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

Which of the following is NOT a component of the marketing plan?

a. marketing strategies

b. executive summary

c. marketing implementation

d. business analysis

e. SWOT analysis

Answer: D. business analysis

Which of the following provides a uniform marketing vision for the firm and is the basis for internal communications?

a. marketing strategy

b. marketing plan

c. performance standard

d. target market

e. mission statement

Answer: B. marketing plan

Which of the following is NOT one of the steps in strategic performance evaluation?

a. modifying the marketing strategy, if necessary

b. comparing actual performance with established standards

c. measuring actual performance

d. establishing performance standards

e. establishing a timetable for implementation

Answer: E. establishing a timetable for implementation

Marketing cost analysis ___________________.

a. is an expected level of performance against which actual performance can be compared.

b. is the firm's sale of a stated product as a percentage of industry sales of competing products.

c. breaks down and classifies costs to determine which are associated with specific marketing efforts.

d. assesses an organization's strengths, weaknesses, opportunities, and threats.

e. uses sales figures to evaluate a firm's current performance.

Answer: C. breaks down and classifies costs to determine which are associated with specific marketing efforts

Performance standards are derived from _________________.

a. marketing objectives.

b. marketing strategy.

c. the mission statement.

d. market opportunity.

e. sales analysis.

Answer: A. marketing objectives