ch 22 markma bregis
DESCRIPTION
Managing a Holistic Marketing Organization for the Long RunTRANSCRIPT
TOP 10 Learning Questions
for
Chapter 22
Managing a Holistic Marketing Organization for the Long Run
Boni Regis
December 15, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria
http://botchingkoy.blogspot.com
1. What is the correct process in
conducting a marketing profitability
analysis?
A.
Prepare profit-and-loss statement for each marketing entity
Identify Functional Expenses
Assign Functional Expenses to Marketing
B.
Assign Functional Expenses to Marketing
Identify Functional Expenses
Prepare profit-and-loss statement for each marketing entity
C. Identify Functional Expenses Assign Functional Expenses to Marketing Prepare profit-and-loss statement for each marketing entity
STEPS IN
MARKETING PROFITABILITY ANALYSIS
STEP 1: Identifying Functional Expenses
Determine the expenses incurred to sell the product (advertisements, packaging, delivery, etc.). Measure how much each activity cost.
STEP 2: Assigning Functional Expenses to Marketing Entities
Measure how much functional expense was used to sell in each
entity (e.g. per store)
STEP 3: Preparing a Profit-and-Loss Statement for Each Marketing Entity
Prepare the statement for each marketing entity (e.g. per store)
1. What is the correct process in
conducting a marketing profitability
analysis?
A.
Prepare profit-and-loss statement for each marketing entity
Identify Functional Expenses
Assign Functional Expenses to Marketing
B.
Assign Functional Expenses to Marketing
Identify Functional Expenses
Prepare profit-and-loss statement for each marketing entity
C. Identify Functional Expenses Assign Functional Expenses to Marketing Prepare profit-and-loss statement for each marketing entity
2. Which of the following is true?
A. Overall market share is the largest market share of the company.
B. Served market share is the company’s sales as a percentage of total market sales.
C. Relative Market Share is the percentage of total sales to the market.
D. Served Market Share is always larger than the overall market share.
MARKET SHARE ANALYSIS
OVER ALL MARKET SHARE is the company’s sales as a percentage of total market sales.
SERVED MARKET SHARE is the percentage of total sales to the market; always larger than over all market share
RELATIVE MARKET SHARE is the market share in relationship to the largest competitor.
MARKET SHARE ANALYSIS
SERVED MARKET SHARE (sure sale)
SERVED MARKET
– all the buyers are willing and able to buy
the product
OVER ALL MARKET SHARE
(not sure if all customers would buy)
COMPANY A
(Market Share of company A)
RELATIVE MARKET SHARE
INDUSTRY market (all competitors share in this
market)
2. Which of the following is true?
A. Overall market share is the largest market share of the company.
B. Served market share is the company’s sales as a percentage of total market sales.
C. Relative Market Share is the percentage of total sales to the market.
D. Served Market Share is always larger than the overall market share.
3. Which of the following components
measures the number of customers who
buy from the company?
A.Customer Selectivity
B.Customer Loyalty
C.Price Selectivity
D.Customer Penetration
E.Overall Market Share
MARKET SHARE ANALYSIS
CUSTOMER PENETRATION – percentage of all customers who buy from the company
CUSTOMER LOYALTY – purchases from the company by its customers as a percentage of their total purchases from all suppliers of the same products
MARKET SHARE ANALYSIS
CUSTOMER SELECTIVITY – size of the average customer purchase from the company as a percentage of the size of the average customer purchase from an average company.
PRICE SELECTIVITY – average price charged by the company as a percentage of the average price charged by all companies
3. Which of the following components
measures the number of customers who
buy from the company?
A.Customer Selectivity
B.Customer Loyalty
C.Price Selectivity
D.Customer Penetration
E.Overall Market Share
4. Which of the following is used to
measure the gap in sales
performance?
A.Marketing Expense-to-sales Analysis
B.Marketing Profitability Analysis
C.Sales-variance Analysis
D.Sales Analysis
EVALUATION AND CONTROL
SALES-VARIANCE ANALYSIS measures the relative contribution of different factors to a gap in sales performance.
GOAL ACTUAL SALES ?
SALES VARIANCE
4. Which of the following is used to
measure the gap in sales
performance?
A.Marketing Expense-to-sales Analysis
B.Marketing Profitability Analysis
C.Sales-variance Analysis
D.Sales Analysis
5. Which of the following product-
management organization alternatives
use “brand-asset management team”?
A. Hub and Spoke Team System
B. Product Teams
C. Customer Management Organization
D.Market Centered Organization
E. Matrix Management Organization
PRODUCT TEAMS
(Brand-asset Management Team)
BRAND-ASSET MANAGEMENT TEAM consists of representatives from functions that directly affects the brand’s performance
TYPES OF BRAND-ASSET MANAGEMENT TEAM
A) Triangular
Product Manager
Market Researcher
Communication Specialist
B) Horizontal
Product Manager
Communication Specialist
Market Researcher Sales
Manager
Distribution Specialist Engineer Finance
5. Which of the following product-
management organization alternatives
use “brand-asset management team”?
A. Hub and Spoke Team System
B.Product Teams
C. Customer Management Organization
D.Market Centered Organization
E. Matrix Management Organization
6. “Coca-Cola - Soft drink” is what kind
of brand management organization?
A. Category Management
B. Vertical Product Team
C. Internal Marketing Organization
D.Market Management Organization
E. Creative Marketing Management
PRODUCT-MANAGEMENT
ORGANIZATION
CATEGORY MANAGEMENT is a method in which a company focuses on product categories to manage its brands.
Colgate – Toothpaste
Gardenia - Bread
Tide – Detergent Soap
Safeguard – Body Soap
6. “Coca-Cola - Soft drink” is what kind
of brand management organization?
A.Category Management
B. Vertical Product Team
C. Internal Marketing Organization
D.Market Management Organization
E. Creative Marketing Management
7. Which of the following is a factor in
creating a Corporate Social
Responsibility activity?
A. Sustainability
B. Cause-related Marketing
C. Firms of Endearment
D. Inter-departmental Relationships
E. Legal Behavior
CORPORATE SOCIAL
RESPONSIBILITY
LEGAL BEHAVIOR – Companies ensure that their employees are aware and observes the laws
ETHICAL BEHAVIOR – Companies should have a strong set of ethics and someone that would enforce it. It is advised that everything should be in writing
SOCIAL RESPONSIBILITY BEHAVIOR – People want information about a company’s record on social and environmental responsibility
7. Which of the following is a factor in
creating a Corporate Social
Responsibility activity?
A. Sustainability
B. Cause-related Marketing
C. Firms of Endearment
D. Inter-departmental Relationships
E. Legal Behavior
8. ___ are indirect costs but are still
related to the selling of the products.
A. Non-traceable common costs
B. Traceable Common costs
C. Direct costs
DIRECT VS. FULL COSTING
DIRECT COSTS – assign direct costs to the proper marketing entities
TRACEABLE COSTS – assign traceable costs only indirectly but on a reasonable basis and it still affects the product
NON TRACEABLE COSTS – common costs whose allocation to the marketing entities is highly arbitrary
8. ___ are indirect costs but are still
related to the selling of the products.
A. Non-traceable common costs
B. Traceable Common costs
C. Direct costs
9. A marketing audit is _____.
A. sustainable, efficient, strategic & profitable
B. comprehensive, systematic, independent & periodic
C. sustainable, comprehensive, strategic & periodic
D. efficient, systematic, independent & profitable
MARKETING AUDIT
COMPREHENSIVE – should cover all the major marketing activities of a business
SYSTEMATIC – follows a procedure and a template so as not to miss anything
MARKETING AUDIT
INDEPENDENT – the audit of the other person/group should not be influenced by another person/group who also audited the same procedure
PERIODIC – should be done on a monthly, quarterly, bi-annually and/or annually to determine changes and what caused it
9. A marketing audit is _____.
A. sustainable, efficient, strategic & profitable
B. comprehensive, systematic, independent & periodic
C. sustainable, comprehensive, strategic & periodic
D. efficient, systematic, independent & profitable
10. Which of the following is true
about microsales analysis?
A. Annual plan control requires making sure the company is not overspending to achieve sales goals.
B. Identifies the factors that affects the company’s rate of return on net worth.
C. Checks at the products, territories and other factors that contributes to the production of sales.
MICROSALES ANALYSIS
MICROSALES ANALYSIS conducts analysis to determine which factors contributed to the increase or decrease in sales. This study would later be beneficial to the company. This study should include the recommendations and the solutions implemented.
10. Which of the following is true
about microsales analysis?
A. Annual plan control requires making sure the company is not overspending to achieve sales goals.
B. Identifies the factors that affects the company’s rate of return on net worth.
C. Checks at the products, territories and other factors that contributes to the production of sales.
TOP 10 Learning Questions
for
Chapter 22
Managing a Holistic Marketing Organization for the Long Run
Boni Regis
December 15, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria