Question 1

Which of the following statements regarding bullet points in a marketing plan is most accurate?

Accepted Answer

A) Avoid using bullet points whenever possible because they distract the reader. 
B) If possible,change the shape of the bullet point (circle,star,square,etc.)whenever you change topics. 
C) Bullet points should be used with all major headings to help draw attention to them. 
D) Bullet points enable key points to be highlighted effectively in a list form. 
E) Bullet points make it easier to highlight points that require long explanations. 
A) Avoid using bullet points whenever possible because they distract the reader. 
B) If possible,change the shape of the bullet point (circle,star,square,etc.)whenever you change topics. 
C) Bullet points should be used with all major headings to help draw attention to them. 
D) Bullet points enable key points to be highlighted effectively in a list form. 
E) Bullet points make it easier to highlight points that require long explanations.

Question 2

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,__________ differ.

Accepted Answer

A) the size of the potential work force included in their plans 
B) the investment potential of investors included in their plans 
C) the experience of the key personnel demonstrated in their plans 
D) the time periods likely to be covered by their plans 
E) the knowledge of technical language used in their plans 
A) the size of the potential work force included in their plans 
B) the investment potential of investors included in their plans 
C) the experience of the key personnel demonstrated in their plans 
D) the time periods likely to be covered by their plans 
E) the knowledge of technical language used in their plans

Question 3

The Table of Contents is usually found

Accepted Answer

A) as soon as you open the cover. 
B) on the cover of the plan. 
C) immediately after the executive summary. 
D) between the executive summary and the company description. 
E) immediately before the executive summary. 
A) as soon as you open the cover. 
B) on the cover of the plan. 
C) immediately after the executive summary. 
D) between the executive summary and the company description. 
E) immediately before the executive summary.

Question 4

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

Accepted Answer

A) with all capital letters 
B) on a new page 
C) in a font size at least 3 points larger than the body of the text 
D) either capitalized and bolded or italicized and underlined 
E) with a brief introduction of what will be discussed 
A) with all capital letters 
B) on a new page 
C) in a font size at least 3 points larger than the body of the text 
D) either capitalized and bolded or italicized and underlined 
E) with a brief introduction of what will be discussed

Question 5

For readability and clarity,Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1.SWOT Analysis for Paradise Kitchens).It's divided into two sections:

Accepted Answer

A) Company Analysis; Industry Analysis. 
B) Internal Factors: Opportunities and Threats; External Factors: Strengths and Weaknesses. 
C) Internal Factors: Strengths and Weaknesses; External Factors: Opportunities and Threats. 
D) Financial Factors; Nonfinancial Factors. 
E) Domestic Issues; Global Issues. 
A) Company Analysis; Industry Analysis. 
B) Internal Factors: Opportunities and Threats; External Factors: Strengths and Weaknesses. 
C) Internal Factors: Strengths and Weaknesses; External Factors: Opportunities and Threats. 
D) Financial Factors; Nonfinancial Factors. 
E) Domestic Issues; Global Issues.

Question 6

In addition to quality content,a plan's layout and design are also important.Which of the following statements is most accurate?

Accepted Answer

A) Fonts that are serif type should be used within the body of the plan and sans serif type should be used with charts and graphs. 
B) Fonts that are sans serif are easier to read and should be used in the body of the plan. 
C) Ink-jet printers are preferable to laser printers. 
D) The font size should change with the importance of the material.Important material should be at least 14 points and go as small as 10.5 points for less important details. 
E) There should be a different font style for each new section within the plan provided no more than five distinct fonts are used. 
A) Fonts that are serif type should be used within the body of the plan and sans serif type should be used with charts and graphs. 
B) Fonts that are sans serif are easier to read and should be used in the body of the plan. 
C) Ink-jet printers are preferable to laser printers. 
D) The font size should change with the importance of the material.Important material should be at least 14 points and go as small as 10.5 points for less important details. 
E) There should be a different font style for each new section within the plan provided no more than five distinct fonts are used.

Question 7

The Financial Data and Projections section of the marketing plan for Paradise Kitchens includes two subsections,which are __________ and __________.

Accepted Answer

A) past sales revenues; current sales revenues 
B) current sales revenues; revenues projected for the next year 
C) current sales revenues; revenues projected for the next five years 
D) past sales revenues; revenues projected for the next five years 
E) current debt; requested financing 
A) past sales revenues; current sales revenues 
B) current sales revenues; revenues projected for the next year 
C) current sales revenues; revenues projected for the next five years 
D) past sales revenues; revenues projected for the next five years 
E) current debt; requested financing

Question 8

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. 
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.

Question 9

The Industry Analysis section of the marketing plan provides perspective for information regarding

Accepted Answer

A) the competition,the economy,and the company's customers. 
B) the company,the economy,and the company's customers. 
C) current trends,the competition,and the economy. 
D) current trends,projected changes,competitive advantages. 
E) the competition,the company,and the company's customers. 
A) the competition,the economy,and the company's customers. 
B) the company,the economy,and the company's customers. 
C) current trends,the competition,and the economy. 
D) current trends,projected changes,competitive advantages. 
E) the competition,the company,and the company's customers.

Question 10

Which of the following is one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

Accepted Answer

A) Does the prospective product meet all government safety standards? 
B) Is there a clear market for the product or service? 
C) Who is your competition and what are they doing? 
D) Who will be your key suppliers? 
E) What are your taxes? 
A) Does the prospective product meet all government safety standards? 
B) Is there a clear market for the product or service? 
C) Who is your competition and what are they doing? 
D) Who will be your key suppliers? 
E) What are your taxes?

Question 11

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

Accepted Answer

A) brands 
B) competitors 
C) regulators 
D) stakeholders 
E) ideas 
A) brands 
B) competitors 
C) regulators 
D) stakeholders 
E) ideas

Question 12

While there are several different groups of stakeholders who are likely to read a business or marketing plan,which group is likely to be the most critical of these documents?

Accepted Answer

A) potential employees 
B) potential customers 
C) potential suppliers 
D) future distributors,wholesalers,and retailers 
E) possible investors or lenders 
A) potential employees 
B) potential customers 
C) potential suppliers 
D) future distributors,wholesalers,and retailers 
E) possible investors or lenders

Question 13

In the Financial Data and Projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart in addition to a numerical table to present its actual and projected sales revenues from 2011 to 2016.Paradise Kitchens made this decision because

Accepted Answer

A) the bar chart made the lack of sales for the previous years less dramatic. 
B) the numerical sales figures were too difficult to interpret. 
C) there was too much information to present in such small physical space. 
D) a bar chart could gloss over inconsistencies and anomalies. 
E) the bar chart more clearly shows the company's projected growth. 
A) the bar chart made the lack of sales for the previous years less dramatic. 
B) the numerical sales figures were too difficult to interpret. 
C) there was too much information to present in such small physical space. 
D) a bar chart could gloss over inconsistencies and anomalies. 
E) the bar chart more clearly shows the company's projected growth.

Question 14

According to its marketing plan,Paradise Kitchens is positioning itself in consumers' minds as

Accepted Answer

A) a moderately priced "Home style taste of the Southwest" chili. 
B) a low-cost "Mexican /American meld of flavors" for easy-to-prepare frozen entrees. 
C) traditional "Taste of Mexico" that uses all organic ingredients in semi-prepared meals. 
D) very high-quality "gourmet Southwestern/Mexican" frozen entrees and desserts. 
E) very high-quality "authentic Southwestern/Mexican tasting" chilies that can be prepared easily and quickly. 
A) a moderately priced "Home style taste of the Southwest" chili. 
B) a low-cost "Mexican /American meld of flavors" for easy-to-prepare frozen entrees. 
C) traditional "Taste of Mexico" that uses all organic ingredients in semi-prepared meals. 
D) very high-quality "gourmet Southwestern/Mexican" frozen entrees and desserts. 
E) very high-quality "authentic Southwestern/Mexican tasting" chilies that can be prepared easily and quickly.

Question 15

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the target audience and purpose,and

Accepted Answer

A) the time frame. 
B) the competition. 
C) available resources. 
D) the financial investment needed. 
E) the kind and complexity of the organization. 
A) the time frame. 
B) the competition. 
C) available resources. 
D) the financial investment needed. 
E) the kind and complexity of the organization.

Question 16

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. 
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.

Question 17

Which of the following statements regarding the appendixes 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 audience and its purpose. 
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 Appendixes A,B,C,etc.unless each appendix represents an entirely different product,product line,or division. 
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 audience and its purpose. 
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 Appendixes A,B,C,etc.unless each appendix represents an entirely different product,product line,or division.

Question 18

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Accepted Answer

A) Use different color fonts or paper to represent different sections of your plan. 
B) Do not use a business plan unless you plan to borrow at least $100,000. 
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) To save paper,send the plan in digital (Adobe Acrobat PDF)format to all potential investors. 
A) Use different color fonts or paper to represent different sections of your plan. 
B) Do not use a business plan unless you plan to borrow at least $100,000. 
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) To save paper,send the plan in digital (Adobe Acrobat PDF)format to all potential investors.

Question 19

Which of the following does Paradise Kitchens consider a Strength?

Accepted Answer

A) unique,high-quality,high-price products 
B) many lower-quality,lower-price competitors 
C) lack the economies of scale of huge competitors 
D) consumer income is high and convenience is important to U.S.households 
E) more households "eating out" and bringing prepared take-out into the home 
A) unique,high-quality,high-price products 
B) many lower-quality,lower-price competitors 
C) lack the economies of scale of huge competitors 
D) consumer income is high and convenience is important to U.S.households 
E) more households "eating out" and bringing prepared take-out into the home

Question 20

To the company's knowledge,Paradise Kitchens is known for being the only premium-quality frozen __________ sold in U.S.grocery stores.

Accepted Answer

A) desserts 
B) pizza 
C) chili 
D) sushi 
E) waffles 
A) desserts 
B) pizza 
C) chili 
D) sushi 
E) waffles

Which of the following statements regarding bullet points in a marketing plan is most accurate?

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,__________ differ.

The Table of Contents is usually found

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

For readability and clarity,Paradise Kitchenspresents its SWOT analysis section of a marketing plan as a figure (Figure 1.SWOT Analysis for Paradise Kitchens).It's divided into two sections:

In addition to quality content,a plan's layout and design are also important.Which of the following statements is most accurate?

The Financial Data and Projections section of the marketing plan for Paradise Kitchensincludes two subsections,which are and .

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

The Industry Analysis section of the marketing plan provides perspective for information regarding

Which of the following is one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

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

While there are several different groups of stakeholders who are likely to read a business or marketing plan,which group is likely to be the most critical of these documents?

In the Financial Data and Projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart in addition to a numerical table to present its actual and projected sales revenues from 2011 to 2016.Paradise Kitchens made this decision because

According to its marketing plan,Paradise Kitchens is positioning itself in consumers' minds as

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the target audience and purpose,and

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

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

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Which of the following does Paradise Kitchens consider a Strength?

To the company's knowledge,Paradise Kitchens is known for being the only premium-quality frozen __________ sold in U.S.grocery stores.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters

Exam 19: Buildign an Effective Marketing Plan

Which of the following statements regarding bullet points in a marketing plan is most accurate?

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,__________ differ.

The Table of Contents is usually found

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

For readability and clarity,Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1.SWOT Analysis for Paradise Kitchens).It's divided into two sections:

In addition to quality content,a plan's layout and design are also important.Which of the following statements is most accurate?

The Financial Data and Projections section of the marketing plan for Paradise Kitchens includes two subsections,which are __________ and __________.

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

The Industry Analysis section of the marketing plan provides perspective for information regarding

Which of the following is one of the six questions most lenders and prospective investors expect to be answered in a marketing or business plan?

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

While there are several different groups of stakeholders who are likely to read a business or marketing plan,which group is likely to be the most critical of these documents?

In the Financial Data and Projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart in addition to a numerical table to present its actual and projected sales revenues from 2011 to 2016.Paradise Kitchens made this decision because

According to its marketing plan,Paradise Kitchens is positioning itself in consumers' minds as

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the target audience and purpose,and

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

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

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Which of the following does Paradise Kitchens consider a Strength?

To the company's knowledge,Paradise Kitchens is known for being the only premium-quality frozen __________ sold in U.S.grocery stores.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Filters

For readability and clarity,Paradise Kitchenspresents its SWOT analysis section of a marketing plan as a figure (Figure 1.SWOT Analysis for Paradise Kitchens).It's divided into two sections:

The Financial Data and Projections section of the marketing plan for Paradise Kitchensincludes two subsections,which are and .