Marketing Transformation Quiz

Question 1

What are the 8 Steps to transforming your organization?

Answer 1

1. ) Establish a sense of urgency
2. ) Form a Powerful guiding coalition
3. ) Create a vision
4. ) Communicate the vision
5. ) Empower others to act on the vision
6. ) Plan and create short-term wins
7. ) Consolidate improvements and produce still more change
8. ) Institutionalize new approaches

Question 2

What are the 8 errors that companies make when transforming?

Answer 2

1. ) Failing to establish a sense of urgency
2. ) Not creating a powerful enough guiding coalition
3. ) Lacking a vision
4. ) Undercommunicating the vision by a factor of 10
5. ) Not moving obstacles to the new vision
6. ) Not systematically planning for, and creating, short-term wins
7. ) Declaring victory too soon
8. ) Not anchoring changes in the corporation’s culture

Question 3

Define Establishing a sense of urgency

Answer 3

1. ) Examining market and competitive realities

2. ) Identifying and discussing crises, potential crises, or major opportunities

Question 4

Define Forming a powerful guiding coalition

Answer 4

1. ) Assembling a group with enough power to lead the change effort
2. ) Encouraging the group to work together as a team

Question 5

Define Creating a vision

Answer 5

1. ) Creating a vision to help direct the change effort

2. ) Developing strategies to achieve that vision

Question 6

Define Communicating the vision

Answer 6

1. ) Using every vehicle possible to communicate the new vision and strategies
2. ) Teaching new behaviors by the example of the guiding coalition

Question 7

Define Empowering others to to act on the vision

Answer 7

1. ) Getting rid of obstacles to change
2. ) Changing systems or structures that seriously undermine the vision
3. ) Encouraging risk taking and nontraditional ideas, activities and actions

Question 8

Define Planning and creating short-term wins

Answer 8

1. ) Planning for visible performance improvements
2. ) Creating those improvements
3. ) Recognizing and awarding employees involved in those improvements

Question 9

Define Consolidating improvements and produce still more change

Answer 9

1. ) Using increased credibility to change systems, structures, and policies that don’t sit the vision
2. ) Hiring, promoting, and developing employees who can implement the vision
3. ) Reinvigorating the process with new projects, themes, and change agents

Question 10

Define Institutionalizing new approaches

Answer 10

1. ) Articulating the connections between the new behaviors and corporate success
2. ) Developing the means to ensure leadership development and succession