Exam 7: The Marketing Plan

The basic instrument used to guide the researcher and the respondent when surveys are taken is known as a:

Small business owners can now buy inexpensive personal computer software that can perform statistical calculations and generate report-quality graphics.

XYZ Corporation faces little competition for its product and can barely keep up with demand.The marketing philosophy most likely in place at XYZ is the ____________ philosophy.

In the analysis of a market,the customer profile should include a:

Andrew is considering two models of cars.The size,price,and options are identical.However,one model gets better gas mileage.This fact would be considered a(n):

Match the term with its definition.Not all terms will be used. a.demographic variables b.direct forecasting c.focus strategy d.indirect forecasting e.intellectual property f.market g.market analysis h.marketing mix -The process of locating and describing potential customers

What determines whether the sales forecasting process is direct or indirect?

The name of a new business should be:

Match the term with its definition.Not all terms will be used. a.marketing research b.market segmentation c.multi-segment strategy d.primary data e.production-oriented philosophy f.sales forecast g.sales-oriented philosophy h.secondary data -A prediction of how much of a product or service will be purchased within a given market during a specified time period

Match: a.actual product/service b.augmented product/service c.benefit variables d.breakdown process e.buildup process f.core product/service g.customer-oriented philosophy h.customer profile -The fundamental benefit or solution sought by customers

Match: a.actual product/service b.augmented product/service c.benefit variables d.breakdown process e.buildup process f.core product/service g.customer-oriented philosophy h.customer profile -A forecasting method that begins with a large-scope variable and works down to the sales forecast

Techniques used to collect primary data are often classified as ____ and ____ methods.

Match the term with its definition.Not all terms will be used. a.chain-ratio method b.customer-oriented philosophy c.intellectual property d.production-oriented philosophy e.segmentation variables f.single-segment strategy g.small business marketing h.unsegmented strategy -Trade secrets

Regardless of the type of business,the consumer-oriented marketing philosophy is the best choice among the competing alternatives.

Spira Footwear,Inc.produces running and walking shoes with a patented technology.Therefore the company's profile should concentrate the most on

Match the term with its definition.Not all terms will be used. a.demographic variables b.direct forecasting c.focus strategy d.indirect forecasting e.intellectual property f.market g.market analysis h.marketing mix -A forecasting method in which sales is the estimated variable

The most detailed and scrutinized section of a formal marketing plan is the:

Theodore has identified all the buyers in a market's submarkets and then totaled the estimated demand for all the submarkets.Theodore used the:

Special consideration should be given to the selection of the ____________ and the logic of this selection should be explained in the marketing plan.

Match: a.actual product/service b.augmented product/service c.benefit variables d.breakdown process e.buildup process f.core product/service g.customer-oriented philosophy h.customer profile -Specific characteristics that describe customers,their purchasing power,their consumption patterns,and other factors