Exam 15: Planning and Implementation

A new shampoo is faltering badly in the market. Marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. The Marketing Director said that the problem is the most poorly written ____ she has ever seen.

The marketing plan is:

The sales forecast is the same as the sales potential.

Which of the following is a characteristic of a marketing objective?

Customer relationship management systems cannot be effective unless they are developed as:

Marketing planning establishes an organizational mission and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.

The realized strategy is the one management decided upon during the planning phase and wants to implement.

Discuss the core steps in the marketing planning process.

A marketing plan is a road map for implementing a company's strategies.

The intended strategy is the one management decided upon during the planning phase and wants to implement.

Market planners focus on dimensions such as competition, customer focus, differentiation, environmental focus, and customer relationships.

A competitive advantage is created when a company matches its core competency to the opportunities it has discovered in the market.

Marketing planning and implementation are inextricably linked in successful businesses.

A marketing plan usually begins with a(n):

Why is relationship marketing seen as being important and what are the different domains of relationship marketing?

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

Customer relationship management systems cannot be effective unless they are developed as:

The time lag between the performance of marketing activities and their results:

Key factors in determining the best organizational structure for a marketing unit are the:

For marketing implementation to be successful, the needs of ____ customers must be met.