Marketing 13th Edition by Roger Kerin - Test Bank

, Appendix A

Building an Effective Marketing Plan


Multiple Choice Questions


1. In order to launch a start-up firm, Arthur R. Kydd believes that the firm needs to have
a real product with


A. a distinctive point of difference that satisfies
customer needs.
B. a prototype to test in the real
world.
C. a list of all the other ideas you have, including
this one.
D. some of your own money to demonstrate your belief that this product
is a winner.
E. friends in the industry that you wish to
enter.

2. Arthur R. Kydd has helped launch more than 60 start-up firms and believes if you
have a real product with a distinctive point of difference that satisfies the needs of
customers, you may have a winner. The way to demonstrate this to him is to


A. create a prototype and test it in the real
world.
B. submit a quality résumé that demonstrates the likelihood of
future success.
C. develop a well-written marketing or
business plan.
D. make a list of all the other ideas you have, including
this one.
E. ask for an informal
interview.




AppA-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

,3. A(n) __________ is a road map for the marketing activities of an organization for a
specified future time period, such as one year or five years.


A. marketing
plan
B. mission
statement
C. operation
plan
D. business
plan
E. marketing
dashboard

4. There is no single generic marketing plan that can apply to all organizations or all
institutions. Rather, the specific format for a marketing plan for an organization
depends on the following: the industry, the kind and complexity of the organization,
and


A. the time
frame.
B. the
competition.
C. available
resources.
D. the target audience and
purpose.
E. the financial investment
needed.

5. There is no single generic marketing plan that can apply to all organizations or all
institutions. Rather, the specific format for a marketing plan for an organization
depends on the following: the industry, the target audience and purpose, and


A. the time
frame.
B. the
competition.
C. available
resources.
D. the financial investment
needed.
E. the kind and complexity of the
organization.




AppA-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

, 6. There is no single generic marketing plan that can apply to all organizations or all
institutions. Rather, the specific format for a marketing plan for an organization
depends on the following: the target audience and purpose, the kind and complexity
of the organization, and


A. the financial investment
needed.
B. the time
frame.
C. available
resources.
D. the
industry.
E. the
competition.

7. Which of the following statements about marketing plans is most accurate?


A. A marketing plan has little or no value unless it projects plans at least 10 years
into the future.
B. It is important to use the exact market plan format regardless of the
product or industry.
C. Although sales figures will vary greatly, the marketing plan for a small family-
owned food store will be almost identical to the marketing plan of a large
supermarket chain, if written correctly.
D. Although the target audience and purpose affect the design of a marketing plan,
the type of industry plays a relatively small, if any, role in its design.
E. In truth, no single generic marketing plan applies to all organizations and
all situations.

8. The format for a marketing plan for an organization depends on the following: (1)
__________, (2) the kind and complexity of the organization, and (3) the industry.


A. the time
frame
B. the
competition
C. the available
resources
D. the target audience and
purpose
E. the financial investment
needed




AppA-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.