MKT CH11

Which of the following best describes a business plan?

A document that defines the operational and financial objectives of a business over a particular time, and defines how the business plans to accomplish those objectives

What is a marketing plan?

A document that includes an assessment of the marketing situation, marketing objectives, marketing strategy, and marketing initiatives

Which of the following is NOT typically included in the business plan?

Annual report

In the __________ section of the marketing plan, a mix of judgment and data analysis is used to consider past performance and the characteristics influencing that performance.

Forecasting

The purpose of a(n) __________ is to identify business revenues, expenses, and profits.

Income statement

Which term refers to the consolidated plan for all individual marketing plans?

Marketing program

In which section of a marketing plan would you find a SWOT analysis?

Marketing situation

Which of the following sections is NOT typically included in a business plan?

Mission statement

In a marketing plan, what is the primary purpose of the executive summary?

To communicate essential information to senior leadership and business stakeholders

In the marketing situation section of a marketing plan, you would find information about __________.

geographics, demographics, and psychographics

The __________ section of the marketing plan identifies the target market, positioning, marketing-mix strategies, and investment requirements.

marketing strategy