D077 Module 2 Exam Questions with
Correct Answers
Marketing Plan pt 2 - ANSWER-Lay out marketing objectives (specific, measurable
achievements). paints a big pic of what is happening internally and externally
Components of marketing planning process - ANSWER-Identify mission statement of
marketing
Conduct a situational analysis
Define Objectives
Develop Strategies/tactics
Monitor/control
Mission Statement - ANSWER-To clarify what the plan hopes to achieve with
marketing efforts. Focus on what the customers need and want.
Situational Analysis - ANSWER-Helps marketers understand what to do and how to
do it. Consideration of controllable and uncontrollable elements that define current
and future state of economy.
AKA SWOT Analysis.
Strengths and Weaknesses - controllable
Opportunities and Threats - uncontrollable
Organizational Capabilites - ANSWER-Skills, processes, human abilities, and
competencies that are unique to an organization
Objectives - ANSWER-Specify measurable outcomes that'll be achieved in a
particular time frame. Used to align expectations/plans. SMART goals! Yay!
Strategy Development - ANSWER-Market strategy mist identify a plan that'll use
marketing functions resources to achieve it's mission, objectives, and goals. Must
capitalize on resources within the company! But take advantage of forces outside the
company!
DEFINES HOW MARKETING MIX CAN BE BEST USED TO ACHEIVE
MARKETING OBJECTIVES
Centerpiece - ANSWER-Target Customer
Implementation - ANSWER-Once strategy is defined, determine how to implement
the strategy.
Monitor/Control - ANSWER-Here, the plan is implemented. Track progress/ measure
performance. Must still gather info!
Correct Answers
Marketing Plan pt 2 - ANSWER-Lay out marketing objectives (specific, measurable
achievements). paints a big pic of what is happening internally and externally
Components of marketing planning process - ANSWER-Identify mission statement of
marketing
Conduct a situational analysis
Define Objectives
Develop Strategies/tactics
Monitor/control
Mission Statement - ANSWER-To clarify what the plan hopes to achieve with
marketing efforts. Focus on what the customers need and want.
Situational Analysis - ANSWER-Helps marketers understand what to do and how to
do it. Consideration of controllable and uncontrollable elements that define current
and future state of economy.
AKA SWOT Analysis.
Strengths and Weaknesses - controllable
Opportunities and Threats - uncontrollable
Organizational Capabilites - ANSWER-Skills, processes, human abilities, and
competencies that are unique to an organization
Objectives - ANSWER-Specify measurable outcomes that'll be achieved in a
particular time frame. Used to align expectations/plans. SMART goals! Yay!
Strategy Development - ANSWER-Market strategy mist identify a plan that'll use
marketing functions resources to achieve it's mission, objectives, and goals. Must
capitalize on resources within the company! But take advantage of forces outside the
company!
DEFINES HOW MARKETING MIX CAN BE BEST USED TO ACHEIVE
MARKETING OBJECTIVES
Centerpiece - ANSWER-Target Customer
Implementation - ANSWER-Once strategy is defined, determine how to implement
the strategy.
Monitor/Control - ANSWER-Here, the plan is implemented. Track progress/ measure
performance. Must still gather info!
