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Question 1

Which of the following objectives would be most appropriate to set for branch managers of a public library service?

a) Level of knowledge gained by users

b) Profit contribution

c) Number of books borrowed

d) Quality of books borrowed

Question 2

Which of the following statements is generally true about orghanisations with product management structures?

a) They are more expensive than matrix structures.

b) They are harder to control than a matrix structure.

c) They are market focused rather than product focused.

d) They are capable of developing new products quickly.

Question 3

Advertising, marketing research and sales are titles most likely to be attached to groups in a firm which has a _________ organisational structure.

a) functional

b) geographical

c) market management

d) matrix

Question 4

For a national company selling low value, high volume consumer goods, sales management responsibilities are most likely to be allocated on the basis of a _________ organisational structure.

a) functional

b) geographical

c) product management

d) product portfolio

Question 5

Which of the following statements is generally true about a firm's marketing department?

a) A marketing department is essential for all businesses.

b) A marketing department results in universal benefits for firms operating in competitive markets.

c) A marketing department generally reduces a firm's overall costs.

d) A marketing department can actually result in a firm as a whole having a reduced level of marketing orientation.

Question 6

Which of the following statements is true about how a marketing plan is usually implemented?

a) Through a one month marketing blitz and a follow-up once a month for 18 months.

b) Through a 12 month marketing plan which includes timings, costings, and distribution details.

c) Through a 3-year plan that has the following format - Year 1 : information gathering, Year 2: analysis and planning, Year 3 : advertising and sales promotion.

d) A five year plan tied to the company's vision and mission statement.

Question 7

Marketing management involves a continuous process. Which of the following is NOT generally accepted as a stage in the marketing management process?

a) Planning

b) Analysis

c) Control

d) Advertising

Question 8

Control mechanisms used in the marketing management process require three underlying components to be in place. Three of the following are generally considered crucial for effective control of marketing activities to be undertaken. Which one is NOT generally crucial?

a) The appointment of a marketing manager.

b) The setting of targets or standards of expected performance.

c) The measurement and evaluation of actual performance.

d) The means to take corrective action where necessary.

Question 9

Managers within product management organisations typically have:

a) Considerable responsibility for their service, but little authority.

b) Considerable authority over their service, but little responsibility.

c) Considerable authority and responsibility for their service.

d) Little authority or responsibility for their service.

Question 10

A corporate mission statement is most important in communicating the following to an organisation's employees:

a) Profit targets

b) The core values of the organisation

c) Management strategy

d) Blueprints for participation

Oxford University Press, Online Resource Centre, Chapter 12.

Chapter 12

Instructions