provides 10 questions to test learning on these concepts.
2. The questions cover identifying new opportunities, tools for creating customer value, defining corporate mission, and identifying Porter's strategies for cost leadership and differentiation.
3. Concepts and possible answers are provided for each question to help select the right response.
Marketing professionals use various publications to reach their target audiences, including internal memos and external magazines, journals, and press releases. Internally, memos provide a formal way to communicate within a company, while quarterly releases report financial performance to shareholders. Externally, marketing magazines inform readers about business marketing strategies and financial journals maintain accounting records of transactions. Press releases aim to draw media attention to new products or events. Mobile technology now helps both companies promote themselves and customers access services like loyalty programs on the go.
Marketing professionals use various publications to reach their target audiences, including internal memos and external magazines, journals, and quarterly reports. They provide guidance to each other through case studies of brands. New digital technologies also help companies promote themselves and better serve customers.
This document contains a set of 10 learning questions related to identifying market segments and targets from Chapter 8. It begins with definitions of key terms like niche and the four levels of micromarketing. Subsequent questions cover topics such as the criteria for effective segmentation, models for measuring brand loyalty and conversion of non-users, and the various ways to segment consumer and business markets. The questions are intended to test the understanding of concepts for identifying and analyzing appropriate market segments and targets.
WebMD plans to expand into India to provide medical information to its large population through various channels including websites, apps, magazines, and in healthcare facilities. It will combine Eastern and Western medical approaches. While India offers a large potential market and skilled labor, challenges include infrastructure issues, poverty, and unreliable healthcare. WebMD will need to address regulatory issues and compete with local companies to succeed in India.
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1) SCA develops, produces, and markets personal care products, tissue, packaging, and forest products. It has sales in over 100 countries and around 45,000 employees.
2) SCA's strategy focuses on sustainably developing value-added products and services within its business areas to improve quality of life. Its strategic priorities are costs/cash flow, capital efficiency, innovation, and growth.
3) SCA prioritizes innovation to drive profitable growth. Its innovation process is based on customer/consumer insights
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- The three main PR methods are media relations, community relations, and grassroots campaigns.
- The seven PR tools are development, internal communications, investor relations, issues management, lobbying, publicity, and public affairs.
- Special events are a form of PR that can increase awareness, sales, and positive image through sponsorship opportunities. They require consideration of audience, personnel, elements like models and music, and merchandising.
- Fashion shows specifically are
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Marketing professionals use various publications to reach their target audiences, including internal memos and external magazines, journals, and press releases. Internally, memos provide a formal way to communicate within a company, while quarterly releases report financial performance to shareholders. Externally, marketing magazines inform readers about business marketing strategies and financial journals maintain accounting records of transactions. Press releases aim to draw media attention to new products or events. Mobile technology now helps both companies promote themselves and customers access services like loyalty programs on the go.
Marketing professionals use various publications to reach their target audiences, including internal memos and external magazines, journals, and quarterly reports. They provide guidance to each other through case studies of brands. New digital technologies also help companies promote themselves and better serve customers.
This document contains a set of 10 learning questions related to identifying market segments and targets from Chapter 8. It begins with definitions of key terms like niche and the four levels of micromarketing. Subsequent questions cover topics such as the criteria for effective segmentation, models for measuring brand loyalty and conversion of non-users, and the various ways to segment consumer and business markets. The questions are intended to test the understanding of concepts for identifying and analyzing appropriate market segments and targets.
WebMD plans to expand into India to provide medical information to its large population through various channels including websites, apps, magazines, and in healthcare facilities. It will combine Eastern and Western medical approaches. While India offers a large potential market and skilled labor, challenges include infrastructure issues, poverty, and unreliable healthcare. WebMD will need to address regulatory issues and compete with local companies to succeed in India.
A hospitality consulting firm specializing in providing hospitality owners and management companies with solutions geared towards service excellence and growth of share holders profitability
We specialize in hospitality related concepts , efficiencies and performances, whilst providing practical and simplistic strategies, solutions and services that focus on Revenue Generation and Profitability
This document provides an overview of Nordstrom, a leading fashion retailer founded in 1901. It details Nordstrom's history and growth from one shoe store to over 200 locations across the US. Nordstrom is known for its customer
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The document describes the services provided by a marketing consultant and events manager. As a marketing consultant, services include creating corporate identities through developing branding and image strategies, developing new products by studying the market and recommending products, and copywriting and editing promotional materials. As an events manager, services include planning all aspects of corporate events such as award ceremonies, meetings, and product launches including choosing venues, arranging decorations, and coordinating related marketing activities like obtaining sponsors.
This document discusses how Sales 2.0 and CRM can help sales teams leverage customer information for more effective selling. It defines Sales 2.0 as integrating customer-focused methodologies and technologies to transform selling from an art to a science. CRM is described as a strategy to create and sustain long-term, profitable customer relationships by integrating marketing, sales, and service functions through business process automation and information resources. The document argues that access to customer information through CRM and Sales 2.0 approaches can help sales teams better understand and serve customers, build relationships, and improve sales performance.
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1) SCA develops, produces, and markets personal care products, tissue, packaging, and forest products. It has sales in over 100 countries and around 45,000 employees.
2) SCA's strategy focuses on sustainably developing value-added products and services within its business areas to improve quality of life. Its strategic priorities are costs/cash flow, capital efficiency, innovation, and growth.
3) SCA prioritizes innovation to drive profitable growth. Its innovation process is based on customer/consumer insights
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This document provides an introduction and overview of a 12-week management accounting course. It discusses the course structure, aims, examination format, and reasons for producing accounting information. It explains who internal and external accounting information is intended for and provides definitions of strategic management accounting and good decision making. Key concepts covered include cost management techniques like target costing, kaizen costing, life cycle costing, and just-in-time systems. Students are assigned supplemental reading and asked to research a management accounting technique for the following week's discussion.
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- The three main PR methods are media relations, community relations, and grassroots campaigns.
- The seven PR tools are development, internal communications, investor relations, issues management, lobbying, publicity, and public affairs.
- Special events are a form of PR that can increase awareness, sales, and positive image through sponsorship opportunities. They require consideration of audience, personnel, elements like models and music, and merchandising.
- Fashion shows specifically are
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Focus of this webinar:
Present key findings from the Q3 2011 Market Vista report and implications for buyers and service providers
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ch 22 markma bregis
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 Ungria
http://botchingkoy.blogspot.com
2. 1. What is the correct process in
conducting a marketing profitability
analysis?
A.
C.
Prepare profit-and-loss statement for each
marketing entity Identify Functional Expenses
Identify Functional Expenses
Assign Functional Expenses
Assign Functional Expenses to Marketing to Marketing
Prepare profit-and-loss
B. statement for each
marketing entity
Assign Functional Expenses to Marketing
Identify Functional Expenses
Prepare profit-and-loss statement for each
marketing entity
3. STEPS IN
MARKETING PROFITABILITY ANALYSIS
STEP 1: Identifying Functional Expenses
Determine the expenses incurred to sell the product
(advertisements, packaging, delivery, etc.). Measure how much
each activity cost.
STEP 2: Assigning Functional Expenses to Marketing
Entities
Measure how much functional expense was used to sell in each
entity (e.g. per store)
STEP 3: Preparing a Profit-and-Loss Statement for Each
Marketing Entity
Prepare 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 each
marketing entity Identify Functional
Expenses
Identify Functional Expenses
Assign Functional Expenses to Marketing Assign Functional
Expenses to Marketing
B. Prepare profit-and-loss
statement for each
Assign Functional Expenses to Marketing
marketing entity
Identify Functional Expenses
Prepare profit-and-loss statement for each
marketing 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 ANALYSIS
OVER ALL MARKET SHARE is the company’s sales
as a percentage of total market sales.
SERVED MARKET SHARE is the percentage of total
sales to the market; always larger than over all
market share
RELATIVE MARKET SHARE is the market share in
relationship 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 Selectivity
B. Customer Loyalty
C.Price Selectivity
D.Customer Penetration
E. Overall Market Share
10. MARKET SHARE ANALYSIS
CUSTOMER PENETRATION – percentage of all
customers who buy from the company
CUSTOMER LOYALTY – purchases from the company by
its customers as a percentage of their total purchases
from all suppliers of the same products
11. MARKET SHARE ANALYSIS
CUSTOMER SELECTIVITY – size of the average customer
purchase from the company as a percentage of the size
of the average customer purchase from an average
company.
PRICE SELECTIVITY – average price charged by the
company as a percentage of the average price charged
by all companies
12. 3. Which of the following components
measures the number of customers who
buy from the company?
A.Customer Selectivity
B. Customer Loyalty
C.Price Selectivity
D.Customer Penetration
E. Overall Market Share
13. 4. Which of the following is used to
measure the gap in sales
performance?
A.Marketing Expense-to-sales
Analysis
B. Marketing Profitability Analysis
C.Sales-variance Analysis
D.Sales Analysis
14. EVALUATION AND CONTROL
SALES-VARIANCE ANALYSIS measures the relative
contribution of different factors to a gap in sales
performance.
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
Analysis
B. Marketing Profitability Analysis
C.Sales-variance Analysis
D.Sales Analysis
16. 5. Which of the following product-
management organization alternatives
use “brand-asset management team”?
A. Hub and Spoke Team System
B. Product Teams
C. Customer Management Organization
D. Market Centered Organization
E. 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 performance
TYPES OF BRAND-ASSET MANAGEMENT TEAM
A) 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 alternatives
use “brand-asset management team”?
A. Hub and Spoke Team System
B. Product Teams
C. Customer Management Organization
D. Market Centered Organization
E. Matrix Management Organization
19. 6. “Coca-Cola - Soft drink” is what kind
of brand management organization?
A. Category Management
B. Vertical Product Team
C. Internal Marketing Organization
D. Market Management Organization
E. Creative Marketing Management
20. PRODUCT-MANAGEMENT
ORGANIZATION
CATEGORY MANAGEMENT is a method in which a
company focuses on product categories to manage its
brands.
Colgate – Toothpaste
Gardenia - Bread
Tide – Detergent Soap
Safeguard – Body Soap
21. 6. “Coca-Cola - Soft drink” is what kind
of brand management organization?
A. Category Management
B. Vertical Product Team
C. Internal Marketing Organization
D. Market Management Organization
E. Creative Marketing Management
22. 7. Which of the following is a factor in
creating a Corporate Social
Responsibility activity?
A. Sustainability
B. Cause-related Marketing
C. Firms of Endearment
D. Inter-departmental Relationships
E. Legal Behavior
23. CORPORATE SOCIAL
RESPONSIBILITY
LEGAL BEHAVIOR – Companies ensure that their
employees are aware and observes the laws
ETHICAL BEHAVIOR – Companies should have a strong
set of ethics and someone that would enforce it. It is
advised that everything should be in writing
SOCIAL RESPONSIBILITY BEHAVIOR – People want
information about a company’s record on social and
environmental responsibility
24. 7. Which of the following is a factor in
creating a Corporate Social
Responsibility activity?
A. Sustainability
B. Cause-related Marketing
C. Firms of Endearment
D. Inter-departmental Relationships
E. Legal Behavior
25. 8. ___ are indirect costs but are still
related to the selling of the products.
A. Non-traceable common costs
B. Traceable Common costs
C. Direct costs
26. DIRECT VS. FULL COSTING
DIRECT COSTS – assign direct costs to the proper
marketing entities
TRACEABLE COSTS – assign traceable costs only
indirectly but on a reasonable basis and it still affects
the product
NON TRACEABLE COSTS – common costs whose
allocation to the marketing entities is highly arbitrary
27. 8. ___ are indirect costs but are still
related to the selling of the products.
A. Non-traceable common costs
B. Traceable Common costs
C. Direct costs
28. 9. A marketing audit is _____.
A. sustainable, efficient, strategic & profitable
B. comprehensive, systematic, independent &
periodic
C. sustainable, comprehensive, strategic &
periodic
D. efficient, systematic, independent & profitable
29. MARKETING AUDIT
COMPREHENSIVE – should cover all the
major marketing activities of a business
SYSTEMATIC – follows a procedure and
a template so as not to miss anything
30. MARKETING AUDIT
INDEPENDENT – the audit of the other
person/group should not be influenced by
another person/group who also audited
the same procedure
PERIODIC – should be done on a monthly,
quarterly, bi-annually and/or annually to
determine changes and what caused it
31. 9. A marketing audit is _____.
A. sustainable, efficient, strategic & profitable
B. comprehensive, systematic, independent
& periodic
C. sustainable, comprehensive, strategic &
periodic
D. 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 ANALYSIS
MICROSALES ANALYSIS conducts analysis
to determine which factors contributed to
the increase or decrease in sales. This
study would later be beneficial to the
company. This study should include the
recommendations and the solutions
implemented.
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