84. One reason for developing ________ is that the firm must be nimble in responding to bad publicity resulting from product tampering or failure, ethical or legal misconduct of an officer, or some other aspect of operation that garners bad press. A. Mission statements B. Forecasting C. Press releases D. Contingency plans E. Alternative company names 85. Every marketing plan includes an implementation element. These are sometimes called ________. A. Strategic plans B. Marketing programs C. Value propositions D. Action plans E. Marketing channels 86. Implementation elements, or action plans, should include ________. A. Timing B. A way to measure results C. The identity of the responsible person D. The identification of resources needed E. All of these 87. One part of a marketing plan should identify what to do if things go wrong. This section is called ________. A. Contingency planning B. Strategic planning C. Marketing metrics D. Action plans E. Marketing programs 88. Contingency plans should include ________. A. Best-case scenarios B. Worst-case scenarios C. Expected-case scenarios D. Best-case scenarios and Worst-case scenarios only E. Best-case scenarios, Worst-case scenarios, and Expected-case scenarios 89. Marketing plans are ________. A. A means of gathering input from stakeholders throughout the firm B. Essential for the firm’s success C. A rallying point for creativity D. Well articulated E. All of these 90. Scott is a plumbing fixture manufacturer’s salesperson. He sells to wholesalers, homebuilders, and retailers. His marketing plan calls for going to four trade shows a year. He recently found out that there would be a new Home Show aimed at consumers in his territory and he wants to attend. His boss says “Go for it!” The boss is reflecting which of the following concepts in successful marketing planning? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 91. Mary’s firm has delayed making a decision on acquiring a new product line. Her staff has analyzed and tweaked numbers for three months. Most likely, the staff needs to be reminded of which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 92. Tyler’s event planning company hired a new marketing assistant. He says he is a “big-picture person,” not a detail-oriented person. Most likely, Tyler is about to find out that the new assistant needs to be coached in which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 93. Samantha has worked for MJS Marketing for five years and expected a promotion next month. However, the new product launch that she organized did not go as smoothly as expected. This was the first time the company had hired an outside firm for promotions and Sam is worried that will reflect poorly on her. Sam’s terrific boss will most likely remind her of which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 94. Tips for producing a successful marketing plan include which concept(s)? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. All of these.
84.
One reason
for developing ________ is that the firm must be nimble in responding to bad
publicity resulting from product tampering or failure, ethical or legal
misconduct of an officer, or some other aspect of operation that garners bad
press.
A.
Mission
statements
B.
Forecasting
C.
Press
releases
D.
Contingency
plans
E.
Alternative
company names
85.
Every marketing
plan includes an implementation element. These are sometimes called ________.
A.
Strategic
plans
B.
Marketing
programs
C.
Value
propositions
D.
Action
plans
E.
channels
86.
Implementation
elements, or action plans, should include ________.
A.
Timing
B.
A way to
measure results
C.
The
identity of the responsible person
D.
The
identification of resources needed
E.
All of
these
87.
One part of a
marketing plan should identify what to do if things go wrong. This section is
called ________.
A.
Contingency
planning
B.
Strategic
planning
C.
Marketing
metrics
D.
Action
plans
E.
Marketing
programs
88.
Contingency
plans should include ________.
A.
Best-case
scenarios
B.
Worst-case
scenarios
C.
Expected-case
scenarios
D.
Best-case
scenarios and Worst-case scenarios only
E.
Best-case
scenarios, Worst-case scenarios, and Expected-case scenarios
89.
Marketing
plans are ________.
A.
A means of
gathering input from stakeholders throughout the firm
B.
Essential
for the firm’s success
C.
A rallying
point for creativity
D.
Well
articulated
E.
All of
these
90.
Scott is a
plumbing fixture manufacturer’s salesperson. He sells to wholesalers,
homebuilders, and retailers. His marketing plan calls for going to four trade
shows a year. He recently found out that there would be a new Home Show aimed
at consumers in his territory and he wants to attend. His boss says “Go
for it!” The boss is reflecting which of the following concepts in
successful marketing planning?
A.
Stay
flexible.
B.
Utilize
input, but don’t become paralyzed by information and analysis.
C.
Don’t
underestimate the implementation part of the plan.
D.
Stay
strategic, but also stay on top of the tactical.
E.
Give
yourself and your people room to fail and try again.
91.
Mary’s firm
has delayed making a decision on acquiring a new product line. Her staff has
analyzed and tweaked numbers for three months. Most likely, the staff needs
to be reminded of which concept?
A.
Stay
flexible.
B.
Utilize
input, but don’t become paralyzed by information and analysis.
C.
Don’t
underestimate the implementation part of the plan.
D.
Stay
strategic, but also stay on top of the tactical.
E.
Give
yourself and your people room to fail and try again.
92.
Tyler’s event
planning company hired a new marketing assistant. He says he is a
“big-picture person,” not a detail-oriented person. Most likely,
Tyler is about to find out that the new assistant needs to be coached in
which concept?
A.
Stay
flexible.
B.
Utilize
input, but don’t become paralyzed by information and analysis.
C.
Don’t
underestimate the implementation part of the plan.
D.
Stay
strategic, but also stay on top of the tactical.
E.
Give
yourself and your people room to fail and try again.
93.
Samantha has
worked for MJS Marketing for five years and expected a promotion next month.
However, the new product launch that she organized did not go as smoothly as
expected. This was the first time the company had hired an outside firm for
promotions and Sam is worried that will reflect poorly on her. Sam’s terrific
boss will most likely remind her of which concept?
A.
Stay
flexible.
B.
Utilize
input, but don’t become paralyzed by information and analysis.
C.
Don’t
underestimate the implementation part of the plan.
D.
Stay
strategic, but also stay on top of the tactical.
E.
Give
yourself and your people room to fail and try again.
94.
Tips for
producing a successful marketing plan include which concept(s)?
A.
Stay
flexible.
B.
Utilize
input, but don’t become paralyzed by information and analysis.
C.
Don’t
underestimate the implementation part of the plan.
D.
Stay
strategic, but also stay on top of the tactical.
E.
All of
these.
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