BA-370 Chapter 16: The Marketing Plan and Analytics Process

List one of the three categories for how marketing teams embrace analytics. All of these are categories for how marketing teams embrace analytics No analytics process "Vanity" analytics process Real analytics process

All of these are categories for how marketing teams embrace analytics

This piece of the marketing plan answers the following questions: "Who are we? Why do we exist?" Product / market objectives Brand identity Product / service Positioning statement

Brand identity

The key is that a marketer researches and thinks through all the elements in the marketing plan, _____ the market plan for each individual product. Customizing Circumventing Ordering Applying

Customizing

Which class of metrics measures how well marketing got things done? Efficiency metrics Activity metrics Effectiveness metrics Selective metrics

Efficiency metrics

Which marketing metric type shows the business impact of the marketing's work? Operational Output Outcome Predictive

Outcome

What are the seven elements of the marketing mix? Product, price, place, progress, process, people, physical evidence Product, profit, place, promotion, production, people, physical evidence Product, price, place, pizazz, process, persons, physical evidence Product, price, place, promotion, process, people, physical evidence

Product, price, place, promotion, process, people, physical evidence

Which analytic process links marketing's work to revenue? None of these No analytics process "Vanity" analytics process Real analytics process

Real analytics process

When figuring out the _____ _____ part of the marketing plan, you ask these questions: "What is happening in the immediate environment? Are there any key players that might affect future company strategy?" Customer response assessment plan Target market Product / market objectives Situation analysis

Situation analysis

Positioning Statement Template: For (_____ _____), product/service is (concise description). It is ideal for (best use or application) because (primary benefit or differentiation). Target market Brand awareness Quality control Situation analysis

Target market

True or False: The marketing plan is grouped into sections. False True

True