Question 1

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

Accepted Answer

A)   give a broad general overview.
B)   function as a sales document.
C)   be more informally written.
D)   be directed to the people who would be affected by it.
E)   be directed to the people who must implement the plan.F) A) and C)
G) D) and E)

Question 2

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

Accepted Answer

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

Question 3

In terms of paragraph style, most readers prefer

Accepted Answer

A)   block style because the appearance of the text is cleaner.
B)   block style because it seems more professional.
C)   block style because it lends itself better to financial documents.
D)   indented paragraphs because they make longer documents easier to read.
E)   indented paragraphs because they are more in keeping with professional business prose.F) A) and B)
G) A) and E)

Question 4

Charts are often used in the implementation section of a marketing plan to

Accepted Answer

A)   prioritize marketing activities and set deadlines.
B)   assign tactical marketing decisions and specify target markets.
C)   prioritize marketing activities and assign resources.
D)   specify target markets and assign resources.
E)   set deadlines and assign responsibilities for tactical marketing decisions.F) A) and D)
G) All of the above

Question 5

The chances of success for a new product are significantly increased if

Accepted Answer

A)   the company sets goals that both flexible and adaptable.
B)   objectives are set for the product itself and target market segments are identified for it.
C)   at least 25 percent of the initial budget includes advertising and promotional expenditures.
D)   all initial production, distribution, and promotion are done in-house where management can exert the greatest quality control.
E)   the firm outsources those elements of production, distribution, or promotion in which it has the least expertise.F) A) and B)
G) A) and C)

Question 6

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.F) A) and D)
G) B) and E)

Question 7

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.F) A) and B)
G) A) and C)

Question 8

The effectiveness of a table is determined by its ability to

Accepted Answer

A)   include every possible piece of information available.
B)   catch the reader's attention with its design and sophistication.
C)   create a powerful visual metaphor.
D)   summarize a large amount of information in a short amount of space.
E)   clarify difficult financial information or calculations.F) B) and D)
G) C) and E)

Question 9

The two key elements of the customer analysis section of the Paradise Kitchens marketing plan are

Accepted Answer

A)   customer characteristics and health and nutrition concerns.
B)   customer characteristics and target market demographics.
C)   consumer demographics and geographical distribution.
D)   consumer demographics and consumer psychographics.
E)   consumer psychographics and consumer life style data.F) A) and E)
G) All of the above

Question 10

For a business or marketing plan, its 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.F) A) and E)
G) C) and D)

Question 11

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)   $250,000F) A) and B)
G) C) and D)

Question 12

Which of these does Paradise Kitchens consider a threat?

Accepted Answer

A)   unique, high-quality, high-price products
B)   many lower-quality, lower-price competitors
C)   Technical breakthroughs enable smaller food producers to achieve many economies available to large competitors.
D)   Consumer income is high and convenience is important to U.S. households.
E)   more households "eating out" and bringing prepared take-out into the homeF) A) and B)
G) C) and D)

Question 13

Which of these does Paradise Kitchens consider an opportunity?

Accepted Answer

A)   unique, high-quality, high-price products
B)   many lower-quality, lower-price competitors
C)   lack the economies of scale of huge competitors
D)   Consumer income is high and convenience is important to U.S. households.
E)   more households "eating out" and bringing prepared take-out into the homeF) B) and D)
G) A) and B)

Question 14

A unique aspect of Paradise Kitchens' packaging is that

Accepted Answer

A)   the information is printed in English on one side and Spanish on the other.
B)   the color of the box gets redder as the spices get hotter.
C)   there is a Southwestern motif on the box instead of pictures of the product.
D)   there is a thermometer strip that indicates when the product is properly thawed.
E)   there are hidden figures created by the outlines of the chili beans for people to look at while preparing the meal.F) B) and C)
G) A) and D)

Question 15

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, the director of sales, the director of finance and administration, and the

Accepted Answer

A)   chief marketing officer.
B)   director of advertising and promotions.
C)   director of research and development.
D)   director of human resources.
E)   senior distribution manager.F) A) and B)
G) D) and E)

Question 16

The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Accepted Answer

A)   quantity discounts, in-store demonstrations, a chili eating contest.
B)   bundle pricing with a chili bowl, in-store demonstrations, and cents-off coupons.
C)   a chili eating contest, in-store demonstrations, and cents-off coupons.
D)   a contest for the best new slogan, a chili eating contest, and free taste tests at major grocery chains.
E)   in-store demonstrations, recipes, and cents-off coupons.F) C) and E)
G) None of the above

Question 17

For readability and clarity, Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1. SWOT Analysis for Paradise Kitchens) . It's divided into two sections:

Accepted Answer

A)   Company Analysis; Industry Analysis.
B)   Internal Factors: Opportunities and Threats; External Factors: Strengths and Weaknesses.
C)   Internal Factors: Strengths and Weaknesses; External Factors: Opportunities and Threats.
D)   Financial Factors; Nonfinancial Factors.
E)   Domestic Issues; Global Issues.F) A) and E)
G) C) and D)

Question 18

Paradise Kitchens' 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.F) B) and D)
G) A) and E)

Question 19

Paradise Kitchens uses the following type face/font style choices: Customer Analysis (B-level: bold)  and Customer Characteristics (C-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.F) A) and B)
G) C) and D)

Question 20

Which of these does Paradise Kitchens consider a weakness?

Accepted Answer

A)   unique, high-quality, high-price products
B)   limited resources that may restrict growth
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 homeF) B) and E)
G) A) and E)

Exam 23: Building an Effective Marketing Plan

Which of these does Paradise Kitchens consider a weakness?

Correct Answer
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Which of these does Paradise Kitchens consider an opportunity?

Correct Answer
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The chances of success for a new product are significantly increased if

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

Correct Answer
verified

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

Correct Answer
verified

The effectiveness of a table is determined by its ability to

Correct Answer
verified

The two key elements of the customer analysis section of the Paradise Kitchens marketing plan are

Correct Answer
verified

Paradise Kitchens' strategic focus and plan section of the marketing plan contained three key elements:

Correct Answer
verified

Charts are often used in the implementation section of a marketing plan to

Correct Answer
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Which of these does Paradise Kitchens consider a threat?

Correct Answer
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For readability and clarity, Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1. SWOT Analysis for Paradise Kitchens) . It's divided into two sections:

Correct Answer
verified

In terms of paragraph style, most readers prefer

Correct Answer
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For a business or marketing plan, its level of detail should reflect

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

Correct Answer
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The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Correct Answer
verified

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.

Correct Answer
verified

A unique aspect of Paradise Kitchens' packaging is that

Correct Answer
verified

The implementation plan

Correct Answer
verified

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

Correct Answer
verified

Exam 23: Building an Effective Marketing Plan

Which of these does Paradise Kitchens consider a weakness?

Correct AnswerverifiedShow Answer

Which of these does Paradise Kitchens consider an opportunity?

Correct AnswerverifiedShow Answer

The chances of success for a new product are significantly increased if

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The effectiveness of a table is determined by its ability to

Correct AnswerverifiedShow Answer

The two key elements of the customer analysis section of the Paradise Kitchens marketing plan are

Correct AnswerverifiedShow Answer

Paradise Kitchens' strategic focus and plan section of the marketing plan contained three key elements:

Correct AnswerverifiedShow Answer

Charts are often used in the implementation section of a marketing plan to

Correct AnswerverifiedShow Answer

Which of these does Paradise Kitchens consider a threat?

Correct AnswerverifiedShow Answer

For readability and clarity, Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1. SWOT Analysis for Paradise Kitchens) . It's divided into two sections:

Correct AnswerverifiedShow Answer

In terms of paragraph style, most readers prefer

Correct AnswerverifiedShow Answer

For a business or marketing plan, its level of detail should reflect

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The three key elements of the promotion strategy section in the Paradise Kitchens marketing plan are

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

A unique aspect of Paradise Kitchens' packaging is that

Correct AnswerverifiedShow Answer

The implementation plan

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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