Name: 
 

Chapter 16 - Marketing Planning, Implementation and Control


Multiple Choice
Identify the letter of the choice that best completes the statement or answers the question.
 

 1. 
A comprehensive check of the company’s current marketing activities is called:
a.
The marketing review.
c.
The marketing balance sheet.
b.
The marketing audit.
 

 2. 
A problem which has no single solution, and for which attempted solutions create more problems, is called:
a.
A complex problem.
c.
A wicked problem.
b.
An insoluble problem.
 

 3. 
Competency is derived from:
a.
Combining resources effectively.
c.
Developing a suitable strategy.
b.
Training staff effectively.
 

 4. 
Which of the following is NOT a tangible resource?
a.
Machinery.
c.
Work in progress.
b.
Employees.
 

 5. 
Which of the following is NOT part of the resource audit?
a.
Physical resources.
c.
Government regulations.
b.
Human resources.
 

 6. 
What is tacit knowledge?
a.
Knowledge which is difficult or impossible to codify, and which resides in the heads of employees.
c.
Knowledge which everyone assumes is common, but which in fact is not.
b.
Knowledge which everyone in the company takes for granted.
 

 7. 
A system of using a limited set of measures, derived form the success factors for the industry is called:
a.
Factor analysis.
c.
Measure allocation.
b.
Balanced scorecard.
 

 8. 
In the event of a discrepancy between the plan and reality, what should the managers do?
a.
Recast the plan in its entirety.
c.
Amend the existing plan to move towards the original target.
b.
Formulate a second plan to bring the company back to where it should be.
 

 9. 
Control exercised by workmates through the corporate culture is called:
a.
Administrative control.
c.
Self-control.
b.
Social control.
 

 10. 
Knowledge which is written down or otherwise recorded is called:
a.
Tacit knowledge.
c.
Explicit knowledge.
b.
Public knowledge.
 



 
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