Question 1

List some factors a marketing audit should assess.

Accepted Answer

-Key factors that impacted the business for good or for bad during the past year
-Customer satisfaction scores and the number and type of customer complaints
-The satisfaction levels of distributors,retailers,and other value chain members
-The marketing knowledge,attitudes,and satisfaction of all executives involved in the marketing function
-The extent to which the marketing program was marketed internally and "bought into" by top managers and non-marketing executives
-The offering: Did it meet the customer's needs as expected,and was the offering's competitive advantage defensible?
-The performance of the organization's advertising,promotion,sales,marketing,and research programs with an emphasis on their return on the money invested in them
-Whether the marketing plan achieved its stated financial and nonfinancial goals
-Whether the individual elements of the marketing plan achieved their stated financial and nonfinancial goals
-The current value of the brand and customer equity for each brand in the product portfolio

Question 2

_____ are better at estimating market potential than sales potential in addition to being relatively costly.

Accepted Answer

A)  Sales force composites 
B)  Executive opinions 
C)  Customer and channel surveys 
D)  Expert opinions 
E)  Time series techniques 
A)  Sales force composites 
B)  Executive opinions 
C)  Customer and channel surveys 
D)  Expert opinions 
E)  Time series techniques C

Question 3

After completing the _____ section,readers should conclude that the proposed strategy is the best one available.

Accepted Answer

A)  strategy 
B)  executive summary 
C)  market 
D)  budget 
E)  conclusion 
A)  strategy 
B)  executive summary 
C)  market 
D)  budget 
E)  conclusion A

Question 4

A(n)_____ can be advantageous because there is no historical data on how the product has done.

Accepted Answer

A)  response model 
B)  time-series technique 
C)  correlational analysis 
D)  exponential smoothing 
E)  market test 
A)  response model 
B)  time-series technique 
C)  correlational analysis 
D)  exponential smoothing 
E)  market test

Question 5

Expert opinion is a tool best used:

Accepted Answer

A)  in conjunction with more qualitative methods. 
B)  with those internal to the company, as they will have the most relevant opinions. 
C)  on its own. 
D)  in conjunction with more quantitative methods. 
E)  in conclusion to the marketing plan. 
A)  in conjunction with more qualitative methods. 
B)  with those internal to the company, as they will have the most relevant opinions. 
C)  on its own. 
D)  in conjunction with more quantitative methods. 
E)  in conclusion to the marketing plan.

Question 6

What are the issues that arise from underestimating demand versus overestimating demand?

Accepted Answer

If executives overestimate the demand fo

Question 7

Bob specifies that it is important to have 1,000 units of product available to five of their key retailers at all times in his company's warehouse.Which part of the marketing plan would ideally contain this information?

Accepted Answer

A)  Offering 
B)  Business climate 
C)  Customers 
D)  Communication plan 
E)  Distribution plan 
A)  Offering 
B)  Business climate 
C)  Customers 
D)  Communication plan 
E)  Distribution plan

Question 8

Fidelity is the degree to which the plan is being implemented as it is supposed to be.

Accepted Answer

A) True 
 B)False

Question 9

A leading indicator for furniture sales is new housing starts.

Accepted Answer

A) True 
 B)False

Question 10

A good marketing plan often sparks retaliation from one or more competitors.

Accepted Answer

A) True 
 B)False

Question 11

A firm's sales force will use the marketing plan to determine its sales strategies and how many salespeople are needed.

Accepted Answer

A) True 
 B)False

Question 12

List the components in a marketing plan outline.

Accepted Answer

-The executive summary
-The business cha

Question 13

Typically,the CMO is solely responsible for creating a marketing plan.

Accepted Answer

A) True 
 B)False

Question 14

The _____ section of the marketing plan answers questions about where and how the offering will be sold.

Accepted Answer

The answer of The _____ section of the marketing plan...

Question 15

A sales force composite is typically used for _____ forecasts in order to more accurately predict production and inventory requirements.

Accepted Answer

The answer of A sales force composite is typically used...

Question 16

The marketing plan is intended to be a persuasive document.

Accepted Answer

A) True 
 B)False

Question 17

The ____ is a document that is designed to communicate the marketing strategy for an offering.

Accepted Answer

A)  research paper 
B)  market plan 
C)  mission statement 
D)  annual report 
E)  execution strategy 
A)  research paper 
B)  market plan 
C)  mission statement 
D)  annual report 
E)  execution strategy

Question 18

A(n)_____ examines the competition's financial and marketing performance.

Accepted Answer

A)  forecast specialist 
B)  engineer 
C)  market analyst 
D)  brand manager 
E)  market director 
A)  forecast specialist 
B)  engineer 
C)  market analyst 
D)  brand manager 
E)  market director

Question 19

_____ are likely to be permanent members of the CMO's staff.

Accepted Answer

The answer of _____ are likely to be permanent members...

Question 20

_____ is a method of trend analysis forecasting that weights recent periods of time more heavily than comparatively distant periods of time.

Accepted Answer

Exponentia

List some factors a marketing audit should assess.

_____ are better at estimating market potential than sales potential in addition to being relatively costly.

After completing the _____ section,readers should conclude that the proposed strategy is the best one available.

A(n)_____ can be advantageous because there is no historical data on how the product has done.

Expert opinion is a tool best used:

What are the issues that arise from underestimating demand versus overestimating demand?

Bob specifies that it is important to have 1,000 units of product available to five of their key retailers at all times in his company's warehouse.Which part of the marketing plan would ideally contain this information?

Fidelity is the degree to which the plan is being implemented as it is supposed to be.

A leading indicator for furniture sales is new housing starts.

A good marketing plan often sparks retaliation from one or more competitors.

A firm's sales force will use the marketing plan to determine its sales strategies and how many salespeople are needed.

List the components in a marketing plan outline.

Typically,the CMO is solely responsible for creating a marketing plan.

The _____ section of the marketing plan answers questions about where and how the offering will be sold.

A sales force composite is typically used for _____ forecasts in order to more accurately predict production and inventory requirements.

The marketing plan is intended to be a persuasive document.

The ____ is a document that is designed to communicate the marketing strategy for an offering.

A(n)_____ examines the competition's financial and marketing performance.

_____ are likely to be permanent members of the CMO's staff.

_____ is a method of trend analysis forecasting that weights recent periods of time more heavily than comparatively distant periods of time.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

Filters

Exam 16: The Marketing Plan

List some factors a marketing audit should assess.

_____ are better at estimating market potential than sales potential in addition to being relatively costly.

After completing the _____ section,readers should conclude that the proposed strategy is the best one available.

A(n)_____ can be advantageous because there is no historical data on how the product has done.

Expert opinion is a tool best used:

What are the issues that arise from underestimating demand versus overestimating demand?

Bob specifies that it is important to have 1,000 units of product available to five of their key retailers at all times in his company's warehouse.Which part of the marketing plan would ideally contain this information?

Fidelity is the degree to which the plan is being implemented as it is supposed to be.

A leading indicator for furniture sales is new housing starts.

A good marketing plan often sparks retaliation from one or more competitors.

A firm's sales force will use the marketing plan to determine its sales strategies and how many salespeople are needed.

List the components in a marketing plan outline.

Typically,the CMO is solely responsible for creating a marketing plan.

The _____ section of the marketing plan answers questions about where and how the offering will be sold.

A sales force composite is typically used for _____ forecasts in order to more accurately predict production and inventory requirements.

The marketing plan is intended to be a persuasive document.

The ____ is a document that is designed to communicate the marketing strategy for an offering.

A(n)_____ examines the competition's financial and marketing performance.

_____ are likely to be permanent members of the CMO's staff.

_____ is a method of trend analysis forecasting that weights recent periods of time more heavily than comparatively distant periods of time.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

Filters