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marketing data bank




Question;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;? False


Paper#47217 | Written in 18-Jul-2015

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