Exam 8: The Marketing Plan

Which of the following is true of implementing a market plan?

Focus groups should be led by the entrepreneur.

Personal,face-to-face,surveys are the most effective and most expensive.

Which stage of marketing research is considered to be the most difficult for an entrepreneur due to lack of knowledge or experience in marketing?

Information that already exists is called:

All marketing goals and objectives should be quantifiable in physical units,time units,or price units.

The process of dividing the market into smaller homogeneous groups is called market segmentation.

Once the marketing goals and objectives have been established,the entrepreneur can begin to develop the __________ and __________ to achieve them.

Which of the following is an internal environmental variable?

An effective way to begin defining the purpose of a marketing plan,is to make a list of all the information needed to prepare the marketing plan.

Which of the following is(are)not a key element in the pricing strategy?

The __________ is the specific group of potential customers toward which a venture aims its marketing plan.

Focus groups:

Which of the following is not a major question that should be addressed by the marketing plan?

The most common approach to gathering primary information is:

Major considerations in channel of distribution selection include degree of directness and number of channel members.

Marketing information that already exists is called secondary data.

Promotion using television is more expensive than promotion using the Internet and direct mail.

The marketing system identifies the major interacting components,both internal and external to the firm.

Identify the 4 major considerations in distribution channel selection.