marketing quiz test bank

marketing quiz test bank

Question
	
31. Cost
analysis and performance analysis are the same thing.



 True















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? False












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32. Experience
shows that it doesn't make sense for marketing managers to allocate costs to
specific market segments or products.



 True



? False









 



33. In
general, the more products a company has the more difficult it will be to
allocate costs.



? True



 False









 



34. With
the full-cost approach to marketing cost analysis, all costs are allocated to
products, customers, or other categories.



? True



 False









 



35. With
the contribution-margin approach to marketing cost analysis, all costs are
allocated to products, customers, or other categories.



 True



? False









 



36. The
contribution-margin approach to marketing cost analysis focuses attention on
variable costs rather than total costs.



? True



 False









 



37. The
contribution-margin and the full-cost approaches to marketing cost analysis are
different, but they should lead to the same action implications.



 True



? False









 



38. The
full-cost approach to marketing cost analysis is likely to lead to arguments
among product managers about how costs are to be allocated.



? True



 False












 



39. When
it comes to marketing cost analysis, a sales rep is likely to favor the
full-cost approach over the contribution-margin approach.



 True



? False






 



40. A
marketing audit is a systematic procedure for allocating the full costs of
marketing to the appropriate functional accounts.



 True



? False









 



41. A
marketing audit is a systematic, critical, and unbiased review and appraisal of
the basic objectives and policies of the marketing function.



? True



 False









 



42. Marketing
audits consider future marketing plans, so they are not concerned with a
company's current marketing strategies.



 True



? False









 



43. In
a marketing audit, the auditor evaluates the plans being implemented, but not
the quality of the effort.



 True



? False









 



44. A
marketing audit evaluates the whole marketing program as well as individual
plans.



? True



 False









 



45. Control
helps marketing managers learn how:



 to
plan for the future.



 implementation
is working.



 ongoing
plans are working.



? All
of the above.



 None
of the above.









 



46. With
respect to marketing control,



 all
cost records should be kept in the marketing department.



? faster
feedback can often be the basis for a competitive advantage.



 many
advances have been made, but there is still no effective way for a manager to
be sure that a product is actually selling to the intended target market rather
than to some other group.



 All
of the above are true.



 None
of the above is true.









 



47. To
improve the effectiveness of the marketing control process, the marketing
manager should:



 realize
that most errors are made because managers react to detailed information too
quickly--instead of waiting to see what patterns show up in summary reports.



 be
the supervisor for the data-processing manager.



? have
all necessary data captured as it comes in and in a form that can be quickly
sorted and analyzed by computer.



 be
certain that all cost records are kept in a central location controlled by the
marketing department.



 All
of the above.









 



48. The
basic objectives of implementation are to do things:



 better.



 faster.



 at
lower cost.



? all
of the above.



 A
and C, but not B.









 



49. Which
of the following statements about customer complaints is FALSE?



? Customer
complaints that are handled well by the company usually help it win new
customers.



 In
business markets, customer complaints are usually handled by the sales force.



 In
consumer markets, customer complaints are usually handled by toll-free
telephone lines and via e-mail customer service reps.



 Customer
complaints that are handled well by the company usually help it keep its
customers.



 None
of the above is false.









 



50. A
marketing manager might use the total quality management approach to:



 reduce
defects in goods produced in factories.



 train
better salespeople.



 improve
customer service.



 make
delivery schedules more reliable.



? all
of the above.