1. Financial controls
2. SWOT Analysis
3. Marketing strategy
4. Executive summary
Answer: SWOT Analysis
2. What is the statement of the organization s purpose?
1. Mission statement
2. Organizational intent
3. Organizational perspective
Answer: Mission statement
3. Introducing new products to existing markets is an example of which of the following
1. Concentric diversification
2. Horizontal diversification
3. Conglomerate diversification
4. Vertical diversification
Answer: Horizontal diversification
1. Percent of sales method
2. Marginal approach
3. Comparative parity method
4. Objective and task method
Answer: Comparative parity method
1. Critical issues
2. Marketing strategies
3. Action plans
4. Executive summary
5. Objectives
Answer: Action plans
6. Marketing planning occurs at which of the following company levels
1. The product level
2. The market level
3. The business-unit level
4. All of the above
Answer: All of the above
7. What is difference between strategy and tactics?
1. Strategy reflects medium term objectives.
2. Strategy is about major issues: tactics is about minor issues.
3. Strategy is about overall direction: tactics is about ways of getting there.
4. Strategy is formal, tactics are informal
Answer: Strategy is about overall direction: tactics is about ways of getting there
8. Which of the following is not financial objective?
1. Customer loyalty
2. Sales
3. Economic value added
4. Market share
Answer: Customer loyalty
1. An examination of the costs and expenditures involved in marketing
2. A check on the cost-effectiveness of the firm marketing expenditure
3. A 'snapshot' of the firm's current marketing activities
4. The introduction of a new costing mechanism
Answer: A 'snapshot' of the firm current marketing activities