1. A marketing plan begins with an executive summary, which is a detailed, lengthy overview of the content of
the document that follows.
a. True
b. False
2. Jessica is drafting a marketing plan. The executive summary of her plan should be no longer than one page.
a. True
b. False
3. The STP section of a marketing plan usually involves summaries of marketing research.
a. True
b. False
4. In a marketing plan, the section about the 4Ps comes before the section about the 5Cs.
a. True
b. False
5. The executive summary is at the end of a marketing plan.
a. True
b. False
6. In a marketing plan, tactical plans come after market analyses.
a. True
b. False
7. A situation analysis discusses the 4Ps.
a. True
b. False
8. There is no reason to include marketing research in your marketing plan.
a. True
b. False
9. In a marketing plan, the executive summary is typically followed immediately by a situation analysis.
a. True
b. False
10. The 5Cs are addressed in the situation analysis.
a. True
b. False
11. In considering the 5Cs, marketers evaluate the company via a SWOT analysis.
a. True
b. False
12. Zechariah needs to know as much as he possibly can about the customers he is targeting, and the only way
to know about his customers is to get data on them. Studying secondary data about background trends, etc. is a
good place to start.
a. True
b. False
13. Much of the company C is knowing our own strengths and goals.
a. True
b. False
14. Distribution channel members are competitors.
a. True
b. False
15. Lumber Sales Co. has good relationships with its providers in the supply chain (lumberjacks, sawmill
companies, etc.), and with the channel members downstream from the firm (home improvement stores), so
problems will not arise related to shared shelf space, or shared ad space, etc.
b. False
16. A marketing plan should include information about competitors’ strengths.
a. True
b. False
17. Context includes things like legal, technological, and social changes and trends.
a. True
b. False
18. Because many contextual factors change constantly, they should be examined in detail.
a. True
b. False
19. A SWOT analysis is usually used to assess the 4Ps.
a. True
b. False
20. In the segmentation portion of a marketing plan, we should start by identifying ideal customers.
a. True
b. False
21. Profit potential and growth potential are only minor considerations in selecting a target market.
a. True
b. False
22. Psychological variables are relevant to segmentation.
a. True
b. False
23. Behavioral variables are not relevant to segmentation.
a. True
b. False
24. In targeting, the size of a segment is not a selection criterion.
a. True
b. False
25. Tony owns a bed-and-breakfast inn near a ski resort. He wants to set a marketing strategy that will help his
inn have regular bookings throughout the year. Tony should determine the characteristics of the inn’s ideal
customer.
a. True
b. False
26. In writing the targeting portion of the marketing plan, we should consider quantitative factors such as the
size of the segment, profitability, and growth.
a. True
b. False
27. Company A’s marketing plan states that it offers a line of products to a single segment. Company B’s
marketing plan states that it offers multiple products to multiple segments. Company B’s marketing plan is
more likely to succeed.
a. True
b. False
28. Cluster analysis is usually used for positioning.
a. True
b. False
29. If you are selecting a segment for a car company, it would be a good idea to remember that a car is
an expensive purchase.
a. True
30. Tarcy Company has experimented with one-to-one marketing, but its newest marketing plan says that it is
going to scale back these efforts. This is probably a good idea since one-to-one marketing is not very cost-
effective.
a. True
b. False
31. When we write about market segmentation in a marketing plan, we should remember that it lies on a
continuum between mass marketing and one-to-one marketing.
a. True
b. False
32. Billy is writing a marketing plan for his restaurant. It is a good idea for him to say that he will focus on a
managerial approach rather than dealing with customer-based assessment.
a. True
b. False
33. A marketing plan should never identify small segments as targets because it is impossible for them to be
profitable enough.
a. True
b. False
34. Iggy is working on his company’s marketing plan for a new smartphone that also serves as a remote control
for televisions, car stereo systems, and MP3 players. After planning the company’s segmentation and targeting
efforts, Iggy should begin to craft the position of the actual product using all 4Ps: product, price, promotion, and
place.
a. True
b. False
35. Distribution is synonymous with promotion.
a. True
b. False
36. In the pricing section of his marketing plan, Andy implies that price serves as a mechanism to obtain value
back from customers. Andy is correct in this implication.
a. True
b. False
37. Maria is writing a marketing plan for her company and has come to the section covering the 4Ps. She needs
to remember the product is easier to change than any of the other marketing mix variables.
a. True
b. False
38. Ben is writing a marketing plan for his company that sells ice cream, while Adam is working on a marketing
plan for his amusement park chain. Their marketing plans should be very similar.
a. True
b. False
39. A marketing plan should not include a timeline.
a. True
b. False
a. True
b. False
41. Kelly is writing a marketing plan for a new energy drink. What should her plan begin with?
a. situation analysis
b. executive summary
c. positioning statement
d. segmentation analysis
42. A marketing plan begins with an assessment of
a. how things have progressed up to this point.
b. where things currently stand.
c. where we want things to go.
d. the mission statement.
43. With regard to discussing the company, Ben and Henrik should
a. do a SWOT analysis.
b. describe the ideal customer.
c. downplay any potential problems.
d. focus on the current business environment.
44. The executive summary is typically followed immediately by a
a. situation analysis.
b. target market summary.
c. positioning statement.
d. segmentation analysis.
45. A marketing plan workbook functions like a(n)
a. interviewer.
b. analyst.
c. friend.
d. coworker.
46. Sometimes marketers gloss over contextual factors, which is sometimes okay, because many of these
factors
a. fluctuate continuously.
b. are relatively stable.
c. vary greatly.
d. are not significant.
47. In order to truly know its customers, a company should strive to obtain fresh, primary data on which of the
following groups of customers?
a. current, past, and potential customers
b. past, potential, and competitors’ customers
c. current, past, potential, and competitors’ customers
d. current and potential customers
48. In the spirit of a SWOT analysis, a company’s strengths are defined somewhat relative to
a. behavior of non-buyers.
b. customer satisfaction levels.
c. other providers in the marketplace.
d. competitors’ misfortunes.
49. If we are assessing the macro-environmental issues we must attend to, such as legal, technical, and social
changes, then we are considering our
a. context.
b. company.
c. customers.
d. collaborators.
50. “What are we known for?” is a question about which of the 5Cs?
a. customer
b. company
c. context
d. competitors