【正文】 ficulty: Medium80. A productmanagement organization makes sense if the pany’s products are quite different, or if the sheer number of products is beyond the ability of a functional organization to handle. Answer: True Page: 699 Level of difficulty: Hard 81. Product and brand management is sometimes characterized as a hubandspoke system. Answer: True Page: 699 Level of difficulty: Easy82. When customers fall into different user groups with distinct buying preferences and practices, a marketmanagement organization is desirable. Answer: True Page: 701 Level of difficulty: Easy83. An alternative with a productmanagement organization is to switch from product managers to product teams. Answer: True Page: 700 Level of difficulty: Medium84. An advantage of the product manager is that he/she can concentrate on developing costeffective marketing mix for the product. Answer: True Page: 699 Level of difficulty: Medium85. A disadvantage of product and brand managers is that they bee experts in their product area but rarely achieve functional expertise. Answer: True Page: 700 Level of difficulty: Medium86. An advantage of the product and brand management system is that product and brand managers cause the pany to focus on building market share rather than on building customer relationships. Answer: False Page: 700 Level of difficulty: Hard 87. Category management is when a pany focuses on product categories to mange its brands. Answer: True Page: 700 Level of difficulty: Medium88. Many panies are beginning to realize that they are not really market and customerdriven—they are product and sales driven. Answer: True Page: 704 Level of difficulty: Medium89. Raising the level of socially responsible marketing calls for a threepronged attack that relies on proper legal, ethical, and social responsibility behavior. Answer: True Page: 707 Level of difficulty: Medium90. Effective internal marketing must be matched by a strong sense of social responsibility. Answer: True Page: 706 Level of difficulty: Medium91. Causerelated marketing is done by a pany to support a cause. Answer: True Page: 709 Level of difficulty: Easy92. Social marketing is done by a nonprofit or government organization to further a cause. Answer: True Page: 712 Level of difficulty: Easy 93. The four types of marketing controls are annualplan, profitability, efficiency, and strategic. Answer: False Page: 717 Level of difficulty: Hard94. A marketing audit is a prehensive, systematic, internal, and periodic examination of a pany’s or business units’ marketing environment. Answer: False Page: 719 Level of difficulty: Medium95. The four characteristics of a marketing audit are prehensive, systematic, independent, and periodic.Answer: True Page: 719 Level of difficulty: Medium96. Top management has recognized that past marketing has been highly effective and is pleased with the accountability from marketing. Answer: False Page: 721 Level of difficulty: Medium97. Strategy addresses the what, and why of marketing activities。 implementation addresses the who, where, when, and how. Answer: True Page: 715 Level of difficulty: Medium 98. The actual success of the social marketing program must be evaluated in terms of the program objectives. Answer: True Page: 715 Level of difficulty: Medium 99. There are three types of potential productteams structures: vertical, triangular, and horizontal. Answer: True Page: 700 Level of difficulty: Medium 100. Companies must adopt and disseminate a written code of ethics, build a pany tradition of ethical behavior, and hold its people fully responsible for observing ethics and legal guidelines if the firm wishes to demonstrate ethical behavior. Answer: True Page: 707 Level of difficulty: Medium Essay 101. In response to the rapidly changing environment, panies have restructured their business and marketing practices in some ways. Please list and define these practices. Suggested Answer: Reengineering is the appointment of teams to manage customervaluebuilding processes and break down walls between departments. Outsourcing is the greater willingness to buy more goods and services from outside domestic or foreign vendors. Benchmarking is studying “best practice panies’ to improve performance. Supplier partnering is increasing partnering with fewer but better valueadding suppliers. Customer partnering is working more closely with customers to add value to their operations. Merging is acquiring or merging with firms in the same or plementary industries to gain economies of scale and scope. Globalizing is increasing the effort to “think global” and “act local.” Flattening is reducing the number of organizational levels to get closer to the customer. Focusing is determining the most profitable businesses and customers and focusing on them. Accelerating is designing the organization and setting up processes to respond more quickly to changes in the environment. Empowering is encouraging and empowering personnel to produce more ideas and take more initiative. Page: 696 Level of difficulty: Hard 102. Characterize the functional organizational marketing department in terms of its structure, advantages, and disadvantages. Suggested Answer: The most mon form of marketing organization is the functional organization consists of functional specialists reporting to a marketing vice president. The main advantage of a functional marketing organization is it administrative simplicity. This form can also lose its effectiveness as products and markets increase. A functional organization often leads to inadequate planning for specific products and markets. Pages: 697–698 Level of difficulty: Medium 103. Explain the product or brand management organization and list its advantages and disadvantages. Suggested Answer: The pro