Deck 12: Marketing Planning

Question 1

SWOT is one of the most commonly used analysis tools in business, but what does it analyse?

A) The external marketing environment
B) The internal marketing environment
C) The competitive environment
D) The organisation's current situation
E) The organisation's strategy

Answer 1

D

Question 2

Maria is the Marketing Manager for Wholefoods Ltd. She is working on the firm's marketing plan. Her forecasts show that, if they carry on as they have been doing, they are likely to miss their sales revenue targets by £500,000. She needs some new ideas. What kind of analysis has Maria undertaken?

A) PRESTCOM analysis
B) SWOT analysis
C) Strategic gap analysis
D) Ansoff's matrix
E) Ratio analysis

Answer 2

C

Question 3

Apart from business growth, there are a number of other good reasons for selling products internationally. Which of the following are valid reasons?

A) To spread risk
B) The firm has excess production capacity
C) To extend the product life cycle
D) All of these
E) None of these

Answer 3

D

Question 4

What is the first stage of the marketing planning process?

A) Research and development
B) Evaluation
C) Objective setting
D) Situation analysis
E) Strategy development

Question 5

What are marketing metrics?

A) Ways to measure marketing effectiveness
B) Marketing tactics
C) The elements of a marketing programme
D) A sales promotion technique
E) The value of the marketing budget

Question 6

Robert has recently been appointed Marketing Manager for a fashion company. He needs to know whether or not the company's products have a sustainable advantage in the marketplace. What kind of analysis does he need to do?

A) Environmental analysis
B) Gap analysis
C) Competitor analysis
D) Market share/market growth analysis
E) Brand interrogation

Question 7

Porter's five forces is an industry analysis model. The five forces are: inter rivalry of competitors, bargaining power of customers, bargaining power of suppliers, threat of new entrants and what?

A) Barriers to entry
B) Threat of competitors
C) Brand strength
D) Threat of substitutes
E) Bargaining power of consumers

Question 8

According to Ansoff's matrix, a company that tries to increase sales by selling its existing products in a new market is following what kind of strategy?

A) Market development
B) Diversification
C) Focus
D) Market penetration
E) Product development

Question 9

Which of the following is a well-used marketing evaluation and control method?

A) PEST
B) Acid test
C) Brand gap analysis
D) All of these
E) None of these