CHAPTER 2

Which of the following is FALSE about the marketing activities?

• Marketing Planning is a process that involves deciding on marketing strategies that business will help the company attain its overall strategic objectives.

• Marketing Implementation is the process of turning marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.

• Marketing Operation is the process of turning marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.

• Marketing Control is the process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure that marketing objectives are achieved.

Which of the following statement is TRUE about Operating control?

• Operating control is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumer’s long run interests and society’s long-run interests.

• Operating control involves looking at whether the company’s basic strategies are well matched to its opportunities.

• Operating control supports marketing control in the sense where ongoing performance is monitored against annual plan and corrective actions are taken when necessary.

• Operating control is a comprehensive, systematic, independent, and periodic examination that determines problem areas.

Which of the following is NOT the stages involve in Marketing Planning?

• Executive Summary

• Budgets

• Marketing Strategy

• Functional Organization

Which of the statement is NOT TRUE about SWOT analysis?

• Strength is the positive factors within a company that can help it to succeed.

• Weakness is the negative factors within a company that hinder it from obtaining competitive edge.

• Opportunity is the favorable situations with high possibilities of success, thus the firm should capitalize on it for greater potential.

• Threats is the manageable situations that the firm should be aware of as it could lead to higher risks or losses.

Which of the Following CORRECTLY described the contents of the marketing plan?

• Controls is the section that describes the target market and company’s position in it.

• Budgets is the section that spells out ways to turn marketing strategies into specific action programs.

• Objectives and issues is the section that states the marketing objectives that the company would like to attain during the plan’s term and discusses key issues that will affect their attainment.

• Current marketing situation is the section that outlines the control that will be used to monitor progress and allow higher management to review implementation results and spot products that are not meeting their goals.