Essentials of Marketing, 16e (Perreault)
Bonus Test Bank 01
1) Implementation puts plans into operation, while control provides feedback.
Answer: TRUE
Explanation: Successful marketing requires efficient implementation and control.
Implementation puts plans into operation, and control provides feedback
Difficulty: 1 Easy
Topic: Good Plans Set the Framework for Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
2) Although marketing information can be gathered quickly, it is impossible to analyze and
utilize the information in real time.
Answer: FALSE
Explanation: Information can be gathered quickly, and it can also be analyzed quickly.
Marketing analytics can often happen in real time—while an event is happening.
Difficulty: 1 Easy
Topic: Speed Up Information for Better Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
to their marketing strategies.
Answer: TRUE
Explanation: To more effectively implement and control marketing strategies, marketing
managers must take advantage of technology that gives them more information, more often.
Metrics and analytical tools can provide marketing managers with frequent and timely
information, which they can use to adjust their marketing strategies.
Difficulty: 1 Easy
Topic: Speed Up Information for Better Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
1
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
accepted.
Answer: FALSE
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
practice implementation is often complicated by trade-offs among the three objectives.
Difficulty: 1 Easy
Topic: Effective Implementation Means that Plans Work as Intended
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
things can go wrong.
Answer: FALSE
Explanation: There are thousands of ways that a plan or its implementation can go astray.
Implementing a strategy is a complicated process and requires constant monitoring.
Difficulty: 1 Easy
Topic: Effective Implementation Means that Plans Work as Intended
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
6) Traditional accounting reports are usually too general to be of much help to the marketing
manager in controlling marketing plans.
Answer: TRUE
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
help in answering these questions. A company may be showing a profit, while 80 percent of its
business comes from only 20 percent of its products—or customers. The other 80 percent may be
unprofitable. But without special analyses, managers won't know it.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
2
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
,7) Traditional accounting reports don't give sufficient information to managers who need to
know what's happening, in detail, to improve the bottom line.
Answer: TRUE
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
help in answering these questions. A company may be showing a profit, while 80 percent of its
business comes from only 20 percent of its products—or customers. The other 80 percent may be
unprofitable. But without special analyses, managers won't know it.
Difficulty: 2 Medium
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Understand
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business often
comes from only 20 percent of its products or customers.
Answer: TRUE
Explanation: A company may be showing a profit, while 80 percent of its business comes from
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
and it is often referred to as the 80/20 rule.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
3
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
, 9) According to the "80/20 rule," it is common to find that about 80 percent of a firm's business
comes from only about 20 percent of its customers.
Answer: TRUE
Explanation: A company may be showing a profit, while 80 percent of its business comes from
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
and it is often referred to as the 80/20 rule.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
10) The best way to do a sales analysis is to first break down sales by customer type, and then
geographic region.
Answer: FALSE
Explanation: There is no one best way to break down or analyze sales data. Several breakdowns
may be useful, depending on the nature of the company and product and what dimensions are
relevant.
Difficulty: 1 Easy
Topic: Sales Analysis Shows What's Happening
Learning Objective: BC01-03 understand how sales analysis can aid marketing strategy
planning.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
11) Because too much sales data can drown a manager, it's best to start by asking only for
breakdowns that involve customer type.
Answer: FALSE
Explanation: There is no one best way to break down or analyze sales data. Several breakdowns
may be useful, depending on the nature of the company and product and what dimensions are
relevant.
Difficulty: 1 Easy
Topic: Sales Analysis Shows What's Happening
Learning Objective: BC01-03 understand how sales analysis can aid marketing strategy
planning.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
4
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
Bonus Test Bank 01
1) Implementation puts plans into operation, while control provides feedback.
Answer: TRUE
Explanation: Successful marketing requires efficient implementation and control.
Implementation puts plans into operation, and control provides feedback
Difficulty: 1 Easy
Topic: Good Plans Set the Framework for Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
2) Although marketing information can be gathered quickly, it is impossible to analyze and
utilize the information in real time.
Answer: FALSE
Explanation: Information can be gathered quickly, and it can also be analyzed quickly.
Marketing analytics can often happen in real time—while an event is happening.
Difficulty: 1 Easy
Topic: Speed Up Information for Better Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
3) The use of metrics and analytical tools allow marketing managers to make timely adjustments
to their marketing strategies.
Answer: TRUE
Explanation: To more effectively implement and control marketing strategies, marketing
managers must take advantage of technology that gives them more information, more often.
Metrics and analytical tools can provide marketing managers with frequent and timely
information, which they can use to adjust their marketing strategies.
Difficulty: 1 Easy
Topic: Speed Up Information for Better Implementation and Control
Learning Objective: BC01-01 understand how information technology speeds up feedback for
better implementation and control.
Bloom's: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
1
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
,4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is
accepted.
Answer: FALSE
Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in
practice implementation is often complicated by trade-offs among the three objectives.
Difficulty: 1 Easy
Topic: Effective Implementation Means that Plans Work as Intended
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
5) Implementing a strategy is straightforward; there are usually only a limited number of ways
things can go wrong.
Answer: FALSE
Explanation: There are thousands of ways that a plan or its implementation can go astray.
Implementing a strategy is a complicated process and requires constant monitoring.
Difficulty: 1 Easy
Topic: Effective Implementation Means that Plans Work as Intended
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
6) Traditional accounting reports are usually too general to be of much help to the marketing
manager in controlling marketing plans.
Answer: TRUE
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
help in answering these questions. A company may be showing a profit, while 80 percent of its
business comes from only 20 percent of its products—or customers. The other 80 percent may be
unprofitable. But without special analyses, managers won't know it.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
2
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
,7) Traditional accounting reports don't give sufficient information to managers who need to
know what's happening, in detail, to improve the bottom line.
Answer: TRUE
Explanation: Unfortunately, traditional accounting reports are usually too general to be much
help in answering these questions. A company may be showing a profit, while 80 percent of its
business comes from only 20 percent of its products—or customers. The other 80 percent may be
unprofitable. But without special analyses, managers won't know it.
Difficulty: 2 Medium
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Understand
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
8) The "80/20 rule" describes the relationship that 80 percent of an organization's business often
comes from only 20 percent of its products or customers.
Answer: TRUE
Explanation: A company may be showing a profit, while 80 percent of its business comes from
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
and it is often referred to as the 80/20 rule.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
3
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
, 9) According to the "80/20 rule," it is common to find that about 80 percent of a firm's business
comes from only about 20 percent of its customers.
Answer: TRUE
Explanation: A company may be showing a profit, while 80 percent of its business comes from
only 20 percent of its products—or customers. The other 80 percent may be unprofitable. But
without special analyses, managers won't know it. This 80/20 relationship is fairly common—
and it is often referred to as the 80/20 rule.
Difficulty: 1 Easy
Topic: Control Provides Feedback to Improve Plans and Implementation
Learning Objective: BC01-02 know why effective implementation is critical to customer
satisfaction and profits.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
10) The best way to do a sales analysis is to first break down sales by customer type, and then
geographic region.
Answer: FALSE
Explanation: There is no one best way to break down or analyze sales data. Several breakdowns
may be useful, depending on the nature of the company and product and what dimensions are
relevant.
Difficulty: 1 Easy
Topic: Sales Analysis Shows What's Happening
Learning Objective: BC01-03 understand how sales analysis can aid marketing strategy
planning.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
11) Because too much sales data can drown a manager, it's best to start by asking only for
breakdowns that involve customer type.
Answer: FALSE
Explanation: There is no one best way to break down or analyze sales data. Several breakdowns
may be useful, depending on the nature of the company and product and what dimensions are
relevant.
Difficulty: 1 Easy
Topic: Sales Analysis Shows What's Happening
Learning Objective: BC01-03 understand how sales analysis can aid marketing strategy
planning.
Bloom's: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
4
Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
