Exam 7: The Marketing Plan

Small business owners can now buy inexpensive personal computer software that can perform statistical calculations and generate report-quality graphics.

Mike is deciding how to get his product to his customers.His options include a fixed location, a mobile location, working out of his home and the Internet.Mike is making the ___________ decision.

Because many small business owners have strong production skills, they often attend mostly to the marketing side of the business to compensate.

The consumer-oriented approach to marketing:

Marketing research is defined as the gathering, processing, reporting and interpreting of marketing information.

Sheila has begun the sales forecasting procedure with a variable that has a very large scope and then systematically is working down to the sales forecast.Sheila is using the:

Sales forecasts are typically expressed in dollars or units.

Match the term with its definition.Not all terms will be used a.chain-ratio method b.customer-oriented philosophy c.intellectual property d.production-oriented philosophy e.segmentation variables f.single-segment strategy g.small business marketing h.un-segmented strategy -Business activities that direct the creation, development and delivery of a bundle of satisfaction from the creator to the targeted user.

The name of a new business should be:

Techniques used to collect primary data are often classified as ____ and ____ methods.

The initial step in the marketing research process is to:

Match the term with its definition.Not all terms will be used a.marketing research b.market segmentation c.multi-segment strategy d.primary data e.production-oriented philosophy f.sales forecast g.sales-oriented philosophy h.secondary data -A strategy that recognises different preferences of individual market segments and develops a unique marketing mix for each.

Marketing research is an effective supplement, but not a replacement, for the intuitive judgment of entrepreneurs.

Small business marketing involves a number of activities, including:

Match the term with its definition.Not all terms will be used a.chain-ratio method b.customer-oriented philosophy c.intellectual property d.production-oriented philosophy e.segmentation variables f.single-segment strategy g.small business marketing h.un-segmented strategy -A strategy that defines the total market as the target market.

Eunice is writing the marketing plan for her bed and breakfast.She has written that her market includes everyone from infants to the elderly.This is incorrect because:

Koldpak has focused principally on the development of revolutionary new ways of containerising fresh produce for grocery stores.The business's marketing philosophy is:

Personal interview surveys are attractive as a marketing research method because these are inexpensive to conduct.

Mary, owner of Delany Salsas, is curious to know whether the new packaging for her line of salsas is being noticed by supermarket consumers.To collect information, she passively watches shopper reactions as they pass by the Delany Salsas display.Mary is collecting ____ data through ____ methods.

Match the term with its definition.Not all terms will be used a.demographic variables b.direct forecasting c.focus strategy d.indirect forecasting e.intellectual property f.market g.market analysis h.marketing mix -The process of locating and describing potential customers.