Principles of Marketing - Chapter 14

What does a marketing plan do?

It captures outputs from the marketing planning process into one document.

How is a business presentation different from other types of presentations?

It involves achieving specific business objectives in the presenter's job.

What is the purpose of a marketing plan?

It is the guiding document marketing managers and teams use to identify objectives and plan the tactical implementation of marketing mix tools.

Which element of the marketing mix answers the question: What marketing campaign(s) are you running?

Promotion

The executive summary of a marketing plan does which of the following?

Provides an at-a-glance overview for a manager who may not have time to look over the entire document

The positioning and differentiation section of a marketing plan answers which of the following questions?

What do you want to be known for?

The company profile section of a marketing plan answers which of the following questions?

What organization are you marketing?

A detailed, step-by-step description of what needs to happen, when it needs to happen, and who's responsible for each step to execute the marketing campaign is included in the _____ plan.

action

After spending months finalizing a marketing plan, the lead marketing manager presents it to the entire company. It soon becomes clear that the budget given in the plan is far lower than the marketing team had determined it would need. This mistake is likely a result of a lack of _____.

alignment

When practicing your presentation, it is helpful to _____.

ask a friend to be honest and critical

The marketing plan acts as a mechanism to _____ other functions and to check for alignment.

communicate with

When a marketing plan is executed ineffectively, it is almost always the result of poor _____.

communication

If a marketing plan is done well, it puts a plan in place that aligns the marketing strategy, objectives, and tactics with the _____.

corporate mission

If a presenter feels uncertain about how to present a marketing plan, he or she should begin by reviewing the plan's _____.

executive summary

True or false: A marketing plan is designed to focus on specific brands, products, services, or market segments rather than the company as a whole.

false

True or false: In a PowerPoint presentation, visuals should be included that will engage the audience, even if they are not entirely relevant to the subject of the presentation.

false

True or false: It is usually better to check the impact of a marketing plan after its implementation to identify points of confusion than to spend time identifying them before implementation.

false

True or false: The more successful the plan is, the longer it will take to require a significant revision.

false

What is usually the reason why organizations fail to execute marketing plans effectively?

lack of communication

Since many small businesses lack discipline in marketing strategy, _____ often require them to have marketing plans in place.

lending institutions

When presenting a marketing plan, the goal of the speaker's presentation should be to _____.

make everyone understand why the plan is good and thoughtful

Each action in a marketing plan will generate new _____ regarding what works and what doesn't work, creating opportunities for new analysis and better strategies.

market data

When using Google Sites to create a presentation, the presenter should do which of the following? Select all that apply.

- Ask for feedback from others about how the presentation looks. - Test the presentation on both computer screens and smartphones.

Marketing exists to support an organization's _____, among other things. Select all that apply.

- growth - profits

A good business presentation should always _____. Select all that apply.

- include recommendations - be short and focused - drive action

The marketing plan is the guiding document marketing managers and teams use to _____. Select all that apply.

- lay out the objectives on which marketing efforts will focus - describe the actions the organization will take to achieve its objectives

For the vast majority of presentations, it is important that the presenter _____. Select all that apply.

- shape and improve the audience's ideas - be the expert and have all the answers

When presenting a marketing plan, the presenter should explain his or her ideas using _____. Select all that apply.

- specific details - vivid descriptions of ideas

The situational analysis stage in the marketing plan involves an analysis of internal factors that may include _____. Select all that apply.

- strengths - weaknesses

At what point should a marketing plan begin to be outdated?

After the first action is executed

When starting a presentation, what is the first step to take?

Consider your audience and their needs.

The marketing mix element of the marketing plan answers which of the following questions?

How will you impact your target market?

The marketing information and research section in a marketing plan does which of the following?

Discusses key questions that need to be answered and the information needed to answer them

The company profile in a marketing plan does which of the following?

Gives basic information about the organization, its offerings, and competitive set

_____ gives users the ability to create free basic websites that they can use in a presentation.

Google Sites

The marketing plan captures the _____ from the marketing planning process in one cohesive document.

outputs

Which type of presentation software is designed for students and only available to those with a student email address?

prezi

The _____ strategy describes how the target market will be impacted by what the company will offer to the market.

product

A corporate marketing plan is most often created to _____.

promote the organization as a whole

A marketing plan's budget should include a list of _____ required for executing the plan.

resources

True or false: A deep focus on defining a new product and bringing it to market may lead to a lack of awareness of significant dependencies on the supply chain and distribution channels.

true

True or false: Ideally, after a business presentation is completed, everyone in the room should leave with the feeling that they have something to contribute and are a part of the solution.

true

True or false: The marketing plan is required of most banks and investors because it forces a degree of discipline on small businesses that they may not already have.

true

True or false: When making a PowerPoint presentation, the presenter should use plain colors and fonts for the slides.

true

It is critical to _____ when creating a PowerPoint presentation.

use a large, readable font