Question 1

The effectiveness of a table is determined by its ability to

Accepted Answer

A)   include every possible piece of information available.
B)   catch the reader's attention with its design and sophistication.
C)   create a powerful visual metaphor.
D)   summarize a large amount of information in a short amount of space.
E)   clarify difficult financial information or calculations.F) A) and E)
G) A) and B)

Question 2

All of the following are points of difference for Paradise Kitchens except which?

Accepted Answer

A)   high-quality, authentic frozen chili
B)   a combination of quick preparation and home-style taste
C)   mild spices for the relatively inexperienced American palate
D)   premium packaging
E)   a range of chili product flavorsF) C) and E)
G) A) and D)

Question 3

Elements in a marketing plan depend on who the audience is and what the purpose is.For example,the marketing plan for an external audience would

Accepted Answer

A)   give a broad general overview.
B)   function as a sales document.
C)   be more informally written.
D)   be directed to the people who would be affected by it.
E)   be directed to the people who must implement the plan.F) B) and E)
G) A) and B)

Question 4

In terms of its marketing and product objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Accepted Answer

A)   Paradise Kitchens does not intend to expand its markets; rather, it will choose a market penetration strategy through increasing same-store sales.
B)   Howlin' Coyote's brand presence will be expanded through the addition of a totally new line of ethnic desserts (flan, churros, sopapillas) .
C)   Paradise Kitchens will gradually phase out its food service division to allow for growth in its new frozen dessert line.
D)   Howlin' Coyote's brand presence will be expanded through the addition of new products in the frozen foods section.
E)   By the end of Year 5, Paradise Kitchens will expand its chili, salsa, burrito, and enchilada business to reach small suburban and rural areas in the relatively untapped Midwest market.F) A) and B)
G) None of the above

Question 5

A(n) __________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Accepted Answer

A)   positioning strategy
B)   market-product grid strategy
C)   competition analysis
D)   implementation strategy
E)   situational analysisF) A) and C)
G) All of the above

Question 6

The industry within which a product will compete should affect the format of an organization's business or marketing plan.However,since the complexities of products can differ greatly,

Accepted Answer

A)   the size of the potential workforce included in their plans differs.
B)   the investment potential of investors included in their plans differs.
C)   the experience of the key personnel demonstrated in their plans differs.
D)   the time periods likely to be covered by their plans differ.
E)   the knowledge of technical language used in their plans differs.F) B) and D)
G) D) and E)

Question 7

Shorter tables or graphs

Accepted Answer

A)   must start at the top of a new page so as not to create page break problems.
B)   can be inserted anywhere in the page of text in a plan and do not have figure numbers.
C)   should not be used since words would be more effective in describing the content than a table or graph.
D)   be at least two inches but not more than five inches high.
E)   are more for style than for substance.F) A) and E)
G) D) and E)

Question 8

Which of the following goals uses parallel construction?

Accepted Answer

A)   Make the best nonbattery flashlight possible, make the brand name known in every household in the United States, and make the flashlight the official flashlight of every state-owned hospital in the United States.
B)   To make the finest bicycles in the professional racing field, to attain sponsorship from at least three top Olympic riders, and obtain a return on equity of at least 15 percent.
C)   Enter three major markets in the next three years, maintain a market share above 20 percent, while continuing to provide the best customer service according to industry polls.
D)   To increase market share by at least 10 percent each year for the next five years, reduce employee turnover by 20 percent within the next five years, and to obtain a return on equity of at least 15 percent for each of the next five years.
E)   Generate sales of $100 million, generate ROI of 20 percent, and maintaining selling costs at 10 percent of sales.F) A) and E)
G) A) and D)

Question 9

The SWOT analysis section of a marketing plan identifies a company's

Accepted Answer

A)   new technological innovations.
B)   strengths, weaknesses, opportunities, and threats.
C)   marketing program.
D)   barriers to entry.
E)   sustainable competitive advantages.F) A) and D)
G) B) and C)

Question 10

Paradise Kitchens included a detailed figure to highlight its SWOT analysis.However,

Accepted Answer

A)   there was no further explanation or written summary.
B)   it was complemented by a short, but more in-depth, discussion of important points.
C)   it failed to perform a situation analysis.
D)   it did not include an industry analysis.
E)   it also included a page-long explanation of each of the four factors.F) A) and D)
G) A) and B)

Question 11

Elements in a marketing plan depend on who the audience is and what its purpose is.For example,the marketing plan for an internal audience would

Accepted Answer

A)   be informally written.
B)   contain specific financial details.
C)   point the direction for future marketing activities.
D)   explain organization and structure.
E)   provide biographical information of key players.F) B) and E)
G) A) and B)

Question 12

Paradise Kitchens analyzed two key trends in its industry,which were

Accepted Answer

A)   frozen foods and microwavable foods.
B)   Mexican foods and South American foods.
C)   eating out and take-out.
D)   frozen foods and Mexican foods.
E)   larger portion size and vegetarian meals.F) None of the above
G) B) and E)

Question 13

In order to launch a start-up firm,Arthur K.Kydd believes that the firm needs to have a real product with

Accepted Answer

A)   a distinctive point of difference that satisfies customer needs.
B)   a prototype to test in the real world.
C)   a list of all the other ideas you have, including this one.
D)   some of your own money to demonstrate your belief that this product is a winner.
E)   friends in the industry that you wish to enter.F) C) and D)
G) B) and E)

Question 14

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as

Accepted Answer

A)   a stable financial base.
B)   strong connections to the Hispanic community.
C)   co-ownership in a chain of small grocery stores.
D)   the professional food industry experience of the co-founders.
E)   national "chili cook-off" titles.F) B) and C)
G) A) and B)

Question 15

Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods.According to its marketing plan,prepared frozen meals accounted for around __________ percent of the total frozen food market.

Accepted Answer

A)   5
B)   17
C)   25
D)   32
E)   41F) A) and C)
G) B) and C)

Question 16

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which of the following is not a writing and style guideline that still generally applies?

Accepted Answer

A)   use a direct, professional writing style
B)   be positive and specific to convey potential success
C)   shoot for a plan that is 15 to 35 pages in length, excluding financial projections and appendixes
D)   include as an attachment the résumés for all key players in your management team
E)   use bullet points for succinctness and emphasis, along with A-level and B-level headingsF) A) and D)
G) All of the above

Question 17

Which of the following statements is written in the best writing style for a business or marketing plan?

Accepted Answer

A)   We have found three different groups that could benefit from our new software.
B)   Because teachers, social workers, and nurses can use this software, it will offer great opportunities.
C)   There are three potential target markets for this software: teachers, social workers, and nurses.
D)   There is a target market of teachers; there is a target market of social workers; and there is a target market of nurses as well, who might benefit if we get the opportunity to bring this product to the public.
E)   The fact that there are three different "money makers" to shoot for should be a selling point.F) All of the above
G) B) and D)

Exam 19: Building an Effective Marketing Plan

Paradise Kitchens analyzed two key trends in its industry,which were

Correct Answer
verified

In terms of its marketing and product objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Correct Answer
verified

All of the following are points of difference for Paradise Kitchens except which?

Correct Answer
verified

The industry within which a product will compete should affect the format of an organization's business or marketing plan.However,since the complexities of products can differ greatly,

Correct Answer
verified

The SWOT analysis section of a marketing plan identifies a company's

Correct Answer
verified

Shorter tables or graphs

Correct Answer
verified

Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods.According to its marketing plan,prepared frozen meals accounted for around __________ percent of the total frozen food market.

Correct Answer
verified

Elements in a marketing plan depend on who the audience is and what the purpose is.For example,the marketing plan for an external audience would

Correct Answer
verified

Paradise Kitchens included a detailed figure to highlight its SWOT analysis.However,

Correct Answer
verified

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which of the following is not a writing and style guideline that still generally applies?

Correct Answer
verified

In order to launch a start-up firm,Arthur K.Kydd believes that the firm needs to have a real product with

Correct Answer
verified

Elements in a marketing plan depend on who the audience is and what its purpose is.For example,the marketing plan for an internal audience would

Correct Answer
verified

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as

Correct Answer
verified

The effectiveness of a table is determined by its ability to

Correct Answer
verified

A(n) __________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Correct Answer
verified

Which of the following statements is written in the best writing style for a business or marketing plan?

Correct Answer
verified

Which of the following goals uses parallel construction?

Correct Answer
verified

Exam 19: Building an Effective Marketing Plan

Paradise Kitchens analyzed two key trends in its industry,which were

Correct AnswerverifiedShow Answer

In terms of its marketing and product objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Correct AnswerverifiedShow Answer

All of the following are points of difference for Paradise Kitchens except which?

Correct AnswerverifiedShow Answer

The industry within which a product will compete should affect the format of an organization's business or marketing plan.However,since the complexities of products can differ greatly,

Correct AnswerverifiedShow Answer

The SWOT analysis section of a marketing plan identifies a company's

Correct AnswerverifiedShow Answer

Shorter tables or graphs

Correct AnswerverifiedShow Answer

Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods.According to its marketing plan,prepared frozen meals accounted for around __________ percent of the total frozen food market.

Correct AnswerverifiedShow Answer

Elements in a marketing plan depend on who the audience is and what the purpose is.For example,the marketing plan for an external audience would

Correct AnswerverifiedShow Answer

Paradise Kitchens included a detailed figure to highlight its SWOT analysis.However,

Correct AnswerverifiedShow Answer

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which of the following is not a writing and style guideline that still generally applies?

Correct AnswerverifiedShow Answer

In order to launch a start-up firm,Arthur K.Kydd believes that the firm needs to have a real product with

Correct AnswerverifiedShow Answer

Elements in a marketing plan depend on who the audience is and what its purpose is.For example,the marketing plan for an internal audience would

Correct AnswerverifiedShow Answer

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as

Correct AnswerverifiedShow Answer

The effectiveness of a table is determined by its ability to

Correct AnswerverifiedShow Answer

A(n) __________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Correct AnswerverifiedShow Answer

Which of the following statements is written in the best writing style for a business or marketing plan?

Correct AnswerverifiedShow Answer

Which of the following goals uses parallel construction?

Correct AnswerverifiedShow Answer

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