Exam 7: The Marketing Plan

Mary, owner of Delany Salsas, is curious to know whether the new packaging for her line of salsas is being noticed by supermarket consumers. To collect information, she passively watches shopper reactions as they pass by the Delany Salsas display. Mary is collecting _____ data through _____ methods.

A _____ is defined as a group of customers or potential customers who have purchasing power and unsatisfied needs.

Match the term with its definition. -Specific characteristics that distinguish market segments according to the benefits sought by customers

Match the term with its definition. -A group of customers or potential customers who have purchasing power and unsatisfied needs

Sales forecasts are typically expressed in dollars or units.

When designing and testing a questionnaire, an entrepreneur should

Consumer orientation is put into practice by applying a two-stage process that underlies all marketing efforts: identifying customer needs and satisfying those needs.

Which of the following is NOT part of the market analysis component of a marketing plan?

A consumer-oriented philosophy is used more often by firms than a production-oriented philosophy or a sales-oriented philosophy.

Marketing research should be viewed as a supplement to, not a replacement for, good judgment and cautious experimentation in launching new products and services.

The logic behind selecting the company _____ should be explained in the product/service section of a marketing plan.

Creators Plus, a modest-size manufacturer of quality crafts, expends considerable resources to ensure that its products are created in the most efficient manner. According to the owner, distribution and promotion are secondary considerations to managing an expedient production process. Creators Plus subscribes to the _____ marketing philosophy.

Inexpensive personal computer software is now available to perform statistical calculations and generate report-quality graphics.

Oliver figured if people were willing to pay for bottled water, they would also be willing to pay for bottled air. Oliver has forgotten that customers will not buy unless they have _____ needs.

Abigail purchased a container of salt. Which of the following statements is true?

What are some of the guidelines that should be followed when designing and testing a questionnaire?

What are the "4 Ps" of marketing strategy that should be discussed in a marketing plan?

In order to be appropriately considered a market, a group of customers or potential customers must have

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

A sales forecast is the typical indicator of