Exam 16: The Marketing Plan

In the context of causality,control means the degree to which you can manipulate an outcome.

At some level,every forecast is ultimately someone's judgment.

In a marketing plan's _____,the planner describes the offering and a brief rationale for why the company should invest in it.

Collaborators are typically limited to suppliers and distributors.

Competitors often try to skew the results of a firm's market test.

A marketing plan should be something of a living document.

A SWOT analysis can be utilized in the company analysis portion of the marketing plan.

The advantages of _____ are that they are low cost and fast,and they have the effect of making executives committed to achieving them.

What should be included in the budget section of the marketing plan?

A firm's sales potential:

SWOT stands for _____,_____,_____,and _____.

Time series techniques examine sales patterns in the past in order to _____.

A(n)_____ is an examination or snapshot of the state of a company's marketing strategies as they are actually implemented.

The _____ section details the tactics the organization will use to develop,market,and sell the offering.

The marketing plan should constantly answer the question:

Marketing plans are created only when a new offering is being launched.

A(n)_____ is likely to be a part of the team creating a marketing plan when there is a need for data to aid in the planning process.

What are the functions of a marketing plan?

Customers are central to all marketing plans.

Highlights are repeated in the _____ section of the marketing plan.