Ch. 2 The Marketing Plan

Situational analysis is the study of internal and external factors that effect marketing strategies

A pottery company decided to sell its coffee mugs in the local coffee shops. What type of marketing decision was this?

To direct the marketing activities of a company, communicate its goals, objectives, and strategies, you would ...

A company began marketing a new sauce that includes spices often found in Asian cuisine. How is the company segmenting?

Understanding ethnic backgrounds and household income is part of market segmentation

What term is used to describe people born between 1946 and 1964?

A music shop wants to send catalogs to music teachers, dancers and other music lovers. What type of data would help?

A marketing mix is a formal written document which directs activities for a specific time

What are the components of a SWOT analysis?

What is demographics?

The three phases of the marketing process are

In marketing, having a time frame will indicate if an objective has been reached

What does an environmental scan do?

Which of the following does a marketing plan NOT do?

When conducting a SWOT analysis, the internal aspect of the analysis is based on ...

What is a marketing plan?

Segmenting the market based on product-related behavior involves looking at

What is discretionary income?

How are disposable income and discretionary income different?

According to the text, which U.S. ethnic population is declining, relative to other ethnic populations?

Which of the following purchases would most likely be made with discretionary income?

What is the definition of market segmentation?

What do geographics, demographics, psychographics, and product benefits have in common?

Businesses can use database technology to provide products to a specified target market

What is the purpose of an environmental scan?