Question 1

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 B

Question 2

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 a direct,professional writing style.
C)  Do not use a business plan unless you plan to borrow at least $100,000.
D)  Include as an attachment the résumés for all key players in your management team.
E)  To save paper,send the plan in digital (Adobe Acrobat PDF) format to all potential investors. B

Question 3

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

Accepted Answer

A)  Photos should always appear in black and white or they lose their effectiveness.
B)  Photos should always appear in color,regardless of the additional cost,since the overall effect is more professional that simply black and white images.
C)  Photos should include a brief caption that ties them to the text and highlights the reason for being included.
D)  If a photo is important enough to be included in the body of a marketing plan,it should require no further information.
E)  Photos should never take up more than ⅛ of the page if they are used in the body of a marketing plan rather than in an appendix. C

Question 4

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 A-level and B-level headings under the numbered section headings.
B)  Do not use a business plan unless you plan to borrow at least $100,000.
C)  Include as attachment the résumés for all key players in your management team.
D)  To save paper,send the plan in digital (Adobe Acrobat PDF) format to all potential investors.
E)  Use different color fonts or paper to represent different sections of your plan.

Question 5

The Company Analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as __________.

Accepted Answer

A)  a stable financial base
B)  strong connections to the Hispanic community
C)  co-ownership in a chain of small grocery stores
D)  the professional food industry experience of the co-founders
E)  national "chili cook-off" titles

Question 6

The format for a marketing plan for an organization depends on the following: (1)the target audience and purpose; (2)__________; and (3)the industry.

Accepted Answer

A)  the time frame
B)  the competition
C)  the available resources
D)  the financial investment needed
E)  the kind and complexity of the organization

Question 7

As part of its Competitor Analysis section of its marketing plan,Paradise Kitchens discussed the chili market,which represents over $500 million in annual sales.Chili products fall into two categories,which are

Accepted Answer

A)  canned chili and dry chili.
B)  frozen and canned chili.
C)  pre-made and ready-to-make chili kits.
D)  Mexican chili and "Americanized" chili.
E)  chili with meat (con carne) and vegetarian chili with beans.

Question 8

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is __________ and __________.

Accepted Answer

A)  time; money
B)  markets; marketing
C)  creativity; hard work
D)  originality; financial backing
E)  R&D; products

Question 9

According to the Paradise Kitchens marketing plan,two-thirds of American households consume Mexican foods.This information is used to infer that there is a more favorable attitude on the part of all Americans toward

Accepted Answer

A)  Southwestern flavors and other regional foods in general.
B)  spicy foods that include red chili peppers.
C)  ethnic foods and regional cuisine.
D)  bean products,cheese products,and tortillas.
E)  heartier foods that are simple to prepare.

Question 10

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Accepted Answer

A)  positioning strategy
B)  market-product grid strategy
C)  competition analysis
D)  implementation strategy
E)  situational analysis

Question 11

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Accepted Answer

A)  Paradise Kitchens does not intend to expand its markets; rather,it will choose a market penetration strategy through increasing same-store sales.
B)  Howlin' Coyote's brand presence will be expanded through the addition of a totally new line of ethnic desserts (flan,churros,sopapillas) .
C)  Paradise Kitchens will gradually phase out its Food Service division to allow for growth in its new frozen dessert line.
D)  Howlin' Coyote's brand presence will be expanded through addition of new products in the frozen-foods section.
E)  By the end of Year 5,Paradise Kitchens will expand its chili,salsa,burrito,and enchilada business to reach small suburban and rural areas in the relatively untapped Midwest market.

Question 12

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb- friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

Accepted Answer

A)  change its recipes to be even lower in carbs,fats,and salt than competitors' products.
B)  emphasize its products' taste and authenticity rather than their nutritional characteristics.
C)  emphasize the already healthy product characteristics as well as the product's taste,convenience,and flexibility.
D)  emphasize the research findings that indicate that Americans are actually getting too little fat in their diets,which makes them overeat in order to feel satisfied.
E)  capitalize on the fact that its products have always been healthier than competitors' products and plan to make meals even healthier.

Question 13

The greatest single factor in a new product's failure is

Accepted Answer

A)  a lack of advertising and promotion.
B)  attempting to reach a target market that is too small.
C)  too few competitors.
D)  insignificant points of difference.
E)  lack of experienced management.

Question 14

Paradise Kitchens uses the following type face/font style choices: Customer Analysis (A-level: bold)and Customer Characteristics (B-level: bold/italics)to indicate that

Accepted Answer

A)  Customer Characteristics and Customer Analysis are synonymous and can be used interchangeably.
B)  Customer Analysis is a subcategory of Customer Characteristics.
C)  Customer Analysis is the name of a secondary source and Customer Characteristics refers to internally-collected primary data.
D)  Customer Analysis is the formal marketing term and Customer Characteristics is the layman's term.
E)  Customer Characteristics is a subcategory of Customer Analysis.

Question 15

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)  Do not use a business plan 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 care in layout,design,and presentation.

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.

Question 17

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 & CEO include the following: 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

Question 18

Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

Accepted Answer

A)  mission,goals,and core competency/sustainable competitive advantage.
B)  mission,goals,and organizational structure.
C)  executive summary,company description,and financial overview.
D)  organizational structure,core competency/sustainable competitive advantage,and forecast of potential profits.
E)  organization's key players,organizational structure,and competency/sustainable competitive advantage.

Question 19

If the following statement was included in the Evaluation section of the Paradise Kitchens marketing plan,"The speed of the roll-out program will increase or decrease depending on Paradise Kitchens' performance in the successive metropolitan markets it enters," what would be the purpose of this statement?

Accepted Answer

A)  act as a contingency plan for alternative actions
B)  sidestep responsibility if things do not go according to plan
C)  create an open dialog for additional financial requests
D)  gloss over possible forecasting ambiguities
E)  avoid setting specific monetary goals

Question 20

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 the following: the industry,the kind and complexity of the organization,and

Accepted Answer

A)  the time frame.
B)  the competition.
C)  available resources.
D)  the target audience and purpose.
E)  the financial investment needed.

Exam 19: Buildign an Effective Marketing 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.

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?

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

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?

The Company Analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchenslists a major strength as __________.

The format for a marketing plan for an organization depends on the following: (1) the target audience and purpose; (2) __________; and (3) the industry.

As part of its Competitor Analysis section of its marketing plan,Paradise Kitchens discussed the chili market,which represents over $500 million in annual sales.Chili products fall into two categories,which are

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is and .

According to the Paradise Kitchens marketing plan,two-thirds of American households consume Mexican foods.This information is used to infer that there is a more favorable attitude on the part of all Americans toward

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchensis most accurate?

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb- friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

The greatest single factor in a new product's failure is

Paradise Kitchensuses the following type face/font style choices: Customer Analysis (A-level: bold) and Customer Characteristics (B-level: bold/italics) to indicate that

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?

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

Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

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 the following: the industry,the kind and complexity of the organization,and

Exam 19: Buildign an Effective Marketing 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.

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?

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

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?

The Company Analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchens lists a major strength as __________.

The format for a marketing plan for an organization depends on the following: (1) the target audience and purpose; (2) __________; and (3) the industry.

As part of its Competitor Analysis section of its marketing plan,Paradise Kitchens discussed the chili market,which represents over $500 million in annual sales.Chili products fall into two categories,which are

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is __________ and __________.

According to the Paradise Kitchens marketing plan,two-thirds of American households consume Mexican foods.This information is used to infer that there is a more favorable attitude on the part of all Americans toward

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchens is most accurate?

In response to current trends regarding health and nutrition,competitors such as Don Miguel,Mission Foods,El Monterey,and José Olé plan to offer or recently have offered more "carb- friendly" and "fat-friendly" products.Paradise Kitchens' response to this trend will be to

The greatest single factor in a new product's failure is

Paradise Kitchens uses the following type face/font style choices: Customer Analysis (A-level: bold) and Customer Characteristics (B-level: bold/italics) to indicate that

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?

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

Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

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 the following: the industry,the kind and complexity of the organization,and

The Company Analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals.Paradise Kitchenslists a major strength as __________.

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is and .

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchensis most accurate?

Paradise Kitchensuses the following type face/font style choices: Customer Analysis (A-level: bold) and Customer Characteristics (B-level: bold/italics) to indicate that