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Exam 11: The Marketing Plan

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Question 1

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How is a business plan different from an individual department's plan?

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A business plan applies to the entire business and identifies responsibilities of management, explaining how those responsibilities pertain to each company department.

Question 2

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A(n) ________ identifies how much cash is needed to meet financial obligations and the source of that cash.

A) business statement
B) income statement
C) capitalization statement
D) cash-flow statement
E) balance sheet

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Question 3

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Most business plans include three types of financial statements.

The forecasting section of a marketing plan draws on data analysis rather than subjective judgment.

In a marketing plan, the ________ section identifies the history of the business and its core competencies.

Not-for-profit businesses can expect to gain only minimal benefits from developing business plans.

Explain the purpose of a break-even analysis.

Based on the sample in your text, which of the following is LEAST likely to be included in an implementation schedule?

In a SWOT analysis, a marketer considers factors that are internal and external to the company.

Which type of control considers results with respect to the stated marketing plan or program?

Marketers use demographics and psychographics to ________.

Briefly explain the purpose of an implementation schedule.

After a title page, the next part of a typical business plan is the ________.

While preparing the marketing plan for a new product line called Nature & Nurture, Jonas wrote the following: "Recent news about toxic materials in children's toys and repeated recalls of children's products due to safety concerns creates a substantial market opportunity for Nature & Nurture products. As parents become more and more alarmed about the safety of their children's toys, they can be expected to place a greater premium on the nontoxic, environmentally friendly materials used for all Nature & Nurture products." This statement belongs in the ________ section of the marketing plan.

A marketer would be unlikely to include a public relations plan in the marketing strategy section of a marketing plan.

Identify the elements generally included in a business plan.

Adam is a potential investor in Athletix, a manufacturer of sporting goods. To determine whether or not he wants to invest in the company, Adam is examining a document that lays out the financial goals for the entire company for the next three years, as well as goals in production efficiencies and shipping efficiencies. Adam is most likely reading the ________ for Athletix.

Identify three possible sources of inputs for a marketing plan.

Describe the criteria that the most successful marketing plans meet.

Direct sales and Web sales are both examples of ________.