14 Aug 31. Cost analysis and performance analysis are the same thing. True ? False

31. Cost
analysis and performance analysis are the same thing.
True
? False

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.

31. Cost
analysis and performance analysis are the same thing. True? False 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.

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