13th Edition Appendix A Building An Effective Marketing Plan

A. 

a distinctive point of difference that satisfies customer needs.

B. 

a prototype to test in the real world.

C. 

a list of all the other ideas you have, including this one.

D. 

some of your own money to demonstrate your belief that this product is a winner.

E. 

friends in the industry that you wish to enter.

A. 

create a prototype and test it in the real world.

B. 

submit a quality résumé that demonstrates the likelihood of future success.

C. 

develop a well-written marketing or business plan.

D. 

make a list of all the other ideas you have, including this one.

E. 

ask for an informal interview.

A. 

marketing plan

B. 

mission statement

C. 

operation plan

D. 

business plan

E. 

marketing dashboard

A. 

the time frame.

B. 

the competition.

C. 

available resources.

D. 

the target audience and purpose.

E. 

the financial investment needed.

A. 

the time frame.

B. 

the competition.

C. 

available resources.

D. 

the financial investment needed.

E. 

the kind and complexity of the organization.

A. 

the financial investment needed.

B. 

the time frame.

C. 

available resources.

D. 

the industry.

E. 

the competition.

A. 

A marketing plan has little or no value unless it projects plans at least 10 years into the future.

B. 

It is important to use the exact market plan format regardless of the product or industry.

C. 

Although sales figures will vary greatly, the marketing plan for a small family-owned food store will be almost identical to the marketing plan of a large supermarket chain, if written correctly.

D. 

Although the target audience and purpose affect the design of a marketing plan, the type of industry plays a relatively small, if any, role in its design.

E. 

In truth, no single generic marketing plan applies to all organizations and all situations.

A. 

the time frame

B. 

the competition

C. 

the available resources

D. 

the target audience and purpose

E. 

the financial investment needed

A. 

the time frame

B. 

the competition

C. 

the available resources

D. 

the financial investment needed

E. 

the kind and complexity of the organization

A. 

the financial investment needed

B. 

the time frame

C. 

the available resources

D. 

the industry

E. 

the competition

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.

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.

A. 

marketing dashboard

B. 

strategic plan

C. 

operation plan

D. 

business plan

E. 

marketing metric

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.

A. 

the size of the potential workforce included in their plans differs.

B. 

the investment potential of investors included in their plans differs.

C. 

the experience of the key personnel demonstrated in their plans differs.

D. 

the time periods likely to be covered by their plans differ.

E. 

the knowledge of technical language used in their plans differs.

A. 

a marketing plan is used for consumer products and a business plan is used for industrial products.

B. 

a marketing plan contains a greater degree of detail regarding research and development, operations, and manufacturing activities of the organization.

C. 

a business plan contains a greater degree of detail regarding research and development, operations, and manufacturing activities of the organization.

D. 

a marketing plan covers a greater length of time for its financial projections.

E. 

a business plan covers a greater length of time for its financial projections.

A. 

In contrast to a marketing plan, a business plan is a road map for the entire organization for a specified future period of time, such as one year or five years.

B. 

In contrast to a business plan, a marketing plan is a road map for the entire organization for a specified future period of time, such as one year or five years.

C. 

A marketing plan contains a greater degree of detail regarding research and development, operations, and manufacturing activities of the organization.

D. 

A business plan is used for industrial products and a marketing plan is used for consumer products.

E. 

A business plan is used for manufactured products and a marketing plan is used for services.

A. 

potential employees

B. 

potential customers

C. 

potential suppliers

D. 

future distributors, wholesalers, and retailers

E. 

possible investors or lenders

A. 

Does the prospective product meet all government safety standards?

B. 

Who is your competition and what are they doing?

C. 

Who will be your key suppliers?

D. 

Is the business or marketing idea valid?

E. 

What are your taxes?

A. 

Does the prospective product meet all government safety standards?

B. 

Who is your competition and what are they doing?

C. 

Who will be your key suppliers?

D. 

What are your taxes?

E. 

Is there something unique or distinctive about the product or service that separates it from substitutes and competitors?

A. 

Does the prospective product meet all government safety standards?

B. 

Is there a clear market for the product or service?

C. 

Who is your competition and what are they doing?

D. 

Who will be your key suppliers?

E. 

What are your taxes?

A. 

Are the financial projections realistic and healthy?

B. 

Does the prospective product meet all government safety standards?

C. 

Who is your competition and what are they doing?

D. 

Who will be your key suppliers?

E. 

What are your taxes?

A. 

Who is your competition and what are they doing?

B. 

Who will be your key suppliers?

C. 

Does the plan clearly describe how those providing capital will get their money back and make a profit?

D. 

What are your taxes?

E. 

Does the prospective product meet all government safety standards?

A. 

Use different color fonts or paper to represent different sections of your plan.

B. 

Do not use a business plan unless you plan to borrow at least $100,000.

C. 

Include as an attachment the résumés for all key players in your management team.

D. 

Set a firm date by which you will require an answer from a potential investor, after which you will take your plan somewhere else.

E. 

Use care in layout, design, and presentation.

A. 

Use different color fonts or paper to represent different sections of your plan.

B. 

Do not use a business plan unless you plan to borrow at least $100,000.

C. 

Shoot for a plan that is 15 to 35 pages in length, excluding financial projections and appendixes.

D. 

Include as an attachment the résumés for all key players in your management team.

E. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

A. 

Use different color fonts or paper to represent different sections of your plan.

B. 

Use visuals where appropriate.

C. 

Do not use a business plan unless you plan to borrow at least $100,000.

D. 

Include as an attachment the résumés for all key players in your management team.

E. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

A. 

Use bullet points for succinctness and emphasis.

B. 

Use different color fonts or paper to represent different sections of your plan.

C. 

Include as an attachment the résumés for all key players in your management team.

D. 

Do not use a business plan unless you plan to borrow at least $100,000.

E. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

A. 

Use different color fonts or paper to represent different sections of your plan.

B. 

Do not use a business plan unless you plan to borrow at least $100,000.

C. 

Be positive and specific to convey potential success.

D. 

Include as an attachment the résumés for all key players in your management team.

E. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

A. 

Use different color fonts or paper to represent different sections of your plan.

B. 

Use a direct, professional writing style.

C. 

Do not use a business plan unless you plan to borrow at least $100,000.

D. 

Include as an attachment the résumés for all key players in your management team.

E. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

A. 

Use A-level and B-level headings under the numbered section headings.

B. 

Do not use a business plan unless you plan to borrow at least $100,000.

C. 

Include as attachment the résumés for all key players in your management team.

D. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

E. 

Use different color fonts or paper to represent different sections of your plan.

A. 

Do not use a business plan unless you plan to borrow at least $100,000.

B. 

Include as attachment the résumés for all key players in your management team.

C. 

To save paper, send the plan in digital (Adobe Acrobat PDF) format to all potential investors.

D. 

Use numbers for impact.

E. 

Use different color fonts or paper to represent different sections of your plan.

A. 

We have found three different groups that could benefit from our new software.

B. 

Being that teachers, social workers, and nurses can use this software, it will offer great opportunities.

C. 

There are three potential target markets for this software: teachers, social workers, and nurses.

D. 

There is a target market of teachers; there is a target market of social workers; and there is a target market of nurses as well, who might benefit if we get the opportunity to bring this product to the public.

E. 

The fact that there are three different "money makers" to shoot for should be a selling point.

A. 

This will be a fantastic, once in a lifetime opportunity in the amazing world of chocolate lovers.

B. 

This product offers a unique opportunity to meet the needs of consumers who love the flavor of chocolate but who are allergic to cocoa.

C. 

What could be better than chocolate? Nothing! That's why this is a phenomenal opportunity for those who really understand the exciting world of chocolate.

D. 

We are not kidding. This new non-cocoa chocolate candy is simply irresistible; everyone we gave a sample to fell in love with it.

E. 

The fact that this chocolate-flavored candy does not contain cocoa should be a selling point.

A. 

Avoid using bullet points whenever possible because they distract the reader.

B. 

If possible, change the shape of the bullet point (circle, star, square, etc.) whenever you change topics.

C. 

Bullet points should be used with all major headings to help draw attention to them.

D. 

Bullet points enable key points to be highlighted effectively in a list form.

E. 

Bullet points make it easier to highlight points that require long explanations.

A. 

help readers make easy transitions from one topic to another.

B. 

only be used in marketing plans and not in business plans.

C. 

only be used in business plans and not in marketing plans.

D. 

be used sparingly, otherwise they lose their cohesiveness and effectiveness.

E. 

continue in traditional outline form all the way through E-level (the fifth level) if needed, but no further.

A. 

Visuals should not be used unless they are in black and white; color is not considered professional in a formal business plan.

B. 

Visuals should be used sparingly because it is assumed that if you cannot explain an idea in words, you don't have a sufficient grasp of your product.

C. 

Visuals such as illustrations, graphs, and charts are acceptable; photos are less professional and should be avoided.

D. 

Visuals such as photos, illustrations, graphs, and charts enable massive amounts of information to be presented succinctly.

E. 

Visuals should appear in the appendices of the plan, never in the body of the plan itself.

A. 

As a quick rule of thumb, there should be one page for every $10,000 required in the projected budget.

B. 

The length of a business plan should never be less than 30 pages or greater than 35 pages.

C. 

The length of the body of the plan should be between 15 and 30 pages including financial projections and appendices.

D. 

For every page in the body of the work, there should be at least one additional page in the appendix to complement it.

E. 

Although general guidelines suggest a length of 15 to 35 pages, the length of the plan should reflect the complexity of the product or service.

A. 

Fonts that are serif type should be used within the body of the plan and sans serif type should be used with charts and graphs.

B. 

Fonts that are sans serif are easier to read and should be used in the body of the plan.

C. 

Ink-jet printers are preferable to laser printers.

D. 

The font size should change with the importance of the material. Important material should be at least 14 points and go as small as 10.5 points for less important details.

E. 

There should be a different font style for each new section within the plan, provided no more than five distinct fonts are used.

A. 

as soon as you open the cover.

B. 

on the cover of the plan.

C. 

immediately after the executive summary.

D. 

between the executive summary and the company description.

E. 

immediately before the executive summary.

A. 

executive summary.

B. 

strategic plan.

C. 

vision statement.

D. 

overview of financial projections.

E. 

synopsis.

A. 

assure the investors of the company's financial health.

B. 

introduce all the members and key players in the organization.

C. 

describe the product's competition.

D. 

explain how the organization will be structured.

E. 

highlight the recent history and successes of the organization.

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.

A. 

brands.

B. 

competitors.

C. 

regulators.

D. 

stakeholders.

E. 

ideas.

A. 

desserts

B. 

pizza

C. 

chili

D. 

sushi

E. 

waffles

A. 

penetration pricing

B. 

skimming pricing

C. 

prestige pricing

D. 

specialty product pricing

E. 

basing point pricing

A. 

Make the best non-battery flashlight possible, make the brand name known in every household in the United States, and make the flashlight the official flashlight of every state-owned hospital in the United States.

B. 

To make the finest bicycles in the professional racing field, to attain sponsorship from at least three top Olympic riders, and obtain a return on equity of at least 15 percent.

C. 

Enter three major markets in the next three years, maintain a market share above 20 percent, while continuing to provide the best customer service according to industry polls.

D. 

To increase market share by at least 10 percent each year for the next five years, reduce employee turnover by 20 percent within the next five years, and to obtain a return on equity of at least 15 percent for each of the next five years.

E. 

Generate sales of $100 million, generate ROI of 20 percent, and maintaining selling costs at 10 percent of sales.

A. 

Photos should always appear in black and white or they lose their effectiveness.

B. 

Photos should always appear in color, regardless of the additional cost, since the overall effect is more professional that simply black-and-white images.

C. 

Photos should include a brief caption that ties them to the text and highlights the reason for being included.

D. 

If a photo is important enough to be included in the body of a marketing plan, it should require no further information.

E. 

Photos should never take up more than one-eighth of the page if they are used in the body of a marketing plan rather than in an appendix.

A. 

product and process.

B. 

product and service.

C. 

internal and external.

D. 

employee and customer.

E. 

financial and nonfinancial.

A. 

lenders and venture capitalists.

B. 

suppliers and distributors.

C. 

advertising agencies and public relations firms.

D. 

federal and state regulators to import tariff free ingredients.

E. 

Hispanic spokespeople to get the word out.

A. 

with all capital letters

B. 

in a font size at least three points larger than the body of the text

C. 

on a new page

D. 

either capitalized and bolded or italicized and underlined

E. 

with a brief introduction of what will be discussed

A. 

must start at the top of a new page so as not to create page break problems.

B. 

can be inserted anywhere in the page of text in a plan and do not have figure numbers.

C. 

should not be used since words would be more effective in describing the content than a table or graph.

D. 

be at least two inches but not more than fives inches high.

E. 

are more for style than for substance.

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.

A. 

Where are we now?

B. 

What is the competition doing?

C. 

How will our organization change?

D. 

What is happening in the industry?

E. 

Where are we going?

A. 

new technological innovations.

B. 

strengths, weaknesses, opportunities, and threats.

C. 

marketing program.

D. 

barriers to entry.

E. 

sustainable competitive advantages.

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.

A. 

many lower-quality, lower-price competitors

B. 

lack the economies of scale of huge competitors

C. 

Consumer income is high and convenience is important to U.S. households.

D. 

more households "eating out" and bringing prepared take-out into the home

E. 

unique, high-quality, high-price products

A. 

unique, high-quality, high-price products

B. 

many lower-quality, lower-price competitors

C. 

Technical breakthroughs enable smaller food producers to achieve the same economies of scale 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 home

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 home

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 home

A. 

there was no further explanation or written summary.

B. 

it was complemented by a short, but more in-depth, discussion of important points.

C. 

it failed to perform a situation analysis.

D. 

it did not include an industry analysis.

E. 

it also included a page-long explanation of each of the four factors.

A. 

the competition, the economy, and the company's customers.

B. 

the company, the economy, and the company's customers.

C. 

current trends, the competition, and the economy.

D. 

current trends, projected changes, competitive advantages.

E. 

the competition, the company, and the company's customers.

A. 

frozen foods and microwavable foods.

B. 

Mexican foods and South American foods.

C. 

eating out and take-out.

D. 

frozen foods and Mexican foods.

E. 

larger portion size and vegetarian meals.

A. 

5

B. 

17

C. 

25

D. 

32

E. 

41

A. 

35

B. 

47

C. 

66

D. 

79

E. 

86

A. 

Southwestern flavors and other regional foods in general.

B. 

spicy foods that include red chili peppers.

C. 

ethnic foods and regional cuisine.

D. 

bean products, cheese products, and tortillas.

E. 

heartier foods that are simple to prepare.

A. 

canned chili and dry chili.

B. 

frozen and canned chili.

C. 

pre-made and ready-to-make chili kits.

D. 

Mexican chili and "Americanized" chili.

E. 

chili with meat (con carne) and vegetarian chili with beans.

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.

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.

A. 

a stable financial base.

B. 

strong connections to the Hispanic community.

C. 

co-ownership in a chain of small grocery stores.

D. 

the professional food industry experience of the co-founders.

E. 

national "chili cook-off" titles.

A. 

customer characteristics plus 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.

A. 

change its recipes to be even lower in carbs, fats, and salt than competitors' products.

B. 

emphasize its products' taste and authenticity rather than their nutritional characteristics.

C. 

emphasize the already healthy product characteristics as well as the product's taste, convenience, and flexibility.

D. 

emphasize the research findings that indicate that Americans are actually getting too little fat in their diets, which makes them overeat in order to feel satisfied.

E. 

capitalize on the fact that its products have always been healthier than competitors' products and its plan to make meals even healthier.

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.

A. 

Paradise Kitchens does not intend to expand its markets; rather, it will choose a market penetration strategy through increasing same-store sales.

B. 

Howlin' Coyote's brand presence will be expanded through the addition of a totally new line of ethnic desserts (flan, churros, sopapillas).

C. 

Paradise Kitchens will gradually phase out its food service division to allow for growth in its new frozen dessert line.

D. 

Howlin' Coyote's brand presence will be expanded through the addition of new products in the frozen foods section.

E. 

By the end of Year 5, Paradise Kitchens will expand its chili, salsa, burrito, and enchilada business to reach small suburban and rural areas in the relatively untapped Midwest market.

A. 

resellers

B. 

competitors

C. 

stakeholders

D. 

product groupings

E. 

niches

A. 

$25,000

B. 

$50,000

C. 

$75,000

D. 

$100,000

E. 

$250,000

A. 

sponsored a recipe contest with the first prize being a trip for two to Mexico.

B. 

used bundle pricing with a chili bowl and a selection of products.

C. 

sponsored a series of short but informative commercials on the Cooking Channel.

D. 

published small, full-color, illustrated pamphlets as buyer incentives to its wholesalers.

E. 

printed recipes on the inside of its packaging.

A. 

a lack of advertising and promotion.

B. 

attempting to reach a target market that is too small.

C. 

too few competitors.

D. 

insignificant points of difference.

E. 

lack of experienced management.

A. 

high-quality frozen chili.

B. 

home-style taste.

C. 

mild spices for the relatively unsophisticated American palate.

D. 

premium packaging.

E. 

a range of chili product flavors.

A. 

positioning strategy

B. 

market-product grid strategy

C. 

competition analysis

D. 

implementation strategy

E. 

situational analysis

A. 

a moderately priced "homestyle taste of the Southwest" chili.

B. 

a low-cost "Mexican/American meld of flavors" for easy-to-prepare frozen entrees.

C. 

traditional "Taste of Mexico" that uses all organic ingredients in semi-prepared meals.

D. 

very high-quality "gourmet Southwestern/Mexican" frozen entrees and desserts.

E. 

very high-quality "authentic Southwestern/Mexican tasting" chilies that can be prepared easily and quickly.

A. 

the four marketing mix elements.

B. 

the five environmental forces.

C. 

the financial forecasts for the industry and the company itself.

D. 

the target market identification and market segment selection.

E. 

the specific steps that will be taken to implement the plan.

A. 

product benefits, product line, and product packaging.

B. 

product characteristics, branding strategies, and packaging.

C. 

unique product quality, product line, and branding strategies.

D. 

product line, unique product quality, and packaging.

E. 

product line, product brand, and product packaging.

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.

A. 

potential substitutes; break-even analysis

B. 

the closest competition; situational analysis

C. 

industry standards; marginal analysis

D. 

the closest competition; diversification analysis

E. 

industry standards; break-even analysis

A. 

SWOT analysis.

B. 

situational analysis.

C. 

marginal analysis.

D. 

diversification analysis.

E. 

break-even analysis.

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.

A. 

sponsored a recipe contest with the first prize being a trip for two to Mexico.

B. 

offered recipes printed on the back of the packages, at in-store demonstrations, and on coupons.

C. 

used bundle pricing with a chili bowl and a selection of products.

D. 

televised a series of short but informative commercials on The Food Network cable TV channel.

E. 

published small, full-color, illustrated pamphlets as buyer incentives to its wholesalers.

A. 

to restaurants specializing in American cuisine.

B. 

through company-owned stores at outlet malls.

C. 

exclusively to mass merchandisers such as Walmart and Target.

D. 

through a food distributor, which in turn will sell directly to grocery stores.

E. 

online to consumers to bypass "the middleman"; the product will be shipped using packed dry ice containers to keep it frozen during transportation.

A. 

past sales revenues and current sales revenues.

B. 

current sales revenues and revenues projected for the next year.

C. 

current sales revenues and revenues projected for the next five years.

D. 

past sales revenues and revenues projected for the next five years.

E. 

current debt and requested financing.

A. 

the bar chart made the lack of sales for the previous years less dramatic.

B. 

the numerical sales figures were too difficult to interpret.

C. 

there was too much information to present in such small physical space.

D. 

a bar chart could gloss over inconsistencies and anomalies.

E. 

the bar chart more clearly shows the company's projected growth.

A. 

curvilinear trend extrapolation.

B. 

management judgment.

C. 

survey of buyers' intentions.

D. 

salesforce survey.

E. 

direct forecasting.

A. 

director of sales.

B. 

director of advertising and promotions.

C. 

director of research and development.

D. 

director of human resources.

E. 

senior distribution manager.

A. 

director of advertising and promotions

B. 

director of research and development

C. 

director of finance and administration

D. 

director of human resources

E. 

senior distribution manager

A. 

director of advertising and promotions

B. 

director of research and development

C. 

director of human resources

D. 

vice president of marketing

E. 

senior distribution manager

A. 

director of advertising and promotions

B. 

director of operations

C. 

director of research and development

D. 

director of human resources

E. 

senior distribution manager

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.

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.

A. 

strategy

B. 

organization

C. 

implementation

D. 

evaluation

E. 

appendix

A. 

to act as a contingency plan for alternative actions

B. 

to sidestep responsibility if things do not go according to plan

C. 

to create an open dialog for additional financial requests

D. 

to gloss over possible forecasting ambiguities

E. 

to avoid setting specific monetary goals

A. 

An appendix is not necessary if the body of the marketing plan was properly written.

B. 

An appendix should never have more than one page for every seven in the marketing plan.

C. 

The nature and number of pages in an appendix should directly relate to the audience and its purpose.

D. 

It is best to include a variety of representations (graphs, tables, photographs, diagrams, etc.) rather than one single type (all graphs, all tables, etc.).

E. 

There is no need to label Appendices A, B, C, etc., unless each appendix represents an entirely different product, product line, or division.