At the firm level, a _______ is a comprehensive plan stating how the organization will achieve its mission and objectives.
a. Marketing plan.
b. Strategy.
c. Market plan.
d. Market-driven plan.
Answer: b. Strategy.
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Marketing Chapter 2
- Which of the following provides an overview of the entire marketing plan so that readers can quickly identify the key issues and their roles in the planning and implementation process?
- Which of the following is NOT a component of the marketing plan?
- Which of the following provides a uniform marketing vision for the firm and is the basis for internal communications?
- Which of the following is NOT one of the steps in strategic performance evaluation?
- Marketing cost analysis ___________________.
- Performance standards are derived from _________________.
- An essential element of communicating with marketing employees is _____________.
- Which of the following is the last step of establishing a marketing implementation timetable?
- Decision-making authority is delegated as far down the chain of command as possible in a(n) ________.
- A ______ states what is to be accomplished through marketing activities.
- A marketing strategy is the selection of a(n) _______ and the creation of a(n) _____ that will satisfy the needs of target-market members.
- The ability of later market entrants to achieve long-term competitive advantages by not being the first to offer a certain product in the marketplace is called ______________.
- When conducting a SWOT analysis, which of the following are barriers that could prevent an organization from reaching its objective?
- When the right combination of circumstances and timing permits an organization to take action to reach a particular target market, there exists a(n) ________________.
- The unique symbols, personalities, and philosophies that support all corporate activities including strategic planning and marketing are best described as ____________.
- Which of the following is based on the philosophy that a product's market growth rate and its market share are important considerations in determining marketing strategy?
- Which of the following competitive growth strategies strives to increase sales of current products in new markets?
- The strategic planning process begins with
- Which of the following is defined as the value of readily available access to willing respondents?
- Unwanted email is:
- Which of the following describes the situation in which the researcher knows who the respondent is but does not identify the respondent with any information gathered from that respondent to a client?
- Deception is a serious ethical issue in marketing research and occurs in research studies when potential respondents:
- In your textbook, which industry was used as an example of violating the integrity of research?
- According to the definition given in your textbook, which of the following does NOT represent a loss of research integrity?
- What does "frugging" refer to?