Marketing: The One Semester Introduction 1st Edition Geoff Lancaster, Paul Reynolds - Solutions

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You work for a defense contractor on a project that is not considered to be strategic for the company. Although the project is not the company’s top priority, you have managed to secure many of the company’s top resources to work on your project. At today’s company meeting, you find out that
The program manager is asking why your project is scheduled to take sixteen months. He claims that previous projects in the organization were able to be completed in less than half of that time. What would be the BEST thing to do?A. Look for historical information on the previous projects to
You are a project manager, and your team is executing the work packages to produce a medical records archive and retrieval system.Two of the project’s customers have just asked for changes that each says should be the number one priority. What would be the BEST thing to do?A. Have the project
Which statement about project agreements is true?A. Agreements are drafted between the project manager and the key stakeholders prior to resources being expended.B. Agreements are generally created only when one or more portions of the project are being procured from outside the organization.C.
Your agile project team needs an additional contributor; your organization has two available: (1) an expert in the interface to the database being used, or (2) a capable developer with similar team experience. Which would be a better choice and why?A. Choice #2 since agile favors general skills
Which of the following represents the project manager’s responsibility regarding change on a project?A. To influence the factors that cause project change.B. To ensure all changes are communicated to the change control board.C. To reduce change wherever possible.D. To prioritize change below
Which of the following statements is false regarding the project charter?A. The project charter justifies why the project is being undertaken.B. The project charter assigns the project manager.C. The project charter specifies any high-level schedule milestones.D. The project charter specifies the
Change control meetings are held as part of which process?A. Direct and Manage Project Work.B. Monitor and Control Project Work.C. Perform Integrated Change Control.D. Evaluate Requested Changes.
If you are creating a single document to guide project execution, monitoring and control, and closure, you are creating:A. The execution plan.B. The project management plan.C. The integration plan.D. The project framework.
A defect in the product was brought to the project manager’s attention, and now the project team is engaged in repairing it.Which project management process would be the most applicable to this?A. Perform Integrated Change Control.B. Monitor and Control Project Work.C. Direct and Manage Project
The project management information system would likely include all of the following EXCEPT:A. A scheduling tool.B. An information distribution system.C. A system for collecting information from team members.D. A system for identifying stakeholders.
The project charter is:A. Developed before the business case, and after the project management plan.B. Developed after the business case, and before the project management plan.C. Developed before the contract, and after the project management plan.D. Developed before the contract, and before the
Centurion Corporation has initiated a new project to modernize their human resources records and to bring them into compliance.A manager at Centurion is drafting the project charter for review.Which of the following would be the most important item that she would need in order to complete this task
You are meeting with a new project manager who has taken over a project that is in the middle of executing. The previous project manager has left the company and the new project manager is concerned that change requests are streaming in from numerous sources including his boss, the customer, and
The project management office has re-assigned you from managing a construction project to now serve as the facilitator of a new website development team. They have counseled you that your immediate transition focus is:A. To shift from a servant leadership position to that of a trusted advisor.B. To
The product owner should:A. Monitor the business environment to keep the backlog groomed.B. Set a goal for the team to achieve a specific velocity.C. Mentor the team facilitator on being a servant leader in the project.D. Own the product demonstration ceremony for each iteration.
The delivery of value in small batches helps to:A. Reduce risk.B. Reduce the effort.C. Increase the team’s camaraderie.D. Interface the agile component into a hybrid WBS.
A daily stand-up meeting should be attended by the team and most importantly, be characterized by:A. The three questions.B. Varying who facilitates.C. Being time-boxed.D. The value of the status update.
A feature of agile methodologies that overcomes a short-coming of predictive projects is:A. Even when change is good, waterfall projects are resistant to change while agile projects embrace change.B. Agile projects foster good teamwork while predictive projects promote heroism and siloes.C.
A methodology is best described as:A. The 49 processes in the project management framework.B. The goal of the Agile Manifesto.C. Using historical information to undergird continuous improvement.D. A set of procedures, specific steps, and /or policies to direct how a project should be accomplished.
Combining a predictive approach and an agile approach is known as:A. Folly.B. Hybrid.C. Compound.D. Composite.
A “spike” is a term used for:A. Nailing down a feature as “Done.”B. A “slam-dunk,” or a feature that will be easily developed.C. A quick experiment to support a decision-making process.D. A spirited punch consumed at the team’s victory celebration.
Agile projects:A. Perform retrospectives at the end of the project only.B. Welcome and embrace change for the customer’s advantage.C. Place decision-making with the team facilitator.D. Communicate using a controlled protocol.
“Waterfall” project management is most closely associated with:A. Predictive.B. Incremental.C. Iterative.D. Agile.
The PDCA Cycle is attributed to whom and is an abbreviation for what?A. Pareto, Prepare-Deliver-Collect-Again B. Deming, Prepare-Deliver-Collect-Again C. Deming, Plan-Do-Check-Act D. Ishikawa, Plan-Detail-Comply-Act
The project charter is:A. The initial project plan until the formal one is developed.B. Signed by the project manager.C. Symbolic only with no real authorization properties.D. The project’s first official project document.
One of the most common inputs to project management processes is:A. Expert judgment.B. Change requests.C. The project management plan.D. Work performance data.
An effective project manager should exhibit skills such as:A. Managing, Scheduling, and Accounting B. Communicating, Problem-solving, and Negotiation C. Scoping, Scheduling, and Budgeting D. Emotional Intelligence, Governance, and Matrix management
The project manager’s relative power in a weak matrix is:A. Less than that of a functional manager.B. Greater than that of a program manager.C. Less than that of a project quality tester.D. Greater than that of a functional manager.
The project sponsor’s primary role is to:A. Pay for the project.B. Approve the deliverables.C. Be the Voice of the Customer.D. Organize the stakeholders.
What is the correct order of role authority from the least to the most?A. Project manager, Project coordinator, Project expeditor.B. Program manager, Project coordinator, Project expeditor, Project manager C. Project manager, Program manager, Project coordinator D. Project expeditor, Project
You are meeting with the project team with the target objective to gather and report information that should be shared with future projects in the organization. You are collecting:A. Requirements documentation.B. Ideas about how the project management information system could be bench marked.C.
The estimation of the value of a product feature is the responsibility of:A. Market engineer.B. Product owner.C. The project team.D. Project manager.
A baseline is best described as:A. The measurement standard for project performance estimations.B. The product owners initial product backlog before any grooming.C. The original plan plus all approved changes.D. The criteria to which the project sponsor holds the project manager accountable.
A project is best differentiated from a program in that:A. A program is strategic whereas a project is tactical.B. A project is unique to the organization whereas a program may be identical to other programs.C. A program is managed by a senior manager whereas a project is managed by a project
The most appropriate hierarchy of the organizations investments in changing the status quo is:A. Program, Project, Release, Feature.B. Portfolio, Program, Project.C. Predictive, Incremental, Iterative, Agile.D. Program, Project, Portfolio.
The role most accountable for project success is that of the:A. Project sponsor.B. Project owner.C. Program manager.D. Project manager.
The values and principles that describe agile come from:A. The Scrum Guide.B. The Agile Manifesto.C. PMI®’s Agile Practice Guide.D. The Agile Manuscript.
According to agile principles, the highest priority is:A. To harness change for the customer’s competitive advantage.B. To satisfy the customer through early and continuous delivery of valuable software.C. To build projects around motivated individuals.D. To promote sustainable development. The
Predictive projects favor _________, and agile projects favor ___________.A. Estimating, experiencing.B. Planning, documenting.C. Anticipation, adaptation.D. Baselining, burning down.
Discuss the contention that the customer relationship management concept is more of a step change in fundamental marketing philosophy than simply the application of computer database techniques to consumer profiles.
Explain how the development of Internet-based technologies has facilitated the adoption and application of the customer relationship management (CRM) concept.
What are the main component parts of a fully integrated customer relationship management system?
Compare and contrast the concept of ‘reverse marketing’ with the traditional marketing concept.
Explain the historical development of the relationship marketing concept from the end of the Second World War to the present day.
Explain how the Internet can help smaller firms to enter the international arena and serve customers in international markets.
Explain the basic principles of database marketing and data fusion techniques.
How can e-marketing companies reduce the perceived risk inherent in a website transaction for a new potential customer?
Explain what is meant by the term ‘hypermedia computer-mediated environment’, and discuss how this environment differs from more conventional marketing communications media.
Using specific examples to illustrate the points made, distinguish between the Intranet and the Extranet and explain the use of these two systems within a marketing context.
What is the relationship between strategic marketing planning and overall corporate planning?
Differentiate between corporate goals and operational, or functional, marketing objectives.How are these planning activities related?
A significant proportion of marketing effort is devoted to satisfying the demands of control systems. How would you justify such a claim on a company’s financial and human resources?
Strategic marketing How do you view the scenario, as put forward by Sheth, that marketing should be viewed as a process of co-ordination across an organisation’s functional units? How can it be implemented?
Quality How is marketing involved in the company-wide process of total quality management?
Ethics Marketing has been criticised on both economic and ethical grounds. Discuss these criticisms, indicating how far you think they are justified.
Consumerism Discuss the notion that, in a society that has embraced the concept of free enterprise, business should be allowed to get on with its wealth-creating activities without interference from consumerists.
Use of marketing by non-profit organisations Marketing is increasingly being used by non-profit organisations such as colleges, libraries and political parties. What is the relevance of the marketing concept to the non-profit organisation, and why are such organisations making more use of the
Financial implications Why does the acceptance of a foreign order usually impose a proportionately heavier financial burden on the supplier than for a similar home market order? What steps can be taken to reduce this effect?
Information sources Outline the statistical and other international market research information that is provided by the government in order to assist potential exporters. What limitations or problems are apparent when preparing to use such sources?
International involvement How can firms begin to increase their involvement in international markets? Discuss the relative merits of the methods you describe.
Definitions Explain how overseas marketing differs from overseas trading.
List the types of decision-making that involve either subjective or objective forecasts of future events or states.
What advantages do exponential smoothing forecasting techniques have, if any, over the method of moving averages techniques?
What is the difference between sales forecasting up to one year ahead of current time and the annual sales budget? Show how each contributes to the marketing planning and control process.
‘Good forecasting becomes a key factor in company success. Poor forecasting can lead to overly large inventories, costly price mark-downs, or lost sales due to being out of stock’ (Philip Kotler). Critically evaluate this statement, using examples to illustrate the points being made.
What are the advantages and disadvantages of the various qualitative forecasting methods available to a market researcher wishing to forecast sales up to one year ahead of current time?
Compare and contrast probability sampling with non-probability sampling. Under what conditions might a market researcher have no other choice but to use a non-probability sampling procedure?
List the advantages and disadvantages of using a telephone survey compared with a postal survey. Under what circumstances might a telephone survey be particularly appropriate?
Under what circumstances would qualitative research techniques be more appropriate than quantitative research techniques? Give specific examples.
Exploratory research has a specific role to play in the overall marketing research process.Examine this role, and outline the research techniques that might be utilised at the exploratory stage.
Use examples to illustrate how marketing research can aid marketing decision-making.
Product management Do you feel that the product/brand management system only has applicability for fast-moving consumer goods, or is there some applicability for industrial products?
Product life cycle Is the PLC concept more useful for looking at sales of products for an individual company or sales of products for an industry as a whole?
Product classification Why is it helpful to have a system that classifies products and services into a number of different categories?
New products(a) Why is it necessary for a company to develop new products?(b) How can a company stimulate the generation of new product ideas?
Under what circumstances can ‘positively high pricing’ or ‘prestige’ pricing be used with effect?Is it used in your firm’s pricing strategy? If so, how?
How important are non-pricing factors in the marketing of your organisation’s products or services? List the factors in order of importance.
What factors should be taken into consideration when pricing new products or services.
Whenever possible, a company should avoid competing on the basis of price and should instead compete on the basis of superior value. Discuss the role of price in the price/quality relationship. Apply this to your own firm’s pricing.
Whilst cost considerations form an essential element of the price determination process, a company’s costs have little or no relevance to its customers. Discuss in relation to your organisation’s customers.
Outline and discuss the four main components of a ‘systems approach’ to PDM
Discuss the concept of service ‘elasticity’ and show how this concept can be applied by management when setting levels of service, and how these are priced in the following sectors:(a) the oil exploration sector; (b) a company supplying the automotive industry.
Explain, using quantitative and non-quantitative examples, the idea that diminishing returns can sometimes be faced by marketing firms when raising the level of service provided to certain customers or market segments.
Why has the marketing function of physical distribution management (PDM) grown significantly in importance with organisations over the past 30 years?
How can the field sales force contribute to the process of achieving long-term relationships with customers through relationship marketing and customer care? Give specific examples.
The primary task of a sales representative is to sell the company’s product or service. What additional tasks could a sales representative be expected to undertake, and how might these affect the representative’s selling role?
Planning is an essential part of the selling process. What should be included in the weekly calling plan, and what information should be recorded after each visit is made?
Explain how direct mail can be used to (a) generate sales leads, and (b) ‘follow-up’ a sales visit.
What form would such a marketing communications evaluative procedure take? Outline a scheme for such an evaluation programme.
What are the advantages to an organisation of systematically evaluating the effectiveness of sales promotion expenditure with reference to clearly defined communication objectives?
‘The evaluation of advertising effectiveness is not worth the effort and cost involved.’ Critically evaluate this statement.
Explain, using illustrations, what is meant by (a) the ‘source effect’ and (b) the ‘sleeper effect’, as the concepts are applied in marketing communications theory.
DMU Do you define the DMU as a committee of people, or something more informal?
Organisational buying How does organisational buying relate to industrial buying?
Buyer behaviour How far do models of buying behaviour go towards providing marketers with better tools for targeting customers?
Customer care Why is the idea of ‘customer care’ such a relatively recent one?
Industrial buying It is common to think of the purchasing decision processes of industrial buyers as being devoid of emotion. How far would you agree with this?
Advertising and consumer behaviour How far do you agree with the statement that advertising is the biggest single influence on consumer behaviour?
Positioning What do you understand by the term ‘product positioning’?

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Marketing: The One Semester Introduction 1st Edition Geoff Lancaster, Paul Reynolds - Solutions

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