Activity based questions

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