Question 61)To be successful at marketing, companies must effectively turn marketing planning into ________.

61)To be successful at marketing, companies must effectively turn marketing planning into
________.
A) marketing analysis
B) marketing implementation C) marketing control
D) marketing audits
E) marketing budgeting
62)Under the ________ organizational format of marketing departments, different marketing
activities are headed by a specialist such as a sales manager, advertising manager, marketing
research manager, or customer-service manager.
A) geographic
B) product management C) market management D) customer-centered E) functional
63)Modern marketing departments are arranged in all of the following ways, EXCEPT which
one?
A) functional organization
B) market management organization C) product management organization D) geographic
organization
E) strategic management organization
64)The ________ organizational format was first used by Procter and Gamble in 1929.
A)functional
B)market management
C)geographic
D)product management
E)customer management
65) The ________ organizational system’s main advantage is that the company is organized
around the needs of specific market segments.
A)product management
B)market management
C)geographic management
D)vertical management
E)functional management
66)An increasingly large number of firms are changing their organizational focus from
________ to ________.
A) product management; functional management B) product management; geographic
management
C) brand management; customer relationship management D) geographic management;
functional management
E) global management; regional management
67)Evaluating the results of marketing strategies and plans and taking corrective action to ensure
that objectives are attained is called ________.
A) marketing control B) strategic control C) operating control
D) developmental control E) efficiency
68)The marketing control process entails the following steps in order: setting goals, ________,
evaluating performance, and ________.
A) evaluating goals; measuring performance B) achieving goals; measuring performance
C) taking corrective action; measuring performance D) measuring performance; taking corrective
action E) taking corrective action; following up
69)Which of the following is NOT a step in the marketing control process?
A)setting goals
B)measuring performance
C)taking corrective action
D)defining the mission
E)evaluating the causes of gaps between expected and actual performance
70)Ensuring that the company achieves the sales, profits, and other goals set out in its annual
marketing plan is the purpose of ________.
A) marketing control B) operating control C) strategic control D) anticipatory control E) a
marketing audit
71)________ involves looking at whether a company’s basic strategies are well matched to its
opportunities.
A) Operating control
B) Market management organization C) Marketing control
D) Strategic control E) Distribution
72)Which of the following is a tool for monitoring strategic marketing performance?
A)a marketing plan
B)a marketing dashboard
C)a customer management organization
D)a product differentiation
E)a value delivery network
73) Which of the following measures the profits generated by investments in marketing
activities?
A)SWOT analysis
B)marketing audits
C)executive summaries
D)marketing ROI

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