Question 1

In which section of a marketing plan would you most likely expect to see a chart with deadlines and assigned responsibilities?

Accepted Answer

A)   strategy
B)   organization
C)   implementation
D)   evaluation
E)   appendixF) A) and E)
G) C) and D)

Question 2

The three key elements of the product strategy section in the Paradise Kitchens marketing plan are

Accepted Answer

A)   product benefits, product line, and product packaging.
B)   product characteristics, branding strategies, and packaging.
C)   unique product quality, product line, and branding strategies.
D)   product line, unique product quality, and packaging.
E)   product line, product brand, and product packaging.F) C) and E)
G) B) and E)

Question 3

Which of the following statements regarding the appendices section of a marketing plan is most accurate?

Accepted Answer

A)   An appendix is not necessary if the body of the marketing plan was properly written.
B)   An appendix should never have more than one page for every seven in the marketing plan.
C)   The nature and number of pages in an appendix should directly relate to the plan's purpose and audience.
D)   It is best to include a variety of representations (graphs, tables, photographs, diagrams, etc.)  rather than one single type (all graphs, all tables, etc.) .
E)   There is no need to label Appendices A, B, C, etc., unless each appendix represents an entirely different product, product line, or division.F) All of the above
G) B) and E)

Question 4

The single most important section of the marketing plan (usually only two pages long) that "sells" the plan to readers is called the

Accepted Answer

A)   executive summary.
B)   strategic plan.
C)   vision statement.
D)   overview of financial projections.
E)   synopsis.F) B) and E)
G) C) and D)

Question 5

Which of the following statements regarding marketing and business plans is most accurate?

Accepted Answer

A)   In contrast to a marketing plan, a business plan is a road map for the entire organization for a specified future period of time, such as one year or five years.
B)   In contrast to a business plan, a marketing plan is a road map for the entire organization for a specified future period of time, such as one year or five years.
C)   A marketing plan contains a greater degree of detail regarding research and development, operations, and manufacturing activities of the organization.
D)   A business plan is used for industrial products and a marketing plan is used for consumer products.
E)   A business plan is used for manufactured products and a marketing plan is used for services.F) A) and B)
G) B) and E)

Question 6

The marketing program section of a marketing plan consists of

Accepted Answer

A)   the four marketing mix elements.
B)   the five environmental forces.
C)   the financial forecasts for the industry and the company itself.
D)   the target market identification and market segment selection.
E)   the specific steps that will be taken to implement the plan.F) C) and D)
G) C) and E)

Question 7

Which of the following statements about marketing plans is most accurate?

Accepted Answer

A)   A marketing plan has little or no value unless it projects plans at least 10 years into the future.
B)   It is important to use the exact market plan format regardless of the product or industry.
C)   Although sales figures will vary greatly, the marketing plan for a small family-owned food store will be almost identical to the marketing plan of a large supermarket chain, if written correctly.
D)   Although the target audience and purpose affect the design of a marketing plan, the type of industry plays a relatively small, if any, role in its design.
E)   No single generic marketing plan applies to all organizations and all situations.F) A) and C)
G) All of the above

Question 8

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb-friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

Accepted Answer

A)   change its recipes to be even lower in carbs, fats, and salt than competitors' products.
B)   emphasize its products' taste and authenticity rather than their nutritional characteristics.
C)   emphasize the already healthy product characteristics as well as the product's taste, convenience, and flexibility.
D)   emphasize the research findings that indicate that Americans are actually getting too little fat in their diets, which makes them overeat in order to feel satisfied.
E)   capitalize on the fact that its products have always been healthier than competitors' products and its plan to make meals even healthier.F) B) and C)
G) A) and D)

Question 9

The qualitative mission statement focuses the activities of Paradise Kitchens for its

Accepted Answer

A)   brands.
B)   competitors.
C)   regulators.
D)   stakeholders.
E)   ideas.F) A) and B)
G) B) and D)

Question 10

The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Accepted Answer

A)   quantity discounts, in-store demonstrations, a chili eating contest.
B)   bundle pricing with a chili bowl, in-store demonstrations, and cents-off coupons.
C)   a chili eating contest, in-store demonstrations, and cents-off coupons.
D)   a contest for the best new slogan, a chili eating contest, and free taste tests at major grocery chains.
E)   in-store demonstrations, recipes, and cents-off coupons.F) C) and E)
G) A) and D)

Question 11

The target markets section of a marketing plan identifies the specific __________ toward which the company's products are directed.

Accepted Answer

A)   resellers
B)   competitors
C)   stakeholders
D)   product groupings
E)   nichesF) All of the above
G) C) and D)

Question 12

In terms of paragraph style,most readers prefer

Accepted Answer

A)   block style because the appearance of the text is cleaner.
B)   block style because it seems more professional.
C)   block style because it lends itself better to financial documents.
D)   indented paragraphs because they make longer documents easier to read.
E)   indented paragraphs because they are more in keeping with professional business prose.F) A) and E)
G) D) and E)

Question 13

Which of the following is not one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

Accepted Answer

A)   Is the business or marketing idea valid?
B)   Who is your competition and what are they doing?
C)   Are the financial projections realistic and healthy?
D)   Are the key management and technical personnel capable, and do they have a track record in the industry within which they must compete?
E)   Is there something unique or distinctive about the product or service that separates it from substitutes and competitors?F) A) and C)
G) A) and B)

Question 14

A(n) __________ is a road map for the marketing activities of an organization for a specified future time period,such as one year or five years.

Accepted Answer

A)   marketing plan
B)   mission statement
C)   operation plan
D)   business plan
E)   marketing dashboardF) A) and D)
G) None of the above

Question 15

Paradise Kitchens uses external secondary data to reinforce its position that there is a growing trend in the consumption of Mexican foods among U.S.households.According to its marketing plan,Mexican foods,such as burritos,enchiladas,and tacos,are consumed in approximately __________ percent of American households.

Accepted Answer

A)   35
B)   47
C)   66
D)   79
E)   86F) C) and E)
G) All of the above

Question 16

Which of the following statements is best suited for a business or marketing plan?

Accepted Answer

A)   This will be a fantastic, once in a lifetime opportunity in the amazing world of chocolate lovers.
B)   This product offers a unique opportunity to meet the needs of consumers who love the flavor of chocolate but who are allergic to cocoa.
C)   What could be better than chocolate? Nothing! That's why this is a phenomenal opportunity for those who really understand the exciting world of chocolate.
D)   We are not kidding. This new non-cocoa chocolate candy is simply irresistible; everyone we gave a sample to fell in love with it.
E)   The fact that this chocolate-flavored candy does not contain cocoa should be a selling point.F) A) and B)
G) B) and E)

Question 17

The Paradise Kitchens chart in the organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the president and CEO are the director of operations,vice president of marketing,director of finance and administration,and

Accepted Answer

A)   director of sales.
B)   director of advertising and promotions.
C)   director of research and development.
D)   director of human resources.
E)   senior distribution manager.F) A) and C)
G) B) and E)

Question 18

Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was

Accepted Answer

A)   curvilinear trend extrapolation.
B)   the lost horse technique.
C)   a survey of buyers' intentions.
D)   a sales force survey.
E)   direct forecasting.F) B) and C)
G) A) and B)

Question 19

Ideally,each numbered section should start __________ to improve readability.

Accepted Answer

A)   with all capital letters
B)   in a font size at least three points larger than the body of the text
C)   on a new page
D)   either capitalized and bolded or italicized and underlined
E)   with a brief introduction of what will be discussedF) A) and C)
G) C) and E)

Question 20

The situation analysis section of a marketing plan is a snapshot to answer the question,

Accepted Answer

A)   Where are we now?
B)   What is the competition doing?
C)   How will our organization change?
D)   What is happening in the industry?
E)   Where are we going?F) A) and E)
G) A) and C)

Exam 19: Building an Effective Marketing Plan

A(n) __________ is a road map for the marketing activities of an organization for a specified future time period,such as one year or five years.

Correct Answer
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Correct Answer
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The single most important section of the marketing plan (usually only two pages long) that "sells" the plan to readers is called the

Correct Answer
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Correct Answer
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The marketing program section of a marketing plan consists of

Correct Answer
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Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was

Correct Answer
verified

The qualitative mission statement focuses the activities of Paradise Kitchens for its

Correct Answer
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The three key elements of the product strategy section in the Paradise Kitchens marketing plan are

Correct Answer
verified

Which of the following statements regarding marketing and business plans is most accurate?

Correct Answer
verified

Which of the following statements about marketing plans is most accurate?

Correct Answer
verified

Which of the following statements is best suited for a business or marketing plan?

Correct Answer
verified

In terms of paragraph style,most readers prefer

Correct Answer
verified

In which section of a marketing plan would you most likely expect to see a chart with deadlines and assigned responsibilities?

Correct Answer
verified

The target markets section of a marketing plan identifies the specific __________ toward which the company's products are directed.

Correct Answer
verified

The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Correct Answer
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Which of the following is not one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

Correct Answer
verified

Ideally,each numbered section should start __________ to improve readability.

Correct Answer
verified

Which of the following statements regarding the appendices section of a marketing plan is most accurate?

Correct Answer
verified

The situation analysis section of a marketing plan is a snapshot to answer the question,

Correct Answer
verified

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb-friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

Correct Answer
verified

Exam 19: Building an Effective Marketing Plan

A(n) __________ is a road map for the marketing activities of an organization for a specified future time period,such as one year or five years.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The single most important section of the marketing plan (usually only two pages long) that "sells" the plan to readers is called the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing program section of a marketing plan consists of

Correct AnswerverifiedShow Answer

Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was

Correct AnswerverifiedShow Answer

The qualitative mission statement focuses the activities of Paradise Kitchens for its

Correct AnswerverifiedShow Answer

The three key elements of the product strategy section in the Paradise Kitchens marketing plan are

Correct AnswerverifiedShow Answer

Which of the following statements regarding marketing and business plans is most accurate?

Correct AnswerverifiedShow Answer

Which of the following statements about marketing plans is most accurate?

Correct AnswerverifiedShow Answer

Which of the following statements is best suited for a business or marketing plan?

Correct AnswerverifiedShow Answer

In terms of paragraph style,most readers prefer

Correct AnswerverifiedShow Answer

In which section of a marketing plan would you most likely expect to see a chart with deadlines and assigned responsibilities?

Correct AnswerverifiedShow Answer

The target markets section of a marketing plan identifies the specific __________ toward which the company's products are directed.

Correct AnswerverifiedShow Answer

The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Correct AnswerverifiedShow Answer

Which of the following is not one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

Correct AnswerverifiedShow Answer

Ideally,each numbered section should start __________ to improve readability.

Correct AnswerverifiedShow Answer

Which of the following statements regarding the appendices section of a marketing plan is most accurate?

Correct AnswerverifiedShow Answer

The situation analysis section of a marketing plan is a snapshot to answer the question,

Correct AnswerverifiedShow Answer

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb-friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

Correct AnswerverifiedShow Answer

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