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Baines, Fill & Page: Marketing

Chapter 08

Instructions

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

The strategic business unit (SBU) concept is best identified as a:

Question 2

Each strategic business unit (SBU) within a firm has its own individual:

Question 3

_____ is the process that turns marketing plans into action assignments and ensures that these assignments are executed in a way that accomplishes the plans' objectives.

Question 4

Sales forecasts play a major role in:

Question 5

To determine a company's yearly sales forecast, we forecast total industry sales revenues and multiply this measure by forecast _____________, although it is possible to determine forecast company sales directly, through opinion studies of sales personnel.

Question 6

_______________ can be used to control and measure the effectiveness of marketing implementation.

Question 7

Marketing professionals are much less likely to:

Question 8

Marketing organizations have changed in recent years. There is now an increased emphasis on _______________, where senior marketing personnel serve important accounts or customer segments, sometimes through cross-functional teams involving sales, marketing, and supply chain management personnel.

Question 9

There has been an increasing shift towards outsourcing _______________ aspects of the marketing organization.

Question 10

There is now increasing recognition that ________ working relationships have a key role to play in the successful implementation of marketing decisions'.

Question 11

Resistance to marketing implementation is known as:

Question 12

Defined as 'a variety of different resistant behaviours that are motivated by anxiety on behalf of those tasked with or involved in the implementation process is more formally called:

Question 13

A senior marketing executive in an organisation may retire and thus can have a negative effect on an organisations marketing implementation capabilities due to loss of skills and experience this executive has acquired. This is an example of an organisation losing competencies necessary to implement a strategy based on _________.

Question 14

Marketing budgets can be based on:

Question 15

A marketing budget should indicate:

Question 16

Which of the following is calculated by determining how many units of a product or service have been sold?

Question 17

Which of the following is a useful measure to determine an organisations performance within the marketplace?

Question 18

Which of the following is determined by measuring the price of company A’s product/service against the price of the market leading company?

Question 19

Generating high levels of __________ may ultimately reduce shareholder value.

Question 20

Which of the following describes the difference between forecast sales and actual sales as a proportion of forecast sales, expressed as a percentage?