28.Unrealistic goals are a common reason for failure of the marketing plan.
Page: 255
Difficulty: Easy
Multiple Choice Questions
29.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
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Hisrich, Entrepreneurship, Seventh Edition
Chapter 8
The Marketing Plan
32.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 Edition
65
Chapter 8
The Marketing Plan
