Pick The Mix
1.Marketers plan where they need to go and how to get there efficiently to
a.lay out their strategies c.measure their success.
b.agree upon a goal. d.achieve satisfying connections.
d.achieve satisfying connections.
What is a marketing plan?
A. A financial report for marketing expenses
B. A document outlining a company’s marketing strategy and goals
C. A list of products to be sold
D. A schedule for employee shifts
B. A document outlining a company’s marketing strategy and goals
Which of the following items might be included in a marketing plan’s appendix:
a.A list of marketing objectives
c.The organization’s mission statement
b.A product photograph d.A SWOT analysis chart
d.A SWOT analysis chart
Before customizing the marketing mix, marketers should
a.select the strategy. c.choose the vendors.
b.decide the price. d.pick the product.
a.select the strategy.
For the strategy of conducting customer surveys, with tactics including contacting customers and tabulating survey results, which of the following is the goal:
a.Improving this year’s sales training results by 7% over last year’s results
b.Improving this year’s customer satisfaction by 7% over last year’s ratings
c.Improving this year’s telemarketing skills by 7% over last year’s skills
d.Improving this year’s proposal writing by 7% over last year’s writing
b.Improving this year’s customer satisfaction by 7% over last year’s ratings
Which of the following is NOT a key characteristic of a marketing plan?
A. Time-bound
B. Goal-oriented
C. Static and unchanging
D. Comprehensive
C. Static and unchanging
What section of the marketing plan includes information about expected results?
a.Performance and implementation c.Situation analysis
b.Appendix d.Desired target market
a.Performance and implementation
Which of the following is a strategy for the goal of increasing this year’s website sales by 9% over last year’s sales:
a.Printing the web address on company business cards
b.Including the web address in advertising
c.Letting people know the web address
d.Putting the web address on company vehicles
c.Letting people know the web address
Why must a marketing plan be adaptable?
A. To reduce costs
B. To respond to market changes and new opportunities
C. To avoid planning altogether
D. To increase employee turnover
B. To respond to market changes and new opportunities
Where in a marketing plan would a business discuss how it plans to communicate with
its customers?
a.Marketing objectives c.Executive summary
b.Situation analysis d.Marketing strategies and programs
d.Marketing strategies and programs
Which of the following is a tactic for the strategy of training customer service staff to reach
the goal of improving this year’s customer service by 15% over last year’s:
a.Scheduling customer service training dates
b.Improving the customer waiting area
c.Increasing customer benefits
d.Offering customers a payment plan
c.Increasing customer benefits
A marketing plan provides strategic direction by:
A. Replacing all business operations
B. Guiding marketing efforts toward business goals
C. Eliminating competition
D. Focusing only on short-term profits
B. Guiding marketing efforts toward business goals
What purpose does the longest section of the marketing plan serve?
a.To explain information with charts and graphs
b.To outline marketing strategies and programs
c.To detail financial plans and expenses
d.To explain performance and implementation procedures
b.To outline marketing strategies and programs
Which of the following is an important characteristic of marketing tactics:
a.The tactics should support the marketing mix.
b.The tactics should line up with marketing strategies.
c.The tactics should focus on customers.
d.The tactics should bring in enough money.
b.The tactics should line up with marketing strategies.
Which of the following best describes the relationship between marketing planning and marketing plans?
A. Planning is the execution of the plan
B. Planning is the process that leads to the creation of the plan
C. Plans come before planning
D. Planning is optional
B. Planning is the process that leads to the creation of the plan
The marketing objectives section of a marketing plan includes information about
a.the company’s finances.
b.the desired target market(s).
c.potential issues the marketing team must overcome.
d.marketing strategies and programs.
c.potential issues the marketing team must overcome.