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Marketing Plan

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A written document containing the guidelines for the business center's marketing programs and allocations over the planning period is known as a

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Developing the marketing plan

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A written document containing the guidelines for the business center's marketing programs and allocations over the planning period is known as a

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Developing the marketing plan

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The single most important activity of the marketing manager is

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a). They generally have a quarterly horizon

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identify the INCORRECT statement pertaining to marketing plans: A. They generally have a quarterly horizon B. They focus on a product or one or more product lines C. They involve situation analysis D. They make use of information from the sales force E. They include objectives, strategies and programs based on background analysis

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C). It ensures that prior strategies that failed are forgotten

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All of the following are benefits of having a written marketing plan EXCEPT: A. It calls for disciplined thinking B. It provides a vehicle for communications between functional areas of the firm C. It ensures that prior strategies that failed are forgotten D. It pinpoints responsibility for achieving results by a specified date E. It provides continuity when management turnover occurs

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C). Bottom-up Planning

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The length of the planning period is affected by all of the following factors EXCEPT: A. Seasonality of demand B. Product development lead times C. Bottom-up planning D. Competitive intensity E. Frequency of shifts in customer tastes

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D. Made it necessary that assumptions underlying the marketing plan be checked frequently

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The internet has:

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takes place at the business centre level

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Marketing planning:

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Usually has a horizon of three to five years or more

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The strategic plan:

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D). To set broad objectives at the corporate level

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Which of the following is typically NOT an objective of a marketing plan? A. To define the current situation facing the product B. To encourage careful and disciplined thinking C. To establish a market orientation D. To set broad objectives at the corporate level E. To pinpoint responsibility for achieving product objectives

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C. Competitors often determine a brand's profits

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Competitor orientation is especially important in today's business environment because A. There are less competitors and longer life cycles B. A majority of products and services are monopolies C. Competitors often determine a brand's profits D. Competitors' actions usually remain unchanged E.Of its negative relationship with customer orientation

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C). Selling Orientation

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According to research a significant and positive relationship exists between all of the following, EXCEPT the firm's degree of A. Customer orientation B. Competitor orientation C. Selling orientation D. Interfunctional coordination E. Performance

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Hasty Planning

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Critical oversights during the planning process are most likely to be the results of:

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Forces discipline on the planners

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The advantage of structure in the planning process is that it:

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20-30 pages in length

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While the appropriate length for planning documents will vary according to individual circumstances, most plans are likely to be:

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As many corporate departments as possible

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The successful implementation of a marketing plan requires a broad consensus from:

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Generating Funds

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Which of the following uses of a planning document is most often overlooked? A. Generating funds B. Identifying future threats C. Identifying future opportunities D. Preparing for contingencies E. Establishing a market orientation

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Be oriented to achieving planned objectives

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Management compensation should:

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B). It employs only internal information sources

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Which of the following statements about a "thorough" planning process is NOT true? A. It utilizes experience from several managerial levels B. It employs only internal information sources C. It allows sufficient time for data collection/analysis D. It employs a variety of incentives for the planner E. It considers employment security and advancement

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E). It guarantees improved market performances

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Identify the INCORRECT statement about marketing planning. A. It provides intangible benefits B. It leads to lesser variations in profitability C. It has a disciplined approach to strategy development D. It adequately considers the external environment E. It guarantees improved market performance

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Circular Process

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The marketing planning process is best described as a:

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Top-down planning

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In this approach to planning the marketing plans are formulated by either senior or middle management with the aid of staff and product management and then implemented by the latter.

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Bottom-up

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Generally, _____ planning is characterized by better implementation.

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Update the facts about the past

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Typically this is the first step in a sequential planning process.

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Forecast competitors' actions

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The historical and background data analysis step in marketing planning is used to:

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Develop objectives, strategies, and programs

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Identify the step of the sequential planning process that is critical to the planning process because it outlines in detail what will be done with the product during the year or the appropriate planning period.

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Pro forma

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The _____ financial statements, developed during the planning process, typically include budgets and profit and loss figures.

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Audit

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The _____ step of the planning process provides important diagnostic information for both current and future planning efforts and acts as a source of feedback on the planning effort.

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Executive Summary

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All of the following are part of the situation analysis section of the marketing plan EXCEPT: A. Category analysis B. Competitor analysis C. Customer analysis D. Planning assumptions E. Executive summary

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Defines the competitor set

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The category definition portion of the marketing plan is:

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Competitor Analysis

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Resource analysis or self-assessment is a critical section of:

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Contingency plans

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These are helpful in dynamic markets where either new products or new competitors create the need for changes in strategy before the end of the plan's horizon:

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Supporting marketing programs

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Typically the implementation "instructions" for the marketing plan are contained in:

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Monitors and controls

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This section of the marketing plan specifies the type of marketing research and other information necessary to measure progress toward achieving the stated objectives is:

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Contingencies

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_________ are often previously considered strategies that were discarded.

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A marketing plan is a written document containing the guidelines for the business center's marketing programs and allocations over the planning period. The objectives of a marketing plan are: 1. To define the current situation facing the product. 2. To define problems and opportunities facing the business. 3. To establish objectives. 4. To define the strategies and programs necessary to achieve the objectives. 5. To pinpoint responsibility for achieving product objectives. 6. To encourage careful and disciplined thinking. 7. To establish a market orientation.

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Define a marketing plan and describe its main objectives.

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