Deck 12: Organising and Planning for Effective Implementation

Question 1

Key issues in an annual marketing plan:

A)Identify the main opportunities and threats to the product that the plan must deal with in the coming year.
B)Summarise the overall strategic approach that will be used to meet the plan's objectives.
C)Describe actions to be taken if specific threats or opportunities materialise during the planning period.
D)Specify the goals to be accomplished in terms of sales volume, market share and profit.

Answer 1

A

Question 2

What is an organisational fit?

A)It refers to a firm using a highly centralised organisation structure in its early growth and effectively responding to the changes in the market.
B)It is a fit between an organisation's marketing strategy and the needs of its target customers and the technological realities of the marketplace.
C)It refers to a well-conceived foundation that permits effective implementation of a particular strategy.
D)It is the fit between a business's competitive and marketing strategies and the organisational structures, processes and plans necessary to effectively implement them.

Answer 2

D

Question 3

Which of the following relates to shared programs and synergy for a low-cost defender?

A)little synergy in areas central to differentiation-shared programs elsewhere
B)relatively little synergy-few shared programs
C)no synergy-no shared programs
D)high level of synergy and shared programs

Answer 3

D

Question 4

Identify the statement that relates to the market management organisation.

A)A product manager has overall responsibility for planning and implementing a national marketing program for the product.
B)This form is the least bureaucratic or centralised and the most specialised type of organisation.
C)This is particularly suitable for a business facing an extremely complex and uncertain environment.
D)It involves the creation of an additional organisational unit responsible for coordinating the actions of other units within the firm.

Question 5

SBU autonomy level is moderate in which business strategy?

A)differentiated defender
B)prospector
C)low-cost defender
D)reactor

Question 6

Regardless of the form of worker self-management, all self-managing teams are based on this concept.

A)empowerment
B)joint venture
C)centralisation
D)hierarchy

Question 7

Which of the following is typically included in a situation analysis?

A)financial objectives
B)marketing objectives
C)sales forecast
D)maintenance strategy

Question 8

The executive summary in an annual marketing plan:

A)describes actions to be taken if specific threats or opportunities materialise during the planning period
B)specifies the goals to be accomplished in terms of sales volume, market share and profit
C)examines the past performance of the product and the elements of its marketing program such as distribution and promotion
D)presents a short overview of the issues, objectives, strategy and actions incorporated in the plan and their expected outcomes for quick management review

Question 9

Which section of an annual marketing plan would contain plans to be implemented if specific threats or opportunities should occur during the planning period?

A)action plan
B)marketing strategy
C)profit-and-loss statement
D)contingency plan

Question 10

The matrix form is the most:

A)bureaucratic type of organisation
B)centralised type of organisation
C)specialised type of organisation
D)common type of organisation

Question 11

The evaluation and reward systems for which strategy comprises high incentives based on sales and share growth?

A)differentiated defender
B)prospector
C)low-cost defender
D)reactor

Question 12

What does centralisation refer to?

A)the location of decision authority and control within an organisation's hierarchy
B)the degree to which formal rules and standard policies and procedures govern decisions and working relationships
C)the degree to which organisations emphasise the managing of business processes in contrast to functional areas
D)the division of tasks and activities across positions within the organisational unit

Question 13

The ____ form is the least bureaucratic or centralised and the most specialised type of organisation.

A)functional
B)divisional
C)matrix
D)global

Question 14

Which global organisational type is especially appropriate when there is considerable variance across markets regarding product acceptance and marketing activities?

A)functional
B)product
C)area
D)process

Question 15

Identify the simplest and most bureaucratic organisational design.

A)product management
B)market management
C)matrix
D)functional

Question 16

Product management organisations:

A)rely primarily on hierarchical mechanisms for resolving conflicts across functional areas
B)are characterised by decentralised decision-making while increasing the amount of product specialisation within the SBU
C)are the most specialised type of organisation
D)are the most common organisational form among entrepreneurial start-ups, including many dot-com companies

Question 17

Prospector business units and their marketing departments are likely to perform better when:

A)The decision-making authority is centralised.
B)Rigid rules and policies dominate managerial discretion.
C)There is a high degree of formalisation.
D)They are decentralised.

Question 18

Which of the following is the most crucial part of the annual marketing plan for ensuring proper execution?

A)action plans
B)performance review
C)objectives
D)executive summary

Question 19

What represents the functional coordination and conflict resolution for the successful implementation of a low-cost defender strategy?

A)SBU will experience moderate levels of inter-functional conflict.
B)SBU will perform best on ROI and cash flow dimensions when conflict resolution mechanisms are hierarchical.
C)SBU will experience high levels of inter-functional conflict.
D)SBU will perform best on volume and share-growth dimensions when participative resolution mechanisms are used.

Question 20

A functional structure is likely to be appropriate when:

A)Customers all tend to use a narrow range of goods or services to satisfy similar needs.
B)Customer segments use goods or services in different ways.
C)Customers are highly educated and know exactly what they are looking for.
D)Customers are geographically spread in different locations.

Question 21

Good service personnel can turn customers into fans.

Question 22

Explain the role of action plans in an annual marketing plan.

Question 23

US baked-goods company Pillsbury, which recently merged with General Mills, replaced its traditional marketing department with multiple discipline teams centred on a product group (pizza snacks).Each involves managers from marketing, sales and production.This is an example of a product management organisation.

Question 24

What are the first three sections in a marketing plan?

A)analysis of current situation, key issues, objectives
B)analysis of current situation, objectives, marketing strategy
C)analysis of current situation, marketing strategy, marketing action plans
D)SWOT, key issues, objectives

Question 25

In 2003 Nokia was No.1 in mobile phone sales and technology but almost overnight global market changes saw it lose major global market share.Nokia met this challenge by reorganising their entire organisational business structure and associated strategies such that by 2006 they had successfully turned their mobile phone fortunes around.

Question 26

A weakness typically associated with matrix structures is the dual reporting.

Question 27

Companies around the world are gradually beginning to move away from pay-for-performance compensation schemes to more equitable forms of collective salaries.

Question 28

Different strategies emphasise different ways to gain a competitive advantage.

Question 29

Write a short note on situation analysis.

Question 30

Small firms do not need to make a written marketing plan.

Question 31

SBU autonomy is relatively high in a differentiated defender strategy.

Question 32

Service organisations that provide high levels of customer service as part of their product offering often need additional functional competencies because of the unique problems involved in delivering quality service.

Question 33

The functional form of organisation is the simplest and most bureaucratic design.

Question 34

Marketing objectives are objectives that:

A)specify the changes in customer behaviour and levels of performance of various marketing program elements necessary to reach the product's financial objectives
B)specify the changes in competing firm behaviour and levels of advertising of various marketing program elements necessary to reach the product's financial objectives
C)specify the changes in employee behaviour and levels of performance of various marketing program elements necessary to reach the product's financial objectives
D)All of the given answers are correct.

Question 35

What are the five key drivers that need to be considered to determine if it is time to restructure an organisation?

Question 36

As opposed to the low levels of autonomy and independence afforded prospector business units, low-cost defender SBUs perform better on ROI and cash flow by giving their managers greater autonomy.