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28.Unrealistic goals are a common reason for failure of the marketing plan. Page: 255 Difficulty: Easy Multiple Choice Questions29.Which of the following statements is (are) nottrue? Page: 235 Difficulty: Easy 30._____ is the process of gathering information in order to determine who will buy the product and what is the most appropriate distribution channel. Page: 236 Difficulty: Medium 31.Marketing research begins with: Page: 236 Difficulty: Medium 64Hisrich, Entrepreneurship, Seventh Edition
Chapter 8 The Marketing Plan32.Information that already exists is called: A)marketing data. B)primary data. C)secondary data. D)target data. Answer: C Page: 237 Difficulty: Medium 33.Observation, interviewing, and focus groups are examples of collecting: Page: 237 Difficulty: Medium 34.The most common approach to gathering primary information is: Page: 238 Difficulty: Medium 35.Focus groups: Page: 240 Difficulty: Medium 36.The _________ is the written statement of marketing objectives, strategies, and activities to be followed in the business plan. A)marketing plan B)marketing mix C)marketing system D)marketing structure Answer: A Page: 242 Difficulty: Medium Hisrich, Entrepreneurship, Seventh Edition65