MKT 475 Week 11 Quiz – Strayer
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Quiz
10 Chapter 15
Strategic Marketing
Implementation and Control
True/False
Questions
1.
The analytical dimension of marketing planning process is concerned with the
organizational structure in which planning is carried out, along with the
associated information resources and corporate culture.
2.
Internal marketing involves developing programs to win line management support
for new strategies.
3.
External marketing involves changing the attitudes and behavior of employees
working at key points of contact with customers.
4.
Internal marketing goals include promoting the external marketing strategy.
5.
The balanced scorecard method is used to implement marketing plans.
6.
The balanced scorecard method formally includes an assessment of the strategy
component across all aspects of the business unit at the same time.
7.
A benefit of the balanced scorecard methodology is that it is feasible for any
business unit level strategy and provides a means to link performance
evaluation to strategy implementation.
8.
The second step in marketing evaluation and control is determining performance
metrics and standards.
9.
When monitoring a firm’s effectiveness of marketing activities, external
information sources must be excluded.
10.
Marketing metrics should be chosen to reflect issues most closely linking
marketing investments with value chain requirements.
Multiple
Choice Questions
11. The
_____ indicates marketing objectives and the strategy and tactics for
accomplishing the objectives, and guides implementation and
control.
A. strategic marketing plan
B. traditional marketing
design
C. integrated marketing communications
D. market positioning
strategy
12.
Which of the following techniques guides short-term marketing activities?
A. Strategic
marketing plan
B. Annual marketing plan
C. Situation
analysis
D. Positioning strategy
13.
Which of the following marketing planning process dimensions is concerned with
an organization’s structure, associated information resources, and corporate
culture?
A.
Analytical process dimension
B.
Behavioral process dimension
C.
Organizational process dimension
D.
Cognitive process dimension
14.
Which of the following marketing planning process dimensions is concerned with
managerial perceptions, participation, and strategic assumptions?
A.
Analytical process dimension
B.
Cognitive process dimension
C.
Organizational process dimension
D.
Behavioral process dimension
15.
Which of the following marketing planning process dimensions is concerned with
techniques, procedures, systems, and planning models?
A.
Analytical process dimension
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