14 Aug 1. Traditional accounting reports are usually too general to be much help to the

1. Traditional
accounting reports are usually too general to be much help to the marketing
manager in controlling marketing plans.
? True
False

2. Digital
communication and e-commerce offer speed and detail in obtaining information
needed for better control.
? True
False

3. The
development of electronic pipelines and inexpensive computer software has
helped small and large companies control their marketing strategies.
? True
False

4. The
ideal of doing things better, faster, and at lower cost is easy to implement
once it is accepted.
True
? False

5. Implementing
a strategy is straightforward; there are usually only a limited number of ways
things can go wrong.
True
? False

6. The
total quality management approach recognizes that defects are an inevitable
part of mass production, and that the cost of replacing defective goods is just
a cost of doing business.
True
? False

7. The
Japanese success showed that one of the biggest costs of poor quality is lost
customers.
? True
False

8. The
cost of replacing defective parts is the biggest cost of poor quality.
True
? False

9. Total
quality management applies when the firm’s product is a physical good, but not
if it is a service.
True
? False

10. A
Pareto chart is a visual aid that helps organize cause and effect relationships
for “things gone wrong.”
True
? False

11. A
fishbone diagram is a graph that shows the number of times a problem cause
occurs, with problem causes ordered from most frequent to least frequent.
True
? False

12. The
two keys to improving how people implement quality service are: (1) training
and (2) more inspectors.
True
? False

13. Empowerment
means giving employees the authority to correct a problem on their own.
? True
False

14. A
marketing manager must use effective communication to manage customer
expectations–or customers will be dissatisfied because they expect more than
the firm can offer.
? True
False

15. In
a service operation, customer satisfaction usually increases when routine
services and services that require special attention are grouped together–so
all customers are treated equally.
True
? False

16. Services
that require special attention can often be made “routine” with
training.
? True
False

17. A
company may decide to benchmark its sales reps against the sales reps of a
competitor or against the sales reps of a firm in a completely different
industry.
? True
False

18. A
company picking a basis of comparison for evaluating how well its sales reps
are performing is an example of benchmarking.
? True
False

19. The
money spent to improve quality should not only satisfy customers but also
justify the cost through improved profit.
? True
False

20. A
manager shouldn’t worry about making a financial return from money spent on a
quality program as long as customers recognize that the quality is high.
True
? False

21. According
to the “80/20 rule,” it is common to find that about 80 percent of a
firm’s business comes from only about 20 percent of its customers.
? True
False

22. The
best way to do a sales analysis is to first break down sales by customer type,
and then geographic region.
True
? False

23. Because
too much sales data can drown a manager, it’s best to start by asking only for
breakdowns that involve customer type.
True
? False

24. Advances
in computer software have accelerated the move to cost analysis and performance
analysis.
? True
False

25. Statistical
packages and information systems that produce graphs and charts can make it
easier to see patterns that are hidden in a table of numbers.
? True
False

26. Performance
analysis looks for exceptions or variations from planned performance.
? True
False

27. As
with sales analysis, performance analysis is limited to sales data.
True
? False

28. Marketing
managers use performance indexes to compare what did happen with what ought to
have happened.
? True
False

29. The
main advantage of performance indexes is that they make it easier to compare
numbers in a performance analysis.
? True
False

30. The
“iceberg principle” says that looking at detailed breakdowns of data
is not very useful, since most relevant information is revealed in good
summaries.
True
? False1. Traditional
accounting reports are usually too general to be much help to the marketing
manager in controlling marketing plans.? True False 2. Digital
communication and e-commerce offer speed and detail in obtaining information
needed for better control.? True False 3. The
development of electronic pipelines and inexpensive computer software has
helped small and large companies control their marketing strategies.? True False 4. The
ideal of doing things better, faster, and at lower cost is easy to implement
once it is accepted. True? False 5. Implementing
a strategy is straightforward; there are usually only a limited number of ways
things can go wrong. True? False 6. The
total quality management approach recognizes that defects are an inevitable
part of mass production, and that the cost of replacing defective goods is just
a cost of doing business. True? False 7. The
Japanese success showed that one of the biggest costs of poor quality is lost
customers.? True False 8. The
cost of replacing defective parts is the biggest cost of poor quality. True? False 9. Total
quality management applies when the firm’s product is a physical good, but not
if it is a service. True? False 10. A
Pareto chart is a visual aid that helps organize cause and effect relationships
for “things gone wrong.” True? False 11. A
fishbone diagram is a graph that shows the number of times a problem cause
occurs, with problem causes ordered from most frequent to least frequent. True? False 12. The
two keys to improving how people implement quality service are: (1) training
and (2) more inspectors. True? False 13. Empowerment
means giving employees the authority to correct a problem on their own.? True False 14. A
marketing manager must use effective communication to manage customer
expectations–or customers will be dissatisfied because they expect more than
the firm can offer.? True False 15. In
a service operation, customer satisfaction usually increases when routine
services and services that require special attention are grouped together–so
all customers are treated equally. True? False 16. Services
that require special attention can often be made “routine” with
training.? True False 17. A
company may decide to benchmark its sales reps against the sales reps of a
competitor or against the sales reps of a firm in a completely different
industry.? True False 18. A
company picking a basis of comparison for evaluating how well its sales reps
are performing is an example of benchmarking.? True False 19. The
money spent to improve quality should not only satisfy customers but also
justify the cost through improved profit.? True False 20. A
manager shouldn’t worry about making a financial return from money spent on a
quality program as long as customers recognize that the quality is high. True? False 21. According
to the “80/20 rule,” it is common to find that about 80 percent of a
firm’s business comes from only about 20 percent of its customers.? True False 22. The
best way to do a sales analysis is to first break down sales by customer type,
and then geographic region. True? False 23. Because
too much sales data can drown a manager, it’s best to start by asking only for
breakdowns that involve customer type. True? False 24. Advances
in computer software have accelerated the move to cost analysis and performance
analysis.? True False 25. Statistical
packages and information systems that produce graphs and charts can make it
easier to see patterns that are hidden in a table of numbers.? True False 26. Performance
analysis looks for exceptions or variations from planned performance.? True False 27. As
with sales analysis, performance analysis is limited to sales data. True? False 28. Marketing
managers use performance indexes to compare what did happen with what ought to
have happened.? True False 29. The
main advantage of performance indexes is that they make it easier to compare
numbers in a performance analysis.? True False 30. The
“iceberg principle” says that looking at detailed breakdowns of data
is not very useful, since most relevant information is revealed in good
summaries. True? False

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