Question 1

Focusing on customers has not always been the hallmark of strategic planning. In fact. in the early 20st century. firms tended to focus strictly on __________ rather than on developing relationships with customers.

Accepted Answer

A)   efficiency and quality
B)   selling products to customers
C)   marketing research
D)   growth and corporate profits
E)   new product development

Question 2

Whether at the corporate. business-unit. or functional level. the planning process always begins with an in-depth:

Accepted Answer

A)   a statement of goals and objectives.
B)   a situation analysis.
C)   strategy for achieving growth.
D)   statement of the organization's competitive advantages.
E)   assessment of the organization's resources.

Question 3

In a marketing plan. the executive summary should be a complete but concise overview of the entire marketing plan because:

Accepted Answer

A)   the executive summary is the most important part of the plan.
B)   the executive summary is the first part of the marketing plan to be written.
C)   most readers of a marketing plan are busy and value condensed information.
D)   the executive summary is the least read part of the marketing plan.
E)   the executive summary does not provide any quantitative information.

Question 4

Which of the following statements best describes the nature of a marketing plan?

Accepted Answer

A)   It clearly outlines the organization's mission and vision.
B)   It outlines how the organization will raise capital to finance growth.
C)   It focuses solely on the internal resources needed to develop a marketing strategy.
D)   It clearly outlines the organization's marketing activities.
E)   All of these statements describe a marketing plan.

Question 5

While all marketing plans face a number of obstacles in development and implementation. __________ is by far the most commonly occurring obstacle across most firms.

Accepted Answer

A)   failure to see the whole picture
B)   inadequate information
C)   resistance to change
D)   lack of time for planning
E)   inadequate communication

Exam 2: Strategic Marketing Planning

Which of the following statements best describes the nature of a marketing plan?

Correct Answer
verified

Whether at the corporate. business-unit. or functional level. the planning process always begins with an in-depth:

Correct Answer
verified

In a marketing plan. the executive summary should be a complete but concise overview of the entire marketing plan because:

Correct Answer
verified

While all marketing plans face a number of obstacles in development and implementation. __________ is by far the most commonly occurring obstacle across most firms.

Correct Answer
verified

Focusing on customers has not always been the hallmark of strategic planning. In fact. in the early 20^st century. firms tended to focus strictly on __________ rather than on developing relationships with customers.

Correct Answer
verified

Exam 2: Strategic Marketing Planning

Which of the following statements best describes the nature of a marketing plan?

Correct AnswerverifiedShow Answer

Whether at the corporate. business-unit. or functional level. the planning process always begins with an in-depth:

Correct AnswerverifiedShow Answer

In a marketing plan. the executive summary should be a complete but concise overview of the entire marketing plan because:

Correct AnswerverifiedShow Answer

While all marketing plans face a number of obstacles in development and implementation. __________ is by far the most commonly occurring obstacle across most firms.

Correct AnswerverifiedShow Answer

Focusing on customers has not always been the hallmark of strategic planning. In fact. in the early 20st century. firms tended to focus strictly on __________ rather than on developing relationships with customers.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Focusing on customers has not always been the hallmark of strategic planning. In fact. in the early 20^st century. firms tended to focus strictly on __________ rather than on developing relationships with customers.

Correct Answer
verified