Diff: 2
LO: 1.3: Explain the role of marketing in the organization.
AACSB: Analytical thinking
99) If the equipment maker John Deere reorganized its marketing department into four groups—homeowners, commercial landscaping, agriculture, and construction—it would be adopting which organizational model?
A) Product organization
B) Matrix organization
C) Functional organization
D) Territory organization
E) Market organization
Answer: E
Diff: 3
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Analytical thinking
100) Which of these is a potential advantage of shifting from product-managing at the individual brand level to a higher-level approach managing groups of brands in broader categories?
A) A company will need fewer distinct brand names.
B) Brands can be combined into fewer visual presentations such as logos and color palettes.
C) Companies need to be less concerned with trademark protection at the individual brand level.
D) With higher-level coordination at the category level, internal competition for resources can be reduced.
E) Brand management can become a more tactical concern that doesn't occupy senior management attention.
Answer: D
Diff: 3
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Reflective thinking
Full download link: https://gethighmark.com/test-bank-for-marketing-management-16-global-edition-by-philip-kotler.shtml
101) Which of these would be a key strategic goal for a CEO who wants her company to adopt a more customer-centric approach to marketing?
A) Fostering "creative friction" with healthy interdepartmental competition for resources.
B) Aligning reward systems with the goal of creating market value by developing a satisfied, loyal customer base.
C) Changing the compensation model for marketing staff to be more like the commission-based scheme used to reward sales staff.
D) Periodically rotating responsibility for marketing strategy among the various department heads in production, research and development, finance, and so on.
E) Disbanding the traditional marketing department and assigning its tasks to departments that are closer to the problem, so to speak.
Answer: B
Diff: 3
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Analytical thinking
102) Which of these factors do a majority of CMOs believe will be the primary measure of their effectiveness over the next decade?
A) Adoption of digital and smart technologies
B) Leadership turnover within marketing departments
C) Gross margin linked to marketing activities
D) Return on marketing investment
E) Return on sales investment
Answer: D
Diff: 2
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Reflective thinking
103) Why do many companies now focus on key marketing processes rather than on departmental divisions and responsibilities?
A) Departmental boundaries can be barriers to smooth performance.
B) With the rapid shift to virtual offices, few companies still have traditional departments.
C) Maintaining a marketing department is too expensive.
D) The sales function has eclipsed the marketing function.
E) Managing processes is easier than managing departments.
Answer: A
Diff: 2
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Reflective thinking
104) What is a customer touch point?
A) Direct interaction with tangible products; does not apply to intangible services
B) The "high touch" aspect of personal services, including personal selling
C) Any real or virtual point where customers directly or indirectly interact with the company
D) Any stage of the marketing process where it's up to the customer to choose whether to interact with the company
E) Interaction points that are between a company and its customers, without the involvement of third parties such as channel intermediaries
Answer: C
Diff: 2
LO: 1.4: Illustrate how to organize and manage a modern marketing department.
AACSB: Reflective thinking
105) If the home construction firm PulteGroup adopted a marketing organization that combined regional geographic market managers with product category managers who focus on specific types of houses, this would reflect which organizational model?