MAN ch 20

Question 1

The management of resource and processes to achieve measurable increases in both return on marketing investment and efficiency is known as ____.

Answer 1

marketing accountability

Question 2

the alignment of marketing goals with financial performance requires increasing the ___ of marketing activities.

Answer 2

quantification

Question 3

The Sarbanes-Oxley Act of 2002 is primarily focused on ____ reform.

Answer 3

accounting

Question 4

Which of the following is an inference-based process of transforming data into useful information?

Answer 4

data analytics

Question 5

As more organizations increase their focus on corporate responsibility, marketing accountability is likely to become ____.

Answer 5

more important

Question 6

which of the following is an example of a business investment?

Answer 6

marketing budget

Question 7

when management of an organization decides to measure the organization’s marketing activities, management is necessarily also committing to which of the following?

Answer 7

relating marketing activities to specific marketing objectives

Question 8

key performance indicators are measurements that helps an organization do which of the following?

Answer 8

quantify progress toward the achievement of marketing objectives

Question 9

advertising copy test, brand health tracking studies, and return on marketing investment models are all examples of ___.

Answer 9

marketing measurement tools

Question 10

which of the following is a true statement about advertising?

Answer 10

the construction of an advertising camp should be guided by communication objectives.