Game Review ch 2 mkt

Provides an overview by highlighting critical points in the marketing plan.

• executive summary

• business description

• product positioning

• sales analysis

Contains sales history, as well as projections or forecasts of sales to be achieved.

• market analysis

• sales analysis

• executive summary

• business description

Outlines the product and the type of business (brick-and-mortar, online, or both).

• executive summary

• marketing goal

• business description

• metrics

Simple, clear statement of the results to be achieved by marketing efforts.

• marketing mix

• business description

• target market

• marketing goal

The process used to influence the customer's perception of a product.

• marketing mix

• product positioning

• sales analysis

• budget

Marketing plans are usually written ____.

• five years before implementation

• about a year before implementation

• one or two months before implementation

• six months after implementation

The goal of product positioning is to ____.

• convince customers that the product is better than the competition in some way

• determine the type of customers to whom the product will be marketed

• define the tactics to be used to market the product

• identify the best opportunities for making new and repeat sales

Standards that can be measured, such as the click-through rate of an e-mail campaign, are known as ____.

• specific sales goals

• market potential

• best opportunities

• hard metrics

The specific activities a company performs to carry out agreed-upon marketing strategies are ____.

• sales goals

• price strategies

• marketing tactics

• marketing goals

A company's message to its customers about why the company exists is known as its ____.

• sales gaols

• mission statement

• vision statement

• company goals