Chap012 - Chapter 12 - Marketing Plans: Saying How You'll...

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Chapter 12 - Marketing Plans: Saying How You'll Get Sales Chapter 12 Marketing Plans: Saying How You'll Get Sales True / False Questions 1. (p. 378) A systematic written plan of all phases of marketing for a business is known as a marketing plan. TRUE Difficulty: Easy 2. (p. 378) Marketing research can verify the size of the potential market. TRUE Difficulty: Medium 3. (p. 378) Research falls into two major categories: secondary and post-secondary research. FALSE Difficulty: Easy 4. (p. 381) Primary data are specific to the problem you are solving. TRUE Difficulty: Easy 5. (p. 382) Focus group method refers to gathering data by simple observation. FALSE Difficulty: Medium 12-1
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Chapter 12 - Marketing Plans: Saying How You'll Get Sales 6. (p. 384) There are two major types of questions used in surveys: primary and secondary questions. FALSE Difficulty: Medium 7. (p. 384) With close-ended questions it is much easier to compare groups and to statistically analyze. TRUE Difficulty: Medium 8. (p. 384) Open-ended questions are not useful in marketing research since they can be answered in many ways. FALSE Difficulty: Medium 9. (p. 387) Differential advantage occurs as a result of something a company does in either – product, price, place or promotion. TRUE Difficulty: Medium 10. (p. 388) Promotion can create a differential advantage although more likely it will be the means by which you convey this advantage to the customers. TRUE Difficulty: Medium 12-2
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Chapter 12 - Marketing Plans: Saying How You'll Get Sales 11. (p. 389) An example of demographic segmentation is dividing up the market based on whether people live in city or rural areas. FALSE Difficulty: Hard 12. (p. 389) Benefit segmentation divides customers into groups based on what benefits they seek when making product or service decisions. TRUE Difficulty: Easy 13. (p. 390) Generally, marketers choose one of three targeting strategies: cost, differentiation and focus. FALSE Difficulty: Medium 14. (p. 391) A differentiated strategy is useful when there is really no difference in the reasons why consumers buy your products. FALSE Difficulty: Medium 15. (p. 391) The primary reason for targeting is that you don't waste a lot of effort and money. TRUE Difficulty: Medium 12-3
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Chapter 12 - Marketing Plans: Saying How You'll Get Sales 16. (p. 392) The second step in creating your marketing plan is to examine your target market. FALSE Difficulty: Medium 17. (p. 392) The key component in your situation analysis is to consider your competition. TRUE Difficulty: Easy 18. (p. 395) For a new company the marketing plan provides the justification for going into the market. TRUE Difficulty: Medium Multiple Choice Questions 19. (p. 378) A marketing plan examines all of these areas EXCEPT A. Target market B. Current situation C. Marketing strategy and objectives D. Employee issues involved in product creation Difficulty: Medium 12-4
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20. (p. 378) Creating a(n) ______ plan is the first step in putting together your business plan. A.
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This note was uploaded on 11/21/2009 for the course MNGT 422X taught by Professor Godsey during the Spring '09 term at UNL.

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Chap012 - Chapter 12 - Marketing Plans: Saying How You'll...

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