Question 1

Which of the following is the best advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?

Accepted Answer

A)   Have a business plan in place by the first day your business is open.
B)   Have a business plan in place before seeking out investors.
C)   Focus on the product overview and fill in details about the competitive environment after the business has launched.
D)   Focus on the operations overview and fill in financial details after the business has launched.
E)   Make operational and financial objectives as general as possible.

Question 2

Marketers would be most likely to use which of the following types of information to predict market growth?

Accepted Answer

A)   positioning
B)   company weaknesses
C)   company strengths
D)   demographics
E)   marketing mix

Question 3

Which of the following is NOT a basic section in a typical marketing plan?

Accepted Answer

A)   marketing situation
B)   forecasting
C)   measurement and controls
D)   financial overview
E)   executive summary

Question 4

The national economy and design trends are two examples of factors in a company's ________.

Accepted Answer

A)   microenvironment
B)   competitive environment
C)   technological environment
D)   legal environment
E)   macroenvironment

Question 5

Jonas is working on his company's marketing plan for a new product line called Nature & Nurture. He is writing an overview that includes a brief description of the positioning for the new product line as well as a brief overview of the financial goals for the product and the strategy that will be used to achieve those goals. Jonas is working on the ________ section of the marketing plan.

Accepted Answer

A)   company description, purpose, and goals
B)   marketing situation
C)   executive summary
D)   measurement and controls
E)   forecasting

Question 6

Information about which of the following would most likely be included in the marketing mix component of the marketing strategy?

Accepted Answer

A)   worst case risks
B)   market research
C)   pricing
D)   financial forecasts
E)   target market descriptions

Question 7

A marketer would detail the company's positioning and value proposition in the ________ section of a marketing plan

Accepted Answer

A)   marketing situation
B)   forecasting
C)   company description, purpose, and goals
D)   marketing strategy
E)   executive summary

Question 8

Based on the sample marketing plan in your text, contingency planning is most likely to be included in which section of a marketing plan?

Accepted Answer

A)   company description, purpose, and goals
B)   marketing situation
C)   measurement and controls
D)   forecasting
E)   executive summary

Question 9

For a marketing plan to be successful, ________ should participate in its implementation.

Accepted Answer

A)   only the marketing department
B)   only the marketing department and management
C)   only the marketing and customer service departments
D)   only the marketing and human resources departments
E)   the entire business

Question 10

A marketer would be most likely to use information from a SWOT analysis in which section of a marketing plan?

Accepted Answer

A)   measurement and controls
B)   company description, purpose, and goals
C)   forecasting
D)   marketing situation
E)   executive summary

Question 11

Future opportunities and threats are considered in the forecasting section of a marketing plan.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following would be listed under a company's strengths in a SWOT analysis?

Accepted Answer

A)   Creating a presence on social networks could broaden product awareness and interest.
B)   Changing economic factors favor the company's position in the market.
C)   The company maintains efficient and cost-effective relationships with channel partners.
D)   Changing technological factors will force the company and its competitors to alter many products.
E)   Changes in media consumption among target consumers will make advertising less expensive.

Question 13

In a marketing plan, the ________ section includes the anticipated outcomes based on achieving predefined market goals.

Accepted Answer

A)   measurement and controls
B)   company description, purpose, and goals
C)   forecasting
D)   marketing situation
E)   marketing strategy

Question 14

In your text's sample marketing plan, two of the company goals are "Achieve growth rate in sales of 12% for the year 2008" and "Maintain a gross margin of 45% each month." As indicated by these two examples, a marketing goal should be ________.

Accepted Answer

A)   measurable
B)   general
C)   creative
D)   company-wide
E)   set by management

Question 15

While preparing the marketing plan for a new product line called Nature & Nurture, Jonas wrote the following: "The target Nature & Nurture customer is female, married, between the ages of 30 and 45, and has one or two children under the age of five. She has completed college and some graduate work, and has a combined household income over $70,000 per year." This statement belongs in the ________ section of the marketing plan.

Accepted Answer

A)   company description, purpose, and goals
B)   marketing situation
C)   executive summary
D)   measurement and controls
E)   forecasting

Question 16

The SWOT in SWOT analysis stands for ________.

Accepted Answer

A)   strengths, weaknesses, observations, trends
B)   strengths, weaknesses, opportunities, threats
C)   sales, waste, objectives, threats
D)   sales, work, objectives, trends
E)   services, work, opportunities, technologies

Question 17

Data concerning which of the following would be LEAST likely included in the forecasting section of a marketing plan?

Accepted Answer

A)   variable costs
B)   fixed costs
C)   direct cost of sales
D)   sales projections
E)   demographic trends

Question 18

Briefly describe the purpose of a marketing plan.

Accepted Answer

The purpose of a marketing plan is to ou...

Question 19

Elisandra works in her company's finance department and is preparing a statement that details all of the company's revenues and expenses from various departments and product lines. Elisandra is preparing a cash-flow statement.

Accepted Answer

A) True 
 B)False

Question 20

The outcome of the forecasting process is most essential to which of the following?

Accepted Answer

A)   aligning the marketing mix with the company's mission
B)   predicting competitors' strategies
C)   analyzing customer behaviors
D)   identifying target audiences
E)   exploring alternative marketing strategies

Exam 11: The Marketing Plan

In a marketing plan, the ________ section includes the anticipated outcomes based on achieving predefined market goals.

Correct Answer
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Which of the following is NOT a basic section in a typical marketing plan?

Correct Answer
verified

A marketer would detail the company's positioning and value proposition in the ________ section of a marketing plan

Correct Answer
verified

The national economy and design trends are two examples of factors in a company's ________.

Correct Answer
verified

Data concerning which of the following would be LEAST likely included in the forecasting section of a marketing plan?

Correct Answer
verified

The SWOT in SWOT analysis stands for ________.

Correct Answer
verified

For a marketing plan to be successful, ________ should participate in its implementation.

Correct Answer
verified

A marketer would be most likely to use information from a SWOT analysis in which section of a marketing plan?

Correct Answer
verified

Correct Answer
verified

Which of the following would be listed under a company's strengths in a SWOT analysis?

Correct Answer
verified

Marketers would be most likely to use which of the following types of information to predict market growth?

Correct Answer
verified

Correct Answer
verified

Future opportunities and threats are considered in the forecasting section of a marketing plan.

Correct Answer
verified

Based on the sample marketing plan in your text, contingency planning is most likely to be included in which section of a marketing plan?

Correct Answer
verified

In your text's sample marketing plan, two of the company goals are "Achieve growth rate in sales of 12% for the year 2008" and "Maintain a gross margin of 45% each month." As indicated by these two examples, a marketing goal should be ________.

Correct Answer
verified

Briefly describe the purpose of a marketing plan.

Correct Answer
verified
The purpose of a marketing plan is to ou...
View Answer

Information about which of the following would most likely be included in the marketing mix component of the marketing strategy?

Correct Answer
verified

Elisandra works in her company's finance department and is preparing a statement that details all of the company's revenues and expenses from various departments and product lines. Elisandra is preparing a cash-flow statement.

Correct Answer
verified

Which of the following is the best advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?

Correct Answer
verified

The outcome of the forecasting process is most essential to which of the following?

Correct Answer
verified

Exam 11: The Marketing Plan

In a marketing plan, the ________ section includes the anticipated outcomes based on achieving predefined market goals.

Correct AnswerverifiedShow Answer

Which of the following is NOT a basic section in a typical marketing plan?

Correct AnswerverifiedShow Answer

A marketer would detail the company's positioning and value proposition in the ________ section of a marketing plan

Correct AnswerverifiedShow Answer

The national economy and design trends are two examples of factors in a company's ________.

Correct AnswerverifiedShow Answer

Data concerning which of the following would be LEAST likely included in the forecasting section of a marketing plan?

Correct AnswerverifiedShow Answer

The SWOT in SWOT analysis stands for ________.

Correct AnswerverifiedShow Answer

For a marketing plan to be successful, ________ should participate in its implementation.

Correct AnswerverifiedShow Answer

A marketer would be most likely to use information from a SWOT analysis in which section of a marketing plan?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following would be listed under a company's strengths in a SWOT analysis?

Correct AnswerverifiedShow Answer

Marketers would be most likely to use which of the following types of information to predict market growth?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Future opportunities and threats are considered in the forecasting section of a marketing plan.

Correct AnswerverifiedShow Answer

Based on the sample marketing plan in your text, contingency planning is most likely to be included in which section of a marketing plan?

Correct AnswerverifiedShow Answer

In your text's sample marketing plan, two of the company goals are "Achieve growth rate in sales of 12% for the year 2008" and "Maintain a gross margin of 45% each month." As indicated by these two examples, a marketing goal should be ________.

Correct AnswerverifiedShow Answer

Briefly describe the purpose of a marketing plan.

Correct AnswerverifiedThe purpose of a marketing plan is to ou...View AnswerShow Answer

Information about which of the following would most likely be included in the marketing mix component of the marketing strategy?

Correct AnswerverifiedShow Answer

Elisandra works in her company's finance department and is preparing a statement that details all of the company's revenues and expenses from various departments and product lines. Elisandra is preparing a cash-flow statement.

Correct AnswerverifiedShow Answer

Which of the following is the best advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?

Correct AnswerverifiedShow Answer

The outcome of the forecasting process is most essential to which of the following?

Correct AnswerverifiedShow Answer

Correct Answer
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The purpose of a marketing plan is to ou...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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