marketing data bank

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