Question 1

The implementation plan

Accepted Answer

A) describes the formation of the marketing program. 
B) displays the projected financial results of the plan. 
C) shows how the company will turn plans into results. 
D) identifies how the firm will select its target markets and position its products. 
E) analyzes its marketing opportunities and threats. 
A) describes the formation of the marketing program. 
B) displays the projected financial results of the plan. 
C) shows how the company will turn plans into results. 
D) identifies how the firm will select its target markets and position its products. 
E) analyzes its marketing opportunities and threats. C

Question 2

Paradise Kitchens describes its primary target market for Howlin' Coyote products as households with one to three people,where often both adults work,and with individual income typically above ________ per year.

Accepted Answer

A) $25,000 
B) $50,000 
C) $75,000 
D) $100,000 
E) $250,000 
A) $25,000 
B) $50,000 
C) $75,000 
D) $100,000 
E) $250,000 B

Question 3

Elements in a marketing plan depend on who the audience is and what its purpose is.For example,the marketing plan for an internal audience would

Accepted Answer

A) be informally written. 
B) contain specific financial details. 
C) point the direction for future marketing activities. 
D) explain organization and structure. 
E) provide biographical information of key players. 
A) be informally written. 
B) contain specific financial details. 
C) point the direction for future marketing activities. 
D) explain organization and structure. 
E) provide biographical information of key players. C

Question 4

All of the following are points of difference for Paradise Kitchens except which?

Accepted Answer

A) high-quality,authentic frozen chili 
B) combination of quick preparation and home-style taste 
C) mild spices for the relatively inexperienced American palate 
D) premium packaging 
E) a range of chili product flavors 
A) high-quality,authentic frozen chili 
B) combination of quick preparation and home-style taste 
C) mild spices for the relatively inexperienced American palate 
D) premium packaging 
E) a range of chili product flavors

Question 5

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 6

Which of the following statements regarding business or market plan page length is most accurate?

Accepted Answer

A) As a quick rule of thumb,there should be one page for every $10,000 required in the projected budget. 
B) The length of a business plan should never be less than 30 pages or greater than 35 pages. 
C) The length of the body of the plan should be between 15 and 30 pages including financial projections and appendices. 
D) For every page in the body of the work,there should be at least one additional page in the appendix to complement it. 
E) Although general guidelines suggest a length of 15 to 35 pages,the length of the plan should reflect the complexity of the product or service. 
A) As a quick rule of thumb,there should be one page for every $10,000 required in the projected budget. 
B) The length of a business plan should never be less than 30 pages or greater than 35 pages. 
C) The length of the body of the plan should be between 15 and 30 pages including financial projections and appendices. 
D) For every page in the body of the work,there should be at least one additional page in the appendix to complement it. 
E) Although general guidelines suggest a length of 15 to 35 pages,the length of the plan should reflect the complexity of the product or service.

Question 7

The industry analysis section of a 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 8

Which of the following statements regarding the appendices 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 plan's purpose and audience. 
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 Appendices 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 plan's purpose and audience. 
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 Appendices A,B,C,etc. ,unless each appendix represents an entirely different product,product line,or division.

Question 9

Which of the following statements about marketing plans is most accurate?

Accepted Answer

A) A marketing plan has little or no value unless it projects plans at least 10 years into the future. 
B) It is important to use the exact market plan format regardless of the product or industry. 
C) Although sales figures will vary greatly,the marketing plan for a small family-owned food store will be almost identical to the marketing plan of a large supermarket chain,if written correctly. 
D) Although the target audience and purpose affect the design of a marketing plan,the type of industry plays a relatively small,if any,role in its design. 
E) No single generic marketing plan applies to all organizations and all situations. 
A) A marketing plan has little or no value unless it projects plans at least 10 years into the future. 
B) It is important to use the exact market plan format regardless of the product or industry. 
C) Although sales figures will vary greatly,the marketing plan for a small family-owned food store will be almost identical to the marketing plan of a large supermarket chain,if written correctly. 
D) Although the target audience and purpose affect the design of a marketing plan,the type of industry plays a relatively small,if any,role in its design. 
E) No single generic marketing plan applies to all organizations and all situations.

Question 10

To help buyers see the many different uses for Howlin' Coyote Chili,Paradise Kitchens

Accepted Answer

A) sponsored a recipe contest with the first prize being a trip for two to Mexico. 
B) offered recipes printed on the back of the packages,at in-store demonstrations,and on coupons. 
C) used bundle pricing with a chili bowl and a selection of products. 
D) televised a series of short but informative commercials on The Food Network cable TV channel. 
E) published small,full-color,illustrated pamphlets as buyer incentives to its wholesalers. 
A) sponsored a recipe contest with the first prize being a trip for two to Mexico. 
B) offered recipes printed on the back of the packages,at in-store demonstrations,and on coupons. 
C) used bundle pricing with a chili bowl and a selection of products. 
D) televised a series of short but informative commercials on The Food Network cable TV channel. 
E) published small,full-color,illustrated pamphlets as buyer incentives to its wholesalers.

Question 11

Which of the following goals uses parallel construction?

Accepted Answer

A) Make the best non-battery flashlight possible,make the brand name known in every household in the United States,and make the flashlight the official flashlight of every state-owned hospital in the United States. 
B) To make the finest bicycles in the professional racing field,to attain sponsorship from at least three top Olympic riders,and obtain a return on equity of at least 15 percent. 
C) Enter three major markets in the next three years,maintain a market share above 20 percent,while continuing to provide the best customer service according to industry polls. 
D) To increase market share by at least 10 percent each year for the next five years,reduce employee turnover by 20 percent within the next five years,and to obtain a return on equity of at least 15 percent for each of the next five years. 
E) Generate sales of $100 million,generate ROI of 20 percent,and maintaining selling costs at 10 percent of sales. 
A) Make the best non-battery flashlight possible,make the brand name known in every household in the United States,and make the flashlight the official flashlight of every state-owned hospital in the United States. 
B) To make the finest bicycles in the professional racing field,to attain sponsorship from at least three top Olympic riders,and obtain a return on equity of at least 15 percent. 
C) Enter three major markets in the next three years,maintain a market share above 20 percent,while continuing to provide the best customer service according to industry polls. 
D) To increase market share by at least 10 percent each year for the next five years,reduce employee turnover by 20 percent within the next five years,and to obtain a return on equity of at least 15 percent for each of the next five years. 
E) Generate sales of $100 million,generate ROI of 20 percent,and maintaining selling costs at 10 percent of sales.

Question 12

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 which of the following?

Accepted Answer

A) the financial investment needed 
B) the time frame 
C) available resources 
D) the industry 
E) the competition 
A) the financial investment needed 
B) the time frame 
C) available resources 
D) the industry 
E) the competition

Question 13

Which of the following does Paradise Kitchens consider a weakness?

Accepted Answer

A) unique,high-quality,high-price products 
B) many lower-quality,lower-price competitors 
C) technical breakthroughs that enable smaller food producers to achieve the same economies of scale available to large competitors 
D) importance of convenience 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) technical breakthroughs that enable smaller food producers to achieve the same economies of scale available to large competitors 
D) importance of convenience to U.S.households. 
E) more households "eating out" and bringing prepared take-out into the home

Question 14

The Paradise Kitchens chart in the organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the president and CEO are the director of operations,vice president of marketing,director of finance and administration,and

Accepted Answer

A) director of sales. 
B) director of advertising and promotions. 
C) director of research and development. 
D) director of human resources. 
E) senior distribution manager. 
A) director of sales. 
B) director of advertising and promotions. 
C) director of research and development. 
D) director of human resources. 
E) senior distribution manager.

Question 15

It can be inferred from the Paradise Kitchens mission statement that the firm will most likely use a(n)________ strategy.

Accepted Answer

A) penetration pricing 
B) above-market pricing 
C) prestige pricing 
D) specialty product pricing 
E) basing point pricing 
A) penetration pricing 
B) above-market pricing 
C) prestige pricing 
D) specialty product pricing 
E) basing point pricing

Question 16

A key difference between a marketing plan and a business plans is that

Accepted Answer

A) a marketing plan is used for consumer products and a business plan is used for industrial products. 
B) a marketing plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization. 
C) a business plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization. 
D) a marketing plan covers a greater length of time for its financial projections. 
E) a business plan covers a greater length of time for its financial projections. 
A) a marketing plan is used for consumer products and a business plan is used for industrial products. 
B) a marketing plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization. 
C) a business plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization. 
D) a marketing plan covers a greater length of time for its financial projections. 
E) a business plan covers a greater length of time for its financial projections.

Question 17

The target audience and purpose affect the format of a business or marketing plan.For example,an element such as the level of detail should reflect

Accepted Answer

A) the kind and complexity of the organization. 
B) the educational background of the key personnel. 
C) the investment potential of the investors. 
D) how well you know your audience. 
E) whether the plan is for a product or service. 
A) the kind and complexity of the organization. 
B) the educational background of the key personnel. 
C) the investment potential of the investors. 
D) how well you know your audience. 
E) whether the plan is for a product or service.

Question 18

The place/distribution strategy section in the Paradise Kitchens marketing plan specified that Howlin' Coyote chili will initially be sold

Accepted Answer

A) to restaurants specializing in American cuisine. 
B) through company-owned stores at outlet malls. 
C) exclusively to mass merchandisers such as Walmart and Target. 
D) through a food distributor,which in turn will sell directly to grocery stores. 
E) online to consumers to bypass "the middleman";the product will be shipped using packed dry ice containers to keep it frozen during transportation. 
A) to restaurants specializing in American cuisine. 
B) through company-owned stores at outlet malls. 
C) exclusively to mass merchandisers such as Walmart and Target. 
D) through a food distributor,which in turn will sell directly to grocery stores. 
E) online to consumers to bypass "the middleman";the product will be shipped using packed dry ice containers to keep it frozen during transportation.

Question 19

Which of the following statements is best suited for a business or marketing plan?

Accepted Answer

A) This will be a fantastic,once in a lifetime opportunity in the amazing world of chocolate lovers. 
B) This product offers a unique opportunity to meet the needs of consumers who love the flavor of chocolate but who are allergic to cocoa. 
C) What could be better than chocolate? Nothing! That's why this is a phenomenal opportunity for those who really understand the exciting world of chocolate. 
D) We are not kidding.This new non-cocoa chocolate candy is simply irresistible;everyone we gave a sample to fell in love with it. 
E) The fact that this chocolate-flavored candy does not contain cocoa should be a selling point. 
A) This will be a fantastic,once in a lifetime opportunity in the amazing world of chocolate lovers. 
B) This product offers a unique opportunity to meet the needs of consumers who love the flavor of chocolate but who are allergic to cocoa. 
C) What could be better than chocolate? Nothing! That's why this is a phenomenal opportunity for those who really understand the exciting world of chocolate. 
D) We are not kidding.This new non-cocoa chocolate candy is simply irresistible;everyone we gave a sample to fell in love with it. 
E) The fact that this chocolate-flavored candy does not contain cocoa should be a selling point.

Question 20

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) Use informal language unless you plan to borrow at least $100,000. 
C) Include as an attachment the résumés for all key players in your management team. 
D) Set a firm date by which you will require an answer from a potential investor,after which you will take your plan somewhere else. 
E) Use visuals where appropriate. 
A) Use different color fonts or paper to represent different sections of your plan. 
B) Use informal language unless you plan to borrow at least $100,000. 
C) Include as an attachment the résumés for all key players in your management team. 
D) Set a firm date by which you will require an answer from a potential investor,after which you will take your plan somewhere else. 
E) Use visuals where appropriate.

Exam 23: Writing Successful Marketing and Business Plans: Tips and Guidelines

The implementation plan

Paradise Kitchens describes its primary target market for Howlin' Coyote products as households with one to three people,where often both adults work,and with individual income typically above ________ per year.

Elements in a marketing plan depend on who the audience is and what its purpose is.For example,the marketing plan for an internal audience would

All of the following are points of difference for Paradise Kitchens except which?

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

Which of the following statements regarding business or market plan page length is most accurate?

The industry analysis section of a marketing plan provides perspective for information regarding

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

Which of the following statements about marketing plans is most accurate?

To help buyers see the many different uses for Howlin' Coyote Chili,Paradise Kitchens

Which of the following goals uses parallel construction?

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 which of the following?

Which of the following does Paradise Kitchens consider a weakness?

It can be inferred from the Paradise Kitchens mission statement that the firm will most likely use a(n)________ strategy.

A key difference between a marketing plan and a business plans is that

The target audience and purpose affect the format of a business or marketing plan.For example,an element such as the level of detail should reflect

The place/distribution strategy section in the Paradise Kitchens marketing plan specified that Howlin' Coyote chili will initially be sold

Which of the following statements is best suited for a business or marketing plan?

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?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Statements and Ratios

Filters