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Exam 15: Marketing Performance Measurement

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Question 1

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Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy?

A) Define Financial Objectives.
B) Define the Customer Value Proposition.
C) Identify the Critical Strategic Themes and Internal Processes.
D) All of the above.
E) Only (a) and (b) .

F) A) and D)
G) C) and D)

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Question 2

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The strategy map,when coupled with the measures and targets from the balanced scorecard,provides a valuable framework for the strategist.

A) True
B) False

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Question 3

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One component of the balanced scorecard centers on customer satisfaction while another centers on employee satisfaction.

R&D,manufacturing,technical service,and other business functions play fundamental roles in the development and implementation of business marketing strategy.

Expense-to-sales ratios are analyses of the____________________of marketing operations to determine whether the firm is overspending or underspending.

_____ provides a visual representation of the cause-and-effect relationships among the components of a company's strategy.

Efficiency and effectiveness control is the primary responsibility of____________________management.

Marketing managers who are flexible and intelligent in dealing with the firm's information and control systems are exhibiting good _____ skills.

The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:

The level of marketing control that examines whether the strategy is being implemented as planned and whether it produces the intended results is termed:

The level of marketing control that examines how well resources have been utilized in each element of the marketing strategy is:

_____ represents the portion of total purchases in a product and service category that a customer makes from the firm.

_____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.

Important implementation skills for marketers include interacting,allocating,and monitoring.

The primary levels of marketing control include:

Marketing control is a process whereby management generates information on performance,such as efficient allocation of marketing effort.

Which of the following are interrelated evaluations that are required to design a marketing strategy?

With the balanced scorecard,executives can now measure how their business units create value for current and future customers and how they must enhance internal capabilities and the investment in people,systems,and procedures necessary to improve future performance. Describe the four perspectives of organizational performance that are considered in the balanced scorecard approach.

Using any selling firm,product,and market of your choice,please illustrate how a strategy map that utilizes the balanced scorecard measures can be used to build an effective and efficient marketing strategy plan.

Good implementers struggle and wrestle with their markets and businesses until they can simply and powerfully express the "back of the envelope ratios necessary to run the business,regardless of formal control system inadequacies."