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?
a. environmental analysis
b. SWOT analysis
c. performance evaluation
d. marketing implementation
e. executive summary
Answer: E. executive summary
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Marketing Chapter 2
- 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?