Name:
Class:
Date:
Appendix A
Indicate whether the statement is true or false.
1. A firm’s marketers must write a marketing plan before formulating an overall marketing strategy.
a. True
b. False
2. Every marketing plan requires a budget, a time schedule for implementation, and a system for monitoring the
plan’s success or failure.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
3. Which of the following is used to identify the firm’s strengths, weaknesses, opportunities, and threats within
the marketing environment?
a. Business portfolio analysis
b. Breakeven analysis
c. SWOT analysis
d. Marginal analysis
4. Imagine that you’re the marketing manager of a small community theater called the Bayside Playhouse.
Someone on the board of directors has suggested that you start making tickets available for sale at other local
businesses, rather than requiring people to come to the box office, which has limited hours. You think this is an
excellent:
a. pricing strategy.
b. product strategy.
c. promotions strategy.
d. distribution strategy.
5. As the marketing manager of a small community theater called the Bayside Playhouse, you meet with the
other board members once a month. You all recognize that the playhouse is attracting mostly seniors and that
you need to appeal to a younger crowd to keep your playhouse alive. The other board members approve your
proposal to offer discounts to teens and college students because they agree it’s an excellent:
a. pricing strategy.
b. product strategy.
c. promotions strategy.
d. distribution strategy.
6. As the marketing manager of a small community theater called the Bayside Playhouse, you meet with the
other board members once a month. As a group, you decide to attract more families to the playhouse by staging
at least one kid-friendly play or musical each year. This is an excellent:
a. pricing strategy.
b. product strategy.
c. promotions strategy.
d. distribution strategy.
Name:
Class:
Date:
Appendix A
7. Tony is reviewing his team’s proposed marketing plan for their company’s newest model of computer
keyboard. The section he’s reading states that the keyboards will be introduced with in-store displays, a
giveaway to encourage sales, and a social media campaign, all within the first month of implementing the plan.
He must be reading about:
a. the SWOT analysis.
b. the marketing strategies.
c. the marketing tactics.
d. the key performance indicators.
8. Magic Meals is a subscription meal delivery service that promises to deliver all the already-prepared
ingredients and recipes you need to make healthy, kid-friendly meals in less than half an hour. Which of the
following people is most likely to be a member of Magic Meals’ target market?
a. A working mother of two young children
b. A single man in his 30s who has no children
c. A college-aged, single man who has no children
d. A stay-at-home mother of three teenagers
9. Imagine that you’re the marketing manager of a small community theater called the Bayside Playhouse. While
having dinner at your favorite restaurant one night, the owner suggests that you join forces with him and other
local eateries to stage a “Taste of Bayside” event at the playhouse. You recognize this as an excellent:
a. pricing strategy.
b. product strategy.
c. promotions strategy.
d. distribution strategy.
10. Magic Meals is a subscription meal delivery service that delivers healthy, already-prepared ingredients and
recipes to its customers. The company wants to increase revenues by focusing on a new target market. Which of
the following provides the best growth potential with the least additional investment?
a. Targeting people with special dietary restrictions by developing new low-sodium meals
b. Targeting overweight people by developing new low-calorie meals
c. Targeting vegetarians and vegans by developing appropriate meals
d. Targeting older adults by emphasizing the convenience and quality of existing products
11. Rick needs to get a small business loan in order to expand his food truck business, so he’s writing up a
marketing plan that includes specific objectives. Which of the following objectives belongs in the section
marked “nonfinancial objectives”?
a. To donate two percent of his profits to the local food bank
b. To increase the prices of his menu items by three percent
c. To increase revenues by fifteen percent in the next twelve months
d. To secure a loan for $40,000
12. Grace is working on a new marketing plan for her dog accessory business, and she’s developing some
company objectives. Which of the following objectives belongs in the section marked “financial objectives”?
Name:
Class:
Date:
Appendix A
a. To design new branding, including a new logo, for the company
b. To expand distribution across the state of California
c. To increase revenue by eight to ten percent in the next six months
d. To build out the e-commerce section of her website
13. Tracy is reviewing a marketing plan, and she is currently looking at the company description, marked
“Company Analysis.” Which of the following types of information should she NOT look for in this section?
a. A description of the firm’s core competencies
b. A summary of the company’s history and products
c. A plan for achieving a sustainable competitive advantage over its rivals
d. A list of the key performance indicators for the plan
14. William is the marketing director of a large firm that manufactures and sells gourmet food products across
the country. Recently a customer found ground glass in a jar of his company’s pesto sauce, and the news
coverage went national. Despite a public apology and a recall, sales have plummeted, and the CEO is counting
on William to turn things around. He suggests a new ___________ that includes tactics such as issuing
coupons, launching a social media campaign, and adding video testimonials to the website.
a. pricing strategy.
b. product strategy.
c. promotions strategy.
d. distribution strategy.
15. What are the reasons a company should develop a marketing plan?
16. Describe the different components of a business plan.
17. What is the relationship between a marketing plan and a business plan?
18. Describe at least three types of information a marketer should collect and detail in the Situation and
Competitive Analysis section of a marketing plan.
Name:
Class:
Date:
Appendix A
Answer Key
Name:
Class:
Date:
Appendix A